Rising Stars: Meet Astrid Arevalo of Signal Hill, Ca

Today we’d like to introduce you to Astrid Arevalo.

Hi Astrid, we’d love for you to start by introducing yourself.
I came to the United States from Colombia when I was five years old. My parents immigrated here in search of a better life — like so many families, they arrived with hope, hard work, and the dream that their children could build something bigger.

That dream became the foundation of everything I’ve done. I’ve built my career and my family here, carrying forward the same values my parents instilled in me — integrity, perseverance, and gratitude.

I started my career in media more than 20 years ago, eventually becoming Vice President of Brands and Performance Marketing Partnerships at LatiNation Media, an Independent Media company dedicated to authentic representation and storytelling. Powered By Latinos.

Throughout my career, I’ve had the privilege of helping major brands connect with bilingual, bicultural Latino audiences — and in doing so, I’ve seen how powerful it is when our stories are told through our own voices. I’ve always believed that media should reflect the full depth of who we are — not just our culture, but our creativity, our strength, and our humor.

My journey hasn’t been linear. I’ve survived two brain aneurysms, navigated personal loss, and reinvented myself more times than I care to remember. Those experiences taught me that resilience isn’t about being unshaken — it’s about rising every single time you’re knocked down, with more clarity and purpose than before.

Today, I balance my roles as an executive, investor, and, most importantly, a mom. I’ve always had an entrepreneurial spirit — the drive to create, to build, and to help others see what’s possible. My family is my greatest motivation — everything I build is for them.

I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
I wouldn’t call the road smooth, but I also wouldn’t trade it for an easier one. Every twist and turn has taught me something valuable — about perseverance, leadership, and the importance of staying true to yourself no matter what room you walk into.

Like anyone balancing career, motherhood, and personal growth, I’ve had seasons that tested my patience and purpose. But I learned early on that challenges aren’t roadblocks — they’re redirections. They teach you to sharpen your instincts, to lead with empathy, and to find clarity in the chaos.

I’ve faced moments that could’ve broken me, but instead, they built me. Those experiences shaped how I think, how I create, and how I connect with people. They gave me the resilience and empathy I now pour into my work — developing campaigns that reflect real people and real culture, and into my life as a mom raising a daughter to believe she can do anything.

At this stage of my life, I don’t see struggle as a setback — I see it as my strongest credential.

Can you tell our readers more about what you do and what you think sets you apart from others?
I’ve spent over two decades working in media, and today I specialize in helping brands connect authentically with second- and third-generation English-speaking Latino audiences through my work at LatiNation Media — a next-generation media company amplifying diverse voices across digital, streaming, and social platforms.

As VP of Brands & Performance Marketing Partnerships, I help bridge the gap between brands and the modern Latino experience — developing campaigns that blend culture, purpose, and performance. Our mission is simple: to tell stories that reflect who we really are, not who others assume us to be.

At LatiNation Media, we bring that mission to life through original shows that celebrate identity, humor, and real stories — like Desmadre Live, a bilingual cultural clubhouse fusing comedy and real talk; Cultura Shock, where creators and thought leaders explore what it means to live between worlds; Foodie on the Go, our bite-sized culinary adventure spotlighting diverse food voices; and The Q Agenda, one of the few national programs centered on LGBTQ+ Latinx perspectives. Each series connects audiences through authenticity and heart — and that’s what makes this work so meaningful.

What I love most about this work is that it’s not just advertising; it’s storytelling. Every campaign is an opportunity to show the nuance and beauty of real people and real culture. Because when representation is authentic, it inspires connection and that’s what drives everything we do.

I’ve faced moments that could’ve broken me, but instead, they built me. Those experiences shaped how I think, how I create, and how I connect with others. They gave me the resilience and empathy I now pour into my work — developing campaigns that reflect real people and real culture, and into my life as a mom raising a daughter to believe she can do anything.

At this point in my life, I’m focused on purpose over perfection — doing work that feels aligned, telling stories that matter, and hopefully inspiring others to do the same.

We’d love to hear about how you think about risk taking?
I’ve taken calculated risks… and not-so-calculated ones. Some have gone beautifully, and others have failed — sometimes spectacularly. But every single one has taught me something.

I think risk is part of growth. You can’t evolve without betting on yourself. For me, risk-taking isn’t about being fearless — it’s about trusting that even if things don’t go as planned, you’ll find your way forward. That mindset has shaped my career, my creativity, and my personal life.

Even within my work at LatiNation Media, I’ve learned to take creative risks — exploring new ways to tell stories, build partnerships, and connect with audiences. And outside of that, I’m developing BSBG Brand, a creative outlet that reminds me to stay curious, laugh often, and lead with authenticity. Every new idea comes with uncertainty, but that’s where innovation and connection truly begin.

One of the things I tell my daughter is that you never really lose — you either win or you learn. That’s how I see risk: not as a threat, but as a teacher.

Contact Info:

• Website: https://www.latination.com
• Instagram: @latinationmedia
• Facebook: @latv
• LinkedIn: https://www.linkedin.com/in/astrid-arevalo-74037ab/
• Youtube: @latinationmedia
• Other: https://bsbgbrand.com