RESUME

Summary

I am a Senior Public Affairs Manager with ample experience in strategic communications, digital media, public affairs, television,  community and partner engagement, social media, and marketing. Working with key stakeholders, I create and implement comprehensive, multi-platform, and multicultural communications plans to improve reputation, engage with target audiences, resolve crises and inspire others. My top skills are digital media, video producing, storytelling, leadership, innovation, community engagement, and the ability to move projects forward. I am fluent in English and Spanish, and I know just a bit of French and Italian. I am energetic and a consumer of culture, arts, and travel.

In a nutshell:
1.3 years – Director of Communications/Marketing, Mission Neighborhood Health Center.

3.5 years – Public Information Officer, Highway Construction at Caltrans. 

7 years – Bilingual Public Affairs Specialist, Media, and Social Media Manager. 

1 year – Legislative Aide/Liaison for the San Francisco Board of Supervisors. 

12 years – News Reporter (Lupita Figueiredo) for Spanish-language television.

Experience

Director of Communications and Marketing
Mission Neighborhood Health Center
July 2021 to October 2022. San Francisco.

Working with the Executive Director, we created an internal and external communications plan to help drive engagement as the organization was transitioning from the COVID19 pandemic to normalcy. I increased our social media presence via videos, photography, and health and cultural messages. We organized patient and community events in partnership with UCSF and local agencies. Working with internal leadership, I developed and implemented a calendar of events focusing on health and culture. I designed and wrote newsletters and other marketing collateral materials, working with all departments and clinics to convey a strong message about the services of this community health center, increasing branding and reputation. This longevous community agency is a key primary care provider for Latino and all immigrant families of San Francisco, as well as other qualifying San Francisco residents seeking quality, affordable, and culturally relevant primary care.

Public Information Officer – Caltrans D2/North Area Construction
December 2016 to May 2020. Shasta, Trinity, Lassen, Siskiyou, Modoc, Tehama, and Plumas Counties.

I led strategic communications plans for highway construction and project management teams for large-scale, multimillion-dollar, capital highway construction projects. I successfully utilized social media, traditional media, video, photography, and public engagement strategies to convey messages to the public, improving user experience and organizational reputation. I served as spokesperson and media liaison. I am skilled in managing crisis communications, informing public audiences, and leading teams to create effective messaging. I tend to look for warning signs to prevent issues from becoming serious problems and can equally solve problems as they occur. My role also involved planning and managing major events, developing advertising and media buying plans for the District, also acting as creative director. I am passionate about what I do and cherish colleagues and other stakeholders. My skills are transferable to other industries/ sectors. 

Public Relations and Social Media Freelancer
June 2007 to December 2014. Independent Contractor.
San Francisco Bay Area.

Client List (Partial)
  • US Census 2010
  • NBC/Telemundo News
  • Marin County Elections Office
  • City of Oakland’s Equal Access Office
  • Alameda County Office of Education
  • H&R Block
  • Rogers Family Foundation
Media Liaison/Legislative Aide
May 2006 to June 2007. City and County of San Francisco.

As a Staff member for Supervisor Gerardo Sandoval in the City and County of San  Francisco, I managed local, state, national, and ethnic press coverage. I also worked in public policy, research, and constituency engagement while organizing community events and managing a group of interns and volunteers. The office worked with immigrant communities, long-time San Francisco-born families, and active seniors. 

Television News Reporter/Bureau Chief
1998 2004. NBC Universal/Telemundo Media.
San Francisco Bay Area.

A bilingual journalist able to deliver news stories under a tight deadline, I was often complimented as someone with a strong on-air presence and delivery. Off-camera, I  developed rapport and connections with nonprofit organizations, governmental agencies, elected officials, the community, the church, and business owners, often leading to exclusive news stories. I represented Telemundo KSTS-48 as a spokesperson.  

Television News Reporter
1996 to 1997. Univision Communications Inc.
San Francisco Bay Area.

At Univision’s Channel 14, I contributed with story ideas, developed news sources, researched stories, conducted interviews, translated English to Spanish, wrote scripts, edited content, and reported live news for the 6 pm and 11 pm News. I was regarded as someone with a strong on-camera presence and excellent skills with the public and targeted audiences.

Advertising Supplements Editor, Staff Writer
1992 to 1994. La Opinion Newspaper – Impremedia. Los Angeles, CA.

Planned, wrote, and published special supplements in coordination with the sales team. A few months later, I was promoted to the editorial team as a staff writer.

Languages

Native Spanish, fluent in English, and a French beginner (I need to practice! )

Associations

PRSA – Public Relations Society of America
NAHJ – National Association of Hispanic Journalists

Volunteering

San Francisco Recreation and Parks, Alvor Lake

Awards

  • 2019 Vanguard Award. TransComm Awards by AASHTO, the American Association of State Highway and Transportation Officials for Public Affairs.
  • 2019 Excellence in Transportation Award for Media and PR, by Caltrans.
  • 2019 Outreach Program of the Year Award for Crisis Communication after the Carr Fire, by the California Transportation Foundation.
     
  • 2006 Community Service Certificate by San Francisco Mayor Gavin Newsom.
      
  • 2005 Newspaper, National Media Award for Fairness and Accuracy in Reporting by  GLAAD, the Gay and Lesbian American Anti-Defamation League.
     
  • 2004 Finalist for one of the John S. Knight Journalism Fellowships at Stanford  University, for informing immigrant and monolingual communities in California.

REFERENCES AND WORK SAMPLES UPON REQUEST.