Today we’d like to introduce you to Jo Estrada.
Hi Jo, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
I grew up in Corpus Christi, Texas, and from early on I knew my heart was in helping people. I began my career in social services, working at the Women’s Shelter of South Texas, now known as The Purple Door, and later with Metro Ministries. Those years shaped me. I learned what it truly means to show up for people in crisis, to listen, to advocate, and to lead with compassion.
Wanting to grow professionally, I took an opportunity with Prospera Housing and Community Services, an organization that provides affordable housing with on site support services. As my responsibilities grew, so did my desire to deepen my education. In 2016, I finished my bachelor’s degree in Psychology at the University of the Incarnate Word. Around the same time, my role with Prospera expanded, and I relocated to San Antonio to serve as the Assistant Vice President of Resident Services. I loved that work. I was leading teams, supporting residents, and advocating for communities every single day.
Another opportunity soon followed, and I stepped into the role of Community Impact Director for Bexar County Economic Development. During this chapter, I also completed my master’s degree in Organizational Development and Leadership. That milestone meant everything to me. I was already the first in my family to earn a college degree, but I was not done. I wanted to go all the way and earn my doctorate.
With my background in social services and leadership, macro level social work felt like the right fit, so I enrolled at the University of Southern California. Two months after classes began, the pandemic hit. Suddenly, I was home full time, studying and working through one of the most frightening moments our communities had ever experienced. I remember how scared people were in San Antonio and across Bexar County, and I feel incredibly blessed that my team and I were able to help so many during that time.
It was also a season of personal clarity. I did not have family in San Antonio, and I knew that as soon as it was safe to travel, I needed to be closer to my children. I accepted a position as Community Impact Director with Harris County Housing and Community Development and moved home to Pasadena, Texas.
At Harris County, I later transitioned into the role of Director of People and Culture, where I truly got to lean into my strengths. People management, team building, leadership development, and organizational culture have always energized me. Unfortunately, we experienced a reduction in force, and I was devastated. Like many people, I suddenly found myself unsure of what the future would hold.
So I did what I have always done. I took a deep breath and went looking for my next adventure.
That journey led me to the Pasadena Economic Development Corporation, where I now proudly serve as the Visit Pasadena Manager. I built the Visit Pasadena program from the ground up. From creating the brand voice and visual identity to launching social media, community partnerships, and tourism initiatives, this has truly been a labor of love.
Everything I do is about building community pride and supporting local everything. I champion small businesses, highlight local events, tell Pasadena’s story, and invite people to experience our city with a big heart and bold fun. I get to blend economic development, tourism, storytelling, and community engagement every single day, and I love it.
2025 Accomplishments with Visit Pasadena
In 2025, I:
Built the Visit Pasadena program from ground zero into a recognizable and trusted community brand
Launched and managed Visit Pasadena’s presence across Instagram, Facebook, TikTok, and LinkedIn
Created and executed a comprehensive social media calendar focused on tourism, local businesses, and community pride
Established brand messaging and hashtags including #VisitPasadenaTX, #BigHeart, #BoldFun, #LivinLaVidaLocal, #SupportLocalEverything, and #BootsBerriesBayous
Developed partnerships with local businesses, organizations, and city departments to amplify events and economic impact
Increased visibility for Pasadena as a destination by highlighting culture, food, festivals, and people
Strengthened community pride by telling authentic, joyful, and inclusive stories about Pasadena
At 58 years old, as a proud Latina, I am still ambitious, still curious, and still having fun. My career has been rooted in service, leadership, and community, and I truly believe my best work is still ahead of me.
Appreciate you sharing that. What else should we know about what you do?
I currently serve as the Visit Pasadena Manager at the Pasadena Economic Development Corporation, where I lead tourism promotion, community engagement, and local business support for the city of Pasadena, Texas. Spearheaded the launch of the Visit Pasadena program, overseeing brand development, strategic direction, and partnership building to promote Pasadena’s people, culture, and small businesses. My work blends economic development, storytelling, marketing, and community advocacy, all with the goal of building pride and driving local impact.
My specialization is at the intersection of community impact, leadership, and people centered development. With a background in social services, housing, organizational leadership, and economic development, I am known for building programs and teams that are both strategic and deeply human. I have spent my career working at the macro level, strengthening systems, supporting communities during times of crisis, and creating sustainable solutions that uplift people.
What I am most proud of is being a first generation college graduate who went on to earn both a master’s degree and pursue doctoral level work, while never losing sight of why I started. Helping people and strengthening communities has always been my north star. I am especially proud of the work my teams and I did during the pandemic, supporting residents and businesses during one of the most difficult periods our communities have faced.
What sets me apart is my ability to lead with heart and results. I bring over three decades of experience in social services, housing, economic development, and people leadership, and I know how to turn vision into action. As a 58 year old Latina leader, I show up with authenticity, joy, and resilience. I build trust, create belonging, and get things done, all while keeping community, culture, and people at the center of everything I do.
Can you tell us more about what you were like growing up?
Growing up, I was a true ranchhito kid. We had chickens, geese, rabbits, goats, a cow named Juan, a pony named Suzy, and a ginormous pig named Wilma. If you were looking for me, I was probably out in the animal pens, dirty, happy, and completely in my element. I loved that kind of freedom and responsibility, and I think it shaped my connection to nature, hard work, and caring for others.
Personality wise, I was a wild child in the best sense of the word. I was curious, energetic, and always moving. I also talked way too much in class and got in trouble for it more than once. I genuinely wanted to befriend everyone, and that never changed. I have always been a people person, drawn to stories, connections, and community.
I loved reading and could get lost in books for hours. Some of my favorite memories are camping on the beach with my family, falling asleep to the sound of the waves, and riding horses whenever I had the chance. Looking back, that mix of animals, books, adventure, and family time really explains a lot about who I became. It taught me independence, empathy, and a love for both people and wide open spaces.
Contact Info:
- Website: https://visit-pasadenatx.com
- Instagram: https://www.instagram.com/visitpasadenatx/
- Facebook: https://www.facebook.com/profile.php?id=61572285405701
- LinkedIn: https://www.linkedin.com/company/visit-pasadena-tx/?viewAsMember=true
- Youtube: https://www.youtube.com/@VisitPasadenaTX
