Berta Rodriguez

Deputy Director, South Texas Region

Berta comes to the Institute with over 25 years of experience in strategic marketing and communications, public policy, advocacy, and community engagement. Her focus has been engagement and outreach in Latino markets at the city, state, national, and international levels through effective and relevant messaging using cross-cultural consumer research and data analysis. Berta’s work has been used to inform and shape the multicultural marketing and advertising strategies for the American Cancer Society, AT&T, Burger King, H-E-B, IDEA Public School, KIPP Charter Schools, and Western Union. Berta also brings a diverse perspective from her practical experience and work across a broad range of communities, including Los Angeles, Miami, Chicago, Houston, Dallas, San Antonio, Mexico, and Central America.

Most recently, she served as the City of San Antonio’s External Affairs Manager and Census Administrator. Her responsibilities included establishing a baseline approach for equitable community engagement, developing systems and standard operating procedures to lower the barriers for public participation and measure engagement levels within marginalized communities across all City Departments. Berta played a key role in directing and shaping the development of the City’s Strategic Public Engagement Plan and implementation framework to ensure racial and economic equity within City policies and programs. Additionally, she successfully led, organized, implemented, and evaluated a community wide complete count strategy for the 2020 Census. This resulted in San Antonio being nationally recognized as only one of three large metro areas with the highest self-response rate increases during the peak of the COVID-19 pandemic.