Strategy, Marketing, Data & AI

Luma means light. Growth, Illuminated. Two words for one idea: see it clearly, then grow it. If you run a service business, you already know the feeling. The phone rings and you have no idea what made it ring. You’re spending on ads, on a website, on somebody’s cousin who does social media, and you couldn’t say which one is working. So the big decisions get made on a gut feeling.

I spent five years as Director of Customer Experience at a small investment group in Austin that bought local service businesses and grew them. I ran marketing, operations, and customer experience across the portfolio, so I saw this problem from the inside. Leads arriving from six places with no way to tell which ones paid off. Ad spend nobody could defend. Reviews quietly deciding whether the phone rang.

Today I'm a Senior Administrative Analyst at UTRGV, where I build the Power BI dashboards leadership uses to make decisions across twelve departments. Same discipline, bigger scale.

I hold a Master of Science in Business Analytics from UTRGV and a Bachelor of Applied Science in Organizational Leadership from South Texas College. Before that I managed social media and content for local brands, which is where I learned that visibility without measurement is just noise.

I'm based in the Rio Grande Valley, I work in English and Spanish, and I take on a small number of clients at a time so the work stays hands on.

What you get is someone who has sat in the operator's chair and can also build the system that answers the question. Not an agency that runs your ads and sends you a report you never open.

Build Around Your Business