LATINO ECONOMIC DEVELOPMENT ASSOCIATION
Our Team
Meet the LEDA Staff
Diana Viveros
Diana grew up in Joliet and studied Business Administration and Marketing at the University of St. Francis. She has several years of experience in project management and communications. In addition to her professional commitments, Diana serves on the board of the City Center Partnership and the Silver Cross Healthy Community Commission.
Samantha Martinez
Meet the LEDA Board Members
The board of directors at Joliet LEDA is a dedicated group of individuals who are committed to driving the success and growth of our organization. With diverse backgrounds and expertise in various fields, our board members bring a wealth of knowledge and experience to the table. We are fortunate to have such a talented and driven team guiding the direction of Joliet LEDA. Meet our board members below and learn more about their impressive accomplishments and how they are making a difference in our community.
Alex Páramo
Alex Páramo holds a Bachelor of Science Degree in Management Science and Engineering from Stanford University. He is currently the Chief of Staff at Cabrera Capital Markets, a Latino-owned investment bank and brokerage firm. Alex was born and raised on the East side of Joliet. He currently serves on the board for the United Way of Will County, the Greater Joliet YMCA, and The Art Movement, Inc. Mr. Páramo started with Cabrera in the public finance investment banking division, supporting the execution of over $42 billion in debt to finance public infrastructure projects across the country. Mr. Páramo currently works with senior management on strategic and operational initiatives. He is passionate about issues that impact the Latino community, especially in regards to economic justive, as evidenced by his recent support in establishing the ILLCF COVID-19 Solidarity Fund, which has raised over half a million dollars to date for immigrant families in Illinois. His previous roles have been as a data analyst with Mission Asset Fund–a financial services technology non-profit that leverages Lending Circles to create a fairer financial marketplace—and with the Immigration Defense Unit at the San Francisco Public Defender’s Office as an assistant to the Managing Attorney in representing undocumented residents facing deportation.
Paulina Martinez
Paulina Martínez holds a B.A. in Sports, Recreation, and Tourism Management from the University of St. Francis and a M.A. in Urban Planning and Policy with a concentration in economic development from the University of Illinois at Chicago, and is member of the American Institute of Certified Planners. Ms. Martínez is currently the Community Impact Director at World Business Chicago, the economic development agency for the City of Chicago. In this role her primary mission is to bring investment, jobs, and development to the south and west sides of Chicago. Paulina also brings local government experience she gained while working at the City of Evanston. During her tenure at the City of Evanston, Paulina spearheaded public art initiatives, language access, worked on economic development projects, helped manage City Council relations, among other projects. Ms. Martínez was raised on the east side of Joliet and is a proud graduate of Joliet Central (go Steelmen!).
Lizbeth Aviles
Lizbeth Aviles holds a bachelor of science degree in business economics from DePaul University. She has been an investment consultant at the largest money manager firm in Chicago for the past 5 years. Lizbeth was born and raised on the West side of Joliet. For the past 2 years she has served as a volunteer finance teacher at Joliet Township High School District 204 at West and Central campuses where she ran the stock market contest scholarship program and has taught over 500 students how to invest their money in stocks. Lizbeth is on the board of Junior Achievement Chicago and served as the Spanish Community Center’s 2021 Community Voter Engagement Fellow.
Nancy Caballero-Borunda
Nancy Caballero – Borunda has been a Retail Bank Manager since June 2008. She currently manages the BMO Harris branch located at 207 N. Midland Ave. in Joliet. In this role, she is accountable for inspiring her team and driving the business to the next level. She is part of the local community and is committed in supporting neighborhood businesses and helping people achieve their financial goals. She is also responsible for developing her team to meet their career objectives while creating a positively impactful customer experience. She has worked at BMO Harris Bank for twenty-four years holding a variety of roles within the organization. She began her career as a part time teller before advancing to a personal banker. In 2007 Nancy completed a six-month bank manager development program and shortly after accepted her first role as a bank manager. She has continued in this role where she has managed locations varying in scope and size. Nancy is an active community leader most recently serving as Chair for Alianza de Negocios, member of the Joliet Region Chamber Board of Directors and member of the Diversity Equity Inclusion Council. Past commitments Co-Chair of Fiesta en la Calle, Will County Back to School Fair, Joliet Kiwanis and supporting events for the Spanish Community Center. Within BMO Harris Bank is a member BMO Latino Alliance. Nancy was born and raised in Joliet. She is a graduate of Joliet Catholic Academy. She is married to Omar Borunda and raising their two boys in Wilmington where they reside. Her older son Omar is a freshman at Creighton University and her younger son Giancarlo is currently attending St. Paul the Apostle in Joliet. She is a proud football/basketball mom and enjoys horseback riding with her family.
Cesar Cardenas
Mr. Cardenas is the founder and CEO of Unidos Marketing Network (UMN), a full-service marketing firm specializing in creating engaging multicultural content that drives results. The company’s downtown Joliet headquarters features a state-of-the-art, full-service print and digital solutions shop, high-tech recording and editing studio and innovative co-work and community conferencing space for small business and surrounding community. Mr. Cardenas was recently recognized by the Will County Center for Economic Development for his outstanding leadership in business as the recipient of the Board’s inaugural Scholarship Program, inviting Mr. Cardenas to serve on the board driving strategic leadership for the State’s leading county for growth and economic development. Mr. Cardenas’ has built a reputation as one of the most prestigious marketing agencies in Chicagoland with clients ranging from law firms, hospitals, financial services firms, municipalities, and non-profits. UMN has lead marketing efforts for the City of Joliet—the 3rd largest city in Illinois—The Chicagoland Speedway and Latino restaurant giants Atotonilco’s and Los Comales across Chicagoland. Mr. Cardenas has also had a particular focus on community through work provided to Will County Children’s Advocacy Center, Joliet Park District, and term as President of the Spanish Community Center Board, which serves to improve the quality of life for Latinos, immigrants and low-income people through education and social services. Mr. Cardenas has also played an important role in crafting the Hispanic Latino Coalition of Will County, which has distributed more than $130,000 in scholarships to Latino youth since inception.
Ulises Huitron
My name is Ulises Huitron. I am from Naucalpan, Mexico by way of Joliet, IL. I am the son of hard working immigrant parents who came to this country with nothing to their name but only a dream of giving their family a better life. As a witness of their success in making their dream come true, my parents have deeply ingrained the importance of being appreciative, detail- oriented, and resilient in my own personal journey.
I started my real estate career in 2019 as a student of investment prodigies Daniel and Samuel Kwak (also known as the Kwak Brothers). The first day I set foot in their real-estate mastermind meet-up, was the day I fell in love with real estate. From that day onward, it was destined for me to become a Realtor. There’s an incomparable feeling that has come with being able to serve the people of my own community on the topics of homeownership and real estate investments. The mantra of being “The People’s Reator” or “El Realtor De La Raza” is one I embrace wholeheartedly as I continue to serve the Joliet Area.
Benito Ibarra
Benito Ibarra is a financial service professional who makes sure every part of your financial world works together to create the life you want to live. His team looks at everything through a comprehensive lens. We focus on holistic strategies that support both your short- and long-term objectives, and when specific needs arise, we help you find a solution that best suits you. Wherever you are on your financial journey, we’re here to help you move forward with confidence.
Benito Ibara is also a board member of MOLA (Medical Organization of Latino Advancement). Benito Ibarra is bringing to MOLA a trusted individual who puts MOLA first, he makes sure all our members are well-guided in financial planning in transitioning from Residency to Attending Physician.
Brenda Noriega
Brenda, a dedicated professional with a degree in Business Management from the University of Illinois at Chicago, has been in the insurance industry for nearly a decade, and has spent the last five years focusing on Commercial Insurance.
As a Risk Management Advisor, Brenda finds joy in helping business owners bring their visions to life, supporting them as they navigate the journey of growing their businesses. Fluent in Spanish, she takes pride in assisting women-owned and minority-owned businesses.
Outside of the corporate world, Brenda can be found hitting the pavement for long-distance runs and immersing herself in the world of literature. Known for her warmth and straightforwardness, Brenda is often described as a ray of sunshine, a testament to her genuine and authentic approach to both professional and personal interactions.
Community engagement is a core value for Brenda. Having served as a board member for Alianza de Negocios and currently holding the role of National VP for the Women of Insurance group, she actively contributes to meaningful initiatives. As a prior mentor in the Big Brother Big Sister Mentor 2.0 program, she has witnessed the profound impact that guidance and support can have on disadvantaged youth. In Joliet, Brenda founded the J-Town Running Club, a community built on principles of support, guidance, and mutual accountability.
Looking forward, Brenda’s goals include qualifying for the Boston Marathon, exploring the pages of 10 books next year, and obtaining her Certified Insurance Counselor Designation. Yet, beyond personal aspirations, she is driven by a larger mission—One, to advocate resources to women and minority owned businesses and two, be a guiding light for other women and minorities considering a career in the insurance world and bring more diversity into the insurance brokerage industry.
The heartbeat of Brenda’s journey is rooted in the sacrifices of her parents, who left everything behind in Mexico to pursue the American Dream. Their relentless work ethic and commitment to education have not only shaped Brenda’s path but have also inspired her three sisters, all of whom hold bachelor’s degrees in various fields. Brenda sees these sacrifices as a responsibility to show her parents that, “We made it!”
Johnny Noriega
Over the last two years, Noriega’s business has experienced tremendous growth. He now leads a team of four, and production has doubled. In 2021, the National Association of Hispanic Real Estate Professionals (NAHREP) ranked him among the Top 100 Loan Officers in the Midwest. Noriega was also one of NAHREP’s Top 500 Loan Officers in the country in 2022 and one of Scotsman Guide’s top loan officers in 2021 and 2022.
Clients enjoy Noriega’s fun, process-driven style. They consistently praise his team for being extremely efficient and communicative. “We close on time, every time, and we’re best known for our quick closings and great communication,” he shares. “Communication is a big key to clients loving their experience. From initial pre-approval to closing day, the client feels like they are our only client.” Teamwork is also instrumental in Noriega’s success. “Learning to delegate has helped tremendously in providing exceptional service,” he explains.
Accessibility helps Noriega rise above the competition. “Being available to help clients at a moment’s notice is something that seems small, but has been my best way to generate future referrals,” he elaborates. “By problem-solving in certain situations, when another bank says no, we might find a way to help the client.” Dedication makes working with Noriega and his team unique. “The fact that there are four of us with the same drive and passion is hard to replicate,” he emphasizes.
“Getting married last year was great,” Noriega recalls, emphasizing the joy he gets from growing his business while also being a husband and preparing to start a family.
Noeli Serna
Noeli Serna is a Spanish-speaking attorney and the Founding Attorney of Serna Legal Services, a corporate law firm that specializes in guiding ambitious entrepreneurs through business growth, strategic business purchases and sales and complex contracts. She makes her Big Law and In-House Counsel training and caliber of services accessible to entrepreneurs that are excited and ready to work with a dedicated corporate legal counsel. Before starting her own law firm, Noeli worked as in-house Corporate Counsel at an international company and prior to working as in-house counsel, Noeli also practiced transactional banking law in the Chicago offices of two international law firms. Noeli also worked in her family’s restaurant since the age of five, which contributed to her interest in business and appreciation for excellent customer service. Her formative years in the family business eventually led her to the practice of corporate law and have positioned her well to represent and advocate for Latine business owners.
Are you passionate about economic development and making a positive impact in your community?
Consider joining the Joliet LEDA board of directors. As a board member, you will have the opportunity to work with a talented and dedicated team to drive the success and growth of our organization. You will also have the chance to make a meaningful difference in the community by helping to create new jobs, attract businesses, and stimulate economic growth. If you are interested in becoming a board member, please contact us at info@jolietleda.org or complete the interest form below. We welcome and encourage diverse perspectives and backgrounds.