I work in media. My work has appeared on Radio Bilingue, KPFA and KQED, the San Francisco Chronicle’s In Oakland Blog,  Oakland Local, New America Media and the Race Poverty and Environment Journal, YES! Magazine and Making Contact. In addition to creating I enjoy user-experience research, planning and crunching metrics. Read on for specifics.

Irene Florez | media-maker |


Reporter & Lead Trainer, 
Contract, March 2009 – current, Oakland, CA
Lead Trainer on projects covering basic reporting, content creation, multimedia and data visualization. Presenter adept at working with diverse communities with an emphasis on nonviolent communication, group flow and creative development.
Multimedia Producer, Freelance, November 2009 – current, Oakland, CA
Journalist skilled in print and online reporting, content creation and editorial management. Reporting topics include food & agriculture, gardens, media policy and Latin@s in California. Outlets include KQED, KPFA, Radio Bilingue, San Francisco Chronicle’s In Oakland Blog, Oakland Local, New America Media and the Race Poverty and Environment Journal, YES! Magazine and Making Contact and The Media Consortium;

News Editor, El Campanil, 2002-2004, Oakland, CA / Crescent Crier, 2000-2002, Corvallis, OR
Assigned stories, selected submissions and edited stories for news section; Laid out and designed news pages; Assisted field reporters; Wrote two news stories per week; Increased El Campanil news section from 2 to 4 pages; Reduced news wire use from 2-10 stories to 1-3 stories per week; Increased creative submissions to 1-4 original works per week.


Online Manager, Contract, March 2010 – current, Oakland, CA
Develop online media strategy; Direct teams of multimedia reporters and technologists in creating story packages; Develop content sharing relationships with media and community organizations; E-newsletters: coordination, editing, execution; Database, AdWords oversight and social media campaign management; Source 3rd party content; Create web graphics and collateral; Train community members on related media tools; Craft interesting SEO headlines and share posts; Track metrics.

Project Manager, Contract, March 2009 – current, Oakland, CA
Lead projects such as Live Work Oakland, Oakland Local Education Voices and local media training programs. This includes writing reports, cultivating community partners, managing schedules and tracking deliverables.

Communications Associate, WAGES, 2008-2009, Oakland, CA
Led brand change: launched marketing plan in conjunction with Seventh Generation; Managed organization database; Led conversion of outdated PHP websites to CMS: developed plan, selected reviewers, hired and interfaced with designers and developers; Trained staff on database and web platforms; Set Google Analytics; Tracked potential volunteers and ally organizations; Ran a variety of reports based on criteria such as region, donations, and organization; Increased end of year campaign donations; re-designed newsletters, letter-heads, and internal documents; Wrote and disseminated quarterly e-news bulletins and monthly worker-owner profiles.
* Upshot highlight:  I helped a co-op incubator revamp their website in 2008. Now they have these two very cool sites, both of which are a huge upgrade from their previous site.

Statewide Communications, SEIU, 2007-2008, Oakland, CA
Led conversion of two PHP websites to CMS: developed plan, executed conversion; Supported the organization through brand changes: re-designed newsletters, letter-heads, and internal documents; Wrote and disseminated bi-weekly e-news bulletins, weekly worker profiles, end-of-campaign materials, press releases, letters to the editor and media packs; Conducted spokesperson trainings; Pitched stories in four CA regions; Maintained media database.

GPS Assistant, contract, TransFair USA, 2005-2007, Oakland, CA
Coordinated high profile SCAA related meetings and TFUSA participation including staging, participation, visa logisitics and volunteer coordination; Led coffee producer recruitment including materials creation in four languages; Conducted coffee supply reconnaissance in Latin America for two major accounts; Carried out Paraguay sugar production and trade research, and producer needs assessments; Laid out Fair Trade impact reports and wrote co-op profiles.

Outreach Intern, Global Exchange, Bike Aid, 2004, San Francisco, CA
Created Spanish web section for Bike Aid; Assessed program recruitment; developed outreach plan, doubling applicants in one year.

Gallery Assistant, Mills College Art Museum, 2002-2005, Oakland, CA
Maintained 2,000+ artist and acquisition files; Engaged visitors; Answered questions about featured artists.


Case Intern, International Rescue Committee 2004, Oakland, CA
Spanish Interpreter, Community Outreach, 1999-2002, Corvallis, OR

Knight Digital Media Center • Data Visualization Series • 2012, Berkeley, CA
Claire Schoen • Soup-to-Nuts Radio Production Seminar • 2011, Berkeley, CA
Knight Digital Media Center • Multimedia Workshop • 2011, Berkeley, CA
KPFA Apprenticeship Program • Radio Production Apprenticeship • 2010, Berkeley, CA
Media Alliance • Copyediting Workshop • 2008, Oakland, CA
WWOOF • Organic Farming Volunteer • 2006,  France
Tokyo University of Foreign Studies • Japanese Culture, Development Economics • 2004–2005, Tokyo, Japan
Mills College • B.A. with Honors,International Relations, Modern Languages and Literature • 2002–2005, Oakland, CA

Proficiencies: Audition, Sound Forge, ProTools; Photoshop, InDesign, PageMaker, Quark; Flash, Final Cut Pro, Imovie; Filemaker Pro, Sales Force, Emma/Network for Good, Act!, Get Active/Convio, Threespot;  HTML; Social media applications. *70+ wpm, Mac and PC
Languages: English (bilingual), Spanish (bilingual), French (intermediate), Japanese (beginner)

Fellow • The Media Consortium • 2012, Oakland, CA
Fellow • Knight Digital Media Center • 2011, Berkeley, CA
Recipient • New America Media ~ Franz Schurmann Memorial Fund • 2010, San Francisco, CA
Graduate • KPFA ~ First Voice Media Apprenticeship • 2010, Berkeley, CA
Representative • Model U.N. Conference • 2005, New York, NY
Recipient • Benjamin A. Gilman international scholar • 2004, Oakland, CA
Recipient • Japanese Ministry of Education study abroad grantee • 2004, Oakland, CA
Grantee • Junior Palladium Award grantee • 2003, Oakland, CA
Recipient • Mills College Journalism Award • 2003, Oakland, CA