Negocios Now Names Marta Cerda 2025 Community Champion of the Year

Publication Recognizes Award-Winning Nonprofit CEO for Transformational Leadership in Home Care and Workforce Development

CHICAGO, Aug. 5, 2025 /PRNewswire/ -- Marta Cerda, CEO of ASI Home Care, has been honored with the prestigious Community Champion Award at the 2025 Negocios Now Who's Who Gala, recognizing her exceptional contributions to the Latino community and lifelong dedication to driving positive change. The gala took place on July 25 in Chicago, where Cerda and other honorees were formally recognized.

Launched in 2014, the gala annually recognizes outstanding Hispanic leaders making significant impacts across business, community, and advocacy. The Community Champion Award honors a trailblazing leader whose work has directly improved the lives of Latino communities through bold initiatives, deep community engagement, and lasting systemic change. Cerda was selected for her exceptional dedication to building opportunity-rich systems that center dignity, access, and care.

As CEO of ASI, a $12 million nonprofit, Cerda leads one of Chicago's most impactful organizations delivering home care and job training services. Under her leadership, ASI has expanded services, modernized operations, and launched pioneering programs that bridge gaps in healthcare and employment—especially in underserved Black and Brown communities.

"Receiving this award is a true honor," said Cerda. "I am even more inspired to continue my work, with my partners, to increase access to resources so we can lift up our Latino communities."

Among Cerda's landmark initiatives is the development of the ASI Health & Workforce Development Center, a 19,000-square-foot hub opening in Humboldt Park. The Center reflects Cerda's philosophy that community investment must be intentional and place-based—offering workforce training, memory care services, and health navigation tailored to historically marginalized neighborhoods.

Cerda's career spans more than 38 years across the corporate, nonprofit, philanthropic, and government sectors. Her previous leadership roles include deputy director of Cook County Works, where she managed $26 million in workforce funding and restructured countywide service delivery to more than 4,500 clients. She also served as director of Chicago Workforce Center Services, overseeing operations for 14 partner agencies under the City of Chicago's employment and training system.

In addition to her executive leadership, Cerda plays a prominent role in national and statewide advocacy efforts. She currently serves on boards and task forces including the National RECOVER Taskforce, the Alzheimer's Association of Illinois, and Illinois Unidos.

About ASI Home Care
Since 1975, ASI has provided various home health/home care services, community outreach, insurance navigation, plus employment and training programs. ASI's services are available to persons of all backgrounds, with a special emphasis and longstanding commitment to Chicago's Latino and African American communities. Through the creation of personalized care plans for all of our clients, ASI is focused on making your choice to remain independent at home easier. Our mission is to provide quality, supportive, home care services to post-acute patients, senior citizens and persons with disabilities and access to people of all ages throughout metropolitan Chicago. ASI's main office is located at 4131 W. Belmont Ave. Suite C in Chicago. Its South Side office is located on 2841 West Cermak Road in Chicago. For more information contact ASI at (773) 278-5130 or visit https://www.asiservices.org.

About Negocios Now
Negocios Now is an award-winning national publication focused on the Hispanic business community. Founded by Clemente Nicado in 2007, it showcases Latino entrepreneurs, executives, leaders, and change-makers making an impact across various industries. Known for its influential coverage and signature events, including Latinos 40 Under 40 and Who's Who in Hispanic Business, Negocios Now has become a trusted platform for elevating Latino Leadership and success stories across the country. Originally launched in Chicago, the publication has expanded its reach to major Latino markets including New York, Los Angeles, Miami, Houston, San Francisco, Dallas, Phoenix, Atlanta, and Las Vegas– further advancing its mission to amplify Latino voices in business, innovation, and civic life. For more information, visit https://negociosnow.com.

Media Contact
Marie Lazzara
JJR Marketing
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[email protected]

SOURCE ASI Home Care