MELBA GUZMAN
JACKSONVILLE
Summary
Senior Marketing and Communications professional with over 15 years of experience in executing state-wide and multi-regional initiatives across public sector, education, and private organizations. Expertise in creating clear and effective public-facing materials and press communications that enhance public image and community engagement. Proven track record of collaboration with internal teams and external stakeholders to ensure message accuracy and brand consistency. Bilingual in English and Spanish, with strong skills in strategic planning, digital marketing, and brand management, leading to successful project outcomes.
Overview
15
15
years of professional experience
1
1
Certification
Work History
Digital Marketing & Communications Manager
Social Emotion
Jacksonville
11.2019 - Current
- Assist in the planning, implementation, and evaluation of marketing and communications initiatives supporting multiple programs and service lines.
- Develop, coordinate, and promote new programs and initiatives while ensuring alignment with organizational messaging and public image standards.
- Review, revise, and approve public-facing materials to ensure clarity, tone, readability, and accessibility.
- Coordinate cross-functional teams and external partners to support campaign execution and outreach efforts.
- Prepare written communications including announcements, promotional copy, and informational materials.
- Manage budgets, track expenditures, and report campaign performance and financial impact.
- Campaign & Communications Execution: Supported and executed 100+ marketing and communications initiatives, contributing to a 40% increase in audience engagement through improved messaging clarity and outreach strategy.
- Public-Facing Content Optimization: Improved content readability and consistency across digital channels, strengthening brand alignment and audience trust.
- Cross-Functional Coordination: Partnered with internal and external stakeholders to ensure timely delivery of campaigns and communications initiatives.
Administrative Assistant & Media Coordinator
School of Music, University of South Florida
Tampa
01.2019 - 07.2021
- Coordinated outreach calendars, promotions, and communications for department-wide programs, concerts, and community events.
- Served as liaison with community agencies, vendors, and partners to support fundraisers and public events.
- Developed and distributed promotional materials, event announcements, and digital communications.
- Ensured all public-facing materials met readability, accessibility, and accuracy standards.
- Community Outreach & Engagement: Successfully coordinated and promoted 100+ events, increasing attendance by 30% through targeted outreach and clear communications.
- Editorial & Media Support: Strengthened program visibility through consistent, well-structured messaging across digital and social platforms.
Communications & Marketing Project Manager
ViTerra Business Resources Group
San Juan
01.2015 - 01.2016
- Directed marketing and communications plans supporting B2B and B2C initiatives.
- Educated and trained internal teams on communications processes, workflows, and campaign execution standards.
- Coordinated messaging across departments to ensure alignment with organizational goals and public image.
- Strategic Communications: Supported organizational initiatives through structured communication and training plans.
- Operational Improvements: Revamped workflows, increasing team productivity by 30% and improving cross-department alignment.
Press & Communications Director
Central Administration, University of Puerto Rico
San Juan
01.2012 - 01.2014
- Developed and executed institution-wide communications strategies to promote a favorable public image.
- Prepared press releases, fact sheets, official statements, and editorial content for internal and external audiences.
- Served as primary contact for media, community agencies, and institutional stakeholders.
- Oversaw editorial review, messaging accuracy, and brand consistency.
- Institutional Communications Leadership: Led the launch of the official digital university newspaper and app, increasing engagement by 40%.
- Media & Public Relations: Executed high-impact editorial and digital campaigns, increasing online engagement by 65%.
Press & Communications Director
Medical Sciences Campus, University of Puerto Rico
San Juan
09.2010 - 01.2012
- Led communications efforts highlighting medical research initiatives and academic achievements.
- Translated complex scientific and medical information into accessible public-facing narratives.
- Coordinated with faculty and research teams to support outreach and public engagement.
- Strategic Campaign Leadership: Amplified institutional visibility through coordinated editorial and digital campaigns.
- Digital Transformation: Modernized communications strategies to improve outreach effectiveness and message clarity.
Education
BA - Advertising, Public Relations
Universidad del Sagrado Corazón
Puerto RicoSkills
- Microsoft Office
- Meta Business Suite
- Google Ads
- Google Analytics
- CRM Platforms
- SEO
- WordPress
- Canva
- Adobe Creative Suite
- Video Editing
- YouTube
- TikTok
- Budget management
- Cross-functional collaboration
- Digital marketing
- Brand management
- Public relations
- Data analysis
- Project management
- Effective communication
- Creative thinking
- Problem solving
- Attention to detail
- Google adwords
- Paid advertising
- Market trend analysis
- Marketing automation
- Marketing analytics
- Business intelligence
- Teamwork
- Team leadership
- Marketing and advertising
- Event coordination
- Relationship building
- Email marketing
- Business lead generation
- CRM management
- Marketing plan development
- Social media engagement
- Internal communications
- Marketing strategy
- Content optimization
- Campaign management
- Integrated marketing
- Creative and innovative
- Analytical skills
Certification
- Certified Scrum Master (CSM)
- Agile Scrum Foundation Certified
- Google Ads Display Certified
Languages
English
Full Professional
Spanish
Native/ Bilingual
References
References available upon request.
Timeline
Digital Marketing & Communications Manager
Social Emotion
11.2019 - Current
Administrative Assistant & Media Coordinator
School of Music, University of South Florida
01.2019 - 07.2021
Communications & Marketing Project Manager
ViTerra Business Resources Group
01.2015 - 01.2016
Press & Communications Director
Central Administration, University of Puerto Rico
01.2012 - 01.2014
Press & Communications Director
Medical Sciences Campus, University of Puerto Rico
09.2010 - 01.2012
BA - Advertising, Public Relations
Universidad del Sagrado Corazón