Candidate Profile: Marcelino Rivera III for Alderman of District 5

FRANKLIN, WI — Voters will head to the polls on April 5 in Franklin for the spring election. Several people are seeking to occupy seats on the Communal Council.

Before Election Day, we asked each candidate to tell us more about their campaign. We will publish each profile as they arrive. For more on voting in elections, see our guide here.

Marcelino Rivera III

Age (at polling day)

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Position sought (including ward or district number, if applicable)

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City of Franklin – Alderman for District 5

Party Affiliation

Is not affiliated with any major party and its position is non-partisan.


My wife and I have been together for 13 years. Our family unit consists of my adult son and our twin daughters who attend Franklin High School. Other family members include our dog, two rabbits and an axolotl (amphibious salamander).

Does anyone in your family work in politics or government?

My mother works for the USPS and my mother-in-law works for the Department of Defense.


  • Cardinal Stritch University
    • Master in Business Administration
  • University of Wisconsin at Milwaukee
    • Certification in Molecular Diagnostics
    • Bachelor of Science in Clinical Laboratory Science


Worked in patient care for over twenty years. Currently working as a healthcare IT systems analyst for a nationally recognized hospital system.

Previous or current elected or appointed position

N / A

Campaign website

Why are you seeking an elective mandate?

Attending many town meetings, I have witnessed inconsistencies in the process for developers and residents. Through the right to open records, I learned that there is no watchful eye on government spending as we fall behind in providing opportunities to keep our hard-earned taxes local. My goal is to bring integrity and a common sense process that can save us time and money.

The most pressing issue facing our (council, district, etc.) is _______, and that is what I intend to do about it.

District – District 5 has a large portion of the Oak Leaf Trail that could benefit from additional connections. We have a unique opportunity to turn the active quarry into a park once it is closed. Citizens deserve to see this become a public park and not a private one, especially those harmed by the blasting coming closer to home. Lack of attention to business opportunities adjacent to Sendik’s and the former Sentry area (Rawson & 76th) necessitated redevelopment. Previous plans stagnate while installed infrastructure depreciates. The number of planning documents for D5 (and citywide) funded by our tax dollars and not implemented require our immediate attention.

City – The rapid rate of development in areas without water, sewers and roads is increasing our city’s debt and overstretching already strained DPW, police and fire departments. Providing municipal services, at a reasonable price, is an important function of a municipality and should be a priority rather than subsidizing those who make money from taxpayers.

The surrounding towns came up with a plan and carried it through, while we fall even further behind. Today’s world demands high tech skills, a hard work ethic and innovative thinking which I use daily.

What are the main differences between you and the other candidates for this position?

I am an analytical and creative person, mixing critical thinking and new ideas to find solutions to complex problems on a daily basis. Working for a nationally recognized leader in healthcare, I understand the importance of being smart about dollars and money without sacrificing quality as it has the potential to impact patients and put lives at risk. I will make my decisions after a thorough study and after understanding the future financial impacts. Because I have no political debt, I will base my votes in the best interests of the people, on quality development, after knowing the costs and understanding the responsibility of the taxpayer.

If you are a challenger, in what ways has the current board or administrator let down the community (or district or constituency)

Conversations with constituents provided important insights into missed opportunities the District 5 Alderman can improve, such as street safety, drainage issues, and more recreational and community events that help Franklin retain his value to residents. However, the most important problems stem from the lack of knowledge of the function and the role of the position. A direct record of voting yes on each item presented without any further input or evaluation is not indicative of working on behalf of the citizen. Projects, expenses, and making long-term plans require more thought to get the big picture of a community.

Describe the other issues that define your campaign platform.

My campaign is based on three pillars (I. Quality, II. Integrity, III. Community) The community must get more for its taxes. There is a lack of open communication about spending, debt and plans. Influences on boards and commissions limit meaningful discussions that could help build citizen trust while improving project outcomes.

What accomplishments in your past would you cite as proof that you can handle this job?

Past political experience is not always the best way to highlight process coherence or solution-oriented ideas. We need thoughtful conversations. Our fast-paced society requires skills to be competitive, which I bring to the table. I have constantly progressed throughout my career, including in my current role as a systems analyst. My daily duties include managing projects from small to large scale repairs, multi-team requests that affect patient care and system revenue. I am trained in report writing, including multi-level analysis and system configuration change process and project tracking in all aspects of data. I will draw on my experience and background to bring a systematic process to improve our current confused and scattered government, which developers and citizens alike find challenging.

The best advice ever shared with me was:

The most precious currency in this world is time; be careful with who and how you spend it.

What else would you like voters to know about you and your duties?

Positions – The concerns I often hear relate to taxes and balancing those who want growth and those who appreciate Franklin’s low-density rural character. I want a balance; growth while maintaining some rural character, providing places to spend money locally, and maintaining support from police, fire and other city services to reduce crime and keep our community safe.

My view is quite different from the buzzword “anti-development” often used to manipulate and control the politics of our city council. Growth can offset taxes and, when done correctly, should maintain municipal services and quality of life while protecting residents’ real estate investment.

About me – My family and I are national park enthusiasts. I also like to skateboard and be active. You may have seen my dog ​​and I walk or pull him on my skateboard in the Root River Heights area.

More information about me can be found at:

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