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Leading the Way: Sonia Gregorio’s Journey to Empower Women in Jujuy’s Tourism Sector

Sonia Gregorio, a graduate of the “Leadership and Small Business Program to Contribute to Sustainable Economic Development in Aboriginal Communities of Argentina,” is more than just a tourism entrepreneur. She helps tourists find their way on trails and provides accommodation. She’s also thinking of expanding her services to include tours of the community and the transhumance route in the high mountains.

Sonia’s journey took a transformative turn with her participation in the program.Reflecting on her experience, Sonia emphasizes the profound impact the program had on her personal and professional growth. “The program has been very significant for me,” Sonia shares, her voice infused with gratitude and determination. “It gave me tools that brought something out in me that was there, but I didn’t know how to express it: Leadership and emotional control.”

For Sonia, emotional intelligence is not just a skill but a fundamental tool to navigate through life’s challenges and opportunities. As a teacher, she recognizes the importance of integrating these tools  into leadership and project management, bridging the gap between theory and practice.

She found the program’s focus on business planning incredibly helpful as she started her own tourism business. It gave her a clear understanding of how to manage the challenges that come with running a successful enterprise. Plus, she appreciated how the program emphasized women’s leadership. It challenged old ideas about gender roles and showed Sonia and others that women can be leaders and succeed in fields that have been dominated by men.

Sonia declares, her voice filled with conviction: “I hope that many other  communities take these courses, embrace them, and replicate them at every level.”

Sonia Cristina Gregorio’s story is a testament to the transformative power of education, empowerment, and community-driven initiatives. Through her leadership and determination, she not only paves the way for her own success but also creates opportunities for other indigenous women in Jujuy’s tourism sector. As she continues to forge ahead, Sonia remains an example of inspiration and hope, reshaping the narrative of indigenous entrepreneurship in Argentina, one trail at a time.

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And it reaches far beyond her home.

This movement is built on a simple truth: when one woman is supported, the impact doesn’t stop with her. It never does. It extends into her children, her neighbors, her community, into families, communities, and futures none of us will fully see, but all of us can help shape.

Join the Ripple of Change!

And it reaches far beyond her home.

This movement is built on a simple truth: when one woman is supported, the impact doesn’t stop with her. It never does. It extends into her children, her neighbors, her community, into families, communities, and futures none of us will fully see, but all of us can help shape.

Join the Ripple of Change!

And it reaches far beyond her home.

This movement is built on a simple truth: when one woman is supported, the impact doesn’t stop with her. It never does. It extends into her children, her neighbors, her community, into families, communities, and futures none of us will fully see, but all of us can help shape.

Join the Ripple of Change!

Challenges Women Face

  • Globally, nearly 1 in 3 women (30%) of women worldwide, have experienced physical or sexual violence, at some point in their lives, creating long-lasting negative impacts on their health and well-being. (WHO 2018)
  • Women face significant, disproportionated, and unjust barriers to accessing financial resources, education, and support networks. (UN Women 2023)
  • By 2030, an estimated 342 million women and girls will still be living in extreme poverty. (UN Women 2023)
  • Approximately 60 million displaced women who have been forcibly displaced worldwide due to persecution, conflict, violence, or human rights violations. (UN Refugees 2024)

M. Carla Murillo, MBA

Organizational Support Volunteer

Maria Carla Murillo is an accomplished economist and social entrepreneur with over 15 years of experience in designing, executing, and evaluating impactful social and financial projects. She specializes in building strategic alliances with nonprofit organizations, government entities, the private sector, and international institutions. Carla holds a Master’s degree in Finance and Marketing from Universidad Del Valle and an undergraduate degree in Economics from Universidad Mayor de San Andrés in La Paz, Bolivia. She has also earned a diploma in the design and evaluation of social projects and a Doctorate in Advanced Education from the Centro Psicopedagógico de Investigación en Educación Superior.

Since U4C’s founding, Carla has played a pivotal role in advancing the organization’s mission through innovative project development and global grant initiatives. She has spearheaded programs in economic development, health access, education, literacy, water resources, and peacebuilding, often in collaboration with Rotary International. Her work focuses on empowering multigenerational, post-conflict, and poverty-stricken communities in Bolivia, with particular emphasis on gender equality, domestic violence prevention, literacy, and economic empowerment for women. She excels at fostering strategic partnerships among beneficiaries, local stakeholders, cooperating organizations, and funders.

Carla’s extensive professional background includes over a decade in Bolivia’s banking sector, where she worked in planning and management at major financial institutions such as Banco Boliviano Americano and Banco Santa Cruz. She also held leadership roles in public institutions like the Department of Customs and Trading, contributing significantly to national economic development. Beyond the financial sector, Carla has worked with the United Nations Population Agency in Bolivia and has volunteered for years with the National Red Cross. As the founder of the Centro Integral de Desarrollo y Capacitación Profesional (CIDCAP), she has developed training programs, seminars, and workshops that have benefited thousands of professionals in business management and healthcare.

Her academic contributions include teaching business, marketing, and finance at Bolivia’s public and private universities. She has also consulted and facilitated workshops on leadership, group dynamics, and entrepreneurship. Carla is highly skilled in Microsoft applications, database systems, virtual platforms, and social networks, with proven expertise in leadership development, capacity building, and communication.

Carla has been recognized for her work in preparing and evaluating cost-effective social and economic feasibility studies, including the Master Plan for the Hospital of Yacuiba, the School of Dentistry at Universidad Mayor de San Andrés, and the Cultural Center of the Central Bank of Bolivia.

She was selected by the Institute for Economic and Peace (IEP) to represent Bolivia as a Positive Peace Activator and is an active member of the Bolivian Society of Public Health. Carla brings a wealth of expertise, passion, and a commitment to fostering sustainable change through strategic development and empowerment programs.

Josefina Vera Vda. De Murillo, BA

Advisor

Josefina serves as Director of Education Programs for U4C.  She is a pedagogue and recognized the author, businesswoman, and motivator.  As an accomplished educator, she has transformed and impacted the lives of many people not only in Bolivia but also in the United States.  As a professional educator, Josefina authored books such as “Niño y Adolescente: Educación y Guía Integral”; “Orientación Profesional: Cuales son Tus Aptitudes”; “Pre-Matrimonial: Formación de Parejas para el Futuro”; “Ser Vientral: Madre en Gustación” “Nino y Adolescente: Education y Guia Integral.”

Josefina is the author of “Hacia mi Porvenir” that includes a methodology for teaching literacy skills to children and adults in rural areas of Bolivia. Her methodology was employed in teaching Latino communities in Virginia and New Mexico.  Josefina received recognition from the Catholic Church St. Anthony in Washington DC and St. Elena in New Mexico for her work teaching reading and writing (in Spanish) to young and adults.

Gerardo Berthin, Ph.D.

Advisor

Gerardo Berthin has nearly 20 years of experience, as a program officer/director/manager and/or technical advisor for various large and complex policy reform programs in democracy and governance. As a practitioner he has worked in Africa, Latin America and Central and Eastern Europe for both UNDP and USAID and has extensive experience in the governance and public policy reform field, particularly as related to topics such as local governance, decentralization, transparency and accountability, as well as citizen participation.

He has conducted several governance assessments, to incorporate activities into donor and/or government strategies in nearly 40 countries around the world. He is the author and co-author of more than 12 UNDP national human development reports worldwide and numerous books, technical manuals, journal articles and capacity building workshops. He has done consultancies for the Inter-American Development Bank (IDB), the Swiss Agency for Development and Cooperation, and the Swedish Agency for Development Cooperation, among others.

Dr. Berthin is a graduate in International Politics from George Washington University (Washington D.C.), he holds two Masters Degrees: one in Political Science, the other in Latin American Studies from Georgetown University (Washington D.C.) and a Second one from the University of Chicago respectively. He is a Certified Trainer from the United Nations Staff College in Turin-Italy and a Certificate from Harvard University/J.F.K School of Government on Leadership in Development to Manage Political & Economic Reform.  He has taught undergraduate and graduate courses at various universities in the United States, Europe and Latin America.

Deb Merchant

Advisor

Deb has a 24-year history of serving Oregon-based non-profits working from the local to international scales. She brings program, grant and contract management, fundraising and executive director experience to her work.

Deb has also served as a Board member for several non-profit organizations. In addition, she draws upon her experience as a small business owner in the for-profit sector and applies it to her non-profit management practices.

Deb’s passion is for every non-profit to realize its mission and make a difference in the world. Learn more about Deb’s non-profit knowledge and skills here!

Robert (Bob) Reid, PhD

Advisor

Dr. Bob Reid has been a trusted advisor and mentor to U4C for several years. He is the founder of Edge Philanthropy, a consulting company established after a distinguished 26-year tenure as CEO of a large family foundation. During his time as CEO, Dr. Reid played a pivotal role in shaping governance processes, engaging multiple generations of family members, recruiting and training professional staff, and designing and implementing innovative grant programs across diverse fields, including education (pre-K to higher education), healthcare, community development, mental health, social services, arts and culture, and quality of life initiatives. He has also led numerous outcome studies to assess program effectiveness.

A seasoned practitioner and researcher in philanthropy, Dr. Reid has collaborated with prominent foundations and professional organizations such as the Council on Foundations, the National Center on Family Philanthropy, Philanthropy Roundtable, Grantmakers for Education, and Philanthropy Southwest. He has extensive regional and place-based grantmaking expertise and is actively engaged in global humanitarian projects spanning three continents.

Dr. Reid’s academic credentials include a PhD from Oklahoma State University, an MBA from Santa Clara University, an undergraduate degree in management from the University of Redlands, and an OPM certification from the Harvard Business School. He also holds an academic appointment at the University of New Mexico’s School of Medicine and is recognized internationally as a philanthropic scholar. Over his 47-year career in senior leadership roles within the private, nonprofit, and philanthropic sectors, Dr. Reid has developed groundbreaking initiatives in philanthropy, organizational leadership, healthcare, behavioral health, community and economic development, education, and more. His research interests focus on philanthropic practices and organizational behavior, and he has presented extensively to academic and practitioner audiences worldwide. With over 100 published studies on foundation practices, Dr. Reid remains a thought leader in advancing philanthropy’s impact globally.

Alvaro Carrasco

Project Management Committee

Alvaro Carrasco is an entrepreneur and brings in-depth experience as managing director, director of operations, and director of global services at Medical Bridges, an international nonprofit serving the healthcare needs of underserved communities worldwide. Alvaro’s contributions to Medical Bridges, an international nonprofit organization, enabled the charity to bridge the healthcare gap worldwide by procuring and distributing medical equipment and supplies to underserved communities.

Alvaro has experience serving nonprofit organizations such as the Foundation del Niño Quemado FNQ (Foundation for Burned Children) bringing children from Bolivia to Houston for critical healthcare services.

His expertise in governance/management, domestic business development, logistics, operations, and supply chain is critical to U4C programs requiring the delivery of life saving and life affirming products and services to the marginalized communities we support. Alvaro is a Native of Bolivia and currently lives in Houston, Texas.

Raul Vasquez

Treasurer

Raul Vasquez Hernandez comes to U4C with expertise serving small, minority, and women-owned businesses and entrepreneurs, and those in LMI (low and moderate income) communities, as well public policy and economic development. He brings deep knowledge to U4C from his consultancy leading economic development, regional integration, finance and entrepreneurship projects in multilateral organizations including CAF-Development Bank of Latin America and the Inter-American Development Bank (IADB).

Raul’s experience as evaluator in the field of business plans, social enterprises and micro-entrepreneurs with several banks in Venezuela, and experience with Latin American Monetary Center and Governor in the OPEC Fund for International Development (OPEC), increases U4C’s commitment to financially empowering marginalized communities through a variety of services and programs.
Raul’s service as U4C Treasurer increases our capacity to effectively connect people in marginalized communities with the financial resources they need to build businesses, make informed financial decisions, pursue educational opportunities, and manage funds for success.

Ximena Murillo

CEO / Founder

Ximena Murillo serves as CEO of U4C, providing leadership and strategic vision to the organization. She has devoted her life and career to fight against social injustice, inequality, gender-based violence and extreme poverty. Ximena has been internationally recognized for her work, dedication and leadership.

Ximena holds a Master’s Degree in International Business from the University of St. Thomas, Houston. Ximena is a graduate of the Social Entrepreneurship Executive program at Stanford Graduate School of Business and has received many recognitions for her leadership roles and professional accomplishments over the years.

Her work in global development and research includes the United Nations Development Program (UNDP) Latin America Regional Service Centre), USAID, United Nations Association Houston and Goldman Sachs 10,000 Small Business Initiative, all of which provided her with the leadership, entrepreneurial, and management skills to effectively lead U4C so that the lives of women and families served, especially in fragile communities, are profoundly changed forever.

After graduating from the University of Chulalongkorn in Bangkok, Thailand as a Rotary Peace Fellow, she was awarded with a Paul Harris Fellow honor for achieving high professional and personal standards exemplified by Paul Harris, the Rotary International founder. President Clinton has recognized Ximena and U4C at the Clinton Global Initiative University (CGIU) becoming part of the Honor Roll of outstanding alumni. Other recognitions include the Houston International Trade Development Council as the Outstanding Nonprofit.

Sonia Murillo-Branin, MD

Board Member

Dr. Murillo is a Pediatrician at Nor-Lea Hospital, where she has delivered critical healthcare services to women and children for more than ten years. She is a philanthropist and serves as an advisor to several U4C’s international medical campaigns.

Sonia has served as an active volunteer for several local and international organizations, including the Red Cross of Bolivia, Rotary International, and the Lovington Rotary Club. Dr. Murillo served many Latino families at the La Clinica Del Pueblo, where she was presented with The Best Resident Serving the Latino Community Award.

In 2016, she received the Paul Harris Fellowship Award from the Rotary Foundation and the Houston Heritage Award for Outstanding professional and service to the community. Her in-depth medical experience directly benefits the women and families served by U4C, and her non-profit experience provides the Board with critical mission-driven perspectives for strategic governance and decision-making.

John Scardina

Vice-Chair

John Scardina brings his depth of experience to U4C as former Chairman (Clerk) of Quaker Bolivia Link – USA (QBL) and a psychologist with Quaker schools, where he has worked since 1991.

John has been promoting the Quaker values of simplicity, peace, integrity, community, equality, stewardship, and service to others with families throughout New York and Pennsylvania. John is also a facilitator with the Alternatives to Violence Project and has participated in workshops in the USA, El Salvador, and Palestine. John served as the Clerk of the Quaker Bolivia Link – USA Board from 2012 through 2020. His contributions to QBL over 20 years have supported the indigenous Aymara people of Bolivia with access to clean water and sustainable agriculture practices, which increased their capacity to be self-sustaining.

John holds a BA in Religion from Princeton University and an EdM in psychology from the Harvard Graduate School of Education, with certification to practice school psychology in New York and Pennsylvania. He is a compassionate professional committed to serving and building peace wherever he goes. His leadership experience has provided U4C with the acumen to continue promoting peace and achieving social justice in marginalized and fragile communities where we work.

Terri-Ann Gilbert Roberts, Ph.D

Chairperson

Dr. Terri-Ann Gilbert-Roberts is an expert in policy research, youth empowerment, peace and security. She has worked in national and international advisory roles in governance and global development

Terri-Ann is an experienced policy researcher and program manager with expertise in governance and the politics of global development. She has served in political advisory roles with the Governments of Canada and Jamaica, as well as a youth empowerment expert and advisor to the CARICOM Secretariat, Caribbean Regional Youth Council (CRYC), the Commonwealth Secretariat, and the United Nations, and facilitator of youth social audit processes. She was appointed by the U.N. Secretary-General to the Advisory Group of Experts for the Security Council-mandated 2018 Progress Study on Youth Peace and Security.

As a researcher, Terri-Ann is committed to finding practical ways to support people’s participation in the politics of development through democratic governance processes. She explores those interests in her writing, mentorship of young people, and her professional role as Research Manager in the Economics Youth and Sustainable Development Directorate of the Commonwealth Secretariat. Terri-Ann holds a Ph.D. in Politics from the University of Sheffield, an MSc in Development Planning (Distinction) from the University College London and a BSc (First Class Honors) in International Relations from the University of the West Indies. Her role as U4C Board Chair is guiding U4C’s project development and delivery that empowers women and youth.

What is Resilience?

How do communities become stronger, more cohesive, and less vulnerable to volatility? Challenges shaped by generations of complexity call for a tailored, holistic approach, and that is why we take our community partnerships so seriously.

At United4Change Center, we know that a community cannot be strong without healthy, thriving women. In many places around the world, women still face barriers to education, health, and economic opportunity. Yet they are the key to building resilience. By partnering with them, we help create strong, thriving communities.

Why?

Because when women thrive, the impact multiplies.

Women are the hubs of society and touch more lives than most people realize. When a woman gains financial independence and stability, her children, her extended family, and her friends benefit too.

Join us. Support women, strengthen resilience, and watch entire communities thrive!

Give Today

How We Are Different

At United For Change, we’re not afraid to go where others won’t.

We seek out the women facing the greatest adversity in the most overlooked corners of the world. Your support allows us to reach those often left behind by traditional aid efforts, creating lasting change where it’s needed most. 

We know that true empowerment goes beyond financial independence. That’s why your generosity fuels programs designed with deep cultural understanding, addressing the unique needs of each community we serve. We invest in long-term solutions, not quick fixes, conducting thorough needs assessments and creating programs to ensure your funding truly transforms lives.

You’re not just changing lives, you’re building stronger communities. Your contribution helps us invest in the emotional and financial well-being of women because we know they are the heart of healthy communities.

By partnering with local leaders and organizations, your impact extends far beyond typical organizations. We equip communities with the tools they need to sustain change, creating a ripple effect of empowerment that lasts for generations. Because we believe in transparency and accountability, we closely track our progress and evaluate our impact, so you can be confident that your investment is making a real difference in the lives of women around the world.

Thank you for being a champion for marginalized women. Together, we can create a world where every woman has the opportunity to thrive!

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