Marta Cerda named Community Champion-2025 by Negocios Now

Por Esteban Montero

On July 25, at the iconic Old Post Office in Chicago, Marta Cerdá will be honored with the Community Champion Award during the annual Negocios Now Gala Event. This recognition celebrates her extraordinary leadership and decades-long commitment to equity, innovation, and transformational impact across sectors.

Marta Cerdá is a mission-driven executive leader whose influence spans over 38 years in corporate, nonprofit, philanthropic, and political arenas. Currently serving as CEO of ASI—a $12 million nonprofit that provides home care and workforce development services across Chicago—Marta has redefined how community-based care and job training are delivered in underserved neighborhoods.

Since taking the helm at ASI, she has modernized the organization, implemented new technologies, expanded services, and shifted the agency from a traditional care model to a more integrated, community-focused approach. Her bold vision continues to elevate ASI as a national example of innovation in social services.

Throughout her career, Marta has championed workforce equity. As Deputy Director of Cook County Works, she managed over $26 million in workforce funds, creating standardized systems and ensuring a seamless transition of 4,500 clients during privatization. In Chicago, she led employment initiatives, launched award-winning campaigns, and coordinated hiring events serving thousands of residents.

Her leadership extends to numerous nonprofit and advocacy boards, including the National Latino Coalition for Health Equity, Illinois Unidos, and the Alzheimer’s Association of Illinois. A former Chairwoman of Norwegian American Hospital, she has helped shape healthcare access and policy across Illinois.

One of her most ambitious projects—the forthcoming 19,000-square-foot ASI Health Equity & Workforce Development Center in Humboldt Park—reflects her belief that real change begins with community voice and place-based investment.

A graduate of Smith College and Loyola University Chicago School of Law, Marta is also pursuing executive studies at Northwestern’s Kellogg School. Throughout her career, she has remained a bold advocate for justice, proving that when leadership is grounded in purpose, it can transform lives and communities.