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Leadership & Talent

Natalie Boden Brings Her Family Values to Running

Her Agency
Commitment to the Hispanic community leads the founder of Boden to
empower others
By Natalie Venegas | June 14, 2022

Natalie Boden founded her agency in 2006.

Credit: Boden

While many entrepreneurs strike out on their own after years of learning their business, Natalie Boden began
honing her skills during her childhood in Honduras, where her grandmother started a textile shop in the 1960s
and ran the operations as a single mother of three before Boden’s parents took over.

“My entrepreneurial nature was planted at a young age, working at my parents’ store and watching them build
something, grow it and support many families along the way,” said Boden, president and founder of the cross-
cultural communications shop Boden Agency. “It blossomed as I grew older because my mother and
grandmother were—and continue to be—shining examples that it is possible for a Latina entrepreneur to
succeed in a field dominated by men.”

After graduating from Florida International University, her “first big break” came when she was hired as an intern
at Sanchez & Levitan in Miami and worked under the mentorship of Aida Levitan, the renowned Latina pioneer of
the Hispanic marketing industry.

“That internship ignited my passion for using storytelling to elevate the Hispanic community I’m proud to be a
part of,” she said. This led to an “incredible opportunity” at Burson-Marsteller’s Latin America headquarters in
Miami that “made it clear that my calling was in communications.”

She went on to open Boden in 2006, just seven years after graduating from college. To get there, Boden credited
her robust support system, including her husband and family, and women’s organizations such as American
Express’ Make Mine a Million $ Business program. “It absolutely does take a village,” she said. 

While many Hispanic advertising agencies existed, Boden felt that none focused on an earned-first creative
approach or on building long-term trust with Hispanic consumers.

“It was incredible to see the reactions from the audience, especially Latinas, who appreciated that I was talking
about how brands should invest in them,” she recalled. “That was when the mantra we follow to this day was
born: ‘It’s not about marketing to the Hispanic community—it’s about investing in the Hispanic community.'”

Starting as a self-funded company, the agency has seen steady growth since, with clients that include some of
the most iconic brands such as UnitedHealthcare, Anheuser-Busch and PepsiCo.

“Much like any business, we have had our highs and lows, but by always keeping our goals in sight and our
commitment to supporting underserved communities, we continue to move forward,” she said.

Big mistake

“I once introduced an agency partner to one of our clients to take on a project we couldn’t support at the time,
and instead of strengthening our relationship, they proceeded to take our business behind our backs,” Boden
said.

Lesson learned

“Instead of letting that experience change how we operate and collaborate with others, I stayed true to what kind
of leader I want to be: one who builds a culture of excellence and empathy,” she said. “When asked what the
secret to success is, I say, ‘Work hard. Be good to others.’”

How she got the gig

Working her entire career at Hispanic-oriented agencies set Boden up to understand the market. “I worked to
create an award-winning independent agency. And today, I work hard to ensure we continue to build a culture
where everyone feels valued and can flourish,” she said.

Pro tip

“Don’t think I didn’t have doubts—everyone does. That little voice is always there. Recognize it, but don’t pay too
much attention it,” Boden advised.

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