Serena Garcia

• Coach program participants to learn journalistic writing and become more civically engaged for weekly alternative digital news channel. Engage Documenters 1:1, including every new Documenter and Docs seeking assistance. Cultivate teamwork and peer learning. Train Documenters on subject-matter prioritization, context, research methods, and time-management. Program voted "Best Innovative News" by Atlanta Press Club.
• Check in with new Documenters ahead of their government board meetings to: Review, edit, fact-check, proofread, and publish Documenters assignment submissions, provide constructive feedback, and debriefing as needed. Write news headlines and teasers using AI.

• Write clear and accurate summaries and other content in a journalistic style to promote the content generated by program participants. This includes the For the Record newsletter as well as communicating with external partners. Cultivate a network of local partners in media, community organizing, education, academia, and government who are consistently using Documenters.org as part of their regular work and sharing feedback with Canopy Atlanta.
• Coordinate and facilitate outreach and recruitment efforts to target communities and individuals for Documenter events. Lead and promote monthly Community of Practice events to cultivate best practice conversations.
• Collaborate with the Documenters Network (via bimonthly calls, Basecamp,  and monthly Network calls, etc.). Design and implement trainings and other civic learning opportunities that are responsive to Documenter needs. Host weekly online video learning recordings.

• Teach communications courses based on specific learning outcomes. Evaluate and grade students' class work, tactical assignments, and special projects. Prepare and deliver instructional materials (i.e., syllabi, homework assignments, and handouts) in person and/or online. Initiate, facilitate, and moderate classroom discussions. Review, edit, and proofread writing projects. Provide editorial and constructive feedback.
• Courses taught: public speaking, introduction to communication, technical writing, social media campaign planning, communication campaign planning, and senior digital portfolio. 

• Responsible for creating (researched, wrote, edited, and proofed) and executing all external communications plans to embody the mission and vision of the organization. Developed and drove communications from ideation to implementation and evaluation for federally-funded specific projects and broad agency issue areas.
• Managed all content development, production, workflows, and publishing processes supporting web, social media, public and media relations, marketing promotions, blogs, podcasts, reports, fact sheets, organizational statements, and other communications tactics. Handled content requests from across the organization.
• Established quality control procedures, including fact-checking, editing, and proofing. Collaborated with professional consultants to address technical issues. Monitored multiple email accounts and responded to and referred requests to subject-matter experts in a timely manner.
• Conducted a website content audit to determine SEO and navigation efficacy. Reported website analytics to federal and corporate funders. Increased web traffic by 12%.
• Provided leadership on all fundraising initiatives, including special events, major gifts, planned giving, sponsorships, donor cultivation, and grant writing.

• Created and led editorial material for corporate communications (print, digital, and social). Managed publication development for small- to mid-sized publication clients. Created and facilitated integrated marketing communications and public relations strategies for government and nonprofit agencies.
• Maintained media relationships and created compelling pitches. Created speaker bureaus and trained individuals for media interviews. Evaluated communication strategies based on outcomes and outputs. Served as project manager for special events, initiatives, and volunteers.

• Led media relations strategies and implementation. Identified, wrote, edited, proofread, and pitched university news to local and national media. Increased media coverage by 15%. Established and maintained targeted media lists and nurtured relationships with media representatives. Managed media requests promptly. Ensured all communication remained consistent with the university brand. Partnered with divisions across campus to fulfill external media relations and marketing needs for the university.
• Led faculty and staff in media training as necessary. Monitored media mentions about the university and provided monthly reports and analytics.
• Served as managing editor for the Laker Connection university digital magazine, covering staff, faculty, and community features. Identified specific content angles. Supervised freelance writers, proofers, and photography and assets selection.
• Researched, interviewed faculty and staff, and wrote articles for the internal campus newsletter and public-facing news web page. Wrote and published internal university-wide announcements.
• Wrote fundraising video scripts and led video talent development. Edited university promotional brochures and site content.

• Defined and managed the program stakeholder outcome-driven communications change strategy, plan, project management, and approach to drive awareness. Developed and executed communications material for executive leaders, divisional leaders, and Change Network stakeholders. Created and distributed tactics including large group emails, training invites, video scripts, talking points, internal FAQs, program glossaries, and informative decks.
• Consulted with engagement, program subject matter experts, and sponsors on content curation. Led content development, editing, proofreading, review, and publishing processes for NEXT Program communications deliverables. Led weekly editorial meetings and managed editorial production schedules and calendars.
• Collaborated with three corporate communications and marketing teams to create an intranet content strategy for the Workday HR launch. Served as the content producer and editor for the NEXT Program Newsletter.
• Assessed the effectiveness of communications awareness for stakeholder groups, including leadership, management, and employees. Managed communication across domestic and international stakeholders and business units. Assigned and tracked necessary KPIs relative to deliverables and reported back to leadership on a regular cadence. Administered and leveraged communications tools as needed to meet design, delivery, and measurement needs. 

• Created (researched, wrote, edited, and proofed) and executed project-level communications plans for divisional and business unit leadership. Drove cultural change and fosters engagement and adoption. Served as a public relations practitioner and marketer for the Human Resources Department to increase awareness and engagement for health and wellness benefits, payroll, technology, HR policies, programs, initiatives, compensation, employee resource groups, and talent acquisition special projects. Tracked and led research, content development, review, governance, editing, publication, and distribution processes.
• Established a baseline of current communications effectiveness and executed an ongoing measurement plan for measuring progress against company outcomes and outputs.
• Used analytical behaviors to measure the effectiveness of communications strategies and tactics, research insights, enhanced the user experience, and made necessary recommendations for outcome improvement. Leveraged cross-functional collaboration and relationship management to guide business stakeholders to make appropriate decisions best supporting communications goals, plans, initiatives, and projects.
• Applied strategic and critical thinking attributes and used project management and change management methodologies to implement new communication products, tools, and technical enhancements. led the workload and assignments of junior communications team members and served as interim manager as needed. Led the weekly team editorial calendar and daily assignment review.
• Created and managed informational and call-to-action-based internal content for Human Resources to include: email messaging, employee engagement surveys, Leader Heads Up and HR Advance messaging, SkyHub-social media, Deltanet-SharePoint site, FAQs, print collateral, digital articles, blogs, analytics, infographics, how-to guides, frequently asked questions, site updates (employee engagement increased by 15%), digital display banners, collateral, branded indoor and outdoor signage, reports, decks, talking points, PowerPoint presentations, and photo/corporate video storyboarding and direction. managed the content, layout, design, printing, and shipping of printed products.
• Wrote communications messaging for COVID-19 employee policies. Served as an intranet author and mailbox moderator. Identified optimal channels for message delivery. Collaborated in an agile approach with executives, divisional communicators, corporate communications, marketing, IT, legal, project managers, subject matter experts, graphic designers, and change managers for message alignment on enterprise-wide strategies for Delta audiences, impacting employee engagement (audience: all domestic and international employees, enterprise-wide (audience: 90,000+)

• Drove cultural change and fostered engagement and adoption through a CIO communications platform that complemented an organizational change management strategy. Advised and guided IT Learning and Infrastructure & Reliability partners on communications best practices and the editorial calendar across channels for flight plan alignment.
• Writer, editor, proofreader, and designer of the IT Weekly Snapshot newsletter (employee engagement and impressions increased by 14%) and WebEx/Century Link web conferencing lead, weekly Tech Talk learning audio show host, producer, and marketer (both audiences: 6,000+). managed the content, layout, design, printing, and shipping of printed products.
• Supported departmental event planning and worked with vendors for trade show displays. Served as a public relations practitioner and marketer for the IT Department. Supported event planning and communications tactics for executive leadership conferences and meetings and IT employee engagement events.
• Created internal content marketing and interactive digital platforms (wrote for email messaging, print, SkyHub-social media, Deltanet-SharePoint site, digital articles, blogs, analytics, internal social media, web conferencing strategy, production, logo governance, corporate video, audio, executive talking points, PowerPoint presentations, audio, surveys, collateral, and branded indoor and outdoor signage while partnering in an agile way with Human Resources, Talent Management, organizational change management, and Corporate Communications to position CIO and IT executives’ thought leadership and strengthen IT reputation as part of a client-based relationship.
• Supported divisional town hall presentation editing and promotion. Collaborated with divisional communicators and project managers on enterprise-wide strategies for IT audiences and employee engagement.
• Developed communications strategies and plans, programs, and campaigns using project management systems and relevant communication channels to promote new technology platforms, products, and processes. evaluated the strategy's performance. Reported on internal communications and social media measurement and metrics.
• Partnered with senior leadership training members to lead the first SHE Leads IT Business Resource Group event planning and marcom plan for the dual-state launch, created to increase women's IT leadership development, community engagement and events, and enhance diversity and inclusion impact (audience: 6,000+).

• Collaborated with creative, product, and legal teams and departmental clients to develop targeted external campaigns using email, web, radio (impressions increased by 18%), signage, digital content, social media, advertisements, logo governance, trade events, and operational communications for the national marketing rebrand launch from EverBank to TIAA Bank.
• Led (researched, wrote, edited, and proofed) heavy copywriting combined with strategic thinking, advised design concepts and voice, crafted compelling headlines, benefits-oriented body copy, and actionable CTAs based on rebranding guidelines and business objectives to support a new national launch for multiple target audiences in all 50 states. Partnered cross-departmentally through all project management stages.

• Led (researched, wrote, edited, and proofed) and executed external and internal marketing communications campaigns and project management, public relations, press kits, B-B social media (engagement increased by 20%), and corporate media relations strategies impacting over 40,000 insured groups. Charged with developing content to research new and current customers while enhancing the customer experience.
• Worked with creative, legal, human resources, technology, product, and sales teams to build diverse channel messaging to educate and survey thousands of American and Canadian internal agents about supplemental health and critical illness products and online services.
• Wrote marketing communications and digital content: case studies, white papers, flyers, brochures, advertisements, reports, publications, PowerPoint presentations, web pages, surveys, and emails for U.S. and Canadian markets. Conducted industry statistics and audience research.
• Managed public relations and social media editorial calendars, social media audits, logo governance, and newsletter editing for senior executive leadership. Managed message alignment with corporate priorities in the sales industry.
• Led diverse communications tools to help drive engagement, line of sight, and culture change. proactive identification of emerging and existing issues impacting overall business performance and reputation/mitigation. Served as an event presenter, business resource group keynote speaker, and departmental spokesperson.

• Created and led all external and internal marketing communications planning and project management impacting the Silent Generation, Baby Boomers, Generation X, and multicultural audiences (Black/African American, Latino/a/x, Asian). Partnered with creative, legal, technology, product, and brand teams to build diverse channel messaging to educate 1 million state members and potential members about exclusive tools, products, platforms, benefits, upcoming trainings, medical monitoring, health resources, health trends, caregiving, financial planning, and identity theft.
• Supported the team in developing a clear understanding of diversity, equity, and inclusion concepts addressing identities, intersectionality, types of bias, the human rights framework, and social justice terms.
• Created editorial calendars and state-level strategies: public relations, marketing, and advertising planning; briefs, speeches, and talking points; reports and presentations; news and feature story pitching; press releases (impressions increased by 25%); media advisories; backgrounders; and newsletters. Managed photography, videography, scripting, and production efforts.
• Led press conferences and editorial board meetings with media outlets to pitch news angles impacting shared audiences. Coordinated with local and national media outlets, including the Associated Press, determined media interviews and placement and radio tours, positioned senior leadership and staff directors, and served as spokesperson. Monitored public relations engagement and awareness insights. Managed two departmental budgets and procurement processes. Served as a member of the associate state directors to guide the state agenda and initiatives.
• Using the Associated Press Stylebook, AARP style guide, and inclusive language, wrote marketing communications and digital content to include flyers, brochures, reports, publications, and advertisement copy. Managed web conferencing strategy and production. Created PowerPoint presentations, surveys, emails, invites, and SharePoint digital content.
• Managed social media campaigns (engagement increased by 21%), including editorial calendaring, message scheduling, video integration, organic and static content, and engagement reporting. Photographed and video recorded all engagements and events for storytelling. Collaborated with advocacy and multicultural team directors to lead multicultural marketing and outreach efforts and events in targeted media outlets in six designated cities within Georgia.
• Led the Speakers Bureau program and trained speakers. Conducted social media writing training for members in targeted Georgia cities to increase community outreach outcomes. Led staff and volunteers in communications training and media preparation to speak on behalf of the organization using prepared talking points. Pitched state-interest features and news topics for AARP's state-level tabloid and consulted with assigned writers.
• Developed and administered special initiatives and events. Partnered and communicated with city, county, and congressional offices, nonprofit and governmental partners collaboratively on age-friendly community outreach initiatives (Macon and Augusta), and federal and state legislation.
• Successfully led Augusta-based local electeds and advocacy agency outreach engagement to create a comprehensive age-friendly city designation application addressing aging disparities and strategies. Led communications strategy presentations for state-level AARP board members and initiative-based special advisory board members. Produced weekly, monthly, and annual reports on dashboard goal outcomes (membership increased by 5%) for communications and outreach.
• Coordinated with nonprofits, higher education institutions, and government agencies to create special educational events that increased awareness for members and nonmembers.

• Managed (researched, wrote, edited, and proofed) internal and external marketing communication strategies, special events, and administrative duties. Developed, administered, and developed special initiatives. Co-led donor cultivation, communication, acknowledgment, and appreciation messaging. Led communication processes with the organization’s executive board members.
• Created and led: website content, social media (engagement increased by 12%), talking points, news and feature stories, publications, press releases, public relations strategies (impressions increased by 15%), digital content creation, volunteer management, training docents, exhibition preparation, producing docent training videos, marketing strategies, fundraising strategies (funding increased by 18%), coordinated budgets and vendors, lease/space agreements, curation assistance with artist and exhibition research, rental site visits, youth special programming and tours, private exhibition tours, public speaking, and art advocacy. Supervised interns and volunteers.

• Directed development and implementation of a cohesive communications strategy, addressing women's reproductive health care access and provision in state and federal legislation.
• Created (researched, wrote, edited, and proofed) and led: website content, social media messaging (engagement increased by 15%), talking points, speeches, and briefs, news and feature stories; press releases and media advisories (impressions increased by 22%); backgrounders; public relations strategies; media interviews; media relationships; positioned senior leadership; advocacy support; videography; trained volunteers; and project management. served as the organization’s media spokesperson and editor of the organization’s quarterly newsmagazine, Collective Voices. Led publications editorial, graphic, and publishing processes.
• Provided communications training for national affiliates and collaborative partners. Assisted with fundraising strategies (funding increased by 12%). Assisted with donor cultivation, communication, acknowledgment, appreciation, and the donor database. Managed communications and marketing budgets. Supervised communications staff, writers, designers, interns, and volunteers.

• Taught communications course based on specific learning outcomes. Evaluated and graded students' class work, tactical assignments, and special projects. Prepared and delivered instructional materials (i.e., syllabi, homework assignments, and handouts) in person, hybrid, and/or online. Initiated, facilitated, and moderated classroom discussions. Provided constructive feedback. 
• Course taught: Public Speaking

• Taught communications courses based on specific learning outcomes. Evaluated and graded students' class work, tactical assignments, and special projects. Prepared and delivered instructional materials (i.e., syllabi, homework assignments, and handouts) in-person. Initiated, facilitated, and moderated classroom discussions. 
• Reviewed, edited, and proofread writing projects. Provided editorial and constructive feedback. 
• Courses taught: Communications 101, Communications 102

• Created and led: website content, social media messaging (engagement increased by 15%), talking points, speeches, and briefs, news and feature stories; press releases and media advisories (impressions increased by 22%); backgrounders; public relations strategies; media interviews; media relationships; positioned senior leadership; advocacy support; videography; trained volunteers; and project management.
• Served as the organization’s media spokesperson and editor of the organization’s quarterly newsmagazine, Collective Voices. Led publications editorial, graphic, and publishing processes.

Communication

AI Language Model

News and Social Media Monitoring, Measurement, and Evaluation

Earned Media, Media Relations, Effective Pitching, Reporting, and Evaluation

Digital Marketing Strategy: Search Engine, Social Media, Smart Marketing, Content, Personalized Digital Experience, ROI, Customer Acquisition, UX, Web Analytics

Social Sciences: Communications/Public Relations

Mass Communications: News/Editorial