Karina Munoz

Hi! I’m Karina!

I’m a marketing and communications professional with experience in developing and executing strategy for businesses in the health and tech industries, as well as one of the largest utilities in the US.

Here’s a condensed view at over 12 years of experience. Happy reading!

Professional Experience

Wescom Financial

As the Senior Digital Marketing Associate at Wescom, I played a key role in developing and executing the company’s digital marketing strategy – social, seo, sem – in addition to coordinating advertising initiatives.

For social media, I took ownership of our social media strategy, crafting content that ranged from graphics to video, while managing community engagement, social listening, and live event coverage. I double our Instagram following and created a scaleable framework for collaborative content with partnered organizations like Knott’s Berry Farm, UCLA Athletics, and the UCLA Women’s Basketball Team as well as select content creators such as @GoodmorningUCLA, @LaInAMinute, and more. This resulted in multiple influencer campaigns that helped Wescom reach target audiences with relevant content.

I spearheaded a comprehensive SEO strategy from the ground up. From technical audits and keyword research to content creation and local SEO improvements, every initiative was designed to make wescom.org more discoverable and engaging. The results were transformative: our site health score jumped from 65 to 94, keywords in top search positions increased by 88%, and non-branded organic traffic soared from 2.7% to 28.2%.

Additionally, I coordinated with our marketing agency to bringing the “All You, All the Time” and “Good Answers” campaign to life across media, radio, display, social, and digital channels. I managed the end-to-end advertising workflow, coordinating copy and design reviews, securing compliance approvals, setting up UTM tracking and pixels, and optimizing keywords for SEM to ensure every campaign was accurate, measurable, and fully aligned with regulatory standards.

Startpage

For nearly 3 years, I managed the global social media channels for Startpage and led content development for the Privacy Please! blog. For the global social channels, I achieved over 200% growth in impressions, 1,000% growth in engagement, and 98% growth in followers. On the content side, I took a blog with 21 articles and turn it into a blog with over 200 articles, improved ux, and custom privacy friendly metrics. Therein, I made historical gains for Startpage.

Vitality

At Vitality Healthtech, I was the marketing lead working directly under the CEO. I manage marketing and communications initiatives for Vitality brands including brand development, marketing strategy, content creation, digital and social media management, website presence, and more. I defined market opportunities and goals. I developed a patient flow from lead generation to patient acquisition and retention. All in all, I took a concept and created a brand with actionable infrastructure.

Southern California Edison

As a member of SCE’s Corporate Communications, I worked collaboratively with organizational units across SCE to keep customers and employees informed about our corporate goals, accomplishments, and local and worldwide operations. I created, published, managed and moderated content across SCE’s award-winning social media channels.

Cassileth Plastic Surgery (CPS), Bedford Breast Center (BBC), 436 Beverly Hills Surgical Center (436 BHSC)

In 2016, I started at CPS, BBC, and 436 BHSC as the marketing assistant. I assisted the Marketing Director in marketing and PR initiatives. I was recruited by Southern California Edison and left to pursue new opportunities.

In 2018, I returned to the three upscale practices in Beverly Hills as the marketing manager. I managed all digital platforms – web, social, and email. I worked collaborative with community organizations – Cancer Support Community LA and FORCE Conference – to produce events dedicated to increasing awareness about breast reconstruction after mastectomy. The FORCE conference generated an expected return of over $300,000.

American Addiction Centers (AAC)

RankLab was acquired by American Addition Centers (AAC) in 2015.

At AAC, I managed cross-platform marketing initiatives in digital communications – social media, content, advertising, and email marketing – for American Addiction Centers’ assets in Las Vegas. Among those assets were the Lifestyle Intervention Conference, two rehabilitation facilities, the First Responders Program, and the Far From Finished podcast.

I developed and produced the Far From Finished Podcast. The podcast averaged 10,000 listeners per month for 2 years. Overall, the podcast was successful in increasing brand awareness, brand loyalty, and providing high SEO value for the AAC.

RankLab

I started at RankLab as a social media intern was promoted twice – to social media associate and then social media manager. During my time at RankLab – a digital marketing agency – I worked with multiple clients in the behavioral health industry. I led social media initiatives for clients such as Axis Residential Treatment, Advanced Recovery Solution, Alta Mira Recovery Programs, and more. In addition to leading social media for Advanced Recovery Solutions, I developed content strategy for an app.

Education

I graduated from the University of California, Riverside with a B.S. in Anthropology. I have experience in archaeology, cultural anthropology, and ethnography.

I participated in The Programme for Belize Archaeological Project. Conducting archaeological fieldwork at La Milpa, the third largest ancient Mayan site in Belize, I gained hands-on experience in excavation, mapping, artifact processing, and artifact analysis.

While at UCR, I received the Undergraduate Research Within the Community Grant for my research in Olvera Street – the historical and cultural center of Los Angeles. Combining Urban Studies tools and Anthropological methodology, I focused on the social use of space in Olvera Street. After a year of archival research, participant observation, and 20+ hours of filmed interviews, I completed my honors thesis titled “Olvera Street: Building Towards the Future.” I was also a speaker at the Undergraduate Research Symposium in Spring 2012 and Spring 2013.

Throughout my career, I’ve found my understanding of culture and organization systems to be helpful tool in determining highly effective ways to market to key target groups. Cool, huh?