J. Carlos Rivera

Traditional Healer

J. Carlos Rivera is the Tribal Chairman of the Sherwood Valley Rancheria Band of Pomo Indians and the CEO & Founder of Generation Red Road, Inc., based in Northern California. An enrolled member of the Sherwood Valley Band of Pomo Indians and of Mexican descent, Carlos brings deep cultural knowledge and lived experience to his leadership roles. He currently resides in Northern California with his family.

Carlos studied Chemical Dependency and Human Services at American River College and went on to serve 11 years as a substance abuse treatment provider for Indian Health Services in Sacramento, CA. In that role, he worked closely with adult men and women on parole, juvenile offenders, and individuals referred through the Department of Corrections.

His leadership experience includes serving as Chief Cultural Officer at Santa Barbara Indian Health Services and as Executive Director of White Bison, Inc., in Colorado Springs, CO. Throughout his career, Carlos has remained committed to strengthening Native and Indigenous communities—providing guidance to organizations, shaping culturally grounded programs, and developing new curricula to better meet the needs of tribal and urban Native people.

Carlos has also contributed to statewide efforts, serving as a committee member on the Juvenile Justice & Delinquency Prevention State Committee of California, appointed by Governor Jerry Brown.

Having overcome significant adversity in his own life, Carlos has built a foundation rooted in resilience, discipline, and purpose. His journey through treatment and recovery led him to a deeper calling: to create a healthier future for his family and his community. Today, Carlos proudly celebrates 21 years on the Red Road, long‑term sobriety—an achievement that continues to fuel his passion for healing, leadership, and service.