Founding Principles

Our

Mission

Statement

We recruit for organizations that demand more, and coach professionals who refuse to settle. When standards are high, the work leaves a mark.

Meet The Founder

Cynthia Herrera

Founder

Practice Leadership & Oversight | Executive Search, Accounting & Finance

Cynthia leads the firm’s Finance & Accounting practice, partnering with C-suite executives, founders, and presidents across Fortune and middle-market organizations, including public, private equity–backed, and venture-backed companies during periods of growth, transition, and complexity. With more than 20 years of experience, her focus centers on IPO readiness, M&A activity, ERP implementations, and finance team buildouts. Clients engage Cynthia when the hire carries consequence—where judgment, standards, and alignment to the business matter as much as technical expertise. Cynthia heads the firm’s organizational development work through its Culture Logic Advisory division, advising leadership teams on retention and recruiting strategy building competency models, and hiring systems organization design in support of scale, performance, and long-term engagement.

Meet The Team

Ray Escalera

Vice President Client Services

Practice Leadership & Oversight | Executive Search, Sales & Go-to-Market

Ray leads business development for the firm’s sales and team-build practice, drawing on more than 30 years of senior experience across sales, marketing, telecom, and go-to-market execution. With a background that includes market launches, growth initiatives, and the hands-on build and scale of call center organizations, he serves as a client-facing advisory partner, helping companies elevate performance through disciplined talent selection aligned to scale and long-term growth.

Malia Wong

Client Development, Senior Associate

Practice Leadership & Oversight | Executive Search, Accounting & Finance

Malia supports client development within the legal and practice through client outreach, follow-up, and recruiting coordination. She assists with candidate engagement and search support while contributing to early-stage business development.

Natasha Cepeda

Client Development Associate

Practice Leadership & Oversight | Executive Search, Sales & Go-to-Market

Natashia supports client development within the AEC practice. She assists with research, outreach, and early-stage recruiting activities while learning the fundamentals of professional staffing.

Arran Tubbs

Marketing Operations

Practice Leadership & Oversight | Executive Search, Accounting & Finance

Arran anchors the firm’s people, marketing, and operational infrastructure, ensuring that every client and candidate interaction reflects the firm’s standards and brand. He brings a sharp editorial eye and operational discipline to the work, serving as the connective tissue between recruiting, marketing, and client experience.

Ramon Rivera

Systems Architect

Practice Leadership & Oversight | Executive Search, Sales & Go-to-Market

Ramon oversees the firm’s automation, analytics, and systems architecture, translating strategy into scalable execution. His work enables disciplined outreach, reliable reporting, and operational continuity across recruiting and business development efforts, ensuring the firm’s platforms support growth.

Hakuna Matata

Chief Morale Officer

Practice Leadership & Oversight | Executive Search, Accounting & Finance

Known for unapologetic affection, strategic barking, and well-timed nudging, Hakuna Matata takes his role seriously. He patrols the office for stress, interrupts intense conversations with unwavering affection, and reminds everyone—often loudly—that people matter more than problems. In a world of deadlines, decisions, and high-stakes careers, he brings levity, loyalty, and the occasional demand for a walk exactly when it’s needed most.