Ashley Villanueva

CV

I am committed to providing communications that contribute to the betterment of the world. I see my creativity as my special contribution and I enjoy sharing it because creativity means connection. 

Work Experience

Director of Communications
UC Berkeley Division of Equity and Inclusion
October 2023 — present

• Serves on E&I Council of Directors, Campus Brand Advisory Committee, and more

Director of Marketing & Communications
UC Berkeley Fung Institute for Engineering Leadership
College of Engineering Professional Master’s Programs
July 2017 — October 2023 (6 years 4 months)

• Consulted with the 7 College of Engineering professional master’s programs on marketing and recruitment efforts

• Developed the marketing/communications strategy for the Fung Institute, Master of Engineering (graduate students), and Fung Fellowship (undergraduate students)

• Promoted program visibility with 3 websites, 12 social media channels, and multiple e-newsletters 

• Produced editorial content including blog features, news articles, press releases, Humans of Fung series, and more

• Supervised 1 FTE and 4-6 digital marketing interns, who help showcase our program innovations with video, writing, and illustration 

• Led the marketing plan to grow the MEng application pool by 15-30% annually while maintaining competitive admission and yield rates. In one year, increased Cal undergraduate applicants by 30% and yield by 7%

Digital Communications Lead
UC Berkeley University Health Services
November 2014 — June 2017 (2 years 8 months)

• Graphic Design: Keeper of the visual branding for 15+ units within the organization.

• Web: Managed the branding, design, and technical updates for University Health Services websites.

• Social Media: Built and executed the social media strategy for the Be Well Cal brand. Led annual and monthly planning associated graphic design, video, and photography needs. Supervised social media coordinator.

Web and Graphics Manager (part-time)
UC Berkeley Real Estate Division
November 2014 — June 2015 (8 months)

• Provided web and graphic design support to 11 sub-units, including design/layout, branding, editing, newsletter, photography, and vendor management.

• Initiated the collection of monthly web metrics to compare sub-unit efforts to annual division-wide objectives

• Developed set of division-wide communications tools: style guide, metrics, web best practices, planning templates

The Real Estate Division portfolio included: Facilities Services (Grounds, Custodial, Trades, Utilities), Asset Management, Construction & Design, Real Estate Development & Portfolio (P3, Leases, Retail), Berkeley Global Campus at Richmond Bay, Parking & Transportation, Space and Capital Resources, Physical and Environmental Planning, Environment, Health & Safety, Inspection Services, and Sustainability & Energy.

Communications Specialist
Undergraduate Admissions, UC Berkeley Student Affairs
February 2012 — November 2014 (2 years and 10 months)

• Head graphic designer for print and online materials; provided leadership in Drupal web redesign

• Owned the social media initiative and strategy for a variety of populations (prospective students, counselors, parents, alumni, faculty/staff)

• Measured and analyzed social media efforts, compares the data to the office’s objectives, and suggests more effective ways to engage. Accrued over 5K likes on Facebook, over 3K on Twitter, and 137K on Google+

• Provided cohesive sets templates and visuals for email and content marketing campaigns

• Led communications strategy for on-campus events

• Initiated the student communications internship program; manages budget, hires and develops a team of 5-7 current UC Berkeley students; resulted in 70+ new posts. Collected 96,000+ views from 2013-14 vs. 2012-13’s 50,979 views

• Served as reader in the freshman reading process

Graphic Designer
Self Employed
September 2010 — Present

• Works with clients to create marketing materials, updates existing documents, and launches websites

• Designs logos to align with a company’s core mission, one of which was used in a national campaign

• Experienced in working remotely and interested in doing work for non-profits, social good/community organizations

Customer Service Expert
Cal Performances
August 2011 – May 2012 (10 months)

• Sold tickets and packages in person and via phone; processed 100+ transactions per day

• Opened and closed retail location, including cash handling and deposits of up to $5,000

• Worked in Tessitura and Evernote

Creative Services & Game Day Experience Intern
Cal Athletics
March 2011 – February 2012 (1 year)

• Designed advertisements, LED banners, and other marketing material to promote Cal athletics

• Updated HTML/CSS, created web assets, and edited content on CalBears.com; ensured consistent branding

• Collaborated with marketing/fan experience directors and fellow interns to develop and execute marketing campaigns on and off the court (Cal Men's and Women's Basketball)

Design Editor
The Daily Californian
December 2010 – December 2011 (1 year 1 month)

• Interviewed, hired, and developed staff of 25+ designers, illustrators, cartoonists, and infographic artists

• Worked with a team to tell masterful stories via infographics, videos, and photo illustrations; took insights from different departments and saw them through initial concept to published content.

• Served on the Senior Editorial Board (SEB) to form the collective opinion of the entire paper

• Headed two print redesigns-once in 2011 to modernize design and another in 2012 to transition from tabloid to broadsheet; resulted in an immediate increase in advertisement revenue

• Managed social media sites: Twitter, Tumblr, Facebook, etc.

Other positions held at the Daily Californian: Assistant Design Editor (8 months), Night Producer (1 year 1 month), Designer (9 months), Receptionist (2 months)

Education

Leadership

Volunteer Work

Co-Founder, Co-Chair
Professional Graduate Degree Communications Council at UC Berkeley
August 2019 – July 2023 (4 years)

Diversity, Equity, Inclusion, and Belonging Leadership Team
UC Berkeley Coleman Fung Institute for Engineering Leadership
January 2020-November 2021 (1 year 11 months)

Contributor
Pink Box Stories
July 2018-December 2020 (2 years 6 months)

University Health Services Representative
Violence Prevention Collaborative (VPC)
September 2016 – June 2017 (11 months)
Comprised of students and staff from across campus, VPC's mission is to increase collaborative efforts, especially between students and the administration, to prevent violence in all of its forms on campus.

Communications Unit Representative
University Health Services, Tang Center Diversity Committee
May 2016 – June 2017 (1 year 2 months) 
The UHS Diversity Committee is advisory to UHS leadership and was established in 1998 to address all areas of diversity at the policy level at the Tang Center.

Staff Advisor for the Partnership for Pre-Professional Pilipinos (P4)
Pilipino Information Network at Cal (PIN@Cal)
May 2015 – June 2017 (2 years 2 months) 

• A group of about 10 staff advisers meet with the leaders of student Pilipino organizations at UC Berkeley with the goals to:

  • Assistance with program assessment, evaluation and succession planning

  • Work on mission and vision, goals and objectives

  • Provide a sounding board for student organizations to explore their vision for their organizations and how to meet their challenges

Communications Chair
Asian Pacific American Systemwide Alliance (APASA) at UC Berkeley
June 2014 – July 2016 (2 years 2 months)

• Served on the steering committee to strengthen professional/social networking between API staff and faculty

• Sent weekly e-newsletters about campus events, jobs and news; maintains the 700+ membership listserv

• Managed website and social media presence on Facebook and LinkedIn. Designed and produced handouts, signage, and presentations. Oversaw branding

• Led a communications subcommittee made of two volunteer staff members

Awards and Recognitions

Conference Engagements

October 2023
Student Recruitment and Paid Advertising: Tips for Generating Leads Through Paid Ads | Social Media Strategies Summit

October 2022
Social Media for Graduate and Professional Degree Programs | Social Media Strategies Summit

May 11, 2017
"How to Use Metrics in Communications and Decision-making - A Case Study” | Cal Assessment Network

June 12, 2014
"So Many Channels, So Little Time" | Berkeley Communications Conference (BC2) 

June 10, 2014
"Breaking Down the Cubicle Walls" | UC Berkeley Stay Day

February 12, 2014
"Social Media Metrics" | Comms-A-Con - The love and appreciation of Communications as a discipline

January 31, 2014
"The Role of Social Media in Higher Education" | College Board Western Regional Forum

June 13, 2013
"Social Media & Gen Y" | Berkeley Communications Conference (BC2)

Languages

Tagalog (Conversational)