Shayla Garcia

I am motivated by solving problems, improving outcomes, and helping organizations make smarter decisions through data and collaboration Over the past 10+ years, I've worked across government, hospitality, and private-sector organizations, leading cross-functional initiatives that combine marketing, communications, stakeholder engagement, and data-driven decision-making. My experience includes developing large-scale campaigns, analyzing performance metrics, managing competing priorities, and coordinating teams around shared business objectives.

Marketing Specialist at Fresh From Florida – Florida Department of Agriculture (2025-01 – Present)

• Supported statewide marketing and engagement initiatives promoting Florida agriculture, consumer awareness, and industry programs.
• Analyzed audience research, stakeholder feedback, survey data, and program insights to develop targeted messaging and support strategic marketing decisions.
• Collaborated with cross-functional teams to execute campaigns and ensure message consistency across multiple communication channels.
• Developed executive reports, presentations, and dashboards that translated complex data into actionable insights for leadership and stakeholders.
• Utilized Salesforce, Qualtrics, campaign analytics, and performance reporting tools to monitor engagement trends, measure outcomes, and support data-driven decision making.

Enterprise Marketing Coordinator at Miami-Dade County (2022-01 – 2025-01)

• Managed integrated marketing and engagement campaigns supporting multiple county departments and initiatives serving approximately 2.9 million residents.
• Utilized Nielsen audience data, Salesforce, Qualtrics, Google Analytics, Meta reporting tools, and campaign performance metrics to inform media strategy, audience segmentation, and messaging decisions.
• Developed KPI reports, dashboards, and executive presentations measuring engagement, reach, customer behavior, campaign effectiveness, and return on investment.
• Led cross-functional coordination between leadership, creative teams, media planners, customer engagement teams, vendors, and stakeholders to ensure successful campaign execution.
• Managed multi-million-dollar public awareness campaigns from strategy through implementation, performance analysis, and optimization.
• Presented performance insights and strategic recommendations to senior leadership, helping guide future marketing investments and outreach initiatives.

Director of Marketing at SHOTS Hospitality Group (2016-01 – 2022-01)

• Directed engagement marketing strategies across multiple hospitality locations in Miami, Orlando, and New Orleans.
• Managed social media, paid advertising, email marketing, and promotional campaigns to increase customer engagement and retention.
• Reduced advertising costs by 60% while increasing customer engagement and bookings by 30%.
• Analyzed customer behavior, campaign performance, and audience trends to optimize marketing investments.
• Managed sponsorship relationships with Red Bull, Budweiser, and Heineken while coordinating large-scale customer engagement initiatives.

Event Coordinator / Founder at Rooftop Music (2002-01 – 2015-01)

• Created and managed customized entertainment programming for corporate, private, and high-end events.
• Sourced, booked, and coordinated musicians, performers, DJs, and specialty talent based on client needs.
• Managed talent availability, scheduling, contracts, logistics, and event-day coordination.
• Built strong relationships with artists, venues, planners, vendors, and entertainment professionals throughout South Florida.
• Managed multiple events simultaneously with budgets ranging from $150K–$500K.

Communications Coordinator at BEA Architects (2014-01 – 2015-01)

• Managed proposal timelines, project documentation, presentation materials, and internal coordination.
• Developed client-facing communication materials and organized detailed project information.

Project & Accounts Manager at William Hamilton Arthur Architects (2006-01 – 2013-01)

• Coordinated client communications, project documentation, schedules, and operational workflows.
• Managed detailed tracking systems for projects moving from concept through completion.

Bachelor of Science in Communication – University of Miami

Minor in Business Administration – University of Miami

Minor in Psychology – University of Miami

Associate of Science in Business Administration – Miami Dade College