Serena Garcia, M.L.S., is an accomplished integrated marketing communications strategist based in Metro Atlanta, Georgia. With a robust background in outcome-based storytelling and engagement, she has consistently focused on increasing awareness and revenue for various organizations. Her career is marked by a series of impactful roles that highlight her expertise in change communications, strategic planning, and cross-functional collaboration.
In 2021, Serena served as the Change Communications Lead at Cox Enterprises in Atlanta, Georgia. In this contract role, she defined and managed outcome-driven communication strategies to drive awareness among stakeholders. She developed and executed communication materials for executive leaders, divisional leaders, and Change Network stakeholders, including large group emails, training invites, video scripts, talking points, internal FAQs, program glossaries, and informative decks. Serena led content development, editing, review, and publishing processes for the NEXT Program communications deliverables. She also collaborated with Corporate Communications and Marketing Teams to create an intranet content strategy for the Workday HR launch and served as the content producer and editor for the NEXT Program Newsletter. Her efforts included assessing the effectiveness of communications awareness for various stakeholder groups and managing communication across domestic and international stakeholders and business units.
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Prior to her role at Cox Enterprises, Serena was the Senior Communications Coordinator and Interim Team Manager at Delta HR Service Delivery in Atlanta, Georgia, from 2019 to 2020. In this capacity, she created and executed project-level communications plans for divisional and business unit leadership, driving cultural change and fostering engagement and adoption. She served as a public relations practitioner and marketer for the Human Resources Department, increasing awareness and engagement for health and wellness benefits, payroll, technology, HR policies and programs, compensation, employee resource groups, and talent acquisition special projects. Serena established a baseline of current communications effectiveness and executed an ongoing measurement plan to assess progress against company outcomes and outputs. She utilized analytical behaviors to measure the effectiveness of communication strategies and tactics, researched insights, enhanced the user experience, and made necessary recommendations for improvement. Her role also involved leading workload and assignments of junior communications team members and serving as interim manager as needed.
From 2018 to 2019, Serena worked as a Communications Coordinator for Delta IT in Atlanta, Georgia. She drove cultural change and fostered engagement and adoption through a CIO communications platform that complemented the organizational change management strategy. She advised and guided IT Learning and Infrastructure & Reliability partners on communications best practices and editorial calendars across channels for Flight Plan alignment. As the editor of the IT Weekly Snapshot newsletter, she increased employee engagement and impressions by 14%. Serena also hosted, produced, and marketed the weekly Tech Talk learning audio show, managing content, layout and design, printing, and shipping of printed products. She supported departmental event planning and served as a public relations practitioner and marketer for the IT Department, collaborating with divisional communicators, subject matter experts, and project managers on enterprise-wide strategies for IT audiences and employee engagement.
Earlier in her career, Serena held significant roles such as Senior Content Developer at TIAA Bank, Marketing and Communications Lead at Allstate Benefits, and Director of Communications at AARP Georgia. In these positions, she led and executed external and internal marketing communications campaigns, public relations, and social media strategies, impacting diverse audiences. Her responsibilities included developing content to research new and current customers, enhancing the customer experience, and collaborating with creative, legal, human resources, technology, product, and field sales teams to build diverse channel messaging. Serena’s efforts consistently led to increased engagement and impressions across various platforms.
