Creating an Effective Digital Strategy

Creating an Effective Digital Strategy

If you work in communications or happen to be one of 2.5 billion to own a smartphone, you’ve probably noticed the shift to digital. digital. digital. As all forms of media are available on smartphones, smart TVs and streaming devices, the world of marketing and...

Meet our Summer Intern, Ryann!

Meet our Summer Intern, Ryann!

Believe it or not, we have yet another team member to introduce: our summer intern, Ryann! Ryann is about to enter her senior year at Washington State University where she is majoring in communications with an emphasis in public relations. On our team, Ryann is...

Meet our Account Coordinator, Alex!

Meet our Account Coordinator, Alex!

Here we are again — yet another introduction to our newest team member, Alex! As an Account Coordinator, Alex is our point person for all account support-related tasks. With a specific affinity for digital marketing, Alex provides timely and strategic insights on...

Turning Your Vision Into A Brand

Turning Your Vision Into A Brand

Imagine this: you’re a newly minted restaurant owner with a unique menu and lots of ideas for how to make your space great. Or maybe you’re an entrepreneur with a new tech product that’s almost ready to launch. Or perhaps you’re opening a pet grooming business to...

A Focus Group Primer: Do You Understand Your Audience?

A Focus Group Primer: Do You Understand Your Audience?

Often, we find ourselves with exciting new projects where we need to launch a product, develop a creative campaign or understand a need in the community. We know we need input from the target audience to ensure communications are timely, thoughtful, respectful and...

Happy Mother’s Day!

Happy Mother’s Day!

Although the second Sunday of May is widely regarded around the globe as the day to appreciate our moms — moms deserve our love and appreciation every day. From the moment we’re born, no one looks after us quite like our mom. In the spirit of Mother’s Day this...

Our Guide to Honoring Mother Earth

Our Guide to Honoring Mother Earth

"The earth is what we all have in common" - Wendell Berry In honor of #EarthDay, we sat down to think about the security of our planet and what we are doing daily to ensure her future. Getting more people to adapt sustainable lifestyle choices is essential to our...

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AMALIA MARTINO

FOUNDER & PRESIDENT

amalia@thevidaagency.com

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.

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MAFE COBALEDA-YGLESIAS

VICE PRESIDENT & ACCOUNT DIRECTOR

mafe@thevidaagency.com

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.

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TAMARA POWER-DRUTIS

DIRECTOR OF RESEARCH AND STRATEGY

tamara@thevidaagency.com

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 brings a storyteller’s eye to every project. She leads qualitative and quantitative research initiatives for The Vida Agency, building tools and strategies to gain insight and feedback from priority populations. An expert facilitator, Tamara designs brainstorming sessions, focus groups, interviews, and retreats that catalyze the strongest ideas and fortify audience and team connections. Whether it’s conducting in-depth interviews, manifesting audience personas, administering surveys, or providing market research, she leverages every opportunity for clients to gain actionable insight and better serve their community.

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LISA WHARF

CREATIVE DIRECTOR

lisa@thevidaagency.com

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.

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MAJD BANIODEH

DIRECTOR OF BUSINESS DEVELOPMENT & STRATEGIC INITIATIVES

majd@thevidaagency.com

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.

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KATIE MYERS

ACCOUNT MANAGER

katie@thevidaagency.com 

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.

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ALEX SHAFFER

PROJECT MANAGER, DIGITAL

alex@thevidaagency.com

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 Project Manager, 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.  

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THERESA NORRIS

OFFICE MANAGER

theresa@thevidaagency.com

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.  

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RYANN ANDERSON

EXECUTIVE & ACCOUNT ASSISTANT

ryann@thevidaagency.com

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.

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GABRIELE LE

Account Coordinator

gabriele@thevidaagency.com

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.

 

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PRIYA SAXENA

PROJECT MANAGER

priya@thevidaagency.com

Priya envisions an equitable future where foundational needs like housing, food, education, and workforce development enable all to realize their desired potential. As a basic needs policy advisor and project manager, they foster cross-sector collaboration to build policy and strategies to make that equitable future attainable for all. At TVA, Priya serves as the Project Manager for the Seattle Sweetened Beverage Tax Public Awareness and Counter Marking Campaign. In this role, they synchronize a Coalition of community partners and a team of researchers to gain insight into the negative impact of beverage industry marketing tactics on the local Seattle community. An expert project manager, Priya establishes clear communications and workflow on project teams, enabling communities to provide authentic input and clients to create positive impact.

 

 

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PATTY CARRION MORAS

COMMUNITY OUTREACh

patty@thevidaagency.com

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.

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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.

 

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EDWIN MIRANDA CARMONA

GRAPHIC DESIGNER

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. 

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CARUZO YGLESIAS

CHIEF HAPPINESS OFFICER

@caruzothemaltese

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).

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Marcela Diaz

SENIOR ACCOUNT MANAGER

marcela@thevidaagency.com

Marcela Diaz knows how essential it is to have human, authentic conversations about systemic change. An expert, bilingual facilitator, Marcela helps public agencies and communities have the conversations necessary for healing and change. With over a decade's experience developing community and public involvement plans, and a lifelong involvement in grassroots social justice organizing, she appreciates the need for transformation to come from both outside and within the systems themselves. Marcela builds meaningful collaborations and partnerships, and works with public agencies to identify opportunities where historically underrepresented communities can make tangible change through their input. 

Marcela is deeply involved in our Northwest community, working to undo institutionalized racism in our school system and providing bilingual educational workshops on labor and immigration rights across Washington State. A dancer since the age of three, Marcela loves to dance Bachata and Kizomba, and spending time with her daughters and family. 

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