5-minute read
Welcome to our Coffee Chat series, where we get to know the “Logicians” who make Logic20/20 a great place to work. Today, we’re sitting down with Lane Ureda, a Manager based in Santa Monica, California. Grab your favorite beverage, pull up a chair, and join us!
Tell us a little about your career journey before joining Logic20/20.
I started out in consulting, focusing on financial and benefits strategy, and quickly realized I loved the variety and client interaction. After that, I moved into startup roles where I led operations, partnerships, and product development across industries like fintech, e-commerce, and e-sports. I’ve always been drawn to strategy and operations work—helping businesses grow and operate more effectively.
What attracted you to Logic20/20?
I was coming out of the startup world feeling pretty burnt out. I loved the work, but the pace and the hours were intense. I saw a role in what is now the Digital Strategy & Transformation (DST) practice that really aligned with what I enjoy doing—helping organizations grow and run more effectively. I wanted to get back into consulting but with more balance.
When I interviewed at Logic, I got the sense that people genuinely had that balance. I talked to several team members who were doing interesting, challenging work, but also had lives outside of it.
Did you consider other consulting firms? What made Logic stand out?
Yes, I looked at a few larger firms, but I’ve mostly worked for smaller companies and prefer that environment. There’s less red tape, more flexibility, and more opportunity to define your own path. Logic stood out because it felt like a place where I could grow without sacrificing work-life balance. The people I met during the interview process were down-to-earth and thoughtful, and it was clear they genuinely cared about their teams. That was a big draw.
Can you share a memorable project that reflects Logic20/20’s values in action?
One that stands out is the Power App we developed for a large gaming company. They had been using a manual process to intake privacy-related requests, and we saw an opportunity to improve it. Over the course of about six months, we created and launched a tool that streamlined the intake process and significantly improved data quality.
Since then, we’ve expanded the team to support the tool’s development and maintenance, and we’ve even looked at how it might be useful for other clients. It was a great example of teamwork, innovation, and drive to create long-term value.
You’ve become a go-to expert on compliance and privacy. Was that part of your background?
Before joining Logic, I had no experience in compliance or privacy. I was brought on to lead a compliance engagement for a large gaming company because of my operations background and my experience managing teams. There was a lot to learn at the beginning, but I was supported throughout and given the room to grow.
That support—and being trusted to take ownership—made a big difference. Over time, I developed deep knowledge in the space and became someone people turn to for guidance. It’s been a rewarding journey.
What other kinds of opportunities have you had since joining Logic?
One of the biggest has been my involvement in business development. I hadn’t done that work directly in previous roles, but I jumped into it early on, supporting proposals for additional projects with our gaming industry client. Since then, I’ve been involved in business development with other clients as well.
More recently, I’ve supported the go-to-market strategy for the Digital Strategy & Transformation practice, which ties into some of the strategy work I’ve done in the past. I’ve also had the chance to work on a project in the financial services space, which brought me back to my roots in finance—this time from a compliance perspective. That’s been especially interesting.
You’ve been at Logic for just over three years now. What keeps you coming back?
The people, first and foremost. Everyone I’ve worked with has been incredibly supportive, collaborative, and smart. There’s a strong sense of community and a genuine desire to help each other succeed.
I also enjoy the variety. Even though I’ve been on the same engagement since I joined, my role has changed over time—from project lead to engagement and innovation champion. That shift has given me new perspectives and challenges to work through. I think of myself as a problem solver, and Logic has consistently given me opportunities to solve new and interesting problems.
How would you describe the culture of support at Logic?
I’ve always felt like I could ask for help when I needed it, and that’s not something you find everywhere. I’ve always been able to count on others—whether they’re pointing me to the right resources, joining a working session to help us think through a challenge, or offering insights from their own experience.
At the same time, I’ve had a lot of autonomy. That balance between independence and collaboration has helped me grow. I’ve learned a lot by jumping into new areas, and it’s reassuring to know there’s a team behind me when I need it.
What’s your favorite thing to do in Santa Monica when you’re not working?
I live just a few blocks from the beach in Santa Monica, so I try to take advantage of that as much as possible. I love to run along the boardwalk, walk my dog, and just spend time outside. I grew up without easy access to the ocean, so it still feels like a treat to be this close to the water.
And, finally, how do you take your coffee?
Almond milk latte. I make it at home with an espresso machine, usually right after a glass of water. It’s one of my favorite parts of the day.
We’re grateful to Lane for sharing her career journey, insights, and experiences. Her story highlights what’s possible when curiosity, support, and opportunity come together—and offers a great glimpse into life at Logic20/20.
