Victor Mercado


Council Co-Chair

Principal, ILLUME Advising

Victor Mercado was born and raised in Nogales, Sonora and later immigrated to the U.S. with his mother. Having grown up on the U.S.-Mexico border, Victor values our region’s cross-border ties and the importance of language and culture across our shared geographies. After high school Victor attended Northern Arizona University where he earned his Bachelor and Master’s degrees and later began his career in public education in 2001. After finishing his graduate studies, Victor began his career at the University of Arizona in the Division of Student Affairs. Victor is a deft communicator who specializes in marketing, strategic communications, and media relations. His areas of expertise include human-centered storytelling, leading creative teams, and managing public/private partnerships, honed through his work in leadership positions in higher education, K-12, and the non-profit sector. 

Victor currently works for ILLUME Advising, a research consultancy serving the energy industry. He is responsible for driving the company’s marketing and communication efforts, delivering a boutique experience for utility clients, and leveraging the expertise of the firm’s team of social, data, and behavioral scientists to continually position it as a leader in energy consulting especially around issues at the intersection of energy and equity. Victor is a leading voice in the Latinx community, he has presented at national conferences and panels, and has been interviewed in articles for the Associated Press, New York Times, and other outlets. He lives in Tucson with his wife and two children.