At La Joya ISD, leadership is defined by purpose, integrity, and a commitment to elevating those we serve. As we launch our Profile of Leadership Excellence series, we are proud to highlight a leader whose impact extends far beyond the sidelines: La Joya High School Head Football Coach Reuben Farias.
For Coach Farias, leadership is rooted in one core belief: create an environment where people can do their best work while moving together toward a meaningful goal. This philosophy has shaped his approach to coaching and continues to guide his daily interactions with student-athletes, coaches, and colleagues.
He believes in leading with purpose and described his leadership style as clear and intentional, working to understand his teams’ goals and then guiding them toward a shared outcome.
“Whether refining a game plan or supporting a struggling athlete, I focus on building unity and a shared purpose,” said Coach Farias. “My overall goal is to help my athletes feel connected and something greater.”
With a deep-rooted commitment to excellence, Farias thrives on giving his best to his athletes and coaches, instilling a mindset that has shaped not only his leadership, but the culture he has built at La Joya High School - one grounded in effort, integrity, and resilience.
Reflecting on his journey, Coach Farias considers one accomplishment especially meaningful:
“I have been fortunate and blessed enough to be the La Joya High School Head Football Coach and, in this role, I have been able to help student-athletes think more clearly, community more effectively and make decisions with greater confidence.”
Coach Farias’ impact shows up not just in wins or records, but in the young athletes who walk away with stronger character, clearer goals, and a belief in their own potential. Even as a respected coach, mentor, and role model, Coach Farias remains committed to continuous growth.
This humility — paired with a desire to evolve — reflects the very essence of Excellence in Leadership, aligning directly with Priority 1 of Achieving Excellence Together: 2030.
As we celebrate him in this month’s Profile of Leadership Excellence, we honor a leader who models what it means to serve with purpose, lead with heart, and inspire through action.