Luis was born in Zihuatanejo, Guerrero, Mexico but has lived most of his life in the U.S. Growing up, his parents instilled a strong work ethic, teaching him the value of entrepreneurship. His mom was a Tupperware saleswoman and his father, a jeweler.

After graduating from San Francisco State University with a Business Marketing degree, Luis’ DACA status was at risk. Not knowing if his work permit would be valid just a few months after graduating, he decided to start his own business. Inspired by merchants like his parents, he developed a business model to help small business owners and entrepreneurs build a strong social media presence by teaching them to incorporate social media strategies into their marketing mix.

Luis’ business, Trending Socials, is a start-up social media marketing agency that works with small business owners in the Bay Area. In a new partnership with the City of San Francisco, he is working with businesses in The Mission, San Francisco’s Latino Cultural District, on a “shop local” campaign to drive traffic, increase awareness, and boost business—a much needed effort after the pandemic. Luis also hires independent contractors so he can collaborate with talented creatives and marketing professionals like himself, regardless of their immigration status.