Today we’d like to introduce you to Leticia Baltayan.
Hi Leticia, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
From the time I was a child, I knew I wanted to pursue a career in design. I used to carry a sketchbook everywhere, drawing everything I could—from the architecture of my aunt’s house to characters from my favorite cartoons. I especially loved animation, spending hours practicing how to draw Donald Duck and other classic characters.
As I entered high school, my artistic focus shifted toward fine arts. Taking AP Art classes helped me recognize a natural talent for design, and I started to imagine what a creative career could look like. The first program I ever used was Microsoft Paint—a humble beginning, but the spark was there.
My journey hasn’t been easy. I grew up in a low-income household. After my parents divorced, my mother worked multiple jobs to keep a roof over our heads while my father struggled with mental illness. Art school felt out of reach financially, but I made a promise to myself: I would find a way to get the education I needed to become a graphic designer.
I chose to attend Mt. San Antonio College in Walnut, California. Thanks to the financial aid they offered, I was able to enroll. It wasn’t a private university, but the program was exactly what I needed. It gave me a solid foundation in design, and I’m still grateful for that opportunity. I laugh now thinking about how long it took me to finish my degree—I worked part-time and studied part-time for years. One year, determined to speed things up, I reversed that balance: full-time student, part-time worker. It was exhausting—but it was worth it.
In 2005, I landed my first design job at a print shop. I was eager, hungry to learn, and ready to prove myself. Looking back on my early work, I can see how far I’ve come. My skills have evolved tremendously, and so has my confidence.
Over the past 20 years, I’ve worked with a wide range of organizations—from small startups to larger companies, in industries ranging from B2B to D2C. I’ve been part of scrappy teams and corporate departments. I’ve experienced poor leadership, and I’ve been lucky enough to learn from incredible mentors. It’s been a rollercoaster—but one that has shaped me into the creative professional I am today.
When I meet others just starting their careers, I always tell them this: Find a mentor. Learn everything you can from their strengths and the way they work. Take in the good, leave the bad behind, and use it all to grow your skill set.
One thing I’ve learned, especially from recruiting and building teams, is this: soft skills matter. I’d even say they matter more than experience. You can have someone with all the right answers and technical knowledge, but if they can’t communicate with respect, empathy, and a true willingness to collaborate—it doesn’t work. No matter what role you hold, emotional intelligence and human connection are essential.
As I previously mentioned my father, I want to share something personal that I believe is important for raising awareness. During one of my roles, I experienced the loss of my father—he died by suicide after silently battling mental illness for many years. His passing deeply affected me, and ever since, I’ve heard countless stories of others who suffer in silence. I decided to take time off and collect myself through that difficult time.
This is one of the reasons I’m such a strong advocate for soft skills in the workplace. Beyond communication and collaboration, soft skills include empathy—and empathy is essential. We never truly know what someone else might be going through outside of work. Personal struggles often bleed into professional life, and how we treat others matters more than we realize.
I truly love what I do—my work is my passion—but I’ve also learned the importance of life-work balance. We spend so much of our lives at work, and yet we often forget to take care of ourselves and prioritize our loved ones. I can’t stress enough how critical it is to put your well-being and your family first.
So here’s my message to leaders and professionals in positions of influence: You have the power to create healthier environments. When companies shift their focus toward empathy, flexibility, and balance, teams thrive—and so do individuals.
Some of the organizations I have had the opportunity to work for are Pilot Automotive, LAPD Memorial Foundation, Yoshimura R&D, BabyTrend, and Westinghouse TV (Roku TV).
Today, I am currently employed as a Marketing Manager at Permasteel, where I’ll soon be celebrating my first year. It’s the latest chapter in a journey that’s been full of growth, grit, and gratitude—and I’m just getting started.
Personal Website Intro:
Over a decade of experience leading brands across various industries.
Leticia is dedicated to implementing optimal marketing practices and staying abreast of innovative trends in tech and design tailored to diverse customer personas.
Her primary focus revolves around crafting and implementing digital marketing strategies aimed at boosting brand awareness, acquiring customers, and fostering revenue growth at her current role. She ensures seamless collaboration across departments to implement data-driven campaigns, optimize digital channels, and ensures her company maintains a competitive edge in the market.
A California native of Mexican and Spanish descent, Leticia began her career in a small print shop in the city of Irwindale back in 2005. Balancing part-time work with full-time college attendance, she relied on her skills and experience to progress her career. One of Leticia’s notable strengths is her ability to employ a data-driven approach in marketing.
With an in-depth understanding of data analysis, she leverages it to make informed decisions, resulting in improved marketing outcomes. Her success in implementing data-driven strategies in previous roles is evident in increased lead generation, customer acquisition and retention, as well as revenue growth.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Finding a team that was like-minded, operates with the same drive and best practices as I do. Often I learned that talent doesn’t leave a company, they leave leadership.
Appreciate you sharing that. What else should we know about what you do?
I am a marketing unicorn. Because I have been working in my field for such a long time I have hustled and worked hard for the experience and skill sets I have today. I have design, photography, packaging, web design, digital design, social media, analytics, affiliate marketing, and the list goes on! Now, in the senior stage of my career, when people ask what my greatest strength is, I always say: problem-solving. While design is my bread and butter, what truly energizes me is leading projects that go beyond the visuals. I thrive in cross-functional collaboration, bringing teams together—breaking down silos—to drive results with strategy, creativity, and purpose. After all, I was once in their shoes.
What are your plans for the future?
I’m excited to continue growing in my career and would love to step into a Director or VP role in the future. I’m open and ready for the challenge. While the future is always uncertain, I’m focused, driven, and looking forward to what’s ahead.
Contact Info:
- Website: https://www.coroflot.com/leticiabaltayan
- LinkedIn: https://www.linkedin.com/in/leticiabaltayan/
- Other: https://leticiabaltayan.wixsite.com/marketing-strategist
Image Credits
Cannon USA
