Our Vision
We envision community-based, social justice, and grassroots artistic organizations accessing their true potential by deeply connecting with the communities they serve, measuring key patterns in their operations, and effectively communicating victories.
Our Mission
We strive to be a tailored assistance regarding membership strategy, data management, and communicating findings for the arts, community, and social justice organizations, specifically who serve Black, Indigenous, People of Color, Immigrant, Women and LGBTQIA+ communities.
Our Story
As Bryan Stevenson notes, "The opposite of poverty is not wealth, it is justice". We ask ourselves, why do underlying structures of oppression still exist? Why do they disproportionately affect communities dependent on their identities?
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Through years of experience in public policy and organizing alongside worker centers, artistic organizations, and immigrant rights coalitions, we know that real change must come directly from the people. Institutional gaps intentionally separate government from community; we aim to bridge them.
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At Rooted in People, we combine rigorous technical analysis with a deep understanding of community needs, providing the structural support that bridging organizations need to thrive.
Fred Hampton, chairman of the Illinois Black Panther Party.
"Power anywhere where there's people." ​
Membership Strategy
Data Management
Analysis & Reporting
Advanced quantitative & qualitative analysis and the necessary interpretation into actionable insights and shareable communications
Services
Meet the Team
Diego's career is to transform the people most affected by structural inequities into capable leaders who observe their power and redeem social injustices.
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Following years of experience as a field organizer at Trabajadores Unidos Workers United, Diego successfully branched out TUWU's membership base of low-wage, immigrant workers from San Francisco to the East Bay Area and developed multiple member leaders. We fought and won immigrant worker-driven organizing campaigns by coordinating multi-stakeholder strategies with the Asian Law Caucus, Legal Aid at Work, and the California Labor Commission's Bureau of Field Enforcement, advancing labor enforcement across public and private sector workplaces.
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Diego's organizing experience with TUWU also allowed him to manage internal and regional committees within the California Network for Immigrant and Worker Justice statewide coalition and the Alameda County Unified to Defend Immigrant Rights at the county level. Within these coalitions, Diego has on-the-ground experience in collectively being part of the labor movement in California that advances the elimination of exclusionary policies against immigrant communities. For example, ACUDIR successfully supported Supervisor Nikki Fortunado Bas' proposal of ICE-Free zones in Alameda County, and CNIWJ is fighting for economic justice to families impacted by the kidnappings.
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Previous to these roles, Diego's research background includes collaborations with the UC Merced Community and Labor Center and the Institute for Research on Labor and Employment at UC Berkeley. We used both qualitative and quantitative analysis on topics such as equitable language access in California's court system and access barriers to retirement benefits within California's safety net programs.
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As a multifaceted organizer, Diego actively participates in the Brazilian arts of Capoeira Angola and Samba Reggae drumming. Alongside the International Capoeira Angola Foundation in Oakland, Diego fundraised and collaborated with groups such as the Black Panther Party Alumni Legacy Network, BrasArte, and the Center for Empowering Refugees and Immigrants. He is also a Capoeira Angola assistant instructor for both children and adults. With Tambores e Samba, a Brazilian marching band for parades, Diego gained experience as an Assistant Director of Operations managing a membership base of drummers, logistics for performances, and fundraising campaigns. It is Diego's conviction that artistic expression is intrinsically tied with social movements and organizing through the wellness and joy of cultural connection and belonging.
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Diego graduated with a Master of Public Policy from UC Berkeley's Goldman School of Public Policy and received a dual Bachelors in Economics and Applied Mathematics from ITAM Mexico City. Additionally, Diego is a graduate of Applied Data Science from the Carnegie Mellon University Heinz College Summer program.
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