Embedding a culture of transparency, accountability, and care with Edward Herrera

Edward Herrera is the Chief Operating Officer at REFORM Alliance, where he helps lead efforts to transform probation and parole into systems that create real pathways to work and wellbeing. In his role, he focuses on strengthening operations, building high-performing teams, and embedding a culture of transparency, accountability, and care. As a proud Latino and LGBTQ+ executive, Ed believes inclusive leadership and operational excellence are essential to driving long-term systems change.Born in Tijuana, Mexico, and raised in the U.S. from age 12, Ed’s lived experience fuels his leadership approach. He leads with empathy and conviction, creating environments where people are empowered to take ownership and grow. His career spans both nonprofit and startup sectors, with a consistent track record of navigating complexity, scaling infrastructure, and driving mission-aligned impact.Prior to joining REFORM, Ed served as CFOO at Braven, where he led finance and operations during a period of national expansion, centralizing systems, improving vendor compliance, and unlocking multimillion-dollar savings. At The Center, he guided a $17M+ LGBTQ+ nonprofit through the challenges of the COVID-19 pandemic, helping leadership make critical financial decisions with clarity. Earlier in his career, Ed co-directed an innovative trade assist program at BMW of Manhattan,generating $750K in cost savings in its first year, and elevated Ktchn Apothecary’s brand visibility in national outlets including Southern Living and Refinery29.