Not many 23-year-olds would imagine running their own business, but for Maritza Esqueda, this became a reality when she founded Forum Records Management in 2003, a full service records and data management company based in Mission. Over the past 21 years in the industry, Esqueda is now the COO and managing partner of Lone Star Shredding, co-founder and president of Greater Gold Foundation, and the co-founder and owner of beauty salon Mane on Main Street.
Having studied International Business at the University of Texas at San Antonio, Esqueda said she always knew she wanted to be a businesswoman.
“I have always loved the idea of starting and growing your own business. I was always fascinated by it. I admired and emulated successful women, they had this freedom in their careers, they could be moms, they could be businesswomen, and they could be the boss,” she said. “I always knew that I wanted to work for myself, and I wanted the freedom to have it all.”
Although Esqueda wears many different hats, she explained her true passion lies with her work at the Greater Gold Foundation (GGF), a nonprofit that financially aids families who have a child diagnosed with cancer. Her work with childhood cancer has earned her various recognitions, such as Sharyland ISD Education Foundation’s 2018 Woman of the Year, Vannie E. Cook Children’s Cancer Center’s 2017 Community Hero, and City of Mission’s 2014 Woman of the Year.
Founded in 2009 under the name Faith-Family-Friends Foundation by Esqueda and Eddie Vela, who passed away in 2010 from appendix cancer, Esqueda continued their mission of raising funds for those diagnosed with cancer in the Rio Grande Valley. However, five years into this specific type of work, Esqueda received an application for assistance for a child named Jesse. It led to her researching childhood cancer and creating the Greater Gold Foundation.
“When getting to know more about (childhood cancer) I visited Vannie E. Cook because I just wanted to know (more),” she said. “What I found was that childhood cancer isn’t rare. There are hundreds of kids in the Valley who are battling cancer every day. Jesse passed away soon after I met him, but he inspired me to advocate for children, for research, for a cure, for what I would define as my true purpose; my real purpose in life, me as an individual. It was presented to me, and I do not think it was by chance, I decided that childhood cancer was something that I needed to advocate and create awareness for.”
Today, in addition to providing financial assistance in the form of medical bills, travel expenses, living expenses, etc. GGF also spreads awareness for childhood cancer. According to their website, during September, Childhood Cancer Awareness Month, they participate in parades, walks, billboards, and Friday Night Light Events.
On top of being a mother, Esqueda’s most significant accomplishment is the impact GGF has contributed to the community. In 2019, GGF collaborated with 28 South Texas high school football teams, volleyball teams, cheer squads and schools to wear gold wristbands in recognition of children battling cancer in the area. In total, their efforts had over 6,000 students wearing gold wristbands during the month of September, bringing awareness to this special cause. “This has been amazing to witness, only 7 short years ago, I had to purchase wristbands myself and convince kids to wear them, our first year there were only 400 players who participated.”, she said.
“My perspective on life has changed so much based on the kids that I get to meet and the parents who share their kids’ lives with me,” she said. “To watch kids fight for their lives, their resiliency, their smiles, the small and large triumphs, and the kind of sacrifice parents have to make, it has in a way changed my DNA. I try not to complain much, I have so much appreciation, for the little things. To me, if I wake up and my kids are healthy, I have so much to be grateful for.”
One dream Esqueda would like to make a reality in future is to open a hospice home for children.
“I want a hospice home for children that’s like a farm, or a petting zoo, where kids can look out the window and find joy in nature and animals in their view. I’ve been in the room with several kids who are passing and I feel like this environment could give them a sense of peace as they’re transitioning from their disease into what happens next,” she explained.
Even while leading three businesses, Esqueda said she has the freedom in her career to be a mom first. Although not always easy, she continues to lead from the front by putting her team members first.
“(Being a leader) in my experience is having done everything that you ask other people to do,” she said. I think an important trait of a leader is having the ability to say, ‘Hey, I’m asking you to do it, but I’ve done it before, and if you need to, I’ll do it with you again. ’Ive driven the trucks, shredded the paper, put up the racks, pulled the boxes and for me, it has created a culture of loyalty in my businesses that I don’t think I could replicate. I like to believe it comes from leading from the front, not leading from the top.”
Esqueda’s latest career accomplishment was being elected as a school board member of Sharyland ISD. Out of the board’s seven members, Esqueda is the only woman at the table.
“I’m super excited to have a seat at the table, to be able to participate in making decisions that both impact and steer the education of children in my community,” she said. “As women, as mothers, I believe we have a maternal instinct that gives us unique perspectives. I strongly believe that anywhere decisions are being made for children, women should be involved.”
For future young women who aim to become a CEO or business owner, Esqueda said she believes representation is important for young ladies to see someone who looks like them, representing them as decision makers and leaders .
“If you’re lucky enough to find your purpose, whatever it is, just follow your purpose. Put everything in it,” she said. “I always advise that being generally generous is great, but if you find your true purpose or true passion, just double down, give all of yourself to this one thing, your impact will be greater than you can imagine. That’s what’s worked for me.”
