Irma C. Maldonado
Founder and CEO

Irma C. Maldonado is a leader in linking to a widely diverse population by conducting communications in the context of different cultures – whatever they may be. For twenty years, Maldonado has worked with tireless energy to improve and embrace all aspects of life for multicultural populations in the United States. It was during this work, serving at the forefront of multicultural leadership and entrepreneurship efforts, that she recognized the gaps in communication to today’s multicultural populations. She resolved to provide “in-culture” products and communication to these vibrant, dynamic and essential segments of the American population, as they continue to grow in social and economic impact, forming HMA Associates in 1994.

Irma Maldonado’s vision to bring culture to life was the driving force to form HMA Associates, Inc., the first multicultural social marketing and communications firm in Washington, DC.  Under her leadership, HMA has grown to a full-service company, nationally respected and recognized for its innovative approaches to empower the voice of consumer behavior. Today the award-winning company stands strong with a dynamic team magnifying today’s multicultural world. 

While building HMA, Ms. Maldonado has been an advocate of public service. Named by Hispanic Magazine as a Latina of Excellence, Ms. Maldonado has devoted her career to bring a voice to Latino leadership, resulting in many “firsts.”  As a past president of MANA – a national Latina organization whose mission is to empower Latinas through education, leadership development and community service, she founded Las Primeras (Women’s ‘Firsts’), an annual recognition program honoring leaders in the Latina community.  Honorees have included  Latinas in the US Congress, a Pulitzer prize winner, a best-selling author, a US Surgeon General, and numerous other women, including Ms. Maldonado – who was honored with the distinguished Las Primeras Award for Public Service.  Today Las Primeras is the sole premier event to honor Latinas during Hispanic Heritage Month. 

Maldonado’s advocacy, commitment and passion to bring awareness to underserved demographics, led the way to forming the first Latinas: Partners for Health, a national network of 1200 Latina public health officials and community leaders to speak to the HIV/AIDS epidemic.  This unique effort evolved and is now a major non-profit for Latina health issues:  The National Latina Health Network. The non profit is dedicated to developing and strengthening networks of Latina leaders in public health. 

In 1986, Maldonado was appointed to serve on the Board of Directors for the Congressional Hispanic Caucus Institute, a board of Fortune 500 companies and influential leaders.  The Board is devoted to develop the next generation of Hispanic leaders with educational programs benefiting more than 50,000 Hispanics on an annual basis.