Wilma Rivera

• Help tell the story of American’s efforts to execute on the company’s strategic objectives, specifically related to its revenue programs, to internal and external audiences.
• Develop and execute communication strategies for several teams including: AAdvantage, co-brand, alliances, and airline and non-airline partnerships.
• Produce press releases, reactive statements, talking points, social media posts and content for all internal vehicles and digital channels.
• Prep and media train senior leaders and executives for media interviews and speaking engagements.
• Work with journalists and industry bloggers to facilitate story development and to positively influence coverage.
• Review marketing materials and documents for content accuracy and message alignment.
• Collaborate with other teams and stakeholders to develop integrated branding and communication strategies.

Key achievements

• Developed and executed a comprehensive communications strategy to announce changes to the AAdvantage loyalty program in 2021.
• Project manager and communications lead for the Nov. 2022 joint press event with British Airways and the Port Authority at the JFK Airport Terminal 8.
• Managed all internal and external communication strategies for several co-brand projects including: Citi's 35th anniversary and changes to the Citi/AAdvantage Executive World Elite Mastercard.
• Collaborated with PR agencies and stakeholders on joint announcements related to our partnerships with Indigo, JetBlue, GOL, JetSMART, British Airways, Iberia and Alaska Airlines.

• Led proactive internal communication and public affairs efforts that included: employee engagement and town hall deliverables, writing communication plans, newsletter stories, social media posts, video scripts, issues briefs, media statements, press releases, talking points, emergency communications plan and translations
• As an engaged thought partner to senior leadership, shaped communication strategies to mitigate emerging issues
• Developed and executed strategies to pitch stories that aligned with business priorities, branding and company reputation
• Managed requests from local, national and international media while building strong relationships with key reporters, newsroom leaders, Spanish media and social media influencers
• Point person for issues management in a multitude of areas including: food & beverage, merchandise, premium/luxury services, corporate citizenship, HR, talent acquisition, real estate, college housing

Key Achievements

• Launched, managed, developed multimedia content and implemented a growth strategy for the Public Affairs Facebook page
• Improved the navigation structure for the department’s website, incorporated metrics and increased traffic by 25%
• Redesigned the company newsletter and increased open rates by 78%
• Developed and executed the overall communication strategy for the opening of all four exclusive Club 33 locations at Walt Disney World Resort
• Prepped executives for live interviews on national media including Good Morning
• America, The View, Los Angeles Times and Despierta America
• Earned positive media coverage in local, national and international media outlets for key corporate citizenship initiatives, including several front page stories in the Orlando Sentinel newspaper and lead stories on evening newscasts
• Served as bilingual company spokesperson during multi-day press events for the recent openings of Stars Wars, Pandora and Toy Story lands
• Managed 108 media outlets during the 2016 crisis at the Grand Floridian
• One of two Managers on Duty who handled the 2019 Skyliner accident

• Managed all news operations for three daily newscasts, including responsibilities for hiring and supervising 24 employees and managing the news division budget
• Executed overall strategy to promote on-air talent, newscasts and special series

• Produced and anchored a daily webcast and a weekly prime time TV segment called “Triunfadores” which featured profiles of successful Hispanics in Central Florida
• Wrote stories for the print edition of El Sentinel

• Produced the award winning news magazine “Aquí”
• Responsibilities included research, writing, managing talent, supervising union production crew and managing the overall show’s budget

• Oversaw a $14-million anti-smoking public awareness campaign developed by several contracted advertising agencies
• Assisted in the production of TV, radio and print ads and approved media buy plans