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Loriana Armstrong

Loriana was born on May 12, 1977, and grew up in a coffee farm in a small town in Puerto Rico. Her family moved to Milwaukee in 1989 looking for a better future. Loriana is the youngest of four. At the time her parents moved to Milwaukee, three of her siblings were going to college and with that many challenges were encounter but never doubt the decision to start over in a different country.

In 1995 went to UWM and took many roads to find her passion and future. With many hurdles and struggles during college years she realized that she needed to work hard to make it where she is today.

After leaving a Latin America Sales position for an international company, in 2007 Loriana took a risk change in her career in the construction field as an executive assistant for the president of a local construction firm before being quickly promoted to operations coordinator. Started assisting project managers, and discovered the importance of coordinating and running various projects at once successfully.

Today, she leverages her talents by being a business owner that can be counted on and a contractor that clients can trust. Working hard to prove herself in a very male-dominated field, Loriana is fortunate to have her husband on her team as the vice president of the company. In 2014, Loriana Armstrong decided to use her and her husband experience to start her own business, Armstrong General Contracting. Taking advantage of contacts and resources within the industry, she began to build a company from zero.

Armstrong General Contracting is a woman-owned general contracting firm that specializes in carpentry, siding, roofing, painting, and landscaping, to name a few. Its portfolio includes everything from multi-story, learning centers, restaurants, stores, non-profit agencies and historic homes. Currently the company is certified as Minority Business Enterprise, Woman-Owned Business Enterprise, Woman Owned Small Business, SBE and HUBZone.

Loriana Armstrong is proud to contribute by helping the city continue to thrive, Armstrong GC make every effort to hire local employees that share the same passion as they do for the industry. As President, she leads to the best of her abilities . . . she is there to inspire, influence, and motivate. As the leader of the company Loriana tries to inspire her employees to pursue excellence, to extend themselves, and to go beyond just performing their job requirements.

Armstrong General Contracting is succeeding as a company by generating creative ideas and teaming with the right people. The never ending possibilities to explore in the industry is immense and the growth potential is immeasurable. At AGC, diversity and inclusion are woven into our cultural fabric. We represent the rich diversity of culture, people and ideas that are Milwaukee. We have taken steps to build awareness of the importance of diversity to the point it is considered “business as usual” – accepted and expected. Our formula for success is sharing ideas, communicating honestly and respecting each other. We strive to attract a workforce that reflects the diversity of the communities in which we live and work. We want diverse people who bring ideas, experiences and talent that will help us achieve our business objectives. 80% of the entire company’s workforce is Latino. Loriana and Nicholas who are the top executive are Latino along with field and supporting administration staff.

The mother of two always try to find the right balance between business and home. She embrace the fact that she is a business owner, a mother, and a wife.

Loriana and her company have been recognized for their many efforts. Loriana was the recipient of the 2016 Governor’s Trailblazer Award and recipient of the 40 under 40 Award by the Milwaukee Business Journal. Last year AGC was awarded the 2016 Central City Award for Small Business in the City of Milwaukee. Also Armstrong General Contracting is a graduate of Scale-Up Milwaukee program which brought many key components to the company’s success.

Armstrong General Contracting has experienced strong sales growth in its’ first 3 years of business. Annual volume is projected to double and monthly billing shows consistent exponential change in achieving the goal of $2.5 MIL year end 2018.

Armstrong is only able to achieve this by making lasting decisions. This starts with good employee hires. AGC takes the approach toward the market labor pool that community is first and good talent is hard to find and is worth looking for. Additionally, AGC practices methods of apprenticeship type training in a best effort to cross train and to prepare laborers for a successful career.

In order to support the need for growth and community involvement Loriana has implemented two hiring practices. One, is to be certain that relationships with coworkers are formed through positive motivation and direct one-on-one training in respective disciplines. This instills confidence in the employee and produces a consistent and accelerated quality control measure. Secondly, Loriana makes every effort to utilize labor resources available in neighborhoods that they are working in. The idea is that we work in a community, we live in the community and together we beautify the community while strengthening the community.

Loriana Armstrong want to serve as role model to young Hispanics, especially young Latinas. Loriana wants to transmit the confidence she have that comes from “within”. Everyone is capable of becoming something great!


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