As the Director of Public Relations and Digital Strategies at
Balsera Communications, Sonia leads the strategic planning and
execution for the agency’s U.S. Hispanic campaigns, local and
national media relations, digital strategies, public affairs
initiatives and advocacy efforts for Fortune 500 companies and
grassroots organizations. Throughout the last decade, Sonia has
acquired extensive experience in both the global and boutique agency
setting, where her work has earned her multiple national awards,
including 2014 PR Week Multicultural Campaign of the Year.
Her past and current client roster at Balsera includes UnitedHealthcare, National Hispanic Landscape Alliance, Hispanicize, Miami Beach FOP, 3M, BBC Worldwide, Vme TV, SAG-AFTRA, United Health Foundation, Catholic Relief Services, National Council of la Raza, Our Kids of Miami Dade & Monroe, the Episcopal Diocese of Southeast Florida, and eMerge Americas, among many others.
Prior to joining Balsera Communications, Sonia worked at Burson Marsteller where she supported communications efforts for corporate, multicultural, tourism and technology clients in the US and Latin America. Her work primarily focused on leading efforts for the Costa Rica Tourism Board (ICT) to raise awareness of the country's worldwide leadership in sustainable tourism practices with audiences in the US and Canada. Her work for Costa Rica helped to earn the team an Emmy nomination and an International Public Relations Association nomination.
Sonia started her career in her home state of Texas at Edelman Public Relations where she supported U.S. Hispanic community grassroots and educational campaigns for prominent brands such as Kingsford Charcoal, Butterball, Texas Beef Council, Seroquil and others.
Sonia received her B.A. from Texas State University in Modern Languages and Mass Communications and is fluent in Spanish. She currently serves as the President of the Hispanic Public Relations Association Miami Chapter.