As the Vice President of Marketing at World Emblem—the global patch production powerhouse serving industry giants like New Era, Cintas, and Levi’s—Carolina Deves Rodriguez’s journey is one of resilience, strategic vision, and unwavering determination. From her roots as an immigrant to her current position as a high-level corporate executive, her narrative represents more than just personal success; it’s a beacon of hope and possibility for Latina professionals and minorities navigating complex corporate landscapes.
Carolina isn’t just a marketing executive; she’s a trailblazer who has masterfully woven her multicultural background and passion for strategic branding into a remarkable career trajectory. With over 13 years of experience spanning luxury, consumer goods, tourism, and banking sectors, she has distinguished herself by developing top-tier campaigns and driving brand growth across diverse industries. Her academic excellence at Florida International University—where she completed her Marketing Master’s at the top of her class—is but a prelude to her deeper calling: championing diversity, fostering community connections, and creating pathways for Latina women and minorities in professional environments.
We had the opportunity to connect with Carolina to learn more about her extraordinary professional journey and the insights she offered into how she successfully balances being a working mother with her high-powered corporate role. She spoke with us about her perspective on increasing diversity in marketing leadership, her strategies for professional growth, and the critical importance of representation in corporate America.
Check out our full interview with Carolina below.
Can you share your career journey from being an immigrant to becoming a corporate executive?
Carolina Deves Rodriguez: I moved to the United States when I was 9, and at first, I was teased for my accent. It became my mission to master English and lose the accent, and I can confidently say I’ve achieved that. Being young helped me adapt quickly, and I made a point of surrounding myself with friends who didn’t speak Spanish, which forced me to practice English constantly.
Fast forward to today, and most people don’t realize I’m an immigrant just based on how I speak. Living in Miami, where multiculturalism is the norm, and working for companies with an international presence has made my bilingualism and biculturalism a valuable asset. My background has shaped me into someone who can easily navigate both cultures, which has been a big advantage in my career.
What were some of the key turning points and challenges you faced along the way?
Carolina Deves Rodriguez: I wouldn’t say there was one single turning point, but rather a series of small wins along the way. From the circles I’ve chosen to associate with to the organizations I’ve been involved in, the companies I’ve worked for, and the media outlets I’ve engaged with, each step has contributed to where I am today. I’ve always made a point to stay relevant and keep learning, which has helped me grow both personally and professionally.
I also owe a lot to my parents for providing me with the structure and the freedom to carve my own path.
As for challenges, there have definitely been a few—like dealing with stereotypes about what a Latina woman’s role “should” be. I’ve had to answer my fair share of questions about how I’ve broken those norms. But each of those moments has just fueled my determination to keep pushing boundaries and defining my own path.
As a Latina woman in a leadership role, what insights can you share about the need for more diverse representation in marketing and other corporate functions? What do you feel are the most important steps companies can take to attract, develop, and retain diverse talent?
Carolina Deves Rodriguez: Incorporating more diverse representation, especially in leadership roles, is not just the right thing to do; it’s a strategic business decision that can drive success. Diverse teams are more innovative, more adaptable, and better positioned to understand and connect with a wide range of consumers.
For companies looking to attract, develop, and retain diverse talent, they need to go beyond surface-level efforts and commit to creating an inclusive, supportive, and equitable work environment. By creating a culture that values diversity at all levels, companies can unlock the full potential of their workforce and better serve the diverse world we live in.
What are some of the key traits and skills you look for when building high-performing marketing teams?
Carolina Deves Rodriguez: When building a high-performing marketing team, the key traits I look for are a genuine passion for their work, a strong curiosity to keep learning and experimenting with new ideas, and a hunger to build and grow together as a team. These qualities foster an environment where innovation thrives, and everyone is motivated to push boundaries and achieve shared success.
What are some of the most rewarding aspects of your role at World Emblem, and how do you stay motivated to continue driving success?
Carolina Deves Rodriguez: Some of the most rewarding aspects of my role at World Emblem have been witnessing the growth of my team. We started with just 10 people, and now we’re heading towards 24 strong.
A major milestone has been the acquisition of Hero’s Pride, which has allowed us to bring in fresh talent and new perspectives. It’s incredibly fulfilling to be part of the company’s growth journey, especially as we’re continually challenged to break new boundaries. Being part of World Emblem’s trajectory is both exciting and rewarding, as we work together to shape its future.
Can you share an example of a particularly challenging marketing campaign you led and how you navigated the obstacles to achieve the desired outcomes?
Carolina Deves Rodriguez: I wouldn’t say a particular campaign, but currently, at World Emblem, we are focusing our efforts on becoming more industry-specific in our approach. One of the key learnings in this process has been the importance of understanding the distinct needs and priorities of our customers across different sectors, such as industrial laundry versus fashion. These two industries have completely different requirements, and tailoring our strategies to each has been an important step toward providing more value and service to our customers.
One of the most valuable resources during this process has been working closely with our sales team. Their deep knowledge of customer preferences and pain points in these distinct industries has been critical in helping us understand what truly matters to our clients. For instance, the priorities of an industrial laundry customer—such as durability, bulk pricing, and efficiency—are significantly different from those in the fashion industry, where trends, aesthetics, and customization are often more important.
Through this collaboration, we’ve identified a number of opportunities to improve our offerings, as well as weaknesses in our previous approach. This has allowed us to fine-tune our strategies and better align our processes to each industry’s unique demands. While the project is still a work in progress, the insights we’ve gathered so far have given us a clearer direction for the future.
This experience has not only been a major learning opportunity for me and my team but has also strengthened our ability to deliver a more streamlined and customer-centric approach. By focusing on the specific needs of each industry, we’re able to offer more relevant solutions, create efficiencies in our processes, and build stronger relationships with our clients. In the long run, this industry-focused approach will allow us to scale more effectively, providing greater value to our customers while improving our internal operations as well.
In essence, this experience is reinforcing the importance of truly listening to our customers and understanding the nuances of their industries. It’s not just about offering products but about providing tailored solutions that align with their unique goals and challenges.
What are some of the most significant changes you’ve witnessed in the marketing industry during your career, and how have you adapted your skillset to stay ahead of the curve?
Carolina Deves Rodriguez: One of the most significant changes I’ve witnessed in the marketing industry has been the shift from traditional media to digital. I’ve been at the forefront of this digital transformation, starting my career by buying magazine ads, newspaper space (where metrics were based on circulation), and TV/cable ads (measured by rating points). Fast forward to today, and we can track the customer journey every step of the way. While this can feel a bit unnerving as a consumer, it’s incredibly fascinating as a marketer. Watching real-time consumer behavior and being able to pivot strategies on the fly still amazes me.
As for the skills I’ve had to adapt, I’ve learned to become a generalist—well-informed and able to navigate across various marketing channels—while also hiring specialists to handle specific areas. Empowering those specialists within their business units has been key to driving success and fostering a collaborative, high-performing team.
As a female executive in a male-dominated industry, what lessons have you learned about effective self-advocacy and breaking through the glass ceiling?
Carolina Deves Rodriguez: There are layers of complexity—balancing personal growth, professional challenges, and navigating the dynamics of a space that might not always be welcoming or equal.
- Dress professionally but avoid objectification – It’s important to find the right balance and helps you avoid being reduced to your appearance.
- Advocate for yourself – assert your ideas in meetings, push back when needed, learn to negotiate for yourself. Your voice matters!
- Be assertive without sacrificing authenticity – assertiveness can be seen differently for men and women, but don’t let double standards silence you. Stay true to yourself!
- Know your worth – Recognize your value and hold firm to it, whether in salary or recognition. You’ve earned your place.
- Overcome Imposter Syndrome – This is real, it is normal to feel like you don’t belong, acknowledge the doubts but trust your qualifications and experience. You’ve worked hard for them and earned your seat at the table.
- Lead Collaboratively – Women often lead in inclusive, empathetic ways that might not always be valued in male-dominated industries, but they drive success in building strong, diverse teams.
- Don’t take yourself too seriously – humor helps you navigate tough situations and lets you stay grounded.
- Trust your Instincts – I come from a strong religious background and was taught it is not a “gut feeling” but a “God feeling.” Whether you are religious or not, it’s a powerful guide to staying aligned with your values.
- Changing the Narrative – Even if you’re the only woman in the room, your presence is changing the industry. Your seat at the table matters, and your part in reshaping the future.
- Communicate in a clear and objective manner – Women can sometimes be perceived as “emotional” or “difficult” when they voice concerns, while men may be viewed as “assertive” or “confident.” These perceptions, often influenced by gender biases, can impact how feedback is received. Focus on clear and solution-oriented communication.
Where do you see the future of marketing headed, and how is World Emblem positioning itself to stay ahead of emerging trends and technologies?
Carolina Deves Rodriguez: The future of marketing is dynamic and technology-driven, and at World Emblem, we’re focused on the following key areas:
1. AI and Automation
We’re streamlining tasks like email marketing, social media management, and customer service to optimize efficiency and deliver personalized experiences at scale.
2. Hyper-Personalization
Going beyond basic personalization, we aim to create unique, tailored experiences for each customer based on their preferences and past interactions—delivering what they need before they even have to ask.
3. Video and Interactive Content
As visual content grows in importance, we’re exploring VR, AR, and immersive storytelling to provide engaging, hands-on experiences that captivate our customers.
4. Sustainability and Social Responsibility
Consumers are prioritizing brands that align with their values. We’re committed to sustainability and social responsibility, ensuring our practices reflect these priorities.
5. User-Generated Content (UGC)
Consumers trust UGC more than traditional ads, so we’re focusing on encouraging authentic, relatable content from our customers and micro-influencers to drive deeper engagement.
By embracing these trends, World Emblem is committed to delivering exceptional, forward-thinking experiences that exceed customer expectations.
How have you successfully navigated the dual responsibilities of being a working mother? What strategies have you found most effective in maintaining work-life balance?
Carolina Deves Rodriguez: I haven’t mastered the art of predictability with a baby. Babies are unpredictable! As much as I’m a planner, my days and routines often vary based on her needs, and there’s some mom guilt when I chose to continue working. But I truly love both being a mom and what I do professionally, so I’ve found a way to make it work for the last two years, even though sleep is often the sacrifice.
The key has been my support system. My parents help, I have a nanny a few days a week, and my husband and I stay aligned with a super-organized Google calendar. On top of that, I’m fortunate to work for a company, World Emblem, that truly supports my personal life. CEO Randy Carr, the executive team, and my direct reports have all been incredibly supportive of the unpredictable nature of parenthood.
As for strategies, I’ve found ways to make it work: if I’m home, I use my lunch break to be with my baby and then eat at my desk. Once I shut down for the day, it’s 100% baby time—no screens until she’s asleep. My “me time” happens between 8:30 PM and 6 AM, so my neighbors might see me running laps around the neighborhood late at night!
I feel really blessed and privileged to be able to do both, and I wouldn’t trade it for anything.
What advice would you give to other Latina women and minorities who aspire to advance their careers in corporate America?
Carolina Deves Rodriguez: I guess it’s a blend of practical tips and mindset shifts that help to break barriers and create opportunities. If I were to expand on each point to offer more specific advice, it might look something like this:
You belong. You are worth it. – Tip: Start each day with a mantra or affirmation. “I’m worthy of every opportunity I create for myself.” “I can do all things through God who strengthens me.” Find what works for YOU.
Work hard. Take on roles that may not make sense yet – Growth happens outside of your comfort zone. Don’t shy away from roles and projects that seem too big or unfamiliar. The skills you build now will pay off later in ways you can’t always predict. Sometimes, the greatest leaps come from saying “yes” to something you’re not sure you’re ready for. Tip: Volunteer for stretch assignments or lateral moves that seem outside your current skillset.
Fight biases. Break the stereotypes. – Tip: Every time someone challenges your identity or makes assumptions, respond with kindness and confidence, and use that moment as an opportunity to redefine the narrative. You don’t have to apologize for who you are.
Be the example; everything you do is a reflection of your brand. – What does your brand say to your peers, coworkers, friends? Tip: Be intentional about your actions and decisions. Whether it’s how you communicate, how you dress, or how you handle challenges—your actions will communicate volumes. What do you want others to remember about you?
Reflect Regularly – Reflection is a powerful tool for growth. – Taking time once a year (or more) to assess where you’ve been and where you want to go helps you stay focused on your personal and professional goals. It allows you to course-correct and to celebrate your achievements. It’s not about perfection, but about growth and progress. Tip: Schedule reflection time in your calendar. Write down where you are, where you’ve been, and where you are going. What has worked? What hasn’t? What have you learned?
Continue to Educate Yourself—Both on Hard & Soft Skills. – Continuous learning is essential, especially in fast-moving industries. It’s easy to get stuck in the day-to-day grind, but the most successful people are always learning, refining their craft, and sharpening their edge. Take a course, read a book, and attend workshops. And don’t forget about soft skills—communication, negotiation, and even etiquette can set you apart. Tip: take on a learning project outside of your immediate role. I took a wine course so that I can order the wine at a client’s dinner and speech class to refine my speaking skills. Next, I want to do an etiquette class.
Network with People You Aspire to Be Like. – Cultivating relationships with people who inspire you, challenge you, and can open doors you didn’t even know existed. Build a diverse network, not just professionally, but also personally—people who can offer different perspectives, advice, and mentorship.. You never know who your next boss or business partner will be. Tip: identify the people whose career or lives you admire. If they are alive, get to know them better. If they are dead, do the same through research and reading.
Do a SWOT Analysis of Your Life and Your Career. – You’ve probably done a SWOT analysis for work or projects, but have you ever done one for your personal growth and life path? Assess your strengths, weaknesses, opportunities, and threats, both personally and professionally. Understanding your landscape helps you to see where you can leverage your strengths and where you need to grow. Tip: reflect on your career and personal life once a year. Reflect on your position at work and identify what are the opportunities for growth? External factors that could impact your success? How can you address weaknesses and turn them into strengths?
Lastly, is there a specific mantra, quote, or affirmation that you hold close to your heart?
Carolina Deves Rodriguez: “I can do all things through Christ who strengthens me.” and “I’m worthy of every opportunity I create for myself.”
Learn more about World Emblem at https://www.worldemblem.com/.
Emily Sprinkle, also known as Emma Loggins, is a designer, marketer, blogger, and speaker. She is the Editor-In-Chief for Women's Business Daily where she pulls from her experience as the CEO and Director of Strategy for Excite Creative Studios, where she specializes in web development, UI/UX design, social media marketing, and overall strategy for her clients.
Emily has also written for CNN, Autotrader, The Guardian, and is also the Editor-In-Chief for the geek lifestyle site FanBolt.com
