Who We Are
Meet the Team
The team behind InovarHR all have first-hand knowledge of the HR strategies, technologies, and solutions that help businesses of all sizes elevate their people and culture.
Andrea Nelson, SPHR, SHRM-People Analytics
Founder, CEO, Mentor
With over twenty-four years of experience, I’m a strategic HR executive and people champion dedicated to cultivating strong cultures, elevating leadership teams, and delivering innovative, technology-forward solutions. My work focuses on building organizations that scale while staying values-driven and connected.
I co-founded Pacific Design Technologies in the aerospace sector, where I built foundational infrastructure, led HR, and secured ISO certification. At Invoca, I joined early and helped grow the company to more than 200 team members, shaping the culture, aligning leadership, and building scalable People programs.
My experience at FastSpring and TrackStreet centers on strengthening culture during periods of expansion—elevating leadership capability, improving collaboration, and building People & Culture systems that support global SaaS organizations. I focus on translating values into daily behaviors, operational clarity, and healthier team dynamics as companies grow.
At Stage11, a global immersive music startup based in France, I established the U.S. entity and developed the People & Culture infrastructure for a distributed international team innovating at the intersection of music, gaming, and mixed reality.
I hold Executive Leadership Certificates in Executive Leadership and the Psychology of Leadership from eCornell and earned the SHRM AI + HI credential. I also teach HR courses at UC Santa Barbara PaCE and previously served on the Santa Barbara HR Association board, supporting its Emerging Professionals and HR Department of One programs. I continue to mentor several rising HR leaders.
I live in Santa Barbara with my husband, Mark, and our three dogs—always up for a good dog-friendly road trip.
Priscilla Figueroa-Smith, SHRM-CP
Co-Founder, Director of Operations
I’m the Director of Operations at InovarHR LLC and President of the Santa Barbara Association (SBHRA). With over eight years of experience in talent strategy, leadership development, and change management, I’m passionate about developing future leaders and elevating the HR profession.
A UCSB Biopsychology graduate and SHRM-CP certified professional, I combine behavioral insights, project discipline, and people-first strategies to design scalable HR systems, boost engagement, and guide organizations through transformation.
My career has focused on connecting human behavior to business outcomes. I bring a project and change management mindset to every HR initiative, whether designing scalable performance systems, implementing new organizational structures, or leading company-wide culture and engagement programs. At organizations like TrackStreet, FastSpring, and MNS Engineers, I’ve helped teams navigate growth and transformation by balancing strategy, structure, and empathy.
I’m fluent in English and Spanish and take a people-first, data-driven approach to every project I lead. I founded the SBHRA Emerging Professionals Program and continue to mentor and advocate for HR practitioners across the Central Coast.
Outside of work, I love off-roading, home renovation projects, yoga, and exploring California’s wine country—most of all, I enjoy time with my two-year-old son and our nine-year-old pup.
Roshni Patel
Strategic Human Resources Business Partner
I enjoy collaborating with others and building strong partnerships with organizations to build compliant, people-centered, and scalable HR practices that support both the business and the humans behind it. I work with small to mid-sized companies on HR compliance, employee relations, policy development, and leadership guidance, with a strong focus on California employment law.
I take pride in making complex requirements easier to understand and in working closely with leaders as a trusted partner. My approach is practical, collaborative, and grounded in creating workplaces where people and organizations can thrive.
My greatest joy outside of work is traveling, with especially memorable experiences including Iceland’s geothermal lagoons, waterfalls, and glaciers, safaris in South Africa, and visiting Machu Picchu in Peru. Being born and raised in the UK has given me a deep appreciation for cultural differences and shared values, shaping how I connect with people, lead with empathy, and approach my work with a global perspective. Outside of work, I’m active in my local SHRM chapter and enjoy staying connected to the broader HR community. I also love reading, cooking, and baking—most recently diving into sourdough bread baking. One of my favorite books is Extreme Ownership by Jocko Willink, which has strongly influenced how I think about leadership and accountability.
Bea Lujan
Marketing Coordinator
I’m a marketing and communications professional with 2+ years of experience supporting growing, purpose-driven businesses. My work focuses on helping brands communicate clearly, strengthen their presence, and grow through thoughtful strategy and collaboration. I enjoy working where marketing, culture, and community overlap, and where strong communication supports both business goals and the people behind them.
At the heart of everything I do is a love for connection. I’m driven to bring people together and create environments where collaboration feels natural and meaningful. That focus on people has shaped both my education and my professional experience, and continues to influence how I approach my work.
I studied Communication Studies with minors in Marketing and Business Administration, and I hold an AI Marketing certification from eCornell, where I focused on optimization, testing, and data-driven marketing performance improvement. I enjoy balancing creativity with structure to help businesses grow in a way that feels intentional and aligned.
My experience spans marketing, content creation, and brand support across consumer and lifestyle industries, including sustainability, food, fashion, hospitality, entertainment, and beauty. Fluent in both English and Spanish, I excel at bridging communication across cultures and building strong relationships.
Outside of work, I enjoy spending time outdoors, staying active through sports, and trying new restaurants!
Meet Our Partners
Sonja Smith
Strategic Human Resources Business Partner
With over 25 years of HR leadership experience in the UK and the US, I have a proven record of expanding HR operations, aligning people strategies, and building strong leadership cohesion. I scaled HR functions for startups across various industries. I served on the Santa Barbara HR Association Board. From compliance and employee relations to culture-building and leadership coaching, I help businesses grow.
Mary Knezevic
Strategic Human Resources Business Partner
I am an experienced Global Human Resources leader with a strong record of driving organizational success through strategic, people-focused initiatives. Skilled in talent acquisition, engagement, retention, compensation, and professional development, I specialize in building high-performing, collaborative cultures. Having lived and worked internationally, I bring a global perspective to HR.
Kim Andrade, MS, SPHR
Spotlight Business Partners
I am a strategic HR leader with 20 years of global experience in culture, talent, and organizational design. I am recognized for aligning HR strategy with business goals while fostering values-driven cultures. Passionate about developing talent at all levels, I also influence cultural alignment through leadership and behavior, and as a coach and facilitator, drive lasting learning and growth.
Mariaelena Welch, MCC, MA, EQMC
Vita Leadership
I am the founder of VITA Leadership, with 25+ years of experience as an executive in engineering, sales, consulting, product development, and operations. I help leaders use emotions as strategic resources for better decisions and change. I am a Six Seconds certified coach, and I teach leadership at UC Santa Barbara and Santa Barbara City College.
Eric Zackrison, Ph.D.
IDI.US Inc.
After 30 years in management and hospitality, I earned my MA, MBA, and PhD in Organizational Communication. My research focuses on team dynamics, leadership, and workplace relationships, and since 2017 I’ve taught in UCSB’s Technology Management Program. As CEO of IDI.US Inc. and a consultant, I help leaders and teams grow, guided by the belief that strong relationships drive organizational success.
Carolina Salazar
TALNTD
I founded TALNTD to create a human-centered connection to a global network. Originally from Chile, I spent nearly a decade in The Netherlands before moving to Barcelona. With 10+ years as an international headhunter, I believe instinct, personal touch, and real-life networks matter most in search and recruitment—especially for top talent—so I built TALNTD to bring those values to life.
Corporate Gratitude
We would like to thank The Waterman Hotel and Shannon Jayne Photography in Santa Barbara, for their generosity. Pictures were taken by Shannon Jayne Photography at The Waterman Hotel in Santa Barbara.