Founder

Urina Harrell is a founder, operator, and civic leader working at the intersection of culture, capital, and community-driven economic growth. Her work has been recognized by the California Secretary of State and acknowledged at the ESPY Awards for contributions to high-impact, athlete-led philanthropic initiatives.

She is the Founder and CEO of Vox Pop Branding, a strategic firm launched in 2013 that designs initiatives leveraging sports, entertainment, and tourism to drive measurable local impact. She also serves as President of the Long Beach Community Land Trust, where she advances affordable housing strategy, long-term community ownership, and place-based economic development in Southern California.

During the COVID-19 pandemic, Urina led efforts to prevent local businesses from permanently closing through an initiative she and two colleagues launched called Project Business Lift. An independent study conducted by California State University, Long Beach, later found that her territory, Long Beach’s 9th District, was the only region in the city to experience net business growth during the pandemic, positioning the work as a model for community-centered economic resilience. The program has since been institutionalized by the City of Long Beach as the Business Navigator Program within the Economic Development Department.

Her client portfolio includes 2x NBA Champion Jrue Holiday, Soccer Hall of Famer Lauren Holiday, and other current and retired professional athletes. Across these partnerships, she structures initiatives that translate cultural influence into durable economic opportunity for cities and underserved communities.
Urina advises on strategies connecting athletes, brands, and institutions to build long-term community wealth.