Karla Armendariz

Hispanic marketing consultant


Born and raised on the U.S.-Mexico border in west Texas, Karla knows firsthand the reality of living in a bilingual, bicultural world. She received her double major in communications, with an emphasis in journalism, and Spanish from the University of the Incarnate Word in San Antonio, Texas.

She immediately moved to Dallas where she went to work for a top Hispanic ad agency in the country and over the course of 20 years has established herself as a seasoned Hispanic marketing consultant and consumer specialist – helping clients penetrate the U.S. Hispanic market through strategic planning, operational readiness, field marketing, consumer research and ethnographies and project management.

Currently, Karla and her marketing partner serve as the Hispanic advertising agency for White Castle Restaurants and Lakeview Farms, both headquartered in Ohio. She has helped many other top brands establish themselves in the Hispanic marketplace, including Denny’s Restaurants, Nissan, Daimler-Chrysler, Toyota, Subaru, Wrangler and Rent-A-Center. Her consulting experience also includes working on non-profit categories such as Mensa and blood donation, Catholic Charities and independent school districts. Karla and her family recently moved to Iowa where she hopes to help more marketers set their welcome mats and successfully target the Latino market.