The Kapor Center and Harris Poll found that workplace culture drives turnover, significantly affecting the retention of underrepresented groups, costing the tech industry more than $16 billion each year.



TaChelle Lawson, President
TaChelle founded FIG Strategy & Consulting in 2017 following more than 20 years of success in luxury service, food & beverage, hospitality, restaurant, catering, hotel, resort, culinary, fashion, jewelry, beauty, entertainment, nonprofit, and consulting. She has worked with such brands as M&M Mars, Louis Vuitton, Mercedes-Benz, Lancôme, Red Bull, Nespresso, U.S Open, Microsoft, Best Foods, Benihana, Charles Schwab, Bentley North America and many others.

She founded FIG to align diversity initiatives and brand strategies to assure alignment in target identification, content creation, goal-setting, product development and operational implementation.

TaChelle is DEI certified by Cornell University and Diverse Business certified by Dartmouth College. She is a member of UNLV’s Leadership Advisory Board, the Bar & Restaurant Expo Advisory Board and Clark County Business Development Advisory Council (BDAC). She is an active mentor and member of the National Diversity Council.

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Barry J Parrish, Executive Vice President

A marketing and strategy veteran, Barry’s career spans major corporations, internationally renowned advertising agencies and non-profit organizations. He has been honored with more than 100 awards for marketing, advertising and public relations excellence, and gained worldwide diverse working experience in the United States, Canada, Mexico, the Caribbean, Europe and Africa.

His industry experience encompasses casino gaming, hospitality, airlines, packaged goods, healthcare, franchising, food, financial services, restaurants and media, among others. He earned his MBA in marketing from LSU in Shreveport, LA, and his BA in mass communications from Columbia College.

Barry has worked with such brands as the Turning Stone and BlueWater resorts and casinos, Colgate-Palmolive International, Howard Johnson Hotels, Mexicana Airlines, Sunterra Resorts, American Express Travel,Aston Hotels & Resorts, and many others.

Joe Bonilla, Communications Director

Recognized as a leading communications professional, major brands, companies, organizations, and public figures rely on Joe’s counsel and insight in moving their message forward with impressive results. From successfully advocating for legalization of ridesharing across New York State, promoting and fighting for the burgeoning craft beverage industry, working with rising leaders at the local, state, and federal level, and lifting startup thrifts, legacy organizations, and Fortune 500 companies into the public conversation, he tirelessly advocates for clients.

Previously, Joe handled media outreach for a leading enterprise technology public relations firm and was a communications director for a New York State Assemblywoman. He was the founding executive director of a leading craft beverage trade association and serves on several boards for higher education institutions, non-profits, and trade associations.

TaShika Lawson, Operations Manager

TaShika has always been a champion of numbers. From a young age, she would find enjoyment in math and science clubs that still rings true today. In her senior year of high school she decided that she wanted to pursue a career she would enjoy and would provide stability, so she naturally gravitated toward the field of Accounting.

TaShika excelled at climbing the corporate ladder, from the mailroom to general manager and many positions in between. Her wealth of experience has afforded her a unique perspective regarding business operations and the flexibility to apply critical thinking to her responsibilities in FIG’s daily operations and financial management.

Amaya Johnson, Marketing Associate

Amaya entered the marketing world at the University of Las Vegas, Nevada in 2020, Amaya has excelled within every company she has worked for. Most notably working on the UNLV Rebels Give 2021 & Giving Tuesday 2020 campaigns, raising over $660,000 for the university. In 2021, she began her position as a marketing associate for FIG Strategy & Consulting, working on social media accounts, blogs, content, and more.

Amaya is a member of the Association of Latino Professionals For America, American Marketing Association, and The National Society of Collegiate Scholars. She is currently working on her B.S in Business Administration, Marketing and is due to graduate from UNLV in 2023. In her spare time, she loves preparing her great grandmother’s native Puerto Rican cuisine.

Creating a great team doesn’t happen by accident.
We can help you identify and build the right culture, encompassing DEI for both your employees and your customers. Call 1-800-834-4946 for a free consultation, or 
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