Kevin Herrera Email & Phone Number

Los Angeles, Ca, Us

Torrance, California, United States

Drive content strategy for Torrance Memorial Medical Center’s public-facing websites, Intranet, and social media channels.

Los Angeles

• Serve as the lead for client’s communication needs as it pertains to efforts to end Veteran homelessness and transform the 388-acre West LA VA campus into a fully supportive and connected community for at least 1,200 Veterans and their families• Resurrected dormant blog and newsletter with engaging short-form and long-form articles for a healthcare system covering 5 counties and serving over 90,000 Veterans and VA staff, increasing newsletter subscriptions by 5,000 over 12 months• Launch, maintain and monitor social media accounts (Facebook, Twitter/X, Instagram); producing all content and messaging; compiling analytics and other insights for regular reports to leadership• Craft media pitches, press releases, fact sheets and other assets• Drive graphic design/maintain brand identity• Prepare executive leadership communications/speeches and presentations• Manage team of contributors and outside contractors• Tracked and monitor client’s media coverage, manage media visits, and maintain relationships with journalists

Santa Monica, Calif.

• Completely revamped organizations advertising strategy by transitioning from trade publications to a wide range of digital channels and large-format display advertising, resulting in a 25% increase in ROI ($110,000 annual budget)• Transformed outdated brand promise and aesthetic to successfully attract a younger, more affluent and tech-savvy customer base resulting in a 30 percent increase in foot traffic and retail sales for merchants along Third Street Promenade and throughout the business improvement district• Manages the launch of new website, blog and branding materials• Created editorial calendars and content for external communications• Conceptualized, planned and managed annual photo shoots and quarterly video shoots for branding/marketing assets• Developed itineraries for, and hosted destination tours for local, national and international media resulting in increased awareness of the destination• Accelerated social influencer campaigns and partnerships resulting in millions of impressions across all platforms and increased positive sentiment• Launched programs and services for key stakeholder groups, including Shopper Rewards Program, Buy Local Campaign in partnership with City of Santa Monica, and quarterly Merchant Meetings• Produced annual reports and maintained public records and agendas for monthly Board of Directors meetings• Drafted communications for Board of Directors and executive leadership team to key stakeholders, including elected officials, residents and merchants• Public relations/media pitching• Managed outside contractors• Assisted with event production, including the operation of Ice at Santa Monica, an 8,000-sq.-ft. outdoor ice skating rink attracting more than 64,000 visitors each season, plus PRIDE on the Promenade, Santa Monica first LGBTQ+ festival and month-long celebration “of love in every color.

Santa Monica

• Led editorial department consisting of three reporters and copy editors for Santa Monica’s only daily newspaper with a circulation of roughly 40,000• Produced weekly editorials, feature articles and breaking news pieces, helping to maintain relevancy and advertising interest at a time of declining print publications• Served as the company’s brand ambassador and assisted publisher with public relations/community building• Produced bi-annual political forums featuring candidates for local and state contests• Recipient of three California Newspaper Publisher Association Awards for excellence in reporting and editing

Los Angeles

• Produced a minimum of six news and entertainment pieces per week• Launched E-Scene, an weekly entertainment magazine featuring celebrity profiles, entertainment industry news, reviews of feature films and musical releases• Collaborated on editorial content, assisting with story creation• Photography• Copy editing

Los Angeles

• Produced breaking news and feature articles• Copy editing• Layout/production• Photography