Why does representation matter?
Because seeing yourself represented in a movie, book, or government opens up your imagination to what’s truly possible.
And it’s the same story in tech. We would know.
Here at Drift, diversity, equity, and inclusion is in our DNA. Growing up, our co-founders, David Cancel and Elias Torres, never even imagined that a company like this could exist. Now, they are part of just the 2% of VC-backed startups led by Latinx founders — and they serve as role models to everyone who wants to break into and succeed in tech.
But this story holds a special place in the hearts of our Latinx community. Because, in our struggles to find representation in tech, David and Elias’s story inspired and empowered us. And, for many, it was precisely this story that brought us here.
So, to continue our celebration of Hispanic Heritage Month, we asked five Latinx Drifters to share their journeys with representation, starting out in tech, and how they found their way to Drift. Here are their stories 👇
Andrea Carrillo, Associate Creative Director 🇨🇴
I first heard about Drift at a virtual conference where I heard Elias tell his story, from breaking into tech to founding his own startup. I remember being inspired by the way Drift’s brand is all about creating space, being bold, and being true to yourself — all things I felt were strongly needed to break through as a Latinx woman in tech.
Fast-forward three years, and I now work with our marketing and creative teams on evolving that very same brand. But even now, Drift lives by those same principles. It’s not just for show or to hit a DEI goal — in fact, I’ve never worked at such a diverse, inclusive company. Every Drifter is able to bring their fullest self to work every day, and that allows us to imagine new possibilities that keep pushing us forward. And we know anything is possible because well…look at our founders.
Leny Santana, Senior Product Designer 🇵🇷
At the young age of six, I moved from San Juan, Puerto Rico to Tampa, Florida. If someone told me growing up that I would become a product designer at a tech company, I would have never believed them.
Early in my career, I was the only Latinx person on my team and, at times, in the entire company. In 2020, when I was looking for the next step in my career, I learned about Drift’s Latinx founders — and I felt like I finally found the representation I had been looking for. Immediately, I knew I wanted to be part of Drift, helping to build a unique product while amplifying Latinx voices in tech. I’ve now been at Drift for over two years, and I can honestly say that I’m still impressed with Drift’s commitment to representation and inclusion.
Sabrina Boyd, Senior Associate Professional Services Consultant 🇧🇷
Though today, I spend most of my time building chatbot playbooks, helping customers bring their strategies to life, and talking to a lot of different people, that confidence was not always there. My career journey was extremely challenging. As most Latinx people can probably relate, I was always trying to “fit in” — going the extra mile to be accepted and trying so hard to prove my value — which was often discouraging.
It was only through people like David and Elias that I felt inspired and empowered to be the best version of myself. One of Drift’s leadership principles is to create a culture of respect and trust — and that’s not just on paper, it actually happens. When I joined Drift in April of this year, I was blown away by the diversity of people, experiences, and support. I’m glad I didn’t give up on finding a place that was for me, and now I can proudly say I’m a Brazilian woman who was able to break into tech.
Erick Maldonado, Senior Professional Services Consultant 🇲🇽
Growing up, I had no idea I was going to be involved in tech. I was a huge nerd for it but I never saw people who looked like me becoming leaders in the industry. It wasn’t until years later that I started my tech career alongside other brilliant Brown and Latinx individuals, which put me on my path to Drift.
Once I learned of these successful Latinx founders, I knew where I wanted to grow my career — and grow I did. A big part of that has been Drift’s culture, which is a treasure. Here, I’m surrounded by leaders, co-workers, and mentors from all different shades and backgrounds who continually inspire me to lend a helping hand to others wanting to grow in tech.
Had it not been for these amazing Latinx Drifters leading the way, I don’t know what my life would be like today. But now I know: Querer es poder, y aquí, hay poder.
Luis Sanchez, Staff Software Engineer 🇲🇽
When I started my career in the tech industry, I learned that impactful and successful products can only be built by a group of really talented people. And some of the most talented people I’ve met — people I look up to — have been from the same places and backgrounds as me. Elias and DC are proof of exactly that.
I’m really happy to be at a company that, like me, sees the value in people, the talent they have, and what they bring to the table. I’m proud to be at a company that’s taken a big step towards Latin America with the opening of a new location in Guadalajara, Mexico, and I’ve had the pleasure of seeing firsthand some of the success and opportunities that Drift has brought to this country. Hopefully, in the future, we can share this success with more and more unique and talented people, who we can work with to build the most amazing products.
Representation Is at the Heart of Everything We Do
As Latinx people in tech, we know all too well the struggle that comes with breaking into this industry. That’s also why we know how powerful it is to see people who look like you finding success, blazing trails, and living your wildest dreams.
While all of us have different relationships with representation and we’ve all taken different paths to get to where we are now, we share the same pride and determination to represent Latinx in tech.
The Drift story has played a big part in our careers. Now, we hope that our journeys will inspire you to push boundaries and pursue your dreams — while staying true to the person you are.