Welcome!
GLAD YOU'RE HERE :)
About Me
Passionate about marketing & meeting new people
Born in America's Finest City, I developed a passion for literature, devouring authors from Shakespeare to Wordsworth. My academic journey took me to Santa Cruz, followed by a year abroad in Edinburgh, Scotland, which sparked my wanderlust. I pursued a Master's in Newcastle, England, initially aiming to become a professor.
I've since focused on designing and executing impactful marketing strategies, collaborating effectively across various departments and recommending data-based solutions. I'm skilled at fostering collaborative environments and delivering impactful results for diverse clients. With 14 years of professional experience, my background spans startups, biotechs, and pharma, though I'm open to working with a variety of other industries as well.
I'm a bilingual (English and Spanish) digital marketing and communications professional, skilled in providing fresh advertising approaches, creative ideas, and strategies to propel companies to success. My strengths lie in digital and email marketing, communications, and project management. Beyond my professional life, I'm passionate about brand strategy, powerlifting, food, and matcha green tea.
I'm seeking a full-time opportunity with a company that values digital marketing and communications, where I can leverage my skills to significantly enhance engagement and strengthen the brand.
Click here to check out my writing samples from previous employers or check out my blog below for current pieces.
Events
A selection of events I'm speaking at
Video Marketing on LinkedIn
Did you know video content is 50 times more likely to drive organic search results than plain text (Omnicore, 2018)? This third #LinkedInLocal San Diego will concentrate on Video Marketing on LinkedIn and how it can enhance brands and their stories.
Experience
UC Riverside University Extension
Strategic Marketing Coordinator
Spearheaded the management of key academic programs, including the AP Summer Institute, various Education and Credentials programs and certificates, and the UCR Degree Completion Program, with the main goal of increasing enrollments. My role involved gathering and analyzing data to provide data-driven reports that significantly informed strategic decision-making to achieve this objective. I also orchestrated and optimized email campaigns within Pardot/Salesforce, meticulously ensuring data integrity through thorough list analysis and cleanup, and quickly resolving discrepancies.
UC San Diego
Digital Communications Specialists
Assist in developing and executing digital marketing and communications programs that advance the mission and goals of Alumni Engagement including marketing analytics reports, emails, brochures, posters, surveys, and landing page content.
Motionstrand - Full-Service Digital Agency
Content Marketing Manager
Lead all content marketing initiatives for pharmaceutical and tourism clients including landing page content, emails, case studies, blog posts, and social media posts. Work with clients or internal departments to develop content that is written in an interesting and appealing manner.
aTyr Pharma
Project Associate
Performed a website, content, and social media audit to make improvements to the entire brand. Lead a corporate re-branding of a new logo and color palette with Investor Relations and CEO.
Novartis/GNF
Communications Specialist
Managed and coordinated all site communications, establish guidelines and maintain them. Developed internal communications initiatives, worked with global teams, event planning, and worked with executives & HR to better communicate their projects.
Pathway Genomics
Communications Specialist
Developed marketing materials that effectively described, promoted and enhanced the company and its products which included social media content, ad copy, copyediting, SEO, customer service, and product launch strategy.
Pipette.com
Copywriter, Social Media, & PR Specialist
Developed and distributed content for SEO, press releases, articles, social media, PPC, Adwords and Google Analytics. Assisted with vendor management, Sales Reports, and tradeshow logistics.
CreativeMob - Digital Marketing and Technology Agency
Marketing Intern
Crafted social media content, articles, blogs, and various other content development projects. Developed content for various clients as well as working on SEO.
Selected Adventures
“We delight in the beauty of the butterfly, but rarely admit the changes it has gone through to achieve that beauty.”
- Maya Angelou
AP Summer Institute
2024
The AP Summer Institute (APSI) at UCR University Extension is a professional learning program designed for Advanced Placement (AP) high school teachers.
PROBLEM
With over 100 AP Summer Institutes available nationwide, our primary objective is to attract and retain AP teachers within our designated local service area.
SOLUTION
Our solution involved strategically utilizing email marketing and targeted digital advertising to meet our attendance goals.
APPROACH
- Leveraged our regional email list to launch targeted campaigns aimed at teachers and administrators.
- Through independent research, I identified and cultivated new potential outreach lists.
- Rigorous A/B testing revealed that our Google Performance Max general ads significantly outperformed course-specific campaigns.
- Developed and executed a comprehensive email and content strategy for the program.
RESULTS- Developed a comprehensive 35-page post-event report, offering actionable insights into attendance demographics, campaign performance, and recommendations for future improvements.
- Achieved 60% of our attendance target, detailed analysis indicated that external political issues significantly impacted the lower attendance figures.
STEAM Discovery Program
2024
The UCR STEAM Discovery Program is an educational initiative offered by UCR University Extension that focuses on Science, Technology, Engineering, Arts, and Mathematics (STEAM) for 3rd-6th grade students.
PROBLEM
The program faced limited student enrollment and operated under a restricted advertising budget.
SOLUTION
Leveraged no-cost resources and strategically pivoted messaging (highlighting scholarships) to significantly boost engagement and achieve campaign objectives.
APPROACH
- Managed the end-to-end creation and distribution of an event flyer on Peachjar.
- Published event details across free community calendars and the university's event website to maximize reach.
- Boosted meta post to increase to increase visibility in specific areas.
RESULTS- Exceeded registration and attendance goals, achieving an 84% attendance rate.
- Met all marketing objectives while maintaining a lean 20% marketing investment.
- Leveraged Meta (Facebook/Instagram) boosted posts to strategically increase visibility within targeted geographical areas.
Novartis Community Partnership Day at GNF
2017
Community Partnership Day (CPD) is a global event across all Novartis sites in which associates go into their local communities and volunteer their time to support social institutions and non-profit organizations.
PROBLEM
In the 18 years, the Genomics Institute of the Novartis Research Foundation (GNF) has been a part of Novartis, GNF had never hosted a CPD event. All other sites had.SOLUTION
Utilize project management, advertising, and content development to get at least half of the site to participate.
APPROACH
- Recruited all non-profits
- Coordinated activity opportunities with organizations
- Established a registration site and landing page
- Created posters & flyers and ordered shirts
- Manage budget and vendors
- Develop and organize a post-CPD event in order for employees to share stories
RESULTS- The goal of the event was to get at least 50% of the site to participate, I got 53% site participation
- 99% employee satisfaction with the event
- Over 30 non-profits contacted and secured 12-15 for the event
- Common employee feedback:
- "I now feel like this shared experience has brought some of us closer together. The day will stay with me for a while and makes me grateful for the things I have including good co-workers."
- "The level of enthusiasm and excitement among our colleagues was awesome - it seems like everyone found this incredibly rewarding."
GNF Associate Spotlight
2016
The GNF Associate Spotlight is a Q & A program that showcases a different associate every week and gives others a glimpse into associates’ lives. It delves into what motivates, inspires, and rejuvenates them outside of work.
PROBLEM
The Genomics Institute of the Novartis Research Foundation (GNF) associates were not interacting with each other.SOLUTION
Developed a project in which I interviewed a new associate from a different department every week and produced a story.
APPROACH
- Developed and designed a landing page
- Interviewed a different associate every week
- Edited profiles and coordinate publication with other departments
- Created advertising content and survey
- Sent a follow-up survey to gather feedback and make adjustments
RESULTS- 100% participant satisfaction with their profile
- Most visited intranet site
- Other sites saw the drastic increase in engagement among employees and wanted me to teach them how to replicate it on their sites
- Common employee-highlighted feedback
- "It was great to be featured in the Spotlight because it gave me exposure across the institute and also gave me an opportunity to get to know other people on campus."
- "People I haven't spoken to asked me about things I said or the pictures that were posted. People I normally speak to laughed and seemed to enjoy my answers maybe gained a little more insight into me."
My Science Matters
2014
My Science Matters was a brand strategy campaign that focused on Pipette.com customers and their stories. It aimed to humanize the brand.
PROBLEM
Pipette.com did not have much brand exposure on past products they sold.
SOLUTION
Develop stories about our customer's work and how Pipette.com’s products have helped.
APPROACH
- Find customers to highlight
- Research customers and their work
- Contact customers and interview them
- Collect all information and develop a plan
- Draft stories and communicate with customer
- Edit and revise stories
- Publish stories once a month in our newsletter, social media channels, blog, and in a press release
RESULTS- Increased traffic to the landing page and subsequent navigation to the main site
- Increased traffic on Twitter and Facebook pages
- Humanized the brand with positive results
I Heart Pipette Promotion
2013
I Heart Pipette promotion was developed with the goal of increasing email sign-ups and generating leads at Neuroscience 2013 for Pipette.com.
PROBLEM
Neuroscience 2012 had only generated 50 email subscriptions.
SOLUTION
Created a design that was compelling and whimsical.
APPROACH
- Developed and designed a promotional t-shirt
- Utilized Twitter as a main form of advertisement
- Engaged with #SfN13 to inform event attendees about our booth and promotion
RESULTS- Over 500 email subscriptions
- Over 100 Sales leads
- A constant line going down multiple booths
- Major biotech companies approached our booth and questioned why we had a large line
- Second most social Twitter handle for Neuroscience Annual Meeting 2013, behind the events' handle
Education
"Education is the most powerful weapon which you can use to change the world."
- Nelson Mandela
Newcastle University
M.A.
Modern and Contemporary Studies
University of California, Santa Cruz
B.A.
English Literature, minor in History
The University of Edinburgh
B.A.
English Literature, minor in History
Stats
With more than ten years’ combined experience in marketing communications, retail, biotech/pharma, and education, I am adept in project management, content development, brand strategy, storytelling, and engagement. Here are a few of my achievements in numbers:
53%
SITE PARTICIPATION
NOVARTIS COMMUNITY PARTNERSHIP DAY 2017
100%
PARTICIPANT SATISFACTION WITH PROFILE
GNF ASSOCIATE SPOTLIGHT
900%
INCREASE IN EMAIL SUBSCRIPTIONS FOR PIPETTE.COM
NEUROSCIENCE 2013
Public Speaking Testimonials
Feedback from attendees
Testimonials
The word around town.
Alexei Rimskii
Laboratory Supervisor at Illumina
"Motivated, Dedicated, Creative" - the list can go much longer, but these are the first things that come to my mind when I think of Rocio.
Over the last 2 years at GNF, Rocio was my primary contact for all communications support, and she has done nothing less that excelling at every process that she was involved in, starting with the campus wide communications, and continuing with the internal process developments such as the "employee spotlight" program which allowed for more opportunities to get to know the people who work with you.
The most impressive part was not the stellar execution, but the positive attitude during the process, Rocio has a natural talent of working with people and lighting up the room with her smile. Anyone who is looking to enhance their communications and marketing programs through adding top shelf talent with solid experience, should consider Rocio, as she has my strong recommendation.
Tim Ortiz
Communications Manager at NIBR
Rocio is an extremely professional and effective communications professional. I have had the pleasure of working with her for several months now as a member of Novartis, and am impressed by her communications acumen. Her attention to detail and ability to FINISH has been an incredible benefit to the Novartis team. Don't overlook her creativity as she comes up with great ideas and insights into solving challenges.
Renee Ghaheri
Injury Prevention Specialist at Sharp HealthCare
Rocio is a very knowledgeable and skilled Communications Strategist and working with her has been an absolute pleasure. She has excellent organizational skills and is capable of successfully managing multiple projects at any given time. She was instrumental in the successful launch of the Institute's wellness program, assisting with the development of outward facing resources for both our scientific and administrative personnel.
Sights from the Road
"Travel makes one modest. You see what a tiny place you occupy in the world."- Gustave Flaubert
