Building Success on my own terms: When Purpose Called, I Listened

Jun 30
3 min read

By Anggie Salazar

I wasn’t supposed to be here—at least not according to the version of success I was taught.

I grew up believing that stability came from choosing the most logical, predictable path. For me, that path was engineering. It made my family proud—structured, financially secure, and easy to explain. And while I excelled in it, something inside me was slowly withering: my creativity, my curiosity, and my desire to build something deeply human. I realized I wasn’t just chasing a title—I was chasing an expectation that was never truly mine.

Leaving engineering was one of the hardest decisions I’ve ever made. Not because I doubted I could succeed elsewhere, but because I thought it was my destiny. Especially in Latin culture, when you land a solid career, that’s supposed to be it. You don’t veer off the path. I never imagined changing course—until I couldn’t ignore the calling any longer.

So I made the leap. I stepped into marketing, new business, branding, storytelling—the creative world. Fields that allowed me to express, connect, and lead in my own way. And I discovered something else: leadership didn’t have to look like a suit, a spreadsheet, or a seat at a boardroom table. Leadership could look like me.

Today, I’m a partner at CROING, a women-founded, women-led creative agency helping brands connect authentically with multicultural, Gen Z, and women-led audiences. But beyond the title, I’ve built a career rooted in purpose and people. I lead not by mimicking what I learned in engineering or corporate settings, but by listening, mentoring, collaborating—and most importantly, showing up fully as myself.

In this journey of breaking the mold and redefining leadership on my own terms, four moments shaped everything.

1. Reimagining Leadership as a Latina

As a woman of color, I’ve had to redefine leadership constantly. In many rooms, I’ve been the only Latina—often the youngest, the least traditional, and the most underestimated. I’ve learned that breaking the mold isn’t just about changing careers. It’s about changing how we show up. Embracing softness as strength and creativity as a superpower. Leading with empathy, not ego.

There’s a deep value in cultural intuition—creating work that resonates because you’ve lived it. That’s something traditional leadership often overlooks, but I center it. Being Latina and working with U.S.-based brands is fundamental. Latinos make up 20% of the population. Having bicultural backgrounds allows us to see the world through multiple lenses and offer brands deeper insights and more creative paths forward.

2. The Power of the Pivot

Switching from engineering to marketing wasn’t a step backward—it was a step into alignment. It let me redefine success: joy, impact, cultural relevance. But it wasn’t easy. I had to face imposter syndrome, moments of self-doubt, and financial instability.

I remember sitting in my apartment, no projects confirmed, wondering if I had made a mistake. I had left structure and clarity for the unknown. But over time, I stopped performing and started owning my narrative. That’s when everything shifted.

3. Mentorship and the Ripple Effect

I didn’t get here alone—and I don’t want to stay here alone. I’m committed to lifting others as I rise, especially women creating space in industries not made for them. That’s why I founded Women Who Network—an initiative to help women strengthen networking skills that have been instrumental in my career.

To date, we’ve interviewed over 50 women across 30 podcast episodes, launched our first book, The Guide to Building Meaningful Connections, and will host our first event in NYC this July.

To me, mentorship isn’t about hierarchy—it’s about connection. Helping others see they don’t need permission to take up space. That’s leadership’s ripple effect: when you stop trying to fit in, you give others permission to be themselves.

4. Redefining Success

Success used to mean titles and trophies. Now it means trust, transformation, and legacy. It’s watching my team grow, helping clients embrace bold narratives, and knowing our work doesn’t just move products—it moves people.

Mentoring our lead generation team taught me so much about trust and growth. Our presence at key events helped us land new clients, build confidence, and gain visibility—down to how we dressed and positioned ourselves. These small wins are the foundation of a bigger impact.

We’re living in a time when people crave authenticity, representation, and heart. Perfection doesn’t resonate—realness does. That’s what I bring to the table. And I hope more women begin to claim that for themselves too.

To the Women Rising

If you’re reading this wondering if it’s time to break your own mold—this is your sign. You don’t need the perfect moment. You don’t need anyone’s permission. You already have what you need: your story, your voice, your purpose.

Lead with that.

Because the truth is, the mold was never meant to contain you anyway.

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