“The two most important days in your life are the day you are born and the day you find out why.”
— Mark Twain
Finding your true why can be overwhelming. With Rich as your coach, you will rise above the fog of expectations from others and begin to take charge of the life you were meant to live and lead.
Say yes to honoring the wisest, highest version of you—from your why. And say no to life leading you.
It’s your life. And you deserve a fulfilling one. Begin honoring your birthright of happiness today.
A Different Approach to Executive Coaching
Photo by Josh Huskin
Rich coaches leaders from first-hand experience as a successful CEO recognized for being a gracious disruptor who introduced positive, lasting change.
Shortly after completing a PhD in art history, Rich was hired as a first-time executive director in 2016 to increase the visibility, reach, and impact of the first modern art museum in Texas. Within six years, he helped transform the McNay Art Museum from a world-class art destination into a global leader of community impact through artistic excellence.
Today, in addition to onboarding new leaders at the University of California, Irvine, Rich, who is now also armed with an MBA and coaching certification, supports first-time leaders in all industries determined to make the 2nd half of their lives even more fulfilling than the 1st.
Through his LA-based, boutique executive coaching practice, Rich will help you honor your values, lean into your life purpose, and get you the life you were always meant to lead. Book a free, initial consult online or in person in Studio City, California, today.
My Background
Rich is a values-grounded, purpose-driven executive coach with a proven track record for gracious disruption and leading positive change. In 2016, he was appointed the first Hispanic CEO of the McNay Art Museum in San Antonio, Texas. And over the next six years, he helped increase visibility of underrepresented communities in the Museum’s collection and exhibitions; created a sustainable business model that drove four consecutive years of operating surpluses; secured first-time funding from the Ford Foundation, the Mellon Foundation, the Henry Luce Foundation, and the Alice L. Walton Foundation; and retained, energized, and expanded a talented team throughout a global pandemic. In recognition for his positive changes to the McNay and San Antonio, Rich was awarded the Alamo City’s 2019 Vistage CEO Impact Award.
In 2022, at age 52, Rich announced a shift in gears to a career in executive coaching to scale his positive impact on leaders everywhere. Today, as the proud founder of a private, boutique coaching practice in Los Angeles (where he and his husband Max happily call home), Rich is committed to bringing his strengths in empathy and overall emotional intelligence, positivity, team building, sustainable change management, and values and purpose realignment to leaders in all industries at all stages of life. Read more on ArtDaily.com.
Rich was born in Peru and raised in Miami, Florida. Because he honored his bi-cultural heritage early in life, he is fully bilingual (English-Spanish). Rich is a proud first-generation college student and (double) graduate of the University of Michigan (BA, 1992, and MBA, 2022), the Graduate Center of the City University of New York (PhD, 2015), Columbia Business School’s Center for Curatorial Leadership (2016), Harvard Business School's Strategic Perspectives in Nonprofit Management (2017), and the Co-Active Training Institute’s Coach Training Program (2022). He is a Professional Certified Coach (PCC) through the International Coaching Federation (ICF) and an Everything DiSC Certified Practitioner.
