NASDAQ’s Times Square, NYC billboard featured Santa Paula native and Toyota North America executive Patricia Salas Pineda, last month named one of People en Espanol’s 25 Most Powerful Latina’s of 2014. This is the fifth consecutive year that the magazine recognizes a select group of Latinas from the arts, business, journalism and community service who are known for exceptional valor, determination and strength in their pursuits.

SP native Pineda named one of People en Español 25 most powerful Latinas

December 03, 2014
Santa Paula News

A Santa Paula native has been honored by the readers of People en Español selected as one of the 25 Most Powerful Latinas of 2014.

Patricia Salas Pineda, group vice president of the Hispanic Business Strategy Group at Toyota Motor North America, is the daughter of Albino Pineda and the late Naomi Salas Pineda.

Now a resident of New York, Patricia Pineda graduated from Santa Paula High in 1970, went on to Mills College (1974), and obtained a J.D. from U.C. Berkeley’s prestigious Boalt Hall School of Law (1977).

The recognition of People en Español ‘s 25 Most Powerful Latinas was made possible by an online poll of readers with the winners garnering the most votes overall.

As the highest-ranking Hispanic executive at Toyota North America, Pineda leads a newly formed strategy group chartered with taking Toyota’s number-one position in Hispanic consumer preference to new levels. Her 30-year career with the world’s largest automaker has included roles as general counsel and head of the Toyota U.S.A. Foundation and national philanthropy. 

Albino Pineda, Patricia’s father, is a noted community and church activist, author and artist perhaps best known for founding the effort to create the Farmworker Monument in Santa Paula. The monument is believed to be the only one of its kind in the nation.

Patricia Pineda said, “Both my father and my mother inspired me with support and continuous love... that is very important in succeeding in this world. I’m a small town Santa Paula girl that was blessed with a wonderful life and a wonderful career... “

She started her automotive industry career as associate general counsel and associate corporate secretary of New United Motor Manufacturing (NUMI), the California-based joint venture between Toyota and General Motors, in 1984. Later, Pineda became vice president of legal, government affairs and human resources, and corporate secretary at NUMI. Presently she is the highest-ranking Hispanic in all of Toyota North America.

Pineda started her career at a time when the business world was still not the ideal place for ambitious women, or for that matter Latinos in general.

She believes “Absolutely” she overcame the dual challenges noting, “At times, being a female was even more of a challenge than being a Latina, but I had to overcome both challenges in my career... and I never let both get in my way.”

Pineda relies on her Mexican-American cultural heritage to infuse her work bringing Toyota closer to Hispanic consumers through community engagement and programs for social good, such as Abróchate a la Vida, the child car safety education program from Cincinnati Children’s Hospital which now operates in 14 cities.

“I feel very grateful to have had such a successful career at Toyota, and am truly honored to be in the company of Latina trailblazers,” Pineda said.  “I hope that my example will inspire junior and mid-career Latinas to pursue their dreams in corporate America or whatever their field of interest may be.”

And wherever they may be: Pineda often visits her hometown where a decade ago she and her father invested in a program to provide an annual scholarship at her high school alma mater. 

She also returns to the city on a regular basis where, “I do hope I can serve as a role model for other Santa Paula youth as well as elsewhere. I’m very engaged in the Hispanic community in the United States and work closely with many organizations following in the footsteps of my father.”

Perhaps Pineda should have said her delighted father: said Albino Pineda, “I was excited,” when he learned of his daughter’s recognition by the Spanish-language People magazine.

“I had many feelings about it, it was real nice and I’m very proud of her of course. She’s always been a very loyal daughter... a day doesn’t go by that she doesn’t call me, scolding me for not exercising or whatever.”

Albino is looking forward to Patricia’s Christmas time weeklong visit and noted, “She’s an exceptional person, an exceptional daughter,” with many accomplishments ranging from being a Board Director of the San Francisco-based Levi Strauss Company to being involved in governmental affairs and service on congressional standing caucuses in Washington, D.C. 

But to Patricia Pineda there’s no place like home: “I love Santa Paula, that’s why I come regularly for visits. When I’m there I feel at home... it’s everything from the people to the mountains to the citrus groves. I’ve been in New York City for 10 years, moved there from the Bay area, but Santa Paula is something that never goes away. When my kids come to Santa Paula they always say there’s something that really relaxes them, they feel the warmth of the people there, just wonderful.

“My final resting days will be in Santa Paula,” said Pineda. “That’s how much I love it. It’s a wonderful place... and maybe in another life I’ll be there again!”





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