Meet our CEO & Director

J. Carlos Rivera
CEO / Founder

Carlos is the Founder and CEO of Generation Red Road, Inc. & Behavioral Health Director at American Indian Health & Services located in Santa Barbara, Ca. providing leadership to both organizations. Carlos is an enrolled tribal member with the Sherwood Valley Band of Pomo Indians and is also of Mexican descent. He is originally from Northern CA but currently resides in Sioux Falls, SD with his family.

Carlos received his Chemical Dependency Studies and Human Services at the American River College. Carlos served as a substance abuse treatment provider for 10-years for Indian Health Services in Sacramento, CA. providing services to adult men and women on parole, juvenile offenders and other referrals from the Department of Corrections. He continues to make a difference in Native Tribal communities serving as CEO to Generation Red Road, Inc. and is also passionate about developing new curriculum to better meet the needs of tribal and urban Native American communities.

Carlos has also been an active committee member for the Juvenile Justice & Delinquency State Committee for California, appointed by Governor Jerry Brown.

Carlos has faced many adversities in his life that have ultimately guided him to build resiliency, discipline and a sense of direction. Through the process of treatment and recovery Carlos found a greater purpose in life which inspired and motivated him to establish a healthy foundation for his family. Today Carlos is proud to celebrate 16 years of sobriety from drugs and alcohol.