Today we’d like to introduce you to Suzanne Sierra.
Hi Suzanne, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
When I moved to St. Louis in the early ’90s, I was working remotely for a public affairs firm—well before remote work was common! I had a strong desire to work in Hispanic marketing, so I sent my resume to the only two local organizations I knew that were doing that kind of work at the time: Fleishman-Hillard (FH) Public Relations and Anheuser-Busch. Both responded with the standard “thanks, we’ll keep your resume on file…” but I wasn’t discouraged.
Instead, I began networking with anyone in PR or communications who would meet with me. Everyone was so generous with their time and often connected me to others. One person suggested I reach out to someone who, as it turned out, lived in my apartment building and worked at FH. Even though I had already received a rejection letter, I met him briefly, handed him my resume, and left it at that. Just a week later, I received a call from the VP of Hispanic Marketing—his account executive had just left—and within three weeks, I was hired.
Fleishman-Hillard was where I truly cut my teeth in the industry. My main client was Anheuser-Busch, and after five years at the agency, I transitioned in-house and spent the next 15 years at AB in a variety of communication roles, including Government Affairs, Corporate Social Responsibility, and Crisis Communications.
Following that chapter, I launched my own PR business and ran it for 10 years. During that time, I gravitated toward nonprofit work and issue management. I also discovered a passion for community building and served on the City Council for Olivette, which sparked an interest in economic development.
A pivotal moment came when I was accepted into the FOCUS St. Louis Leadership St. Louis Program. Over nine months, I was deeply immersed in regional issues and connected with like-minded, driven peers. That experience ignited a desire to advocate more intentionally for the Latino community. I shared this goal with my cohort, and shortly after, someone forwarded me an RFP for a Latino Consultant position with the St. Louis Mosaic Project, led by founding Executive Director Betsy Cohen.
Through that two-year project, I worked closely with the Hispanic Chamber of Commerce to build stronger ties with small businesses on Cherokee Street. We partnered with the Cherokee Business District and local Aldermen to officially designate a portion of the street as “La Calle Cherokee.” I also began forming meaningful relationships with Latino leaders across the region.
When the project ended, I stayed in touch with Betsy. A year later, she was looking for someone to help elevate Mosaic’s work—and I jumped at the opportunity. I was hired full-time as Senior Program Manager in fall 2019. In March of this year, I was honored to be promoted to Executive Director.
I truly feel like I’m living my purpose. Mosaic’s mission is to connect international newcomers who arrive in St. Louis with the resources they need to thrive, both personally and professionally. We collaborate with businesses, universities, K–12 schools, faith-based groups, nonprofits, cultural institutions, and the region’s various ethnic and business Chambers of Commerce. It’s a cliché, but it really does take a village—and I’m proud to be part of that ecosystem, helping individuals and families integrate deeply into our region so they love it here, stay, and invite others to join them.
My passion for this work is rooted in my own family’s story. My parents immigrated from Colombia to Chattanooga, Tennessee, where my father began practicing medicine. They barely spoke English, didn’t know anyone, and my mother felt isolated and homesick. But early on, they met another Colombian woman who welcomed them, introduced them to others, and offered support. She was their own personal Mosaic Project. It’s an honor and privilege to now be in a role where I can do the same for others who simply want to work hard, build a family, and contribute to their community.
I know I’m exactly where I’m supposed to be.
We all face challenges, but looking back would you describe it as a relatively smooth road?
Like many people, one of my biggest early-career struggles was battling the internal voice that told me I didn’t quite belong in the spaces I found myself in. That sense of self-doubt—and feeling like I was the only one experiencing it—was incredibly isolating. But over time, as I built a strong network of friends and started a family, I found my footing. I became more confident in asking questions, admitting when I didn’t know something, and giving myself grace. I also learned that those feelings of doubt are more common than we realize—many of us carry them quietly, and simply knowing I wasn’t alone made a big difference.
I’ve also been fortunate to work with supportive, empowering bosses who believed in me, challenged me, and pushed me to grow. And even the ones who weren’t as supportive still taught me valuable lessons—mainly what not to do. Every experience, good or bad, helped shape the leader I am today.
Can you tell our readers more about what you do and what you think sets you apart from others?
I’m incredibly proud of the work I do today, which blends education, connection, collaboration, and creativity. Mosaic is a unique hybrid of economic development, marketing, and civic engagement—there’s no other organization quite like it in the region.
In my role, I provide data and insights about the foreign-born, work-authorized population and their critical economic contributions to the St. Louis area. We spotlight success stories and make warm introductions to help newcomers find meaningful work and community.
I like to say what we do is a mash-up of a dating app, a Chamber of Commerce, and an old-school Welcome Wagon. For those arriving from another country, it can be incredibly lonely and disorienting. Many know only one person here—if that—and have no idea where to begin when looking for support, starting a business, or finding a sense of belonging. My team gets to be a safe, trusted guide to walk with them through that journey, and I’m lucky to work alongside countless community allies who are just as committed to this mission.
One of my proudest accomplishments has been the creation of STLParaTi (www.stlparati.com), a platform designed in partnership with a committee of local Latino leaders to uplift and connect our community. Over the course of two years, we built a bilingual website and social media presence that highlights information, events, resources, and inspiring individuals—from small business owners and innovators to cultural leaders and young professionals. We’re intentional in showcasing the full spectrum of our community, whether people are fully bilingual, Spanish-dominant, English-dominant, or somewhere in between.
I’m also excited about a new program we’re currently implementing, which encourages local businesses of all sizes to hire international students pursuing STEM degrees as paid interns. We have thousands of international students studying at universities across the region—motivated, talented individuals who are eager to gain hands-on experience in U.S. companies. This initiative not only provides students with valuable professional opportunities, but also gives businesses direct exposure to a diverse, global talent pool. It’s another meaningful way we’re building bridges between the international community and St. Louis, and helping our region grow stronger.
Every day, I get to champion a vision of St. Louis as a welcoming, thriving, and hopeful place for all—and that’s something I’m deeply proud of.
Can you tell us more about what you were like growing up?
Growing up, I loved drawing, writing, and reading. I was always curious and creative. When I got to college, I initially thought I should major in business, but I eventually realized journalism was a much better fit for me. I especially loved a reporting class I took as a freshman where we each chose a beat—I picked a neighborhood filled with small businesses and found so much joy in telling their stories. That experience helped me discover that I wasn’t particularly drawn to the fast-paced, deadline-driven world of news reporting, but I was very interested in storytelling and feature writing. That realization became the first stepping stone toward my career in public relations, where creating a narrative and building awareness are key.
I grew up in a small town in Wisconsin, and for a long time, I struggled with my identity because I didn’t “look Latina.” It’s hard to admit, but I felt embarrassed by my parents’ strong accents. I felt like we stood out—but not in a good way. I remember friends mocking the way my parents spoke, and while it hurt deeply, I wasn’t brave enough at the time to speak up. I also got asked, “What are you?” more times than I can count, which added to my confusion about where I fit in.
Today I’m confident in who I am and proud of the journey that’s shaped me.
Contact Info:
- Website: www.stlmosaicproject.org and www.stlparati.com
- Facebook: https://www.facebook.com/STLMosaicProject/
- LinkedIn: https://www.linkedin.com/in/suzannesierrasewell/
