Latina Nerd Workshop

The Power of Tech + Business Combined

The first and largest Latina Nerds Network of its kind; The place where Latina Nerds meet and collaborate to share and learn the very best in tech + business.

Latina Nerd Workshop was founded by Zitlalic Ley to empower Latina women business owners in the latest technologies and business solutions as well as to provide business tips-and-tricks taught by leading industry experts. Latina Nerd also wants to recognize successful and innovative Latinas who are utilizing technology to make a difference in our community.

Zitlalic Ley realized early on that most Latina business women are deficient in technology, marketing, and business basics. Through our intensive research, we found that there were many Latina business owners who misuse their valuable time performing critical and day-to-day tasks, which can be completed in a matter of minutes by using the proper technology.

Latina Nerd is developing and using innovative strategies to reach out to Latina business women to empower them by using and implementing the latest technology and business solutions for their businesses. Latina Nerd is creatively impacting the Latino community through “simple and cost-effective, yet powerful” technology and business solutions as well as workshops and one-on-one training.

Latina Nerd created a Latina Nerds campaign promoting the intellectual Latina Women and it was extremely successful. We were overwhelmed by the support it received, which led to hundreds of Latina women becoming members of this Latina Nerd movement and network.


Our Speakers:

Ruben Salazar,
Advisory Software Engineer, IBM

  Presentation: You’ve Been Hacked!

  Description: There are many risks involved when using the Internet,   whether it is through your laptop or your mobile phone. Ruben will be   talking more about those risks and how you can protect yourself while     using mobile devices and the Internet.


  Ruben Salazar currently works as an Advisory Software Engineer at         IBM. As an Advisory Software Engineer, his main job responsibilities    involve working as a Software Support Engineer and an Operations Lead. He has been in the Software Industry since 1997. Prior to that, he worked as a Hardware and Applications Engineer for two Semi-Conductor companies and an Electric Vehicle Manufacturer. He had the opportunity to travel to Asia and Europe related to his work.

Ruben holds a Bachelor of Science in Electronics Engineering and MBA. He is a Patent holder of an Application Comparison Engine US patent number SVL8-2015-0176. He has received the IBM Manager Choice Award several times. Currently, he serves as a board member and an officer of a non-profit organization called, “Be Inspired Now” with the mission and vision to foster and enhance the quality of life of underprivileged individuals and families by empowering their potentials through education, skills, training and the power of work.

He is passionate in networking and collaborating with other industries. Aside from technology, he loves nature, enjoys learning other cultures and spending quality time with family and friends.


Phil Pench,

VP of Sales, West US Region, DHL

  Presentation: Moving On Up!

  Description: Your business is starting or just started and you need to   know several things like what online marketplaces (eBay, Amazon) to     use.  You will learn about all the different shipping carriers to fill your    orders and why to use them.  Once you have grown and cannot keep up  with orders or your warehouse is too small, you will need fulfillment  solutions.  This is all about navigating logistics and managing your  growth!


  Phil Pench is a native Californian with over 28 years of transportation,   sales management, and logistics experience. He began his career as a driver at UPS in 1987. He was quickly promoted and immediately rose in the sales ranks and into management in 1989 where he successfully led multiple sales teams to leading numbers and awards. His success within UPS led him to several jobs in sales management with his last as a region manager, working with sales managers in how to effectively motivate their employees while generating unlimited revenues and building partnered clients for life. Phil enjoyed 19 great experience rich and prosperous years at UPS.

In 2006, Phil chose to change careers and expand his logistics and sales background by becoming a Vice President of Sales with DHL eCommerce. This was a transformation from the courier owned network world to a USPS workshare lower cost environment. This change was perfect timing in the industry with many new eCommerce companies coming aboard and looking for unique solutions. Building new sales teams of former UPSers and other tenured transportation experts, Phil’s teams grew hundreds of millions in revenues over the last 11 years. Today, he is responsible for the Western US. Phil and his teams enjoy the consultative and partnership selling approach helping companies grow their revenues while offering exclusive and unmatched eCommerce solutions to their clients. Today, DHL eCommerce continues to add new solutions directly from the needs of eCommerce businesses both new and experienced.


Fernando Lopez,

Co-Proprietor of Guelaguetza and I Love Micheladas

  Presentation: Keep It In The Family? 

  Description: Fernando will be speaking about his experience with growing    both his family restaurant as well as I love Micheladas and how he is taking his    businesses to the next level.


  Fernando was born in Oaxaca, Mexico, and lived there until  1994 when he and   his family moved to the US when his family opened Guelaguetza Restaurant. By   the age of 12, he was doing produce purchasing every week and eventually    worked most of the positions within the restaurant. Fernando graduated from    UC Santa Cruz with a focus in Business Management, Economics, and  Marketing in 2009. In 2010 Fernando and his sister opened Pal Cabron, a  cemitas and tlayudas restaurant with locations in Huntington Park and Korea  Town and Natura, a juice and ice cream bar. He now runs Guelaguetza Restaurant with his sisters, Bricia, Paulina and Elizabeth.

In 2010 Fernando and his sister opened Pal Cabron, a cemitas and tlayudas restaurant with locations in Huntington Park and Korea Town and Natura, a juice and ice cream bar. He now runs Guelaguetza Restaurant with his sisters, Bricia, Paulina and Elizabeth.

Fernando has worked to rebrand both the restaurant and the product line to fit both the original customer base, as well as the new generations. With this new branding, Guelaguetza expanded to the online space, offering Mole nationwide and at times internationally also.

Guelaguetza has consistently made it on most of LA’s top restaurants’ lists, and on national Top Restaurants lists. Most recently, Guelaguetza was chosen as the best top 10 Mexican restaurants in the country by Travel and Leisure. In 2015, Guelaguetza Restaurant received the James Beard American   Classics Award, one of the highest honors for a restaurant for
Guelaguetza’s local character and lasting appeal.

In  2014, Fernando launched a brand of Michelada Mix, I  Love Micheladas, alongside the MicheMobil, a ’69 VW bus with built in TV, DJ booth, and beer taps that dispense micheladas throughout Los  Angeles. I Love  Micheladas is now at over  160 stores in Los Angeles and expanding with consistently increasing sales, and the   MicheMobil has been covered by Publications nationwide, including Vice, Los Angeles Magazine, La Flama, Urban Daddy, and the LA Times.

Fernando was chosen as one of  Zagat’s 30 under 30 in Los Angeles in 2014. He also sits on the Regional Leadership Board for KPCC, the NPR station with the most growth in the Latino market nationwide, where he’s been serving for 2 years now to help guide and shape the future of the station and the region. He was asked to sit on the board because of his commitment to, and vision of, Los Angeles and his community.

Hilda Gutiérrez,

Estrella Tv News Anchor and Reporter, Travel Blog

  Master of Ceremonies for the Latina Nerd Workshop


 Hilda Gutiérrez is a homegrown news anchor and special assignment reporter for Los Angeles’ Spanish fastest growing network, Estrella TV. Her work in Noticias 62; 12pm, 5pm, and 11pm newscasts have earned the network ratings that have positioned them in the first and second top rated shows in Los Angeles, regardless of language. In 2014 she was on the cover of bilingual magazine Alegria and named one of Los Angeles’ Most Influential Latinas.

Some of her most significant works include an investigation of the Los Angeles Sheriff Department’s prison system that later led to a federal investigation, Pope Francis’ visit to Mexico, and an exclusive interview with “El Chapo” Guzman’s goddaughter, where she revealed a never before seen video of the
legendary drug lord. She has also interviewed political figures like Mexican president Vicente Fox and Senator John McCain. In 2013, Gutierrez was able to fulfill one of her greatest passions as an investigative correspondent for En la Mira, a magazine show that aired nationwide where she specialized in political and criminal stories.

Born in Morelia Michoacán, Mexico but raised in Los Angeles, California, Gutiérrez earned a double Bachelor’s Degree in Business Economics and Spanish Literature from the University of California, Los Angeles (UCLA) in 2009 and a Journalism Certificate from UCLA Extension in 2010. That same year she joined Estrella TV and in her early years with the company, she worked as a news producer for the national newscast, Cierre de Edición con Enrique Gratas, generating the highest ratings for the network.

Gutierrez was recently featured on a Honda Financial Services’ commercial in which she shared her career journey. She is also an avid traveler who recently launched her personal travel and lifestyle blog and when she is not on the screen you can find her exploring countries in Southeast Asia, Europe or Latin America.

Zitlalic Ley,

CEO, Latina Nerds and Latina Nerd Tech + Business™ Workshop, Founder



Zitlalic Ley is the founder and CEO of Latina Nerds™, a company exclusively focused on the professional logo design for businesses. Besides being a former All-American athlete in college, a business owner, and a true Latina Nerd, Zitlalic also has experience in start-ups,  non-profits, and government with expertise in business-growth initiatives and multicultural and innovative brand strategies.  Zitlalic previously worked for Square Inc., where she launched the first Square en Español initiative in Southern California, increasing the Hispanic user base by 25% nationwide. Zitlalic also worked in Silicon Valley at a smartwatch jewelry startup and was the National Coordinator for the Membership and Student Chapters of 11,000 Latino students at ALPFA. Further, Zitlalic worked with the NLBWA-LA’s executive team to implement technology solutions and innovation and worked also as Director of Technology for RPAA. In addition, Zitlalic worked for MALDEF in Washington D.C. to create opportunities for minorities to excel academically and increase government resources for low-income students.

Zitlalic recently launched her first Latina Nerd™ Tech + Business Workshop to empower Latina minds through technology and business, and to defined Latina Nerd as an intelligent and success-driven Latina who’s passionate about technology and business.Zitlalic has participated in a variety of leadership programs, such as the Global Leadership Program at Harvard Business School, Social Innovation Fellowship from Starting Bloc and Emerging Latina Leadership Program at NLBWA-LA.

Zitlalic, a native of Sinaloa, México, is a results-driven Latina who is very passionate about branding,
technology and helping others and believes that a small group of passionate and talented people can make a difference in the world.

— Event Details —


Wells Fargo North Tower Building at 333 S. Grand Ave Suite 3310, Los Angeles, CA 90071 


Public Parking: Wells Fargo North Tower Building at 330 South Hope Street ground floor 90071. A $10 validation (Value: $45) will be provided during the workshop.
Other Paid Parking Lots:
Olive & 2nd St
Street meter parking – (Not recommended for stays longer than 1 hour. Check signs for after hours)
Street Parking on 3rd St
Street Parking on Grand Ave
Street Parking on Hope St
Metro option:
Walk (about 10 min walk) from Pershing Square Red/Purple Line Station west on 5th Street. Then, go up on Grand Ave. and stay on the left side. Feel free to check the google map or metro for additional information.
Bus option:
Take DASH B line

Additional questions contact us at

We look forward to seeing you there!  

Thank You to Our Sponsors & Official Partners:

Hourly Schedule

09:00 AM - 10:00 AM
Registration and Networking
10:00 AM - 10:10 AM
10:10 AM - 10:50 AM
Speaker 1
Speaker: Phil Pench - Topic: Moving On Up!
10:50 AM - 11:45 AM
Speaker 2
Speaker: Ruben Salazar - Topic: You've Been Hacked!
11:45 AM - 12:00 PM
Speaker: Fernando Lopez - Topic: Keep It In The Family?
12:00 PM - 12:15 PM
Closing Remarks


Aug 12 2017


09:00 AM - 12:15 PM


Latina Nerds
333 S Grand Avenue Suite 3310 Los Angeles, CA 90071
Zitlalic Ley


Zitlalic Ley
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