She has brought together a circle of business and community leaders across the state to help share in the bigger picture of Qwest.

“We all have our strengths,” says Armenta. “One of my greatest joys is working with people and being a consensus builder.” Many local businesses have offered to work with Qwest. “It is important to talk to them,” she says, “because I can call them and they provide advice and play a supporting role.”

When Armenta accepted the position, she had a much smaller focus—her own backyard, and she says, “I certainly gave it a lot of thought and research. It was an opportunity to be part of telecommunications in New Mexico and represent a company that did not get the credit it deserved.” Armenta knows that the telecommunications industry is a vital part of our community and our everyday lives.

“I think about someone being home at night, getting sick and then making a 911 phone call, or a mother getting an e-mail from her son in Iraq,” says Armenta. “These kinds of communications and connections are so essential.” She admits that one of her biggest challenges is getting the community to acknowledge Qwest’s success in New Mexico, especially in rural areas.

“The negative remarks are tough to deal with,” she says, “especially when I read an article or hear comments with misinformation.” Her office is always open to answering any consumer concerns or questions. “I’m not afraid of criticism, but you must have can-do’s. Criticism without solution is very challenging.” However, she has learned some valuable lessons from her experience. She adds, “I am cautious of being critical of anyone or anything unless I have looked at all the options.”

Regardless of the debates, Armenta is committed to increasing service statewide, focusing on rural areas. With this in mind, she says that Qwest New Mexico has gone above and beyond the basic requirements. Massive deployment of DSL services has been implemented in 43 wire centers—Qwest was only required to deploy this service in 18 centers. The communities Qwest serves now reach across New Mexico, including smaller communities like Roswell, Alamogordo, Silver City, Grants, Clovis, and Portales.

Probably the biggest concern surrounding Qwest New Mexico is the agreement Qwest entered into with the New Mexico Public Regulation Commission in 2001. Under the Alternative Form of Regulation (AFOR) Qwest agreed to invest $788 million in telecommunication infrastructure. “The myth,” says Armenta, “is that we did not invest the money. The truth is that we have already invested more than $650 million in the New Mexico infrastructure. Today this infrastructure is providing additional services to all New Mexico—and we are committed to investing another $220 million dollars.”

“Qwest New Mexico is a very good company with over 1,100 employees, many of whom have been with us for decades,” says Armenta. Support and pride for our Qwest employees is an important part of helping the company grow. She is particularly proud of Qwest techs that are on call at a moment’s notice to fix complicated line issues as well as address residential concerns.

“I often go out to work sites and visit with our employees,” she says. “It is very difficult to tell them of the great sense of pride I have in them.” Driving down the street, Armenta always honks and waves to Qwest workers in the field. “I don’t have the opportunity to thank each and every one but every day they accomplish great things—they are our lifeline.”

But equally important to Armenta is Qwest’s commitment to the community. For instance, last year, Qwest and its employees contributed more than $200,000 in money and time to New Mexico charitable and community organizations. And this year, Qwest is continuing its involvement in New Mexico communities through such sponsorships as Spanish Market, Mariachi Spectacular, Cowboys for Cancer, the Golden Apple Foundation, and the New Mexico State University Science, Engineering, Math and Aerospace Academy.

As Qwest president for New Mexico, she takes her busy days in stride. “I never plan or set goals,” says Armenta, “so my life has been surprising.” Most surprising perhaps is how she has become a national role model for Latinas across the country. Latina magazine recently named Qwest as one of the top 50 employers for Latina women and cited Armenta as one of the most powerful Latina women in the nation. This year, Hispanic magazine listed Qwest as one of their Top 25 picks for companies with opportunities for minorities. The company has also been honored by two Hispanic chambers.

When asked how she feels about being named a national Latina role model, she says, “I see myself as a role model to my daughters and my grandchildren—that is my first priority.” Armenta often talks with her daughters about the professional world.

Monica is director of the Albuquerque Public School Foundation and Denise is a charter school counselor with a private practice.

As a leading woman in the corporate world, she has witnessed many changes in the number of women in decision-making roles, especially at Qwest. “Is there a glass ceiling? Most definitely! But I was taken back by the number of women—especially minority women—in decision-making positions at Qwest.” She says that men and women in business must do the same things, “Work hard, be well educated, do your best, and remain an active player in your community.”

If community support is important, family support is essential. “I have a very good support system,” says Armenta. Her husband Ray and family have always been supportive of her career. “I give my best at Qwest and represent Qwest outside of work 24/7, but on weekends, I like planning and participating in the activities of my grandchildren.” For her four grandchildren Alejandro (14), Andrea (11), Diego (11), and Adryana (9), cultural activities are first on the list. “We also talk about politics and history, and participate in local events like Zozobra, which I attended with my family as a child,” she says. She and husband Ray like to take their grandchildren when they travel. They are now planning a trip to the Southeastern U.S.

Armenta is just as active at home as she is at work. “I’m a pretty high energy person,” she notes. An avid reader and traveler, her favorite destination is New York City. Not one for standing still, she walks three miles a day, using her walks as a way to meditate and reflect. Between work and family, Armenta also finds time for herself by gardening. “Physical labor keeps you alive and awake,” she says, “and I like putting something in the ground and watching it bloom and grow.”

In the end, Armenta wouldn’t change her active life. “Some days are long, but always surprising,” she says. “It keeps you on your feet when you have to move quickly from one position to another in a very short time frame.” Armenta certainly does keep moving—from president of Qwest, to mother, to grandmother, to community leader and activist, to wife, to Latina role model, to gardener—all in the space of a day.

Dana Herrera is a freelance writerand editor based in Albuquerque, New Mexico. Her interests range from arts and entertainment to politics, medicine, and women’s issues. Dana is a graduate student in American Studies at the University of New Mexico. Contact Dana at danaherrera@gmail.com.