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Joseph Serna
Who We Are
We aggressively work to enhance the financial and program Bottom Line goals for our clients.
With over 75 years of experience, Bottom Line Diversity understands the ever changing business demands placed on private companies and the regulatory criteria of public agencies. Bottom Line Divesty has national experience in both the public and private sectors.  
Jerry Jaramillo
BOTTOM LINE DIVERSITY (BLD) has strong Hispanic/Native American Leadership which allows our firm to offer a multi-ethnic approach to assisting companies with diversity and inclusion. We have national experience working with firms in the private sector and with government agencies.

Our Mission:  Bottom Line Diversity helps companies and institutions realize greater profits and potential by increasing the strength of their diversity, both in the workplace and supply chain. We create measurable action plans with benchmarks and give you the tools to recruit, retain and succeed in finding the talent that will allow your firm to compete and thrive in a rapidly changing workforce environment.
​Joseph has advised Fortune 500 Corporations on minority outreach, inclusion and expanding diversity programs. He has provided Disadvantaged Business Enterprise outreach for the Colorado Department of Transportation, North Dakota Department of Transportation and the U.S. Department of Transportation. Joseph is a member of the DAWA sun clan of the Hopi Tribe in northern Arizona and was the Executive Director of the Hopi Economic Development Corporation. 

As former president of the Rocky Mountain Indian Chamber of Commerce, he grew the 
organization by more than 300%. He was also asked to travel to other states to help them grow or establish their own chambers.

He is a seasoned business leader and mentor who pushes clients to break through their barriers. Joseph helps clients develop strategic plans, financial goals, employee incentives, organizational structure, conflict resolution models, and negotiating strategies. His background in negotiations and business leadership helps clients develop a strategy that produces extraordinary outcomes. 

Jerry’s 35 years of professional experience includes working for and building relationships with government groups, corporations, general contractors and subcontractors, neighborhood organizations, culturally diverse communities, MBEs, DBEs, SBEs, WBEs, developers, investors, jurisdictional and financial institutions and architectural/engineering firms.

He has worked on community-based projects that created jobs, both short and long term. This work has provided opportunities for small businesses (MBEs, DBEs, SBEs, WBEs) to secure contracts. Some projects that Jerry has worked on include: Denver RTD's T-REX and Fastrack's West Rail Line, Denver's Five Points TOD Business District, Kansas City School District Capital Improvement Program and more. 

Jerry has demonstrated expertise in team building - working with corporations, public agencies, small business subcontractors, professional firms, vendors and suppliers to secure contracts for purchase of professional services and goods and supplies. His professional background is in program and construction management, small business outreach and partnerships, community economic development, strategic planning and urban master planning. 

Miguel's background is in Diversity Training and Community Outreach focusing on working partnerships with general contractors, small business, and community, corporate, civic and neighborhood leaders. Miguel specializes in organization and diversity training, and community outreach and public relations by facilitating networking opportunities for community and neighborhood groups on behalf of various local, regional, national/ international agencies.

Miguel's skills include working with groups who hold diverse interests - such as business, community, and nonprofits - and guiding them through a process of issue identification, consensus building and resolution. Miguel worked on the Denver RTD-Swinerton Builder's Outreach Program for DBE and SBE bidding opportunities. The project created 54% SBE and 32% DBE contract participation, far exceeding RTD's original DBE and SBE goals. 

Some of the groups he has consulted with include:
- Boston's Center 
  for Youth & Families
- Children International
- Kansas Leadership Center
- National Conference 
  for Community & Justice
- National Council of La Raza
- National Training Institute 
  for Community Youth Work
- United Way 
  of Greater Kansas City
- Youth Volunteer Corps

Keller works on the West Central Small Business Transportation Resource Center (SBTRC)
contract to provide technical assistance to DBE companies that want to work on USDOT projects. She previously was appointed to the State of Colorado's Disparity Oversight Resolution Committee and the Minority Advisory Board to the Denver Broncos. She was an advisor to the development of the Denver Broncos Sports Authority Field - a project that resulted in 26% of the work done by women- or minority-owned companies. She also provides one-on-one coaching to DBE companies to help them take their companies to the next level. Keller has helped Capital Improvement Programs establish stakeholder communications, hold public meetings and work with diverse community groups.  

Some of her leadership experience includes: 

• Worked with the State of Colorado Minority Business Director to do outreach and
advocacy for minority and women businesses. 

• Worked on “Economic Impact Survey of Women and Minority Owned Businesses in Colorado”
which accessed more than 7,000 individuals statewide.

• Selected by Colorado Department of Transportation, Regional Transportation District and Kiewit to provide DBE support services for the $1.7 billion T-REX Highway Construction project.

Keller Hayes
Miguel Jaramillo