The Vida Agency develops and executes brand campaigns and brand- and issue-related communication services for market segments such as health, transportation, retail, consumer, political campaigns, public policy, education, and more.
Our team breathes new life into projects; wrapping different perspectives around the same data and identifying metrics that matter.
We broaden (or pinpoint) audiences, expand possibilities, ask new questions and amplify the voices of the unheard and underserved.
We join forces, make you laugh, push back (not check a box) and lead a process that reveals possibilities and strengthen bonds for the long game.
Whatever the buzz word of the moment, we listen, dig deep, pivot and polish.
The Vida Agency is proud to be a women- and minority-owned business.
State WMBE: M5F0025227
Federal DBE: D5F0025227
We deliver what resonates.
We are the Pacific Northwest
From Seattle’s Pioneer Square to Yakima in the Central Valley, TVA operates in one of the nation’s fastest growing (and wealthiest) regions. We pocket ORCA cards, bring dogs to the office, imbibe IPAs made from local hops, hike mountains and celebrate the diversity around us. We also speak plainly (in various languages) about inequities and challenge companies, agencies, communities and people to be more inclusive.
Founder & President
When visionary entrepreneur Amalia Martino founded The Vida Agency in 2017, she designed a boutique creative agency in which every voice is valued, every client achieves strategic and inclusive impact, and every person is intentionally supported on her or his leadership development journey. With nearly two decades leading communications and public relations campaigns that transform audience behavior, Amalia conceptualizes and executes culturally relevant initiatives on behalf of TVA clients. Recognized for her unique ability to activate and elicit valuable input from a diverse array of communities, she established and models the inclusive Community Outreach Principles that TVA has become known for. Amalia works hand-in-hand with clients spanning major market segments including health, transportation, retail, consumer, education, and the arts to adapt and evolve to the swiftly changing demographics of our Northwest home. A powerful and authentic public speaker and facilitator, Amalia activates audiences across sectors. She regularly speaks on building inclusive strategies for marketing and engagement, and shares lessons from The Vida Agency’s efforts to enable a culture of leadership.
How Amalia’s colleagues describe her: Visionary. Kind. Badass. Mentor. Yoga Master. Discovers potential. Trusts her team to lead. Models how a great company should work.
Vice President & Account Director
Mafe Cobaleda-Yglesias knows the value of clear coordination and communication to a well-executed campaign. Leveraging over a decade of experience in project and account management, she serves as a single point of contact for clients, coordinating a team of TVA experts and vendors to establish a shared vision, timeline, and expectations for each project. A strong interpersonal and bilingual communicator, Mafe is skilled at facilitating small and large community conversations and focus groups in both Spanish and English to ensure that every voice is heard. As the head of language adaptation and translation at TVA, she leads an extended team of language professionals providing DSHS and/or Court-certified translation and simultaneous interpretation in more than twenty (20) languages. In every case and language, Mafe delivers content that is respectful and true to the native language.
How Mafe’s colleagues describe her: Authentic. Loyal. Enthusiastic. Hilarious. Positive. Believes in her teammates. Role model. Kind.
Director of Research and Strategy
Tamara Power-Drutis believes that ideas are only as strong as the stories we tell about them. As a writer, researcher, and former public media executive with a history of turning big ideas into action, Tamara helps leaders and organizations establish brands and stories that create impact. As the director of research and strategy, Tamara leads qualitative and quantitative research initiatives to inform communications, strategies, and creative campaigns. An expert facilitator, Tamara designs brainstorming sessions, focus groups, and retreats that catalyze the strongest ideas and fortify audience and team connections. With a creative background including strategy development, messaging, visual campaign management and execution, Tamara brings a storyteller’s eye to every project. She works with The Vida Agency’s team of designers and artists to bring ideas to life in a way that reinforce key messaging and engage target audiences. Whether manifesting audience personas, marketing strategies, editorial calendars, or brand positioning, she keeps each audience front of mind to advance brand visibility.
How Tamara’s colleagues describe her: Authentic. Powerful. Natural Leader. Passionate. Open. Inspiring. Team Player. Reliable.
Lisa believes that creativity isn’t magic, but a process best executed one on one with clients. With over 20 years of experience leading creative strategies and campaigns, Lisa helps our partners successfully engage their audiences by creating content that is relevant and easy to consume. Leading our creative process, Lisa works hand in hand with clients to understand their desired goals and to develop strategies to reach them. She ensures that all design work, whether a video or social media image, align with desired outcomes. Throughout her career, Lisa has worked across a range of industries, from small businesses looking to update their brand to large public agencies working on environmental cleanup and mega transportation projects. For the grand opening of the SR 99 tunnel and SR 520 Bridge, Lisa led the award-winning branding and campaign efforts, which helped to draw over 60,000 attendees to each event. Past experiential design projects have included creating large form wayfinding along Seattle’s waterfront and Milepost 31, and a museum style exhibit in Pioneer Square. The multi-award-winning exhibit was visited by 800,00 individuals from more than 80 countries.
How Lisa’s colleagues describe her: Strategic thinker. Calm. Detail oriented. Thoughtful. Patient. Listener. Cheerful. Great dance moves. Creative genius. Clever. Resourceful.
Director of Business Development & Strategic Initiatives
Majd believes in the power of strategic partnerships and relationship building. With nearly a decade of experience in building local and global programs focused on advocating for the underrepresented, Majd mastered the art of building meaningful connections and nurturing relationships to spark change. From leading the launch and execution of Starbucks’ First Refugee Campaign in the U.S., managing multi-million-dollar grants nationally, to building local awareness building campaigns to increase engagement, Majd brings innovation to make good work happen. our business development and strategic efforts, Majd identifies opportunities for current and prospective clients to both achieve their strategic goals and better serve the needs of our community. Majd manages our public procurement process, following new market and sector trends to secure new business, establish systems to maximize efficiency, and intentionally grow TVA’s team and capacities. Majd’s achievements were recently recognized in Starbucks’ Strong Like Coffee Campaign, highlighting the company’s extraordinary women and leaders. When she’s not at TVA, Majd serves as a board member of Team Child, and provides periodic support and consulting to other local nonprofits.
How Majd’s colleagues describe her: Planner. Kind. Humble. Multilingual. Cool. Calculated. Great hair. Courageous. Committed. Strong. Inventive. Organized. Spirited. Powerful. Awesome.
Katie Myers brings a positive and human approach to audience engagement; enabling TVA clients to authentically communicate to and with the communities they serve. Helping to establish TVA’s Outreach Principles, Katie champions an inclusive experience where every voice is heard. Whether soliciting community feedback through in-person outreach activities, coordinating translated materials for clients across languages, training volunteers to go door-to-door, or creating social media content to increase project awareness, Katie is valued for her ability to distill complex ideas into relatable information. As Account Manager, she assists research and communication team efforts with disciplined logistics, meticulous spreadsheets, and community outreach. Supporting public initiatives such as SDOT Paving projects, Seattle Public Utilities drainage and wastewater initiatives, and hip-hop luminaries the Black Stax education programming, Katie works to keep projects on time, within budget, and achieving desired results.
How Katie’s colleagues describe her: Positive light. Never gives up. Fast. Efficient. Strong public presence. People person.
Drawing from a background in community engagement and social media management, Alex provides on the ground and digital support for a range of transit, health, and consumer initiatives at The Vida Agency. As Account Coordinator, he ensures that brands and campaigns achieve consistency and a cohesive voice across platforms. With experience managing digital marketing across sectors and an eye for identifying and capitalizing on emerging trends, Alex supports digital advertising and social media strategy development, analytics and reporting, as well as creative multimedia content design. He works in partnership with clients to maximize digital reach, with a focus on converting digital engagements to on the ground outreach and events.
How colleagues describe Alex: Reliable. Calm. Data cruncher. Humble. Eye for photography. Confident. Cool.
Leveraging over 30 years’ experience in human resources and fiscal administration for non-profit and service-orientated organizations, Theresa brings a keen financial acumen and long-view mindset to The Vida Agency’s operations. Theresa is known for her ability to consult with executive leadership and managers on strategic budgeting decisions, coaching team members through complicated technical, legal, or human implications of fiscal and staffing decisions. With demonstrated excellence in organizations with fewer than 10 employees to those with over 500, her resourceful nature and servant leadership approach have help launch, scale, and sustain a variety of healthcare, wellness, workforce development, and environmental organizations and initiatives. At The Vida Agency, she supports process improvement and bookkeeping, ensuring a simple and streamlined experience for clients.
How colleagues describe her: Excel Queen. Warm. Supportive. Detailed. Process Manager. Resourceful, Rule follower. Team player.
Executive & Account Assistant
Ryann values organization, creativity, and community connection. As the Executive & Account Assistant, she plays an indispensable role in keeping TVA’s wheels turning. Ryann supports our Founder and President, executes internal and external communication, and provides support to a range of projects. Leveraging her organization skills, Ryan supports internal administrative, including correspondence, records, and onboarding of new talent. Ryann’s experience in the customer service enabled her to seamlessly connect to clients and provide team support where needed. She first joined our TVA family as an intern in 2019 when obtaining her undergraduate degree in strategic communications from WSU.
How colleagues describe Ryann: Enthusiastic. Jumps right in. Resourceful. Witty. Fresh perspective. Sassy. Funny. Diligent. Unflappable. Hilarious. Open. Spirited.
Gabby feels a strong alignment to the TVA principles and joins our research team this Spring to contribute to health, justice, and counter-marketing initiatives. A senior at the University of Washington majoring in communications and American ethnic studies, Gabby is gaining foundational hands-on experience in agency-executed qualitative and quantitative research. As part of the Sweetened Beverage Tax Counter Marketing Campaign team, she contributes to community and media outreach to increase input response rates. A collaborative and critical thinker, Gabby also supports the development and execution of surveys, public events, and focus groups.
How Gabby’s colleagues describe her: Resourceful. Creative. Fast Learner. Smiles at every task. Style icon. Quick. Witty. Disciplined. Fashion Star. Confident. Jumps right in. Confident. Upbeat.
Patty Carrion Moras
Community Outreach Lead
Patty Carrion Moras believes that each person brings valuable experience to the table. Overseeing language services at TVA, Patty ensures that clients and communities effectively and accurately communicate with one another. With DSHS training and certifications in medical interpretation, social services interpretation, and translation, Patty coordinates translation and interpretation in over 20 languages, building bridges of appreciation and understanding between cultures and elevating voices of underheard communities. With almost a decade of experience in community engagement, Patty provides on-the-ground outreach for events, conferences, trade shows, and door-to-door campaigning. A believer in sharing knowledge and growing as a team, Patty coordinates video production schedules and budgets to ensure strong internal communication and delivery within budget. Patty serves as the director of the board for the Latino Community Fund and Progreso: Latino Progress.
How Patty’s colleagues describe her: Team player. Community focused. Artistic. Resourceful. Dedicated. Warm. Creative. Thoughtful.
Miguel A. Muñoz
Audio & Video Producer
Miguel has been an audio engineer for 20 years and a film producer for almost a decade. He has directed educational and promotional videos for Public Health Seattle King County, University of Washington, Arboretum Foundation and Edmonds School District and produced and edited television commercials for Mighty Mouth, Jobaline and The Commons at Federal Way. Miguel’s background as a professional musician gives him the advantage in the recording studio.
Edwin Miranda Carmona
Edwin has over eight years of experience providing graphic and web designs solutions for various multinational companies. He holds a bachelor’s degree in advertising with a focus on digital editorial. A creative visionary, technical specialist and dedicated professional, Edwin translates ideas into creative assets that comply with client deadlines and requirements. He is versed in Illustrator, InDesign and Photoshop, and is always inspired by innovative technologies and gadgets to optimize these tools in the most efficient way. Edwin’s design portfolio includes a Customer Experience campaign for Hewlett Packard employees, youth ORCA campaign for King County Metro and various print and digital materials for other Vida projects, including TVA’s own branding. In a past life, he played professional basketball and American Football. Today, outside of work, Edwin enjoys being a dad and putting in work at the CrossFit gym.
Chief Happiness Officer
Originally from Costa Rica, Caruzo is a bilingual Maltese mix who has been raised in Seattle and considers himself a true local who enjoys the outdoor world the Pacific Northwest has to offer. A big fan of naps and tummy rubs, our Chief Happiness Officer makes any TVA guest feel welcome, specially if you happen to bring him some baby carrots (his favorite treat).
How Caruzo’s colleagues describe him: Team player. Calm. Cute. Adorable. Friendly. Treat oriented. Diligent. Stylish. Ballsy.