Ruben leads the Better World Group’s clean transportation campaigns in California and in more than a dozen states across the country. He also oversees a growing practice of equity-focused policy advocacy and communications strategies for zero emission vehicle pilot projects and initiatives. His demonstrated commitment to developing and scaling solutions to create a clean economy has yielded enduring relationships with a vast network of stakeholders from the nonprofit, media, government, philanthropy, and private sectors.
Ruben managed and led the Clean Cars Coalition to successfully win California’s adoption of the Advanced Clean Cars II regulation that will require 100% of new cars sold in California to be zero emission by 2035. Ruben architected the campaign with a diverse coalition of dozens of advocacy organizations including labor, health, consumer, equity, business and environmental organizations. The campaign successfully influenced the California Air Resources Board to strengthen the rule and incorporate equity provisions.
Ruben is also leading a national effort to support states across the country to adopt California’s first-in-the-nation zero emission clean car and clean truck regulations. Additionally, he is leading a diverse coalition of more than 70 organizations to support California’s adoption of the Advanced Clean Fleets rule that would require 100% of new truck sales to be zero emission by 2036.
Ruben also has created and managed highly effective coalition campaigns to support passage of climate bills and regulations and to win passage of $10 billion dollars in California state funding for zero emission vehicle incentives and infrastructure that prioritizes benefits for frontline communities. He leads the outreach and policy work for Southern California’s Clean Transportation Funding programs and is the director of the California Business Alliance for a Clean Economy -- a statewide alliance of California business leaders who support strong and equitable climate policies. Previously, he led a multi-state campaign opposing the Trump administration’s rollback of clean car standards, co-authored a report on electric vehicle incentives and contributed to several clean truck and clean cars studies.
Throughout his career, Ruben has worked extensively with nonprofits and foundations to create strategic plans and marketing and communications tools such as the Red Carpet/Green Cars Academy Awards initiative for Global Green, the Little Green Fingers community gardens initiative for First 5 LA and the LA Conservation Corps and the Founders Business Accelerator program for the LA Cleantech Incubator. He also has developed an annual corporate philanthropy program and provided strategic guidance to philanthropic leaders including the Southern California Grantmakers Association, Energy Foundation, Pisces Foundation, and the Water Foundation about ways to best implement their priorities.
Prior to joining Better World Group, Ruben served as the Director of Communications and Corporate Relations for Global Green USA, founded by President Gorbachev. He helped lead an innovative green rebuilding effort in New Orleans post Hurricane Katrina and developed a national green schools initiative. Before Global Green, he ran the Earth Communications Office (ECO), a Hollywood-based national nonprofit organization.
Ruben serves on the Advisory Board for the UCLA Luskin Center for Innovation and the Advisory Committee for the California Energy Commission’s Clean Transportation Program Investment Plan. He was selected to be an inaugural CORO Lead LA Fellow and recently completed service on the KCET/PBS SoCal Advisory Board where he successfully relaunched their Local Heroes initiative. He received his undergraduate degree from the University of Pennsylvania.