Member Spotlight: Felicia Cortez Empowering Vendors Through Insight, Empathy and Innovation

In the fast-paced world of public sector IT, standing out requires more than just a great product; it takes insight, creativity and a relentless drive to add value.

Which is exactly where Felicia Cortez shines.

As a Marketing Operations Coordinator at TD SYNNEX Public Sector, Felicia plays a pivotal role within the DLT Solutions business unit, helping vendors connect with government end-users through dynamic training and webinar programs. Hired in 2022 to revamp the vendor training experience, Felicia built the program from the ground up, navigating platforms, engagement strategies and content formats to ensure that every session delivered real value. What started as twenty webinars in her first year has grown into a robust program that offers nearly one hundred annually, with each one designed to help vendors sell smarter, faster and more strategically.

 But Felicia’s impact doesn’t stop at the front end. Recently expanding into marketing operations, she now brings her frontline experience to backend systems like Marketo and Workfront. Since joining the marketing operations team, Felicia has been instrumental in ensuring that every campaign, email and event is not only well-executed but also resonates with the right audiences.

 Perhaps Felicia’s greatest superpower, however, is her deep emotional intelligence and empathy, soft skills she cultivated while raising her children on her own. From juggling carpools to managing work deadlines to dealing with the rest of the organized chaos that comes with being a single parent, Felicia quickly learned the importance of resilience, patience and being able to pivot quickly. This experience has since also helped refine her ability to read subtle mood shifts and nonverbal cues; people skills that are essential to have when engaging with customers.

 Today, Felicia’s people‑first mindset strongly influences how she approaches her work: she anticipates underlying needs, pivots strategies when circumstances change and crafts solutions that truly resonate with any audience.

 By combining flexibility, adaptability and keen awareness, Felicia ensures that every initiative at TD SYNNEX Public Sector that she’s a part of truly moves the needle. Whether it’s leading scalable webinars or offering hands‑on operational support, she and her team continuously explore new ways to empower vendors to innovate, evolve and thrive.