Lupe Martinez-Mujica has spent her career shaping workplace culture through strategic HR leadership. As a professional whose early passion for sociology, psychology, and employment law evolved into a focus on fostering diverse, engaged teams, she is now driving meaningful change at FirstService Residential.
From Early HR Passion to Executive Leadership
Martinez-Mujica’s journey into HR leadership began with a strong academic foundation. “I started my career in retail through an executive training program, though I always knew my passion lay in Human Resources,” says Martinez-Mujica of FirstService Residential.
Martinez-Mujica’s interest in HR was fueled by coursework in sociology, psychology, and employment law, which deepened her understanding of workplace behavior and organizational dynamics.
This early passion translated into a career committed to people-first leadership—building environments where employees feel valued, engaged, and set up for success.
Creating a Diverse and Top-Performing Workforce
At FirstService Residential, Martinez-Mujica has been instrumental in developing initiatives that support and engage employees across all levels.
“In 2021, we embarked on a mission to enhance how we attract and retain the top talent in our industry,” says Martinez-Mujica. Recognizing that FirstService’s workforce includes professionals from various industries—including retail and hospitality—the company sought to identify best practices for recruitment, onboarding, and continuous development.
One of the most impactful steps in this journey was creating the People Council, a cross-functional leadership group representing all regions of the company. “The People Council’s top priority is always our associates,” explains Martinez-Mujica. “We believe that building a strong, engaged team is fundamental to our success.” The Council focuses on fostering a culture of mutual support, respect, and trust, empowering employees to contribute to the company’s mission and advance their careers.
For Martinez-Mujica, a diverse and thriving workforce is about more than hiring; it’s about long-term engagement. “We work hard to ensure we’re seen as a dynamic environment where diverse talent can thrive, develop, and stay with us for the long run,” she says.
Championing Employee Resource Groups
In 2023, FirstService Residential launched its first Employee Resource Group (ERG), the Women’s Leadership Network, designed to support and elevate women in leadership roles. “This group aims to support women in leadership by fostering opportunities, leveraging resources, and building a strong, supportive community,” says Martinez-Mujica.
One of the most successful initiatives within this ERG is “Circles,” a mentorship program that connects women with experienced leaders and peer groups. “Circles facilitate personal and professional growth through shared experiences, constructive feedback, and meaningful support,” Martinez-Mujica explains.
Beyond structured mentorship, FirstService has been intentional about increasing female representation at leadership levels, particularly at the director and vice president levels. These efforts reflect a broader commitment to creating pathways for underrepresented groups to advance in the organization.
How HR Creates a Competitive Advantage
Martinez-Mujica believes that FirstService Residential’s HR strategy sets it apart from competitors. “What distinguishes FirstService is our commitment to fostering an environment where innovation thrives, and each voice is heard,” she says. This approach, rooted in authenticity and cultural alignment, ensures that employees feel connected to the company’s mission while also driving business success.
This commitment has not gone unnoticed—FirstService Residential has earned multiple recognitions, including Great Place to Work® certification in the U.S. and Canada for two consecutive years. The company has also been named to Fortune’s Best Workplaces in Real Estate and Fortune’s Best Workplaces for Women, underscoring its industry leadership in workplace culture.
Creating a Culture of Support and Inclusion
FirstService Residential has built a workplace culture centered on respect, well-being, and support programs that create meaningful impact.
One such initiative is the David and Bonnie Epstein Scholarship Fund, established in 2022 to honor an associate lost in the tragic Surfside, Florida, building collapse. “This renewable scholarship provides grants to associates or their immediate family members to reduce financial barriers to undergraduate education,” says Martinez-Mujica.
The company also offers an Associate Relief Fund, a peer-supported program that provides financial assistance to employees facing personal hardships. “Whether responding to natural disasters like hurricanes or providing financial relief during difficult times, this fund has distributed over 121 grants since its launch in 2018, with 27 awarded last year alone,” Martinez-Mujica shares.
Additionally, FirstService Residential prioritizes mental and emotional well-being through wellness seminars. Topics range from stress management and work-life balance to financial wellness and meditation, ensuring that employees have access to the resources they need to thrive. “These initiatives create a sense of community and empower associates to stay engaged, motivated, and equipped to thrive personally and professionally,” says Martinez-Mujica.
Engaging Employees in Culture-Driven Initiatives
Employee-led initiatives play a key role in shaping the inclusive culture at FirstService Residential. One of the standout programs is the Social Pillars initiative, which aligns company values with associate and community engagement efforts. “Each year, we identify key social causes that align with our company values, associates, and residents—and we organize regional activations and events that allow associates to engage meaningfully,” says Martinez-Mujica.
These activations include highlighting local businesses, curating music playlists, and hosting community activities, ensuring that employees have multiple ways to contribute to the company’s mission beyond their day-to-day roles.
A particularly impactful moment was FirstService’s first-ever leadership discussion panel for Women’s History Month, where female executives shared their experiences and leadership insights. “These programs are designed to create opportunities for connection, education, and empowerment across all levels of our organization,” says Martinez-Mujica.
To ensure these initiatives are making an impact, FirstService Residential conducts an annual Associate Experience survey. “Since the program’s launch, we’ve seen year-over-year improvements in engagement and satisfaction, and a positive impact on associate retention,” Martinez-Mujica notes.
Looking Ahead: A Vision for Growth and Inclusion
Under Martinez-Mujica’s leadership, FirstService Residential has positioned itself as a company that doesn’t just talk about inclusion—it actively builds structures to support it.
Her vision is clear: fostering an engaged workforce, providing career growth opportunities, and ensuring that every associate feels a sense of belonging. By integrating these values into the company’s hiring, training, and leadership development strategies, Martinez-Mujica is helping to shape a more inclusive and high-performing workplace.
“We don’t just want employees to feel like they work for FirstService—we want them to feel like they belong here,” says Martinez-Mujica.
With continued investment in employee development, well-being, and workplace culture, FirstService Residential is well on its way to setting new industry standards for inclusivity and engagement.
Lupe Martinez-Mujica’s career is a testament to the power of purpose-driven HR leadership. From launching mentorship programs and relief funds to spearheading inclusion initiatives, her impact at FirstService Residential reflects a commitment to both business success and employee well-being.
As the company continues to evolve, Martinez-Mujica’s leadership will be instrumental in shaping policies and programs that empower employees—ensuring that FirstService Residential remains a place where people can grow, lead, and make a lasting impact.
Lin Grensing-Pophal is a Contributing Editor at HR Daily Advisor.
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