Max Rivera: “We need to demystify Latinos’ access to technology”

The executive of Snap hopes to share his journey and story with entrepreneurs to help demystify access to this industry for Latinos.

“I think we need to do much more when it comes to talent, including technological talent.” – Max Rivera

By Migdalis Pérez

Max Rivera, a member of the team that leads Snap’s largest corporate partnerships from New York, has contributed more than $800 million in annual global revenue by monetizing emerging technologies such as augmented reality and artificial intelligence.

Originally from Honduras, the Master of Arts in Global Marketing Communications graduate from Emerson College in Boston, Massachusetts, joined Snapchat at an early stage and launched the international expansion practice before the company’s Initial Public Offering (IPO).

As part of his work, he has held various positions, leading global teams and launching new markets in Latin America, Europe, the Middle East, and Africa. Outside of his work responsibilities, he has supported and mentored underrepresented founders and innovators.

We spoke with him for our “Latinos in Technology” special. This is what he told us.

NN: Tell us a little about your beginnings at Snap.

MR: I joined Snap about eight years ago, when it was still a private company that was just starting to develop its advertising business and preparing for an IPO.

While it was a booming startup at the time, I took the risk of leaving a successful job in advertising because I saw the potential to revolutionize the social media advertising industry with Snapchat’s augmented reality technology. I was truly excited to help build that future.

In my first role at the company, I had the opportunity to spearhead its expansion into Latin America, which opened my eyes to the incredible potential of the region and how US tech companies can operate there.

NN: How do you define Snap and what is its added value?

MR: Snap Inc. is a technology company focused on leveraging the camera to improve how people live and communicate. Snapchat is not a social network. It never was. In fact, it was created as an antidote to social media. Snapchat opens directly to the camera, not a content feed, so we can easily share our perspective with those who matter most to us: the people we’re friends with in real life; those with whom we feel comfortable sharing our full range of emotions—the ups and downs, the good and the bad—without the pressure of posting something perfect.

NN: What are your thoughts on the inclusion of Latino talent in technology?

MR: More important than what I think is what I know. Only 10% of tech workers are Latino, and only 6% hold technical roles. In management, only 5% of executive leadership positions and 3% of board members at tech companies are held by Latino talent, as reported by the Kapor Foundation this year.

That report also highlighted that only 6% of all venture capital investment professionals are Hispanic, and last year, capital allocated to entrepreneurs from this community fell from 3% to 1.3% of all venture investments in the United States.

At the same time, from a consumer perspective, Latinos are the biggest drivers of economic development and the largest and fastest-growing GDP globally.

I believe we need to do much more when it comes to talent, including in technology. For my part, I hope to share my journey and story with others to help demystify access for Latinos in this industry.

NN: What then is the main challenge Hispanics face in standing out in this sector?

MR: The lack of representation brings many challenges. One of them, specifically for standing out, is the natural inclination to change our behavior and norms to fit in. It’s easy to mold your behavior based on who you see succeeding in the field, which, statistically speaking, often won’t be a Latino. In that process, it’s easy to lose sight of what makes you special in the first place. Suddenly, you wonder why you’re not standing out and why you’ve lost your sense of authenticity.

NN: What are your plans for the next five years?

MR: To grow in my role within the technology ecosystem and have the ability to make a greater impact on the industry. I also plan to continue supporting the next generation of entrepreneurs and innovators as the next era of technology comes to market.