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Work Background
Office of Los Angeles Mayor Karen BassLos Angeles Mayor Deputy Communications Spanish Language
Jul. 2023 - Jun. 2024Los Angeles City HallI successfully increased Los Angeles County Latino Media's coverage of the mayor's office, provided communications in Spanish to the 49% of Angelenos who identify as Latinos, created its first Spanish-language social media accounts, served as the mayor’s Spanish spokesperson, and published monthly columns signed by the mayor in six community papers free of charge. I also identified and staffed the mayor’s participation in crucial Latino community organizations. Additionally, I prepared and staffed other bilingual spokespeople to be adequately prepared before being interviewed by the media.
HCNAccount Director
Dec. 2022 - Jul. 2023Los Angeles, California, United StatesHCN is an award-winning, culture-driven, data-informed full-service marketing, communications, advertising, and PR agency focused on social impact and behavior change. We work exclusively with government, nonprofit, philanthropy, academia, and corporate social responsibility (CSR) partners and clients to achieve one mission: to improve quality of life for multicultural communities.
AARPAssociate State Director - Communications
Nov. 2012 - May. 2020Pasadena, CAStatewide Communications lead for both English/General Market and Hispanic / Latino Programs and campaigns. Includes strategic planning, consultation, and execution of communications tactics (e.g. earned media, paid media, social media, member mail and e-mail, other promotional activities).
ZumbaZumba Instructor
Mar. 2009Los Angeles Metropolitan Area
Bilingual & Bicultural CommunicationsPrincipal / Founder
Jan. 2007 - Jul. 2023Los Angeles Metropolitan AreaCommunications, Media Relations, Community Outreach, Media Training, and Spokesperson for a series of social mission non-profits and Public Relations Agencies.
Clients include:
1. Hispanic Communications Network
2. The Million Voters Project / Coalition for Humane Immigrants Rights (CHIRLA)
3. Ocean & Mountain PR agency
4. The California Immigrant Policy Center, CIPC.
5. California Nurses Association. 6. Cause Communications, Public Relations Agency.
7. VPE Public Relations (formerly Valencia Pérez & Echeveste). 8. The Broad Foundation. 9. Clean Money Now-Yes on 89. 10. California Clean Money Campaign.
11. The Spin Project
12. Coalition for Clean Air
Bilingual & Bicultural CommunicationsFounder
Jan. 2007 - Dec. 2022Los Angeles, California, United States
Coalition for Clean AirMarketing and Community Engagement Manager
Feb. 2005 - Nov. 2006Development of comprehensive marketing and communication plans, strategies, tactics and tools to reach, engage and empower traditional and nontraditional allies, general constituencies, and the government officials that represent them, with the goal of strengthening the environmental movement in California and gaining support for the work and campaigns of the Coalition for Clean Air. Identify and develop creative news making opportunities and events in order to position CCA’s work and campaigns in the forefront of people’s minds with the goal of motivating them to take action. Spokesperson for Spanish language audiences and media. Development of online advocacy through CCA’s website where members and constituents can take action in support of clear, healthy air by contacting the media and government representatives in the local, regional and state level.
National, State and Local Political CampaignsDeputy Communications Director, Latino Media
Jan. 2004 - Jan. 2005United States•Developed and implemented Latino media communications plan national, statewide and local and helped develop and execute mainstream communications plan. •Media trained spokespeople in English and Spanish and was both an English and Spanish spokesperson for the campaign.
•In charge of content for bilingual Latino website and all campaign print literature in Spanish.
•Produced, through recording voice over in Spanish, compelling videos that brought the message of the campaign to Spanish Latino voters.
SymantecPR Manager Latin America & North America Hispanic Market
Jan. 2002 - Dec. 2003Planned and implemented successful quarterly PR enterprise and consumer activities for the entire Latin American region and for the U.S. Hispanic market. Through these efforts, national and regional press coverage of the company was obtained in venues such as: CNN en Español, Telemundo, Univision, Reuters, Agencia EFE, Hispanic Target, Hispanic Link, La Opinion, Miami Herald, Yahoo en Español, PC Magazine en Español, América Economía, as well as in the main trade and business media for Brazil, Mexico, Colombia, Peru, Venezuela, Chile, Argentina, Puerto Rico and Central America.
Ketchum Public RelationsGuatemala's Office General Manager
Jun. 1999 - Jul. 2001General Manager •More than tripled number of clients and revenue. Among our international clients were: Aventis Pharma, Business Software Alliance (BSA), BellSouth, Bridgestone-Firestone, Cisco Systems, Delta Airlines, Dow Agrosciences, FedEx, Novartis, Procter and Gamble and Visa International.
•Expanded team from 3 to 8 representatives.
•Included twice in the Ketchum Global Network (KGN) publication as a result of our outstanding performances on Bellsouth’s Social Program and Pantene Pro-V (Procter & Gamble) projects.
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