Meet Jess Rivera: From the Marines and a Wilson Barbershop to the NC Senate Race

If you live in Wilson, Greene, or Wayne County, there’s a good chance you’ll see this race on your ballot:

NC State Senate District 4

And one of the names on it is Jessica “Jess” Rivera.

She’s a Marine veteran. A barber. A small-business owner. A Wilson resident. And now she’s challenging an incumbent state senator in a race that has attracted attention from several statewide and national political organizations.

So who is Jess Rivera?

Why are outside groups paying attention to this race?

And what has she actually said about why she’s running?

Let’s get into it.

First: What Race Is This?

Jess Rivera is the Democratic candidate for North Carolina Senate District 4, which includes Greene, Wayne, and Wilson counties. She is running against Republican incumbent Buck Newton in the November 3, 2026 general election.

Newton currently represents District 4 in the North Carolina Senate. So Rivera isn’t running for an open seat. She’s challenging a sitting senator. And that’s part of what has drawn attention to this race.

So… Who Is Jess Rivera?

Rivera describes herself as the oldest of six children from a working-class family.

According to her biography, she began working odd jobs as a teenager to help her family and says her family later lost its home to foreclosure. At 17, she joined the United States Marine Corps. She has said the Marines taught her lessons about service, discipline, listening, and knowing when to speak. After military service, Rivera eventually built a career as a barber. That background is a big part of the story Rivera tells about why she decided to run.

“I’m running for State Senate because I know what it’s like to fall through the cracks.”

That is Rivera describing her own motivation for running. But it also gives voters context for the experiences she says shaped her politics: work, military service, financial hardship, small-business ownership, and community.

And the Barbershop Part Actually Matters

I don’t think the barbershop should just be treated like a cute fact in her bio.

Think about what a barbershop can be in a community.

People talk.

They vent.

They debate.

They tell you what’s happening with their kids.

Their jobs.

Their bills.

Their neighborhood.

Rivera has described her business as more than just a place to get a haircut. She has talked about creating a space where people feel heard and connected.

Run for Something, which has endorsed Rivera, also highlights her experience as a small-business owner and community-based candidate.

Whether a voter agrees with Rivera politically or not, that gives some context for the kind of experience she says she would bring to Raleigh.

Why Are Political Organizations Watching This Race?

This is where the race gets more interesting.

On September 23, EMILY’s List added Rivera to a group of 13 Democratic women in state legislative races targeted through its 2026 State Power Plan.

EMILY’s List has said one of its goals in North Carolina this cycle is to break the Republican supermajority in the state Senate.

Now, let’s be clear:

An organization targeting a race does not tell us who will win. It also isn’t an official classification from the State Board of Elections. What it does tell us is that political organizations involved in state legislative races have decided this contest is one where they want to invest attention or resources.

Rivera Has Also Picked Up Several Endorsements

Rivera has received endorsements from a number of political and advocacy organizations. Among the endorsements that can be independently verified are:

EMILY’s List

Run for Something

Equality North Carolina PAC

LGBTQ+ Victory Fund

Down Home North Carolina

Each organization has its own mission, values, and standards for choosing candidates. So an endorsement does not tell voters what decision they should make.

It does give us another piece of information about the political coalition Rivera is building around her campaign.

Rivera in Her Own Words

In January, Rivera attended a Greene County community meeting where redistricting and legislative power were being discussed. Before answering a question, she identified herself as a partisan Democratic candidate so those listening understood the perspective she was speaking from. She then talked about Republican control of the General Assembly and what she believed that meant for Democratic lawmakers’ ability to stop certain redistricting decisions.

Rivera said:

“The plain, cold, hard answer is Democrats couldn’t do a darn thing.”

That was Rivera’s interpretation of the political situation. But hearing candidates speak outside of polished campaign advertisements can be useful. You get a better sense of how they explain issues. How they communicate. And how they respond when somebody asks a direct question.

What Does Rivera Say She Wants to Work On?

Rivera and the organizations supporting her consistently highlight several issues she says she wants to focus on if elected. Those include:

Local economic development

Public education

Affordable healthcare

Infrastructure

Veterans and working families

Rural communities

Those are stated campaign priorities.

What any legislator can actually accomplish once elected depends on a lot more than campaign promises including, legislative majorities, committee assignments, negotiations, the state budget, the governor, and other lawmakers.

So a platform tells us:

“This is what I say I want to work on.”

It doesn’t tell us:

“This is definitely what will happen.”

That’s an important distinction with every candidate.

There’s Also a Representation Story Here

LGBTQ+ Victory Fund says Rivera would be the first openly LGBTQ+ person to represent Senate District 4 if elected. LGBTQ+ Victory Fund, specifically works to elect LGBTQ+ candidates. For some voters, representation may be important. Others may focus more heavily on Rivera’s military service, business experience, policy positions, party affiliation, or views on particular issues.

That’s why candidate research shouldn’t stop with any one part of someone’s biography.

And Yes ,There Is an Incumbent on the Other Side

Rivera is challenging Buck Newton, the Republican senator who currently represents District 4. That means voters shouldn’t research Rivera in isolation.

Look at:

Newton’s legislative record.

Rivera’s stated priorities.

Newton’s votes while serving in the Senate.

Rivera’s professional and community background.

What both candidates say about Greene, Wayne, and Wilson counties.

How each talks about the issues that matter to you.

And where their approaches differ.

That comparison tells you much more than simply deciding whether you like somebody’s personality.

What Should Voters Watch Between Now and Election Day?

Between now and November, pay attention to what both candidates say about issues such as:

Public education

Rural healthcare

Economic development

Agriculture

Infrastructure

Taxes and the state budget

The role of state versus local government

And watch where they show up. Because Senate District 4 isn’t just Wilson.

It’s: Greene. Wayne. Wilson.

Whoever wins will represent people across all three counties.

The Bottom Line

Jess Rivera is running for the North Carolina Senate as a Marine veteran, barber, small-business owner, and Wilson resident. Jess is focused on local economies, public schools, affordable healthcare, veterans, and working families. Her campaign has also attracted support from organizations including the DLCC, EMILY’s List, Down Home North Carolina, Equality NC PAC, Run for Something, and LGBTQ+ Victory Fund. She is challenging incumbent Republican Senator Buck Newton for a district covering Greene, Wayne, and Wilson counties.

Now it’s on voters to do the rest.

Learn about Rivera.

Learn about Newton.

Read what they’ve said.

Look at their records.

Ask them questions.

Then make your own decision because

we choose who represents us in Raleigh…

We should know who is asking for the job.

Stay informed. Stay engaged. Stay WOKE.