Liza M. Rodriguez
El Paso
Summary
Dynamic communication professional with 20+ years of experience in public relations, strategic communication, and marketing. Expertise in leading district-wide initiatives, stakeholder engagement, and impactful messaging. Skilled in crisis communication, digital innovation, and cross-functional collaboration. Bilingual (English/Spanish) with strong multimedia content creation and team leadership. Current member of the Holdsworth Center Leadership Team, driving leadership development initiatives district-wide.
Overview
13
13
years of professional experience
Work History
Chief Communication Officer
El Paso Independent School District
06.2022 - Current
- Company Overview: Demonstrated impact in El Paso ISD, the largest district in the region and 17th largest in Texas, serving 50,000+ students and 8,000+ staff members
- Lead member of The Holdsworth Center Leadership Team, driving strategic initiatives and fostering collaborative leadership development
- Led strategic communication efforts to advance the district’s Hopes & Dreams Strategic Blueprint
- Serve as primary spokesperson, fostering transparency with media, staff, and the community
- Spearheaded the implementation of innovative tools, including a district-wide app and website redesign, enhancing communication efficiency
- Collaborated with executive leadership to craft impactful messaging, including speeches and strategic updates
- Orchestrated high-profile events and campaigns to spotlight district achievements and initiatives
- Established crisis communication protocols to effectively manage urgent situations and maintain public trust
- Demonstrated impact in El Paso ISD, the largest district in the region and 17th largest in Texas, serving 50,000+ students and 8,000+ staff members
- Increased digital engagement to 73% through implementation of the first 2 way communication tool for parents and teachers
- Designed a comprehensive crisis communication strategy, ensuring preparedness across all campuses
- Boosted positive media coverage by 48% with proactive public relations initiatives
Marketing & Communication Officer
Canutillo Independent School District
07.2016 - 06.2022
- Directed all communication efforts to strengthen the district’s public image and community engagement
- Managed media relations, ensuring accurate and transparent reporting on district initiatives
- Produced high-quality publications and videos to showcase district accomplishments
- Led communication strategies for bond elections, fostering stakeholder trust and understanding
- Developed and launched a district-wide newsletter, increasing readership by 40% within the first year
- Successfully managed communication campaigns for two bond elections, achieving voter approval rates of over 60%
Video Production Coordinator
University Communications, The University of Texas at El Paso
09.2011 - 07.2016
- Established and led the university’s video production department to support marketing and public relations
- Produced multimedia content aligned with branding standards to enhance institutional visibility
- Managed budget planning and a team of videographers, ensuring timely project delivery
- Produced over 50 high-impact marketing videos, increasing enrollment inquiries by 15%
- Implemented a streamlined production workflow, reducing project turnaround times by 20%
Education
Bachelor of Arts - Radio Television Film
The University of Texas At Austin
Austin, TX05-2022
Skills
- Project Management & Team Leadership
- Public Relations & Crisis Communication
- Digital Marketing & Social Media Strategy
- Multimedia Content Creation (Adobe Premiere, Photoshop, Audition)
Timeline
Chief Communication Officer
El Paso Independent School District
06.2022 - Current
Marketing & Communication Officer
Canutillo Independent School District
07.2016 - 06.2022
Video Production Coordinator
University Communications, The University of Texas at El Paso
09.2011 - 07.2016
Bachelor of Arts - Radio Television Film
The University of Texas At Austin
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