Ruben Mena ’20 lives by his own advice: “Take things step by step. Play it smart. Use your resources intelligently. Be thankful for what you are given.” 

This wise self-counsel has taken Ruben from the pecan fields of Mesilla to international audiences with bona fide royalty.   

Ruben was born and raised in the desert Southwest. In grad school, his savvy instincts led him to seize an opportunity on the high seas to create a niche product for the yachting industry. Today, he continues to seize opportunities, augment his skills, and stretch his global network in the same way — step by step. He exemplifies how an Aggie education can translate into influence far beyond New Mexico. 

Seeds sown early 

Ruben’s international path was set early.  His mother, Isabela, had her own language school and early on instilled in Ruben a passion for learning languages in addition to English and Spanish, such as Mandarin and French, and exploring other cultures. While attending Arrowhead Park Early College High School, he practiced his Mandarin while studying abroad in China, and as an NMSU undergrad he was part of the (now defunct) Confucious Institute and studied abroad in Switzerland and Denmark.  

From the desert to the high seas: The move to Monaco 

“Frankly, NMSU didn’t take me out of my comfort zone, but that was on purpose,” Ruben said. “I came here because I earned NMSU credits in high school and had a full scholarship, so it made sense. Plus, I knew I’d go away for graduate school, and I wanted to spend time with my parents before that day came.”  

Ruben continued, “However, my undergrad experience volunteering at Virgin Galactic was what sparked my interest in the luxury industry. Then, while interning with  SuperYachtsMonaco as a grad student, I had a full-circle moment when I met Namira Salim, the honorary consul of Pakistan. She was not only the first Pakistani to travel to space, but she was also the first female Virgin Galactic Founder Astronaut.” 

Ruben landed at the International University of Monaco for a master’s in luxury management studies, having to attend his first semester virtually during COVID — which often meant taking classes at midnight. Eventually, he received his residence permit and moved to Monaco. 

During his internship with SuperYachtsMonaco, a yacht charter brokerage company, Ruben found the opportunity that would send him in an unexpected direction: entrepreneurship. “I was surprised that there was no centralized platform through which the brokerage company could communicate with all its stakeholders. They may have 15 yachts out for charter, and as the intern, I would be communicating with all of them in a hodgepodge of emails, WhatsApps, and text messages. Totally stressful and chaotic! And — I realized I could solve that problem.” 

YACHTNOTES

Working with a software developer, Ruben created YACHTNOTES, an app that provides an all-inclusive solution for communication among brokerages and their clients, staff, and yacht owners, plus route maps, calendars, and more. The name is in capital letters because, traditionally, the names of yachts are completely capitalized. “This adds legitimacy to the branding,” Ruben notes. “It’s hard to earn legitimacy in the yachting industry — you can’t just pop up. That’s also why I competed, so that my ideas could be vetted and scrutinized by luxury experts and so I could make an even better product.”  

In May 2023, Ruben entered YACHTNOTES into the Mark Challenge, a prestigious luxury business plan pitching competition sponsored by the International University of Monaco. “Prince Albert II of Monaco has actively worked to create a start-up ecosystem in Monaco, and the university is part of that effort,” Ruben said.  

The result? YACHTNOTES took first place, rising above more than 120 projects submitted by students from 57 countries. Ruben’s prizes included 13 hours of advice from a luxury consulting company, meetings with angel investors, and attention from the international press, which led to him being featured in 2023 as one of Albuquerque Business First’s “New Mexicans to Know.” Also in 2023, Ruben worked with NMSU Arrowhead Center Studio G and was a finalist in that year’s Aggie Shark Tank competition.  

According to Arrowhead Center’s senior economic development officer Carlos Cuesta Albornoz, who oversees Aggie Shark Tank, “Ruben was literally a walk-in to the competition. He told us he had just returned from Monaco and wanted to be a part of it. After about 10 minutes of discussion, we realized what a tremendous asset he’d be to the event and allowed him to compete.” 

Carlos recalled that one reason Ruben’s proposal stood out was because “it correlated with experience he already had — insider knowledge of the yachting industry problem he had identified. Plus, he didn’t just come just with an idea in hand, but also action. His energy and passion and commitment were clear.” 

“Also, Ruben is very eloquent — he didn’t so much make a presentation as told a story. None of us knew anything about yachts, but because he articulated so clearly, we quickly learned how the industry works and how his product solved the problem of communication across stakeholders.” Carlos added, “Ruben demonstrated that he is always on the move, establishing value-added relationships and partnerships. Nothing he does is random — he’s very strategic.” 

More recently in 2025, YACHTNOTES came in first at Yeshiva University’s YU Innovation Challenge in New York City, which earned Ruben a cash prize and introductions to a robust network of potential collaborators and future investors. 

YACHTNOTES is currently “in the engagement phase,” said Ruben. “I’m about to launch a complete product but need to ensure it’s exactly what the brokerages need. It’s been a long process, but that’s okay. I believe in baby steps to make sure everything is done right.” 

Maintaining the connection to Monaco 

Now in his second year at Cardozo School of Law in New York City, Ruben is concentrating on legal developments in luxury law, including intellectual property and customs. As yachting is an important Asian industry, Ruben anticipates studying abroad in Hong Kong during his third year.  

A big piece of his heart, however, remains in Monaco, and he has actively maintained his relationship with the principality. Much of Ruben’s spare time is devoted to volunteering with the Princess Grace Foundation (PGF), which supports America’s next generation of talent in music, theater, and dance. He is a member of the PGF Young Patrons Guild, an invitation-only pipeline for its future leaders. Ruben represents the yachting industry in the guild and had the opportunity to meet Prince Albert II at the Hôtel de Paris Monte-Carlo to discuss YACHTNOTES. “Prince Albert speaks excellent Spanish,” Ruben said, “and we spoke in Spanish, which made me feel right at home.”  

What’s next? 

Ruben said he is “already planning for the next incarnation of YACHTNOTES, which will add maritime lawyers and legal resources as a component of the stakeholder database.”

However, he adds, “I’m also really trying to enjoy my time in New York City. One of my best friends, Jinny Choi, has introduced me to many places in Koreatown and taken me all around the city. I love spending time with her exploring restaurants and listening to K-pop.” 

Learn more about Ruben and YACHTNOTES at yachtnotesllc.com.

This story first appeared in the Spring 2026 edition of Aggie Up! To view the full issue visit: alwaysanaggie.org/stories/aggieup-spring-2026.