From working in a supermarket to becoming a successful businesswoman in Las Vegas, Nevada

Araceli Romo, who hails from La Chona, Jalisco, draws inspiration from her story of resilience and success in advertising

Araceli Romo has built a thriving advertising agency in a city that never sleeps, where businesses face constant competition. Her company, Alpha & Omega, has spent 15 years creating campaigns that have helped local companies—mainly Latino-owned—establish themselves and grow.

Originally from Encarnación de Díaz, Jalisco, better known as “La Chona,” Romo exemplifies hard work and resilience for the Latino community in Las Vegas, frequently highlighting this population’s strength and value.

The Latino community: Loyal and united in Las Vegas

In Las Vegas, Latinos comprise 34.3% of the population, or just over 200,000 people, making it essential to create products and strategies tailored to this market. Romo describes her clients as a loyal and collaborative community: “Mexicans are the number one consumer; they’re always spending money and staying loyal as long as they’re treated well,” she says.

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In this city, the Latino community supports one another, defying the stereotype of a lack of solidarity often associated with immigrant communities. “It’s not just Mexicans; it’s also Central Americans, Salvadorans, and Cubans,” says Araceli proudly. This unity allows businesses like hers to thrive, bolstered by a community that sustains and drives them forward.

Describing her work style in advertising, Romo emphasizes collaboration: “We develop projects together—I don’t just come to sell; I listen and help create a shared vision.” From the first meeting, she focuses on understanding each business’s specific needs. “If it’s a new business, we start from scratch and decide the type of media, whether it’s radio, television, or menu design,” she explains.

Her process becomes a partnership, where each project is a collaborative effort that goes beyond advertising to serve as a comprehensive guide for a business’s success.

From humble beginnings to inspiring others

Like many who leave their country seeking better opportunities, Araceli Romo’s journey in the United States began modestly. Arriving with no place to stay and unable to speak English, she attended classes at a community college and a church to learn the language.

With determination, she overcame obstacles and found better opportunities. Her first job was at a small money transfer office, where she quickly advanced. This was followed by a position at a supermarket. However, aware of her potential, she continued seeking better options until she eventually entered the advertising world.

For Araceli, the keys to success are discipline, dedication, and honesty. As she advises others pursuing the American Dream, “Work hard, prepare yourself, and get up early. Discipline and honesty are what drive us forward.” Her story reminds us of the power of determination and the importance of community in paving a path to success.

See her full story in an interview with Antonio Anistro for Heraldo USA: