When you meet Jennifer, you can feel the magnetic force of a woman on a mission. Her drive and energy are admirable. It’s our pleasure to count her as a flamiga and fellow woman-preneur.
Jennifer Rios is an award-winning CEO with over 15 years in technology, logistics, and consulting, specializing in both civilian and veteran support. A former U.S. Army Staff Sergeant (Airborne), she served in key operations in Iraq and Afghanistan. Jennifer is known for her strategic business solutions and leadership, often working against adversity in male-dominated industries. She was appointed to Maryland’s Governor Wes Moore’s Governors Commission on Hispanic Affairs Committee and serves as President and CEO of the Hispanic Chamber of Commerce of Prince George’s County. Learn more about Jennifer’s professional career.
Can you tell us a little bit about your background?
I grew up in San Antonio, Texas, and left home at 17 to join the U.S. Army. I spent 13 years serving, including tours in Iraq, Afghanistan, and Kuwait, mainly with U.S. Special Operations Command. It wasn’t easy—I was often away from my family and son, but the Army shaped me. After my service, I became a business owner, founding Pinnacle Software Consulting. That journey wasn’t without struggles either. I recently won a two-year battle with my partners who tried to take control of the company I built. In September 2023, I finally regained full ownership and that was a major victory for me. I’m also currently a doctoral candidate.
How has your heritage shaped your leadership style and approach in your career?
Growing up, I had to take on responsibilities that an adult would. Coming from poverty, I had to grow up fast and become the leader in my family. That weight was heavy, but it made me resilient. The military continued to shape that leadership, and I took on the role of caring for my soldiers the same way I cared for my siblings. Breaking generational curses—poverty, lack of education, dependence on government aid—has been one of my toughest battles. I’m the first in my family to achieve so many things, but none of it came without pushing through barriers.
What were some of the unique challenges you faced as a Latina in your field, and how did you overcome them?
One of the hardest things has been being underestimated—treated as if I was just a pretty face with ambition. My former business partners took advantage of my work ethic, leaving me to carry the business while they relaxed. They saw me as young and naïve. When I pursued my master’s and then my doctorate, they pushed back, wanting me to stay in my place. It was only through educating myself, surrounding myself with mentors, and realizing my own worth that I could stand up to them. I had to fight tooth and nail, but I proved that no one would define my value or hold me back.
What does Hispanic Heritage Month mean to you, and how do you celebrate it?
For me, it’s not just a month—it’s a lifelong celebration. My family’s history is deep. My great-great-grandfather, Juan Vargas, fought for Mexico’s independence, and my grandfather fought in World War II, carrying memories of trauma that haunted him until the day he passed. My heritage isn’t just something I celebrate once a year; it’s woven into everything I do. I’ve had to carry those generational struggles and sacrifices with me, and I’m proud to represent my roots every day of the year.
How can organizations do a better job of fostering diversity and inclusion, particularly for Latino professionals?
There’s a huge gap when it comes to Latinos in executive positions, and that’s something I’ve experienced firsthand. The stats show that only about 1% of Latinos hold C-suite roles, and I know how hard we have to work to even be considered. We aren’t just fighting for opportunities—we’re fighting against biases and stereotypes. Organizations need to actively open doors and make space for Latinos and other minorities because we have more than earned our place at the table.
What’s something you’re excited about right now?
Two things come to mind: first, I’m competing for Miss International World, representing Mexico. It’s not just about beauty, but about advocacy and impact. I see it as a platform to raise my voice for bigger causes. The second thing is my doctoral journey. I’ve written hundreds of pages, and I’m nearing the finish line. It’s been a long, exhausting road—juggling businesses, my son, and my studies—but I’m finally close to becoming Dr. Rios in 2025, and I’m beyond excited.
What’s a Latino dish that reminds you of home?
Arroz con pollo—it’s comfort food for me. It reminds me of my grandmother, who was such an important figure in my life. Growing up in poverty, we didn’t have much, but my grandparents provided warmth and love, and that dish brings me back to those moments of security in an otherwise uncertain childhood.
What’s your favorite spot in Prince George’s County?
The National Harbor. It’s a place where I can take my son and enjoy being outside, especially after everything we’ve been through. Whether it’s the Ferris wheel or just walking around, it feels like a place where we can catch a break from the constant battles of life.
What’s your superpower?
Time management. But it’s not just about balancing work and life—it’s about managing the chaos and pressure that comes with running multiple businesses, being a mother, and earning a doctorate. Every day is a test of how much I can handle, and it hasn’t been easy. There are days when it feels overwhelming, but I believe God only gives us what we can handle. I’ve learned to exceed in everything I do, even when it feels like too much.
