Ione Ayestaran
Sales Development Rep., Salesforce 


Ione is the President of Latinoforce. She was born in Pamplona, Spain, where she grew up speaking English, Spanish and Basque. Traveling across Europe and learning German and French kept her busy during the summers while she was a teenager and also turned her into an avid traveler. 

As soon as she had the opportunity to live abroad while she was a student at the Universidad de Navarra, Ione spent a semester abroad living in Germany, and another semester abroad in Poland. After graduation, Ione landed in San Francisco. Here, Ione is discovering innovative ways to do business. Ione is very excited to be a member of the LACA team and continues to follow her passion of promoting multi-culturality and communication! 

Click here to see a short video about Ione 


Manny Alvarez
General Counsel & CCO, Affirm


Manny Alvarez serves as General Counsel and Chief Compliance Officer to Affirm, Inc., a San Francisco-based technology start-up providing online point-of-sale consumer financing solutions. He oversees the company’s day-to-day legal and compliance affairs, including negotiating and drafting commercial contracts, managing corporate governance, and advising the business units on marketing, IP protection, and regulatory compliance.

Before joining Affirm, Manny was a “Founders Club” member of the Consumer Financial Protection Bureau (CFPB), a federal agency created by the Dodd-Frank Wall Street Reform and Consumer Protection Act of 2010. Manny is also an alumni of the Consumer Law Section of the California Attorney General’s Office, where he helped achieve a multi-million dollar settlement against the former-COO and the former-CEO of Countrywide Financial Corporation following the housing crash.

Manny earned his JD from UC Hastings College of the Law and holds a BA, cum laude, from Cornell University. He lives with his wife and son in Oakland where he dreams of watching the A’s beat the Tigers in a game seven of an AL division series.


Ramona Ortega 
Founder & CEO, My Money My Future

My Money My Future is a responsive web app that combines tailored content and simple to use tools into one platform to empower underserved Millennials to manage their money with confidence. MMMF’s personal finance platform provides financial guidance on all of life’s financial decisions. Ortega is a serial entrepreneur with over a decade of leadership in the public and private sectors. Prior to leading My Money My Future, Ortega was a corporate securities attorney in New York where she worked on complex securities litigation. Ortega also founded a boutique research consulting firm and a New York based international non-profit and has spent over a decade working on policy initiatives involving economic inequality and human rights. Ortega has a B.A. from the University of California, Los Angeles and a J.D. from Fordham University School of Law.

Ramona was recently named one of six Latina founders to watch and is a board member of the Latino Startup Alliance. She is a contributor to TechCrunch and Huffington Post on issues of law, tech  and diversity.

Partner, DevLabs


Ruben is the co-founder and rainmaker of Devlabs, an accelerator and Micro VC Fund headquartered in Oakland, California. Ruben has been a longstanding global entrepreneur who has worked with thousands of entrepreneurs to enhance their go-to-market strategies globally, and develop clear value propositions for their customers and investors. For many years, Ruben was an Information Technology and Services Manager at Accenture, overseeing transformation projects with companies in the United Kingdom, Mexico, Spain, Ireland, and the USA. Ruben has a BS in Environmental Engineering from Columbia University.

Founder and Principal, Escatel Tax Law


Raul A. Escatel is a tax attorney and the founder of Escatel Tax Law, a business and boutique tax law firm in Piedmont, California. Raul advises individuals and new businesses on a wide range of tax issues related to start-up companies, including strategic entity formation, equity compensation, employee classification, and exit strategies. Raul also represents individuals and businesses before federal, state and local tax authorities. In addition, Raul assists individuals and families with their estate planning, business succession planning and trust administration.  

Before founding Escatel Tax Law, Raul was Tax Counsel for over ten years at the California Franchise Tax Board (FTB).  

Raul currently serves as General Counsel for Latinos in Finance, and is Vice President of Finance for the San Francisco La Raza Lawyers. 

Raul received an advanced masters degree in tax law (LL.M) from Boston University School of Law and his law degree from the University of the Pacific, McGeorge School of Law with a concentration in taxation.   

Edwin Chavez
Enterprise Business Development, Salesforce


Born in Santa Cruz, CA and raised in Guadalajara, Mexico, Edwin works in Enterprise Business Development at Salesforce. He covers South American and Financials services in Mexico and Central America. In his free time, he enjoys cooking and following sports. He has been an active member of Latinoforce (Event Director) for the last year, working hard to inform others about the great opportunities that Salesforce promotes to its employees.  

Edwin holds a B.Sc. in Industrial Engineering from the Universidad de Guadalajara.

Jesse Martinez
Co-Founder & Co-Chair, Latino Startup Alliance


Jesse Martinez is the co-founder and co-chair of the Latino Startup Alliance, a non-profit supporting global Latino tech entrepreneurs and startup ecosystems. He is also the co-founder of AVION Ventures, the 1st pre-accelerator focused on Latina women working on a startup and based in San Francisco.

Martinez co-founded along with his brother in 1998 one of the first U.S. online bilingual Latino communities (picosito.com) which was recognized by a U.S. Congressional Record by the House of Representatives in 1999 for their efforts around technology in Latino community. He was also the co-founder of his 2nd startup – Giggo, a groupon-like venture delivering their messaging all in Spanish, and the co-founder/COO of his 3rd startup - Relevance, where he served as the country director under the Startup Brasil Program. 

Martinez is also an advisor to several startups, for Hackers/Founders Co-op, for #YesWeCode, for SXSW 2016 Accelerator, TechCrunch 9th Annual Crunchies Board Member, for the Global EIR Coalition Community Advisor Committee Member. In addition, a 2014 Clinton Global Initiative Attendee, a team leader for the U.S. White House on Tech Inclusion, and a previous Board Member for MEDA (Mission Economic Development Agency).

Lucas Huizar
General Counsel, CircleUp


Lucas Huizar serves as General Counsel to CircleUp Network, Inc., an online marketplace for investing into innovative, early-stage consumer businesses. Lucas is responsible for all of CircleUp’s legal affairs, including regulatory compliance, operations, corporate governance, intellectual property, employment matters, litigation, securities and privacy counseling. 

Prior to CircleUp, Lucas was Senior eCommerce Counsel and Lead Counsel for the Pogo Label at Electronic Arts Inc. Before Electronic Arts Inc., Lucas was a patent and complex commercial litigation attorney at Farella Braun + Martel, LLP.

Lucas received his JD from Stanford Law School and a BS in Genetics from the University of California, Davis.


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