Camila Casale knows the statistics regarding Latinas in the tech sector. Most research indicates women make up around 28 percent of the workforce. Latinas, however, hold less than a fraction of those roles—probably 1 or 2 percent. While studies vary and experts nitpick over exact numbers, Casale, an expert tech marketer, doesn’t get into the debate.
“I know the metrics, and I know what diversity means because it is something I live and breathe every day,” she says.
She’s done the math. If the 2 percent statistic is correct and 1.4 million tech jobs open in an average year, then less than 30,000 of those jobs go to Latinas. There are precious few opportunities for Latinas who do land those jobs to step into leadership roles.
Casale has defied the odds to ascend to leadership roles, easily moving from one high-profile marketing position to the next. Currently, she’s chief marketing officer (CMO) at Sorenson. The company, founded in 2003 to serve the Deaf community, was first to provide emergency 911 calls through video relay service and later, offer in-person and on-demand sign language interpretation.
Now, Sorenson is preparing to leverage advanced, powerful technologies to find new ways to break language barriers and connect people.
As CMO, Casale leads brand initiatives. The Argentinian, who speaks multiple languages, understands the many complexities of language—and the ways linguistic subtleties underscore connection. Casale joined the company in 2022 to merge and blend many cultures and brands into one united Sorenson. She began by reorganizing the marketing team with diversity at its core.
Before joining Sorenson, Casale led teams in Nice, France; Buenos Aires, Argentina; Miami; and New York for companies like Frost & Sullivan, Softtek, and Claro Enterprise Solutions. The vast experience she amassed in Latin America and Europe, combined with what she encountered while navigating the male-dominated tech sector, gave her a natural appreciation for diversity. But this perspective takes on a whole new meaning at Sorenson.
Sorenson is one of the largest private employers of Deaf people in the world. As Casale led its brand refresh, she brought in Ravi Vasavan, a prominent Deaf graphic designer, to lead the visual strategy, which included a logo that illustrates the flow of sign language. She also involved Deaf employees in selecting a color scheme and defining other strategic elements of the initiative.
Casale’s team also includes people of diverse genders, abilities, ethnicities, and ages. “We’re aiming to enter new markets and provide new language services. We can’t achieve what we’re aiming to without diversity. Diverse teams will take us where we want to go,” she says.
Where does Sorenson want to go? To the top. Some people may think diverse teams can’t disrupt the status quo and soar even higher, but she lives to defy expectations. “Being told I don’t belong is an opportunity to prove someone wrong,” she says, adding that she’s made advocating for others a priority.
Casale admires leaders like Sorenson CEO Jorge Rodriguez and renowned tech executive Myrna Soto. She’s been inspired by them and others to pave the way for emerging Latinos in the field.
With the brand refresh complete, Sorenson’s employees are busy introducing the company’s new look to customers and the greater public while it is expanding in Puerto Rico, Scotland and the UK, and other markets. In doing so, Sorenson is taking on more than a new look. It is taking on a new purpose as it transforms into a global language services provider that gives people communication options, whether or not they share a common language.