Texas Border Business
A successful panel discussion often depends on the moderator. At the City of Edinburg’s “Women Leading with Purpose” luncheon, Roxanne Lerma did exactly that. With sharp timing, thoughtful listening, and well-placed follow-up questions, the city’s Director of Communications and Media kept the dialogue focused, insightful, and engaging. Her moderation transformed personal stories into leadership lessons, drawing out deeper reflections from the panelists and keeping the audience fully engaged throughout the event. Please share this article. Read this Premium article for FREE by subscribing for FREE
Roxanne Lerma Shapes the Conversation at Edinburg Women’s Leadership Panel
By Roberto Hugo González / Texas Border Business
Roxanne Lerma, Director of Communications and Media for the City of Edinburg, moderated the city’s “Women Leading with Purpose” luncheon on March 9, 2026, guiding a panel discussion on leadership, challenges, and professional growth. Organized by the City of Edinburg Human Resources Department and held at the Edinburg Arts, Culture, and Events Center, the event brought city employees together to reflect on women’s leadership during International Women’s Day observances.
Lerma opened the program by framing the gathering’s purpose and encouraging attendees to consider their own influence in the workplace and community. “Today we are all gathering under the powerful theme, Women Leading with Purpose,” Lerma said, describing the luncheon as a moment to recognize the impact women have in workplaces, families, and communities.
She described leadership as both responsibility and influence. “Leading with purpose means understanding our values, embracing all of our different strengths, and then using our voices as women super intentionally to create meaningful change,” she said. Lerma also reminded the audience that leadership extends beyond titles. “Leadership is not just about position, it’s also about influence,” she added, noting that individuals can lead “with clarity, with courage, and with purpose.”
As moderator, Lerma guided the discussion with questions that drew out personal experiences and connected them to leadership lessons. After introducing the panelists, she began by asking attorney and entrepreneur Leah Wise to describe a challenge she faced as a woman in the legal profession and how she overcame it. “As women, many of us face some pretty unique challenges in the workplace,” Lerma said while introducing the topic.
After Wise described early obstacles in her career, Lerma followed with a question that deepened the exchange, asking whether Wise imagined reaching her current level of success when she first began practicing law. The follow-up prompted Wise to reflect on the uncertainty of her early years and the determination that helped her build her firm.
Lerma then turned to attorney and former state legislator Veronica Gonzales, asking how she navigated moments of self-doubt while taking on leadership roles in law, politics, and higher education. Gonzales responded by sharing her experience as a first-generation college student and the challenges of entering new professional environments.
Addressing Natalia Velazquez, the City of Edinburg’s Chief Building Official, Lerma asked how Velazquez had handled resistance as she advanced in a technical field where women have historically been underrepresented. The exchange highlighted Velazquez’s path to becoming the Rio Grande Valley’s first female Master Electrician and later leading the city’s building safety department.
Throughout the panel, Lerma listened carefully and returned with questions that expanded the discussion. She asked Wise how she approaches long-term goals while managing several businesses and a growing law practice.
She also directed the discussion toward work-life balance, asking Gonzales how she handled difficult decisions while balancing public service, professional duties, and personal life. The exchange led to a discussion about burnout, priorities, and learning when to say no.
Later, Lerma asked Velazquez how she balances leadership responsibilities with family life, highlighting the support systems that sustain demanding careers.
As the discussion closed, Lerma asked each panelist to share one piece of advice with the audience, prompting reflections on patience, mentorship, authenticity, and perseverance.
In her closing remarks, Lerma summarized the panel’s message, noting that confidence grows through experience and resilience. “Confidence, maybe, isn’t something that we’re all just born with, but we build it through experiences and being resilient,” she said.
She encouraged attendees to continue supporting one another beyond the event. “Let’s continue to support each other, uplift each other, empower one another,” Lerma said, emphasizing that leadership extends beyond the workplace.
Through measured pacing and timely follow-up questions, Lerma guided the discussion from personal stories to practical leadership insights for the audience. Please share this article
