As a second-generation Mexican American in the United States, I am aware that each of our journeys may have started in different places, yet they all lead to the same goal and dream – to harness our power to build a better future for our family and communities.

I was fortunate to grow up with two amazing role models that taught me the importance of excellent work ethic. My grandfather, David Morado, came to the United States in search of better opportunities to build a stronger future for his family. He was a skilled boot maker and in coming to the States, decided to open his own custom boot shop with his brother, James. It was there in a little small one-car garage in Houston Texas, where Morado’s Custom Boots began. My grandfather’s work ethic was also a great example for my father, Anthony Morado Sr., who at one point worked multiple jobs to provide for our family—serving as a Senior Captain for the Houston Fire Department for 38 years, while also working as a warehouse manager at FedEx for 28 years. I witnessed first-hand the sacrifices my father and grandfather made for their dreams and goals to come true. Their tenacity helped shape me into the leader I am today.

My journey started with AT&T 18 years ago as a Retail Sales Consultant while I was attending Texas Tech University. As a first-generation college graduate, I knew that I needed to earn my college degree to build upon what my parents had instilled in me. I am now fortunate to be able to help pave the way for future Latino Leaders and continue down the path of teaching my children the importance of hard work and dedication. 

Today, I lead AT&T’s Hispanic Marketing team, which has expanded by more than double from last year. The company’s investment in the Hispanic community alongside our ever-growing team supports national efforts and strategic plays in six focus markets. As the Hispanic and Latino community grows in population and spending power, so does their influence in the United States and it’s more important than ever to recognize and address their needs. I am proud to work for a company that understands, appreciates, and harnesses the power of the Hispanic community. I invite you to watch the below video to learn about how we celebrated Hispanic Heritage Month this year, and how we continue to put the community at the forefront of our DE&I efforts year-round.

As we close out a remarkably successful Hispanic Heritage Month, I encourage you to continue the celebration and to be an unapologetic leader when it comes to celebrating your culture. You are who you are because of the people who paved the way for you. Honor and celebrate them by continuing the legacy they started for all of us.

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Anthony Morado
Anthony Morado Assistant Vice President, Local & Diversity Marketing

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