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    ROCIO OSUNA

    DIGITAL MARKETING STRATEGIST.

    PERFORMANCE MARKETING EXPERT.

    PROJECT & CAMPAIGN MANAGER.

  • Welcome!

    GLAD YOU'RE HERE :)

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    About Me

    ​Passionate about marketing & meeting new people

    Hi, I'm Rocio, a dynamic digital marketing and communications professional with over 14 years of experience in diverse sectors including startups, biotech, education, healthcare, and pharma.

     

    My expertise lies in:

    • Digital & Email Marketing: Crafting and executing strategies for maximum impact.
    • Communications: Developing compelling narratives and messaging.
    • Project Management: Ensuring seamless execution and delivery.

    I excel at fostering collaboration, recommending data-based solutions, and providing fresh, creative approaches to elevate brands. Bilingual in English and Spanish, I'm driven to enhance engagement and strengthen brand presence.

     

    Currently seeking a full-time digital marketing or marketing role to leverage my expertise in enhancing brand engagement and strengthening market presence.

  • My Impact in Numbers

    I specialize in driving measurable results through digital and email marketing, compelling content development, and expert project management. Below are a few highlights of my impact in numbers:

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    900%

    increase in email subscriptions & 100+ sales leads generated from a single conference promotion

    Neuroscience '13 | Pipette.com

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    250,000+

    emails sent with average 39.41% open rates and 5.65% click-to-open rates, maintaining 99.99% delivery.

    Email Marketing '25 |
    UCR University Extension

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    108%

    year-over-year increase in website traffic for major university events (21,600 to 45,000 users).

    Homecoming '21 |

    UC San Diego

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    84%

    attendance rate achieved for educational programs managed within budget

    STEAM Discovery '24 |

    UCR University Extension

  • Project Case Studies

    This section provides an in-depth look at key campaigns and initiatives I've led, detailing my strategic approach from problem identification to measurable results. Each case study demonstrates my ability to develop and execute data-driven marketing strategies, manage complex projects, and drive tangible outcomes in digital marketing and communications.

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    AP Summer Institute Campaign Strategy

    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
    • Independently managed the seven-month APSI 2025 project, demonstrating adaptability and strategic problem-solving throughout the campaign.

    • Proactively identified and engaged over 1,000 new potential prospects through independent research, significantly expanding outreach beyond initial parameters.

    • Utilized data analysis (A/B testing) to optimize advertising strategies, resulting in a more cost-effective approach and improved ROI.

    • Authored a comprehensive 35-page post-event report, providing data-driven insights into attendance demographics, campaign performance, and actionable recommendations for future improvements.

    • Achieved 60% of our attendance target, with detailed analysis attributing lower figures to external political issues, demonstrating the robustness of internal strategies despite external headwinds.

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    STEAM Discovery Program Campaign

    2024

    The UCR STEAM Discovery Program is an educational initiative by UCR University Extension, offering Science, Technology, Engineering, Arts, and Mathematics (STEAM) education for 3rd-6th grade students.

     

    PROBLEM 

    The program struggled with limited student enrollment and operated under a highly restricted advertising budget, posing a significant challenge to outreach and participation goals.

     

    SOLUTION

    Developed and executed a resourceful marketing strategy that maximized no-cost channels and strategically highlighted scholarship opportunities to boost engagement and achieve enrollment targets efficiently.

     

    APPROACH

    • Directed the project management and successful distribution of an event flyer, ensuring its timely and effective advertisement through platforms like Peachjar.

    • Maximized reach by publishing event details across free community calendars and the university's official event website.

    • Strategically utilized Meta (Facebook/Instagram) boosted posts to increase visibility within targeted geographical areas, optimizing for specific demographics.

    • Tracked and analyzed key engagement metrics (impressions, interactions, link clicks, shares) on social media, demonstrating attention to detail and data-driven assessment.

    RESULTS

    • Exceeded registration goals, achieving an impressive 84% attendance rate for the program.

    • Met all marketing objectives while maintaining a lean 20% marketing investment, showcasing significant resourcefulness and cost-effectiveness.

    • Successfully leveraged low-cost resources and scholarship messaging to dramatically increase engagement and meet campaign objectives.

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    Community Partnership Day (CPD) - Inaugural GNF Event

    2017

    Community Partnership Day (CPD) is a global Novartis initiative where associates volunteer in local communities. For 18 years, the Genomics Institute of the Novartis Research Foundation (GNF) had never hosted this event, despite all other global sites participating.

     

    PROBLEM
    GNF's consistent absence from the global Community Partnership Day, signaling a missed opportunity for local community engagement and internal team building.

     

    SOLUTION 

    To establish GNF's first-ever Community Partnership Day, leveraging project management, strategic advertising, and content development to achieve at least 50% site participation.

     

    APPROACH

    • Led end-to-end event coordination, encompassing recruitment of non-profits, securing activity opportunities, and managing vendor relationships.

    • Designed and implemented comprehensive marketing, including establishing a dedicated registration site, creating promotional posters & flyers, and coordinating event merchandise.

    • Managed all budgetary aspects to ensure efficient resource allocation.

    • Developed and organized a post-event gathering to facilitate employee story-sharing and foster community.

    RESULTS

    • Achieved 53% site participation, surpassing the 50% goal for the inaugural event.

    • Secured 12-15 non-profit partnerships from over 30 initial contacts.

    • Garnered 99% employee satisfaction, with feedback highlighting increased colleague connection and gratitude.

    • 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."

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    GNF Associate Spotlight Program

    2016

    The GNF Associate Spotlight was a weekly Q&A program designed to showcase individual associates, offering colleagues a glimpse into their motivations, inspirations, and personal lives outside of work.

     

    PROBLEM

    A critical lack of cross-departmental interaction and a sense of disconnection among associates at the Genomics Institute of the Novartis Research Foundation (GNF).

     

    SOLUTION

    Developed and implemented an interview-based program to foster connections by regularly profiling associates, increasing internal engagement and camaraderie.

     

    APPROACH

    • Designed and launched a dedicated intranet landing page for weekly features.

    • Conducted weekly interviews with associates from diverse departments, crafting compelling narratives.

    • Managed content editing and cross-departmental publication coordination.

    • Developed targeted advertising content and distributed feedback surveys.

    • Utilized survey results to continuously refine and optimize program elements.

    RESULTS

    • Achieved 100% participant satisfaction with their published profiles.

    • Became the most visited intranet site, significantly boosting internal engagement.

    • Inspired replication efforts at other Novartis sites due to demonstrated success and increased employee interaction.

    • Common employee feedback highlighted increased exposure and connection: "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."

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    My Science Matters - Brand Strategy Campaign

    2014

    "My Science Matters" was a transformative brand strategy campaign for Pipette.com, designed to humanize the brand by spotlighting the compelling stories of our customers and their impactful scientific work.

     

    PROBLEM

    Pipette.com faced limited brand exposure and recognition for its products beyond direct sales, lacking a relatable human element in its market presence.

     

    SOLUTION

    To develop and amplify customer-centric narratives, showcasing how Pipette.com's products directly contributed to the success of scientific endeavors.

     

    APPROACH

    • Led end-to-end content development, from identifying and researching customers to conducting in-depth interviews.

    • Drafted, edited, and revised compelling customer stories, ensuring accuracy and impact.

    • Managed multi-channel publication, releasing stories monthly across the company newsletter, social media, blog, and press releases.

    • Optimized content with strategic SEO keywords and call-to-action language.

    RESULTS

    • Achieved significant increases in landing page traffic, driving subsequent navigation to the main website.

    • Boosted engagement and traffic across Pipette.com's Twitter and Facebook pages.

    • Successfully humanized the brand, leading to positive market reception and improved brand perception.

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    I Heart Pipette Promotion - Neuroscience 2013 Promotion

    2013

    The "I Heart Pipette" campaign was a strategic promotion developed for Pipette.com, aimed at significantly boosting email sign-ups and generating sales leads at the Neuroscience Annual Meeting 2013.

     

    PROBLEM 

    Previous conference efforts (Neuroscience 2012) had yielded only 50 email subscriptions, indicating a need for a more engaging and effective lead generation strategy.

     

    SOLUTION 

    Designed and executed a compelling, whimsical promotional campaign centered around a unique t-shirt giveaway to drive booth traffic and engagement.

     

    APPROACH

    • Developed and designed a unique promotional t-shirt to serve as a key engagement tool.

    • Utilized Twitter as the primary advertising channel, strategically engaging with the #SfN13 hashtag to inform attendees about the booth and promotion.

    • Implemented on-site engagement tactics to create buzz and draw attendees.

    RESULTS

    • Generated over 500 email subscriptions, a 900% increase compared to the previous year.

    • Secured over 100 qualified sales leads.

    • Created a consistent line extending down multiple booths, attracting significant attention.

    • Drew inquiries from major biotech companies curious about the high traffic volume.

    • Achieved the second most social Twitter handle (@Pipettecom) for Neuroscience Annual Meeting 2013, surpassing numerous competitors and trailing only the official event handle amidst millions of tweets.

  • Experience

    Here's a look at my professional journey, showcasing how I've driven impactful results across various roles. Each entry provides a brief overview of my responsibilities and highlights key achievements in digital marketing, campaign management, and strategic communications.

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    UC Riverside University Extension

    Strategic Marketing Coordinator

    I spearheaded the management of key academic programs, including the AP Summer Institute and various Education & Credentials programs, with the primary objective of increasing enrollments. My role involved extensive data analysis to inform strategic decision-making and optimize marketing efforts.

     

    Key Accomplishments:

    • Drove high-volume email campaign performance, sending over 250,000 emails (July 2023 - May 2025) for newsletters and key programs. Achieved an average Open Rate of 39.41%, Total Click-Through Rate of 2.83%, and Click-to-Open Rate of 5.65%, while maintaining a 99.99% delivery rate.

    • Led the 7-month APSI 2025 project, significantly expanding outreach by engaging over 1,000 new potential prospects.

    • Successfully managed the STEAM Discovery advertising campaign within budget, achieving and exceeding registration goals with an 84% attendance rate.

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    UC San Diego

    Digital Communications Specialists

    As a key member of the Digital Strategy team within Alumni Engagement, I developed and executed comprehensive digital marketing and communications programs. My focus was on driving engagement, optimizing online presence, and advancing the university's mission through strategic content creation, campaign management, and data analysis.

     

    Key Accomplishments:

    • Drove significant growth for annual Homecoming campaigns (2019-2021):

      - Increased Homecoming 2021 website users by 108% YOY (from 21,600 to 45,000).
      - Boosted overall online registrations by 135% YOY (from 2,416 to 5,670), including a 99% surge in alumni registrations.
      - Achieved substantial registration growth across all segments: students (+180%), staff (+114%), and faculty (+226%). 
    • Spearheaded the successful launch of Tritons Connect networking platform, developing compelling email campaigns, advertisements, and presentations, which contributed to the team winning the 2020 Graduway Impact Award.

    • Managed high-impact online marketing campaigns and content development, including email marketing that 53% of attendees cited as their primary source of event information for Homecoming 2021.

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    Motionstrand - Full-Service Digital Agency

    Content Marketing Manager

    I spearheaded comprehensive content strategies and execution for a diverse portfolio of pharmaceutical and tourism clients. My work focused on driving engaging and effective digital presence, from multi-platform campaigns to SEO-optimized content, ensuring strategic alignment and client satisfaction.

     

    Key Accomplishments:

    • Led comprehensive content marketing strategies for diverse clients, developing and executing end-to-end campaigns encompassing landing pages, email, blog, and multi-platform social content.

    • Achieved sold-out status for a key client event and substantially boosted attendance at another via targeted paid social campaigns, significantly surpassing previous year's performance.

    • Boosted Facebook engagement for a residential recovery client, earning direct client praise for highly relevant and effective content that resonated deeply with their audience.

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    aTyr Pharma

    Project Associate

    I played a key role in supporting executive initiatives and streamlining operational processes. My responsibilities encompassed strategic communication, content development, internal document management, and enhancing system efficiency.

     

    Key Accomplishments:

    • Led corporate rebranding efforts, developing a new company logo and color palette in close collaboration with Investor Relations and the CEO.

    • Redesigned the company intranet, transforming it into a central communication hub for employees by aligning content and structure with executive department needs.

    • Conducted a comprehensive website and content audit, providing strategic recommendations for improving usability and overall effectiveness.

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    Novartis/GNF

    Communications Specialist

    I oversaw internal communications for West Coast operations, partnering with leadership to drive effective initiatives. My responsibilities included strategic content development, multimedia communications, and event planning to boost employee engagement and ensure clear, timely information dissemination.

     

    Key Accomplishments:

    • Created and launched the GNF Associate Spotlight, an internal employee program that achieved 100% positive feedback and became the most visited intranet page, significantly boosting employee interaction and engagement.

    • Conceptualized and executed the inaugural Novartis Community Partnership Day 2017, achieving 100% positive feedback and exceeding participation goals with 53% employee involvement by managing all event logistics, content, and marketing.

    • Initiated and completed a multimedia image library project for the institution, which led to the images being utilized globally by leadership teams for various communications.

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    Pathway Genomics

    Communications Specialist

    I was a key contributor to the marketing team, responsible for developing compelling marketing materials, managing the company's social media presence, and optimizing digital content. I collaborated cross-functionally to ensure consistent messaging and effective promotion of Pathway Genomics' innovative products, particularly within the biotech sector.

     

    Key Accomplishments:

    • Conceptualized and launched social media campaigns for CancerIntercept™, the first liquid biopsy test for cancer detection, generating thousands of website visitors on launch day, one of the largest in company history.

    • Developed and executed successful Pathway Fit® promotional campaigns across various social media platforms, creating engaging content and optimizing based on analytics to drive product sales.

    • Edited and refined the white paper for OME™, the pioneering wellness app powered by IBM Watson, ensuring clarity and accuracy of complex scientific and technological content.

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    Pipette.com

    Copywriter, Social Media, & PR Specialist

    I drove comprehensive content strategies, managed multi-channel social media engagement, and executed public relations initiatives. My work focused on humanizing the brand, increasing online visibility, and generating leads for scientific products and services.

     

    Key Accomplishments:

    • Achieved a 900% increase in email subscriptions and secured over 100 sales leads through a highly successful promotional campaign during the Neuroscience 2013 conference.

    • Secured the second highest social media engagement among participating organizations at the Neuroscience Annual Meeting 2013 (@Pipettecom), outperforming competitors in a highly active online conversation with millions of tweets.

    • Served as the key PR liaison for Capital One's #SmallBizProud campaign, securing prominent visibility for our CEO's story.

  • Skills

    Here's a comprehensive overview of my core competencies, demonstrating my proficiency in digital marketing strategies, content development, and driving audience engagement. These skills, ranging from SEO and social media to compelling storytelling, enable me to execute impactful campaigns and achieve measurable results in dynamic marketing environments.

    Storytelling

    Content Marketing

    Digital Marketing

    Internal Communications

    Project Management

    Search Engine Optimization (SEO)

    Market Research

    Brand Strategy

    Social Media Marketing

    Email Marketing

    Search Engine Marketing

    Paid Media

    Campaign Management

    Lead Generation

    Data Analytics

    Website Management

    Key Performance Indicators (KPIs)

    Search Engine Marketing (SEM)

  • Recommendations

    Authentic feedback from colleagues on my work ethic, collaboration, and impact.

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    Lauri T.

    Associate Director, Strategic Marketing

    I have had the pleasure of working closely with Rocio for two years while she served as the Strategic Marketing Coordinator for our Education and Degree Completion Programs. From the start, she demonstrated a strong mix of strategic thinking, data-driven decision-making, and collaborative leadership.

    She consistently led complex projects involving multiple departments and stakeholders, ensuring alignment across teams and driving initiatives forward with precision and intentional focus. Whether she was developing marketing campaigns, researching personas, or producing and analyzing detailed reports, Rocio approached every task with professionalism and purpose.

    One of her greatest strengths is her ability to translate data into actionable insights. She skillfully leveraged both internal and external platforms and systems to track performance and inform strategic decisions. Her work made a clear, measurable impact on how we approached marketing and outreach.

    Beyond her technical abilities, Rocio is simply a joy to work with. She communicates clearly, builds strong relationships, and brings a calm, solution-oriented mindset to any challenge. She’s someone you can count on—no matter the complexity of the project or the pace of the environment.

    Any team would be fortunate to have her, and I’m excited to see where her next chapter takes her.

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    Jordaun W.

    Strategic Marketing Coordinator

    I had the pleasure of working with Rocio over the past two years, and in that time, she consistently started every day with professionalism, a strong attention to detail, and collaborative energy.

    As a Strategic Marketing Coordinator, Rocio brings a combination of strategic thinking, planning, and execution. She approaches every project, no matter how big or small, with thorough research and a clear goal in mind, which directly contributed to the successes of our APSI and Degree Completion programs.

    What stands out most about Rocio, aside from her great work ethic, is her positive attitude. She's a reliable and upbeat person who stays focused under pressure.

    Any team would be lucky to have Rocio—she not only adds value but also elevates those around her.

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    Alexei R.

    Laboratory Supervisor

    "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.

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    Renee G.

    Injury Prevention Specialist

    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.

  • Speaker: LinkedIn Local San Diego

    Video Marketing & Storytelling

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    Speaking Engagement

    As a featured speaker at a past LinkedIn Local San Diego event, I shared insights on video marketing and digital storytelling. My presentation showcased how 'Rocio's Book Adventure' served as a personal brand and content creation vehicle, highlighting the power of video to enhance brands and connect with audiences. While registration for this event is now closed, you can explore the Video Series section here to see examples of the video content discussed.

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    Leadership & Community Impact

    Driving community impact through mentorship, professional development, and event leadership.

     

    Volunteer, Professional Development Mentor| City Heights Coffee Shop | 2019

    Guided underprivileged students in leveraging LinkedIn for professional networking and career development, enhancing their digital literacy skills through interpersonal engagement.

    Guest Speaker | e3 Civic High | 2018

    Inspired high school students by sharing a personal journey, emphasizing resilience, educational access, and Latino/a empowerment, particularly for students with limited resources or learning disabilities.

    Volunteer| Public Relations Society of America (PRSA) | 2018

    Supported the successful execution of PRSA San Diego chapter events by assisting with critical pre-event setup, attendee registration, and day-of logistical needs. Contributed to creating a positive experience for attendees and presenters.

  • Education 

    "Education is the most powerful weapon which you can use to change the world."

    - Nelson Mandela
     

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    Newcastle University

    M.A.

    Modern and Contemporary Studies

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    University of California, Santa Cruz

    B.A.

    English Literature, minor in History

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    The University of Edinburgh

    B.A.

    English Literature, minor in History

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    Certifications


    Manage GA4 Data and Learn to Read Reports | Google Digital Academy (Skillshop) | 2025


    Get Started Using Google Analytics (GA4) | Google Digital Academy (Skillshop) | 2025

    HubSpot SEO Certification | HubSpot | 2025

    HubSpot Digital Marketing Certification | HubSpot | 2025

    HubSpot Social Media Marketing Certification | HubSpot | 2025

    Become an AI-Powered Marketer Certification | Semrush Academy | 2025

    Project Management Practical Training Program | UC San Diego | 2022

    Web Accessibility Certification | Siteimprove | 2022

  • Writing Samples

    Explore a diverse collection of my professional writing, showcasing expertise across various industries and content formats. From engaging blog posts to strategic marketing collateral, these samples demonstrate my ability to craft compelling narratives and deliver impactful communications that drive results.

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    Impactful Content Across Industries

    Dive deeper into my professional writing to see how I drive results.

     

    View My Writing Portfolio Here

  • Video Series: Content Creation & Community Building

    Rocio's Book Adventure is a self-produced video series showcasing my passion for storytelling and community engagement through the lens of literature. I interview professionals across LinkedIn to explore their favorite books and the 'why' behind their choices, fostering connections and insights. This series also highlights independent bookstores, allowing me to demonstrate my content creation, digital storytelling, interviewing, and community-building skills, along with my personality and a unique approach to personal brand development.

    Rocio's Book Adventure, Special Edition

    Guest: Zack Scriven, Zack Scriven Media Podcast Host

    Rocio's Book Adventure, Special Edition

    Brian Schulman, Founder & CEO of Voice Your Vibe

    Rocio's Book Adventure, Special Edition

    Joe Apfelbaum, CEO of Ajax Union

    Rocio's Book Adventure, Special Edition

    Guest: Mary Brandt, LinkedIn Bakery

    Rocio's Book Adventure, Special Edition

    Anna Sabino, Personal Branding and Business Building Strategist

    Rocio's Book Adventure, Special Edition

    Guest: Brian Roy, Animator

    Rocio's Book Adventure, Special Edition

    Guest: Geoff Koboldt, Architectural Technical Sales Leader

    Rocio's Book Adventure, Special Edition

    Finn Thormeier, Founder at Project 33

    Rocio's Book Adventure, Special Edition

    Quentin Allums, CEO of Urban Misfit Ventures

    Rocio's Book Adventure, Special Edition

    Michaela Alexis, LinkedIn Top Influencer

    Rocio's Book Adventure, Special Edition

    Natalia Wiechowski, Think Natalia

    Rocio's Book Adventure, Special Edition

    Natalie Riso, Top LinkedIn Influencer

    Rocio's Book Adventure, Episode 1

    Bookman and Book Carnival in Orange, CA

    Rocio's Book Adventure, Episode 2

    D.G. Wills in La Jolla, CA

    Rocio's Book Adventure, Episode 3

    The Writer's Block in Las Vegas, NV

    Rocio's Book Adventure, Episode 4

    Footnote Books in San Diego, California

    Rocio's Book Adventure, Episode 5

    Lhooq Books in Carlsbad, California

    Rocio's Book Adventure, Episode 6

    Book Soup Bookstore in West Hollywood, California

    Rocio's Book Adventure, Episode 7

    Verbatim Books in San Diego, California

    Rocio's Book Adventure, Episode 8

    Fahrenheit 451 Books in Carlsbad, California

    Rocio's Book Adventure, Episode 9

    Mysterious Galaxy Bookstore in San Diego, California

    Rocio's Book Adventure, Episode 10

    Elaine's Book Mark in Escondido, California

    Rocio's Book Adventure, Episode 11

    The Iliad Bookshop in North Hollywood, California

    Rocio's Book Adventure, Episode 12

    Warwick's in La Jolla, California

  • Drop Me a Line

    Let's collaborate!