Check Out Rozalyn Lucero-Corona’s Story

Today we’d like to introduce you to Rozalyn Lucero-Corona.

Hi Rozalyn, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
From a Conversation Over Lunch to a Movement
In 2019, I set off on a voyage not just to build a women’s networking group, but to build a community, a platform, and ultimately a movement.

I wanted to create a space where women could walk into the room knowing they belonged. A place where we could share business leads, open doors for one another, talk about careers, leadership, wellness, money, and the things we don’t always feel comfortable saying out loud.

And honestly? I wanted to build something my own daughters, my granddaughter, and the generations of women coming behind me could look at and say, “She made room for us.”

That little idea became the Chingona Community, a 501(c)(3) nonprofit dedicated to advancing women through leadership development, workforce opportunities, community service, networking, and wellness. What started as a conversation over lunch eventually became an organization that I built from the ground up, one relationship, one event, one woman, and one “yes” at a time.

But the truth is, Chingona Community didn’t come from some perfectly mapped-out business plan. It came from my own life.

I’ve spent decades navigating corporate America, sales, leadership, motherhood, entrepreneurship, and all the beautiful and brutally difficult spaces in between. I started my professional career through INROADS and eventually built a career in sales and leadership after graduating from Loyola Marymount University. Along the way, I learned something that has stayed with me: talent is everywhere, but access isn’t.

So I decided to create more access.

I’m a born feminist. I’ve always believed women should be able to build whatever career they want, sit at whatever table they want, create whatever business they want, and take up whatever space they damn well please.

And if there isn’t a seat at the table?

Build another table.

Today, I’m the Founder and CEO of the Chingona Community, Founder of Chingona Vine, a host, community relations leader, and part of the Sports Research family. My career has evolved, but the mission hasn’t changed: connect people, create opportunity, and leave the door wider open than I found it.

The word Chingona represents that energy for me. It’s unapologetic. It’s resilient. It’s ambitious. It’s the woman who gets knocked down, gets pissed off, gets back up, fixes her lipstick, and keeps moving.

I’ve learned that building something meaningful isn’t about having a perfect path. Mine certainly hasn’t been. It’s about resilience, tenacity, relationships, and refusing to let circumstances write your final chapter.

What began in 2019 as a women’s networking idea has become so much bigger than me.

And that’s exactly what I wanted.

Because the ultimate goal was never to build something with my name on it. It was to build something that women could stand on.

Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
The Road Has Never Been Smooth
Absolutely not. One of the biggest struggles and one I continue to navigate today is financial sustainability.

Chingona Community is intentionally built around providing meaningful programming, resources, networking, workforce development, leadership opportunities, and wellness support at no cost to the women we serve. But “free” to the community doesn’t mean free to operate. Grants, sponsorships, donations, and in-kind support are what allow us to keep the doors open and the programming moving. And securing that kind of support can be incredibly difficult for a grassroots organization.

The reality is, we’re not a massive institution with a huge development team or endless resources behind us. We’re a grassroots movement that started with an idea, a lot of heart, and very little money and somehow, we’ve continued to build something powerful.

That’s the part people don’t always see. They see the events. They see the women in the room. They see the partnerships, the smiles, the impact, the growth.

They don’t always see the late nights, the fundraising conversations, the financial uncertainty, or the constant question of “How do we keep doing this?” But I keep doing it because I believe deeply in what we’re building.

There is something incredibly powerful about creating a space where women don’t have to pull out their wallets to gain access to opportunity, community, mentorship, or resources. Our mission shouldn’t be limited by someone’s ability to pay. So yes, the road has been hard. Sometimes brutally hard.

But I’ve learned that being a grassroots organization isn’t our weakness; it’s part of our strength. We understand the women we serve because we’re in the trenches with them.

And I believe that if you can build something this impactful with a little bit of nothing, imagine what happens when the right people decide to invest in the vision. That’s when a movement becomes unstoppable.

Appreciate you sharing that. What else should we know about what you do?
More Than a Sales Career: A Career Built on Connection
Professionally, I’m a 30-year seasoned sales leader, producer, business developer, and relationship builder. I’ve worked across virtually every major vertical you can imagine…staffing, financial services, software, retail, hospitality, food and beverage, and beyond. I’ve sold products, services, ideas, partnerships, and, most importantly, possibility.

Sales has never been just a job for me. It’s my craft. I understand how to build a book of business, develop relationships, identify opportunity, negotiate, close, and perhaps most importantly create relationships that last long after the deal is done. My career began with Xerox through INROADS, and over the past three decades I’ve continued to evolve, pivot, learn new industries, and prove that a great salesperson can walk into almost any room and figure it out.

That experience ultimately led me to launch Chingona Vine, my consulting firm focused on strategic business planning, business development, sales leadership, team development, branding, and helping organizations build stronger and more profitable businesses. The name Vine is intentional it represents connecting, interweaving, integrating, and growing.

And because apparently I don’t know how to sit still, I’ve continued to expand. I’ve recently launched a wine in partnership with a winery in Buellton, California, bringing together my love of wine, relationships, entrepreneurship, and storytelling. I’m also currently a host and community/event coordinator with Sports Research, where I get to combine wellness, community, content, and relationship building in another industry that I genuinely enjoy.

But what am I most proud of? My ability to reinvent myself without losing myself.

I’ve spent 30 years building businesses and relationships, but I’ve also spent those years learning how to navigate change. I’ve moved between industries, built businesses, led teams, developed partnerships, and created opportunities for other people. I’ve never believed that one job title defines who you are.

What sets me apart is that I’m not just a salesperson. I’m a connector. I connect people to people. Businesses to opportunities. Women to resources. Organizations to communities. Ideas to execution.

And I bring a very specific energy into every room I enter I’m going to figure it out.

That’s probably the most consistent theme throughout my career. Whether I’m sitting across from a corporate executive, a small-business owner, a nonprofit leader, a potential client, a woman looking for her next opportunity, or a room full of entrepreneurs, I know how to build the bridge.

I’ve always been a producer. I like results. I like momentum. I like turning a conversation into a relationship, a relationship into an opportunity, and an opportunity into something tangible.

After 30 years, I’m still hungry. And I’m nowhere near done.

Any advice for finding a mentor or networking in general?
When it comes to finding a mentor and building a strong professional network, I believe you have to be intentional and willing to put yourself out there. There are so many avenues available today. One of my favorites is Meetup.com because you can search by your city and specific areas of interest and find networking events and communities that align with your goals.

I also believe LinkedIn is incredibly valuable. I encourage people to identify leaders and companies that are doing things they admire and simply reach out. Follow their work, engage with their content, and don’t be afraid to introduce yourself. You never know where one conversation can lead.

I wouldn’t necessarily approach someone immediately and say, “Will you be my mentor?” Instead, start by building a genuine relationship. Ask questions, learn from their experience, and find ways to stay connected. Networking isn’t just about what someone can do for you; it’s about creating mutually beneficial relationships and being willing to give back as well.

Most importantly, don’t underestimate the power of your existing network. Reach out to the people you already know and ask, “Who should I be talking to?” Sometimes the person who opens the next door for you is already one connection away. Be courageous, be genuine, follow up, and don’t be afraid to make the first move.

Contact Info:

• Website: https://www.chingonacommunity.com
• Instagram: Chingona Community
• Facebook: Chingona Community
• LinkedIn: https://www.linkedin.com/in/rozalynlucero/

Image Credits
Aguliar Productions
Mamma Bear PHotos