Who We Are

Iluma Learning specializes in consulting, strategy, training and development for the heavy equipment industry – supporting OEMs, Dealerships, and Suppliers. Understanding the unique characteristics and complexity of the industry, Iluma helps to simplify processes and build up the most vital asset for the industry – its people.
Amy Parrish Heavy Equipment Management Coach

Amy Parrish

Founder, Chief Disruptor

Amy Parrish is a consultant, speaker and trainer specializing in management and leadership for the heavy equipment industry. Dedicated to helping organizations achieve more and thrive, Amy works with OEMs, dealers and individuals to create greater awareness and improve performance at all levels.

Amy has a bachelor’s degree in journalism and a master’s degree in adult education, specializing in corporate training and development. Previously, she has worked as a facilitator for the Certified Public Manager Program for the State of Georgia, trained over 2,000 staff members with the Atlanta Committee for the Olympic Games, and led the 10,000 member volunteer program for the 2002 Commonwealth Games in Manchester, England for which she was awarded An Honorary Member of the Civil Division of the Order of the British Empire (MBE) from her Majesty the Queen.

With over 17 years of management experience in the heavy equipment industry, Amy has worked internationally with OEMs and their subsidiaries and worked in each business area of the industry. She also has worked with Associated Equipment Distributors delivering talks and contributing articles.

MBTI: ENFP | Strengths Finder: Strategic, Communication, Ideation, Futuristic, Individualization

Devon Gilchrist

Director of User Experience

Devon’s core passion for underlying patterns and systems alongside her ability to drill down to the essence of something and understand how it works—be it a business, a website or the way people move through a process or experience—are strengthened and deeply informed by a successful and results oriented 20 year career in corporate operations, program and systems development, and training and facilitation at a national level with one of the largest multi-family housing REITs in the U.S.

In the background of her professional career, she’s been building things on and for the web since 1997. As a tireless early adopter of new technologies, her appreciation and enthusiasm for its continued evolution integrates perfectly with her drive to develop new systems, platforms and ways of ‘doing’ for companies and the people who interact with them every day to help create new pathways for real and measurable success in the weeks, months and years to come.

MBTI: INTP | Strengths Finder: Strategic, Relator, Intellection, Achiever, Futuristic

Babak Javidani

Babak Javidani

Trainer and Curriculum Developer

Babak’s expertise and experience in the heavy equipment industry spans more than 37 years with a focus on training, human resources and general management in service, sales and marketing. During his 31 years with Komatsu, he worked in all areas of the industry from his initial role as service manager, to General Manager of Training and Administration for 15 years, and finally to General Manager of Corporate Administration and Operations for Komatsu Middle East.

Babak was appointed as one of only five Distinguished Komatsu Employees in greater Asia, and was the first individual in the Middle East to receive the Komatsu President Award in 2020.

Babak has joined the Iluma Learning team to bring his depth of knowledge and experience to our dealers around the world, helping them to grow leaders and build stronger teams.

MBTI: ESFP | Strengths Finder: Developer, Positivity, Harmony, Connectedness, Context

Deja Thomas

Graphic Designer & Content Creator

Deja makes it her mission to find the magic in the mundane in all aspects of life. Working at both a children’s museum and an escape room has taught her that everyone, regardless of age, needs to facilitate fun not only in their own personal lives but also in their business. Deja uses her Associates in Media Arts and her certificates in Graphic and Interactive Design & 3D, Animation, and Game Design to break the monotony in multiple situations and mediums. Deja wants to tap into our natural desires for competition and achievement by gamifying training, education, and marketing to increase retention along with joy, motivate consumers and employees alike, and ultimately create better systems and people along the way through collaboration. Additionally, she strives to similarly inspire and engage through her design work to make life more memorable and satisfying.

MBTI: INFJ | Strengths Finder: Input, Intellection, Empathy, Individualization, Connectedness

Jake Baca, Videographer

Jake Baca


Working daily on projects ranging from photography to training videos as an integral part of the team, Jake has produced countless works for Iluma Learning helping us achieve goals and successfully connect with our own clients in meaningful ways. With his solid background specializing in world class audio, video, and photographic productions, Jake’s goal is to expand and support the media platforms of all his partners.

Amy Etheridge

Chair, Board of Advisors
Amy Etheridge founded Giving Leadership Opportunity in 2007. She is chief facilitator, strategist and resource to the management and leadership of large organizations and small businesses. Committed to creating opportunities for organizations as they seek to achieve their goals, Amy provides customized project consulting in the areas of: organizational design and infrastructure capacity; fund development and marketing plans and implementation; leadership training and project management. In 2007 Amy was awarded the Certified Fund Raising Executive (CFRE) designation for having met a series of standards set by CFRE International which include tenure in the profession, education, demonstrated fundraising achievement and a commitment to serve to philanthropic organizations. Amy holds a Certificate of Nonprofit Management from Duke University and a Bachelor of Science in Education degree from the University of Georgia.

MBTI: ENFJ | Strengths Finder: Strategic, Communication, Input, Relator, Woo