in/tend supports leaders within organizations to generate and achieve their goals and vision. With an acute focus on defining and achieving our clients’ priorities, in/tend’s team helps leverage talent, lived experiences, processes, problem-solving, celebrating, and planning for success.
Our Team
Celina Peña
founder & ceoWith a Master’s in Political Science and currently completing her PhD at Point Park University, Celina is a results-driven executive and Six Sigma Black Belt with deep expertise in social impact strategy, operations, and business optimization, as well as board and corporate responsibility.
In a variety of executive roles, Celina has managed multi-million dollar budgets, directly overseeing financial performance and resource allocation. She spearheaded capital initiatives, notably leading a recovery program that deployed $155M in loans and grants to BIPOC-owned small businesses, resulting in expanded access to capital for underserved entrepreneurs. She has a proven record in high-stakes fundraising, securing over $156M in federal and private support, including a landmark $10M gift from Mackenzie Scott.
Celina is an expert in organizational growth, fundraising and capitalization, leadership and board development, and business and strategic planning. She has directed the development of innovative financial empowerment tools, led community economic development projects, and created online learning platforms that have scaled access to resources and capital. In addition to her professional leadership, she is a dedicated community advocate. She has chaired the San Antonio Housing Trust and served on the board of the Credit Builders Alliance, where she worked to shape housing advocacy and financial equity policies. She currently serves as MACRI (Mexican American Civil Rights Institute) Board Treasurer and is a member of the 100+ Women Who Care Pittsburgh.
chief research officerMichael Soto
With degrees from Stanford (BA) and Harvard (PhD), Michael is an award-winning scholar, teacher, and higher education administrator who brings research expertise in cultural history, social history, and geospatial analysis. Before his academic career, Michael was an international trade policy researcher. In higher education, he founded and led numerous complex programs and institutions, including projects that diversified the higher education pipeline and workforce, and has extensive experience in strategic planning, budget implementation, and fundraising.
In a variety of roles, Michael successfully managed nine-figure budgets and helped complete eight-figure capital campaigns. In addition to leading several non-profit boards, he was elected to the Texas State Board of Education, where he set educational policies and standards for all public primary and secondary schools and served as fiduciary of the Texas Permanent School Fund, which rose in value from $24B to $29B during his tenure.
why in/tend?
Our team excels in crafting projects that foster collaboration and participation from all stakeholders, ensuring that every voice is heard.
We combine expertise with a thirst for continuous learning, guaranteeing the most innovative and effective solutions for your organization's growth.
With proven methods and a track record of success, we'll elevate your organization's performance to new heights.
Our team is a highly trained professional with expertise as a Black Belt Lean Six Sigma practitioner, EOS practitioner, and TOP Facilitation training.
We leverage state-of-the-art software solutions and seamlessly integrate technology to enhance our offerings.
Passionate about our work, we thrive on collaboration, constantly striving to improve performance while staying true to your mission and vision.
Connect with in/tend to unlock your full potential.
our work
assess & explore
You intend to grow and learn and we help you assess and plan to ensure a foundation for growth and success.
We offer market assessments, market research and feasibility studies, project management, process improvement, Lean Six Sigma, and strategic planning.
design & plan
We explore with you, design solutions collaboratively, and implement a strategy that builds confidence and support.
We provide facilitation, research, plans of action, prioritization, and tools to strengthen operations.
succeed & iterate
We work together to operationalize solutions and empower your talent for continuous improvement, ensuring your company remains adaptable.
Our support includes implementing management tools, providing product and programming assistance, and facilitating exercises to ensure ongoing success and responsiveness.
services
Consulting
With experience ranging from sales and fundraising, process improvement, and financial analysis to successfully leading teams of all sizes, in/tend’s team brings a wealth of expertise. Their deep understanding of running organizations and their challenges gives her a unique perspective on how consulting can complement their growth journey. Our team believes strategic consulting can help organizations achieve their current goals and pave the way for a brighter future. With in/tend’s guidance, your organization can confidently navigate the path to success, knowing you have a seasoned professional who understands the ins and outs of the business world.
Implementation
Our team excels in planning and brings expertise in various areas to fuel tangible action and results. Our extensive skill set can guide you in product design and implementation, communication strategies, marketing, sales initiatives, feasibility assessments, organizational and market analysis, data curation, goal setting and KPI management, fundraising campaigns, grant writing, and process improvement. By leveraging in/tend’s multifaceted expertise, your organization can take decisive action and make meaningful progress in achieving its objectives.
Strategy
Strategic Planning: in/tend deploys state of the art research, facilitation, and implementation methods to sharpen your focus so that you can see results.
Brand Strategy: in/tend helps you understand your clients’ journey to boost your impact.
Financial Modeling: in/tend dives deep into your operations so that you can deploy resources for sustainability and growth.
CDFI Certification: in/tend guides you through the process to become a certified Community Development Financial Institution, from pre-planning through compliance.
Organizational Assessment: in/tend works with you to optimize your team’s capacities for peak performance.
Board Development: in/tend equips your board with valuable self-understanding and leadership tools to propel your organization forward.
Fundraising & Grant Writing: in/tend supports your fundraising efforts with proven fundraising and grant writing strategies.
Capital Campaigns: in/tend supports organizations in preparing, implementing, and achieving their capital campaign goals with fundraising and community economic development strategies that realize long-term visions and impact.
Coaching and Learning
Ensuring talent and leaders are equipped with the necessary tools, resources, and knowledge is crucial for success. Our team is a multi-faceted group with experiences ranging from entrepreneurs, managers, students, educators, facilitators, and trainers, and we have leveraged digital solutions to support teams and companies in their journey toward successful growth. in/tend’s expertise and commitment to advancement have empowered numerous teams and companies to flourish and achieve their goals.
Leadership Coaching: in/tend provides critical tools for mission-driven team building and decision making.
about celina
(she/her)
Celina brings over 20 years of extensive expertise in business operations and non-profit leadership to the table. Her diverse skill set encompasses operations and management, strategic planning, capacity building, communications, revenue generation (including fundraising and sales), marketing, lending, and business development, along with a strong focus on process improvement.
Notably, Celina held an executive position at a prominent non-profit community asset builder in the U.S. During her tenure, she successfully raised over $7 million annually, providing vital support to more than 4,000 clients through comprehensive business education programs. Additionally, Celina oversaw the deployment of over $25 million in small business loans and facilitated over $60 million in small business COVID relief grants. Her exceptional achievements have garnered recognition, including being appointed as an Aspen Institute Fellow in Microenterprise and an Annie E. Casey Fellow. Moreover, she holds a Six Sigma Black Belt from UTSA, is trained in TOP Facilitation methods, and has a master's degree in political science. She is currently a Ph.D. student in Community Engagement.
Outside of her professional pursuits, Celina leads a fulfilling life. She is an enthusiastic reader, maintains an active exercise routine, and cherishes her role as a mother to her children Luna and Américo. Demonstrating her commitment to social causes, she has served as the Board Secretary for Credit Builder Alliance, Co-Chair for the City of San Antonio and Bexar County Complete Count Census 2020, and Board Chair of the Guadalupe Cultural Arts Center Board and the San Antonio Housing Trust. Most recently, she joined the board of the Mexican-American Civil Rights Institute (MACRI) and the NCRC CDFI Advisory board, further solidifying her dedication to advocacy and community involvement.