Welcome to the inaugural VEO Exclusivo column, where we will share the goals and accomplishments of ISSA’s new initiative to elevate Hispanic professionals and businesses across the cleaning industry. Visión, Empeño,
Oportunidad (VEO) was inspired by something deeply personal to both myself and Karina Neff, ISSA’s chief engagement officer for building service contractors. Her story is as powerful as mine, and you’ll get that in the next column. For now, know that VEO was born from two mujeres (women) who lived this experience, fought the same battles, and refused to let the next generation walk their journey alone.
I often say I “grew up” in this industry, because it truly raised me. I came into school as a little girl who didn’t speak a word of English. Spanish was our world at home. Learning English was a challenge that shaped me. It taught me resilience, determination, and the power of being seen.
This industry embraced me long before I earned a title. It gave me purpose, direction, and a professional home. As I grew into leadership, I also saw the gaps: brilliant, hardworking Hispanic professionals, powering the industry, but not always progressing into the roles their talent deserved. My hope is for VEO to change that. No Hispanic professional entering this industry should feel like they don’t belong. They should see leaders who look like them, sound like them, and share their story. They should feel welcomed, guided, supported, and pushed toward greatness.
Explaining the vision
VEO stands for visión, empeño (effort) and oportunidad (opportunity).
- Visión is the dream our parents carried and the future our workforce keeps building.
- Empeño is the grit and heart that define our culture, the same dedication I felt learning English, the same determination our workforce brings to every shift.
- Oportunidad is the door every Hispanic professional deserves to walk through, not by exception, but by design.
We’re building the bridge that I wish existed when I entered this industry. VEO offers:
- Leadership-development programs
- Career-mobility training
- Scholarships and grants
- Recognition through the Visionario Awards
- Mentorship and community support
We are creating leadership pathways for more Hispanics to become supervisors, managers, business owners, and executives. We’re ensuring they are no longer overlooked but instead identified as the next generation of leaders.
VEO will provide continuous learning, connection, and empowerment opportunities year-round. Its first annual conference was held in Chicago last September. This year it will be held in Dallas. The Chicago event was transformative. People didn’t just attend—they connected.
