#USA #Chicago #ASI Home Care #Marta Cerda #Community Champion

Marta Cerda: A Beacon of Change in the Latino Community

Marta Cerda, the esteemed CEO of ASI Home Care, has been awarded the Community Champion Award at the 2025 Negocios Now Who's Who Gala, held on July 25 in Chicago. This recognition celebrates her remarkable dedication to uplifting the Latino community and her relentless commitment to initiating positive changes within the sphere of home care and workforce development.

The Negocios Now Gala, established in 2014, serves as a prestigious platform honoring exemplary leaders in the Hispanic community who have made significant contributions across various fields such as business, community service, and advocacy. The Community Champion Award specifically recognizes trailblazers like Cerda, whose impactful initiatives have notably improved the lives of Latino families through community engagement and systemic changes.

Under her visionary leadership, ASI Home Care, a nonprofit organization with a budget of $12 million, has emerged as a pivotal player in delivering essential home care and job training services to the community. Cerda has spearheaded critical advancements within ASI, from expanding services to modernizing operations and launching innovative programs tailored to address disparities in healthcare and employment, especially within underserved Black and Brown communities.

Cerda articulated her sentiment upon receiving the award, stating, "It is a true honor to receive this recognition. I am even more inspired to continue partnering with others to increase access to essential resources for our Latino communities."

One of Cerda's landmark achievements includes the ASI Health Workforce Development Center, a sprawling 19,000-square-foot facility set to open in Humboldt Park. This center encapsulates her philosophy that community investments must be intentional and place-based, offering dedicated workforce training, memory care services, and health navigation specifically designed for historically marginalized neighborhoods.

With a career spanning over 38 years, Cerda has contributions that cross various sectors including corporate, nonprofit, philanthropic, and government spaces. Prior to her role at ASI, she was the deputy director of Cook County Works, adeptly managing $26 million in workforce funding and revamping service delivery to reach over 4,500 clients. Cerda also served as the director of Chicago Workforce Center Services, overseeing 14 partner agencies as part of the City of Chicago's employment and training system.

Outside of her executive duties, Cerda is an active participant in both national and statewide advocacy initiatives. She serves on several boards and task forces, including the National RECOVER Taskforce, the Alzheimer's Association of Illinois, and Illinois Unidos, demonstrating her commitment to advocating for vulnerable populations.

ASI Home Care has been at the forefront of providing diverse home health services since 1975. The organization has continually emphasized community outreach, insurance navigation, and job training programs, with a focus on the Latino and African American communities in Chicago. ASI aims to create personalized care plans that facilitate independence for its clients, be they post-acute patients, seniors, or persons with disabilities.

The home office of ASI is located at 4131 W. Belmont Ave. Suite C, Chicago, with additional support from their South Side office found at 2841 West Cermak Road, Chicago. For more information regarding ASI and its services, interested individuals can contact them at (773) 278-5130 or visit their website here.

About Negocios Now

Founded in 2007 by Clemente Nicado, Negocios Now is an award-winning national publication dedicated to the Hispanic business sector. It highlights the impactful stories and achievements of Latino entrepreneurs, executives, and leaders across a multitude of industries, solidifying its role as a critical platform amplifying Latino voices and successes.

Today, Negocios Now extends its reach beyond its Chicago roots to major Latino markets nationwide, encompassing cities like New York, Los Angeles, Miami, and others, continuously working to uplift and celebrate Latino leadership in business and community initiatives.

The impact of Marta Cerda's work resonates beyond recognition — she continues to inspire future generations of leaders dedicated to fostering change and opportunity within their communities.