Negocios Names 2025 Community Champion of the Year

CHICAGO—Marta Cerda, CEO of ASI Home Care, was honored with the Community Champion Award at the 2025 Negocios Now Who’s Who Gala, recognizing her contributions to the Latino community.

Launched in 2014, the gala annually recognizes Hispanic leaders making impacts across business, community and advocacy. The Community Champion Award honors a leader whose work has directly improved the lives of Latino communities through initiatives, community engagement and implementing systemic change. 

As CEO of ASI, a $12 million nonprofit, Cerda leads one of Chicago’s organizations delivering homecare and job training services. Under her leadership, ASI said it has expanded services, modernized operations and launched programs that bridge gaps in health care and employment—especially in underserved Black and Latino 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 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.