Published: June 8, 2020

Social media platforms provide free and creative marketing tools for candidates, especially as voters socially distance and spend more time scrolling, clicking, and “like”ing.

Authenticity and honesty make for the most interesting and captivating content, which are keys to winning over voters.

Harnessing the power of social media is not just about scrolling and re-posting. All of the major platforms prize new content. Whether it comes as written blogs, selfies, graphically-designed posts or video, the logarithms promote what’s new.

The entire point of introducing a candidate on social media is to increase name awareness and drive traffic back to the appropriate website landing page. One way to create original, shareable content is adding a section to your campaign website that replicates a blog (though no reason to call it a blog since blogs are so…bloggy). Slightly less-formal content (e.g. “reflections from the campaign trail”) translates to original content that can be published on Facebook and LinkedIn or combined with an image for Instagram and Pinterest.

Keep in mind that most well-performing social media content accomplishes these specific goals:

EDUCATE

ENTERTAIN

INSPIRE

Political candidates can share their vision easily and economically by harnessing the many different platforms, as long as they spend time engaging with followers (which is equally important to posting) and playing by the platform’s ground rules (i.e. what works on Twitter doesn’t necessarily work on Facebook).

Finally, while the usage of the different platforms is fairly consistent across racial demographics, there are larger gaps in usage in urban vs. suburban vs. rural users.

A quick recap of platforms available to candidates:

Facebook (FB)
Gets a bad rap these days for being for boomers, but folks: everyone’s on it, it’s the easiest to share, and you can repost almost everything from other platforms onto it.

Twitter (TW)
Has a high amount of BIPOC. You may use it as a press release platform. Also, humor loves brevity.

Pinterest (PI)
Skews greatly female and slightly higher usage by white people.

YouTube (YT)
Skews slightly male, but is used by more people than even Facebook.

LinkedIn (LI)
Skews slightly male and white, but can be effective in dispersing position papers and newsworthy items.

Instagram (IG)
Skews slightly female and is used heavily across all demographics.

Snapchat (SC)
Used intensively by younger folks (read: new voters)

TikTok (TT)
We all know what a force TT is and how it favors the youth.

Here are twenty steps for getting started on the social media sites to win your campaign during COVID-19:

ONE

Make a social media calendar for regular posting.

TWO

Explore scheduling tools such as Hootsuite (for FB, TW, LI) and Tailwind (IG, PI) that can make your posting much more consistent and manageable. Set aside an hour per week to schedule out social postings for the week.

THREE

Post weekly on all platforms on a scheduled basis.

FOUR

Set aside 15 minutes per day to engage with your platforms—especially FB, IG and Twitter. Schedule it and make it intentional and focused.

FIVE

Make a 30 second introduction video:

“Hi, I’m _____ and I’m running for ______ because 1. ____, 2._____, 3.____. You can learn more on my website at ______.”

SIX

Post your introductory video on FB, IG (including stories), YouTube, Twitter, Pinterest (now accepts videos), and TikTok (with text and overlays). Whenever possible, “pin” your video to the top of the social feed.

SEVEN

Set up a free Canva or PicMonkey account and make branded graphics to use repeatedly.

EIGHT

Have a folder on a phone or computer to store quotes, photos and memes for evergreen content.

NINE

Spend an hour following thought leaders across all channels—consider politicians, celebrities, influencers and brands that align (or even do not align) with the campaign.

TEN

Spend fifteen minutes per day engaging with and commenting on the posts of followers.

ELEVEN

Have a friend record bits of campaign speeches (even on zoom) and post.

TWELVE

Snap a few pictures of local businesses and favorite aspects of the candidate’s neighborhood. Occasionally share and highlight these and share thoughts on them.

THIRTEEN

Make a campaign platform top 10 list (or top 5? Or top 15?) and divide into singular graphics to post repeatedly across platforms. These may be reposted every few weeks.

FOURTEEN

Make sure IG feed and stories automatically post to FB feed to eliminate one step in the cross-feed.

FIFTEEN

Have friends make a testimonial video to post to IG feed “Why I’m supporting _____ for ____”.

SIXTEEN

Post pictures of campaign signs on all social platforms. Make it “Where’s Waldo”-esque.

SEVENTEEN

Do NOT take pictures with beer, wine or liquor in hand.

EIGHTEEN

Remind people of voting/registering/vote-by-mail deadlines in video and written form.

NINETEEN

You the candidate are a thought leader. People want to know what you think—keep it positive, constructive and informative (no need to be negative).

TWENTY

Don’t overthink social media. Just create content. Know facts, be humble. But don’t overthink it.

GARRETT ARWA

Senior Vice President | Head of Political

garrett@brysongillette.com

Garrett Arwa has over 15 years of successful experience working on campaigns and with cause-based organizations. He most recently served as the interim executive director of the National Democratic Redistricting Committee. He led the NDRC’s post-redistricting pivot to support pro-democracy candidates in the 2022 midterm elections, expanding its work into protecting election administration and preparing the organization for the fall U.S. Supreme Court term with two consequential redistricting cases before the court. Garrett has served in previous leadership roles at the For Our Future PAC and For Our Future Action Fund (FOF), NextGen Climate, and the Michigan Democratic Party.

Outside of the office, Garrett is an avid cook, will dance just about anywhere (especially department stores), can be found walking while listening to an audiobook, and loves to go on adventures with his wife Emily and their pug Franklin.

ELSA ALVARADO

Director

elsa@brysongillette.com

Elsa Alvarado is a politically savvy strategist and communications expert whose clients span the breadth of Bryson Gillette’s public affairs portfolio. Elsa leverages her years of senior-level public affairs experience from the Pentagon, State Department, and campaign trail to position her clients for success. Her work includes helping national education nonprofits amplify their work across the media landscape; positioning tech reform coalitions to change digital privacy laws across the U.S.; and advising the CEO of a major national consumer advocacy organization on engaging high-priority audiences. Prior to joining Bryson Gillette, Elsa served in the Biden-Harris administration as director of strategic communications in the Office of the Assistant Secretary of Defense for Legislative Affairs. In this role, she received the Office of the Secretary of Defense Award for Outstanding Achievement for her work in preparing the Secretary and Deputy Secretary of Defense for their congressional engagements. During her tenure, Elsa successfully advanced the office’s top priorities amidst a series of global crises, including the U.S. withdrawal from Afghanistan and the Russian invasion of Ukraine. In 2020, Elsa served on the vetting team of President Biden’s presidential campaign, primarily vetting for now-First Lady Jill Biden.

Elsa is a native New Yorker and now resides in Washington D.C. with her partner, Hunter, and their Australian Shepherd puppy, Smokey.

MONIKA LEE

Senior Manager

monika@brysongillette.com

Monika joins Bryson Gillette after working as the Associate Communications Director at the California Pan-Ethnic Health Network, a statewide health advocacy organization advancing health equity and racial justice. Previously, Monika worked on several statewide campaigns and ballot initiatives as a Campaign Coordinator at Paschal Roth. She has experience in full-scale communications work, from public education campaigns to targeted legislative work, all with a desire to bridge policymakers and elected officials to the communities they serve and are accountable to. She has worked across a variety of policy areas, including health, housing, clean energy, and labor unions.

Originally from San Diego, she currently resides in Sacramento. She graduated from Scripps College with a B.A. in Legal Studies, focusing on History. In her spare time, she served as the Campaign Manager for a local city council race, volunteers with Global Shapers Sacramento, an organization funded by the World Economic Forum, and enjoys bouldering, hiking, and baking.

MICHAEL OCON

Manager

michael.ocon@brysongillette.com

Michael Ocon handles project management and a variety of writing and media relations duties for clients on Bryson Gillette’s public affairs and political teams. A passionate advocate for educational equity and institutional access, as well as a trained political organizer, Michael interned for influential elected officials, political campaigns and advocacy organizations, including Antonio Villaraigosa for Governor; Kamala Harris’ Senate office and presidential campaign; George Gascón for District Attorney; and SEIU-USWW. In these roles, he worked closely with senior staff on communications and rapid response, field organizing strategy, and policy advocacy on education reform and youth voter engagement. At Stanford University, Michael served as the inaugural Student Advisor to the Provost and Vice Provost of Student Affairs. In this newly created role, he counseled administrators and trustees on issues related to budget reform, investment responsibility, community crisis response, public safety, and diversity and inclusion. He also co-founded the Stanford Coalition for Workers’ Rights, which raised hundreds of thousands of dollars for direct Covid-related relief for hundreds of Bay Area workers.

In his spare time, Michael can be found gaming with his friends, watching true crime documentaries, listening to R&B, and writing stories about the places and the people he calls home.

SETH LITT

Vice President

seth@brysongillette.com

Seth Litt is a strategist, communicator and doer who has spent 20 years bringing people together to build capacity and develop strategy to solve complex challenges. Equally skilled at media relations, brand-building, activating coalitions, and digital engagement, Seth employs every tool at his disposal to help his clients – from innovative national nonprofits to leading technology companies – expand their imagination of what is possible and then achieve their goals. Seth is also a seasoned nonprofit executive whose work has strengthened public education and empowered disenfranchised communities. He has organized marginalized families in Los Angeles to secure historic policy victories increasing access to high quality schools. He co-founded an organization that raised and distributed funds to over 4,000 families during the height of the pandemic. Seth founded a public high school in the South Bronx for young people who deserve a fair shot at happiness and success after being impacted by the criminal legal system.

Seth and his wife Lucy live in Washington DC with their two Australian Shepherds, Zeus and Lefty.

Kyle Valdes

Intern

Kyle Valdes is a Cuban-American who was born and raised in Miami, FL. He is currently a senior at the University of Southern California where he is majoring in Business Administration and minoring in Advertising. He loves to travel, try new foods, and spend quality time with family and friends.

ALEXIS MOLDEN

Intern

Alexis Molden is a second year Political Science major at UCLA. During her first year, she had the opportunity to participate in student government and other advocacy projects that contributed towards helping marginalized communities. As a part of the fellowship for UCLA’s office of the External Vice President, she was able to represent UCLA by understanding and adhering to the different needs of the students on campus. She has also participated in Black Lobby Day as a delegate for her university as she discussed with Senators and Assembly Members the different ways to rectify local and national issues. Moreover, her role in the University of California Student of Color Conference allowed her to connect with other leaders to discuss plans of action in advocating for change. She has already begun to dedicate her career to advocating for equality and equitability within society, and is excited to continue fulfilling her passion of contributing towards change as an intern for Bryson Gillette.

SYNIA BOYER

Intern

Synia Boyer is a junior at Howard University, currently studying Strategic Communication. She is passionate about advancing equity in politics and even created a blog that covered social justice issues. Prior to joining Bryson Gillette, Synia developed social content for Evoke Kyne, a health public relations agency. Interning with the agency’s reputation and social impact team, she also conducted research and supported content for equity initiatives. Born and raised in Philadelphia, Synia enjoys meditation, listening to music, and spending time with her loved ones. She is excited to bring her progressive spirit to Bryson Gillette while learning more about media strategy in public affairs.

DIEGO ANDRADES

Intern

Diego is a senior double majoring in Political Science (honors) and Politics, Philosophy, and Law with a minor in Legal Studies. At USC, Diego found a passion for research, emphasizing in electoral politics, voting systems, and electoral accessibility. Diego's interests in politics have evolved beyond academia, and he has since leveraged his background in electoral research to advocate for progressive voting policies at organizations like Crooked Media and Common Cause.

KATHERINE PROVINS

Executive Assistant

katherine @brysongillette.com

Katherine Provins provides administrative support on a wide variety of projects for Bryson Gillette, including project management, client relations, finance, operations, and event planning.

Katherine is a Chicago native now living in Los Angeles. Outside of the office, you will find her at the dog park, hiking with her Boxer puppy, or spending time with her daughter.

KELVIN GREEN II

Intern

kelvin@brysongillette.com

Kelvin Green II is a graduating senior at the Massachusetts Institute of Technology (MIT) studying Physics with a double minor in Writing and Literature. Before coming to Bryson Gillette, he served as a regional organizer on Team Massachusetts at Warren for President (2020) and as the Deputy Campaign Manager and Field Director for a local Boston City Council candidate (2021). Kelvin’s passion for change through politics has been long-standing. From attending President Obama’s inauguration in 2012 to volunteering with the New Hampshire Democratic Party in 2014 and 2016, he has consistently taken opportunities to be civically engaged through direct action.

In his spare time, Kelvin is the President and CEO of Ren Consulting Group, a firm founded in 2020 with a commitment to producing strategic solutions for clients (with a focus on growing women and minority-owned businesses). He also enjoys reading and writing fiction and is currently working on a novel inspired by the Indigenous people to the land called Virginia. On campus, he has served and consulted on a plethora of Institute-wide committees, working groups, and student groups focused on researching and implementing diversity, equity, and inclusion practices in curriculum, student life, policing, and administrative operations.

Kelvin is an alum of School Year Abroad China (2016), where he gained fluency in Mandarin, and Phillips Exeter Academy (2017). He is also a brother of Alpha Phi Alpha Fraternity, Inc.

ISAIAH DAWSON

Intern

isaiah@brysongillette.com

Isaiah Dawson is a junior at Howard University majoring in Political Science and minoring in Public Relations. Prior to joining Bryson Gillette, Isaiah interned at NARAL Pro-Choice America, the LGBTQ Victory Institute, and the Pivot Group. Isaiah also volunteered as an AmeriCorps member for two years, working to close the opportunity gap in New York City public schools.

As a Florida native, Isaiah loves to spend their free time on roller coasters or at the beach. Their passions include urban photography, art curation, and LGBTQ ballroom culture.

CECILIA CABELLO

Vice President

cecilia @brysongillette.com

Bio forthcoming...

ANNA WOOD

Director | Enterprise Operations

anna@brysongillette.com

Anna Wood manages Bryson Gillette’s internal operations and is thrilled to be part of the firm’s strategic growth. Anna wears many hats at Bryson Gillette, and is passionate about building smart, efficient processes that increase her colleagues’ impact. Prior to joining Bryson Gillette, Anna worked as the strategic operations manager at Los Angeles’ Central City Association. She also led organizing teams for youth voter mobilization and issue advocacy efforts as regional organizing manager at New Era Colorado.

Outside of work you can find Anna exploring LA with her husband, packing the car for a weekend trip, or cuddling with her cats at home, tea or cocktail in hand.

MIKE TRUJILLO

Vice President

mike@brysongillette.com

Mike Trujillo is a veteran Democratic strategist who guides political campaigns up and down the ballot across California, deploying his expertise on media, power and grassroots organizing and advocacy. Over the past two decades, he has served as a senior adviser to countless campaigns, from Antonio Villaraigosa’s mayoral win in Los Angeles to Hillary Clinton’s presidential bid to gubernatorial, congressional, state senate, state assembly, city council, and school board races. Mike has successfully steered bond measures and ballot initiatives including L.A.’s Proposition HHH, which secured $1.2 billion to create 10,000 new apartments over a decade for people experiencing homelessness.

JESSICA TAYLOR

Director | People Operations

jess@brysongillette.com

Jess Taylor provides strategic operations and human resources support to help scale team impact. She has served both political campaigns and public affairs clients through a variety of duties, including project management, media tracking, a variety of writing duties, and an array of production responsibilities. Prior to joining Bryson Gillette, Jess managed organizing teams and special projects for statewide and national political campaigns, including Senator Elizabeth Warren’s senate re-election campaign and presidential bid, and the Democratic ticket in New Hampshire in 2020.

Jess lives in Atlanta with her partner, Anna, where they’re aiming to try all of the delicious food, dance to lots of live music, and immerse themselves in the city’s legacy of activism.

RISA SUNAKAWA

Senior Manager

risa@brysongillette.com

Risa Sunakawa has quickly developed a specialty in tech reform, handling project management and a variety of writing projects for nonprofit and private sector clients working to transform social media and the digital landscape for the common good. She was part of the team that helped secure groundbreaking California legislation implementing landmark online safety regulations for children. She also helped elect a first-time member of the L.A. County Board of Supervisors. Prior to joining Bryson Gillette, Risa worked with multiple nonprofits to increase voter registration and civic engagement in Utah, including one focusing on the AAPI community. She also created a web platform that helped Missourians safely and easily request absentee ballots during the 2020 election season.

Risa is a Yankees fan, but will root for the Angels for Ohtani. In her free time, she likes pretending like she knows about wine.

TESS SEGER

Director

tess@brysongillette.com

Tess Seger is an experienced campaign professional with a strong background in paid and strategic communications. Tess put thousands of miles on her car as the communications director for Senator Cory Booker’s Presidential campaign in Iowa. She also served as the campaign manager for Congresswoman Susie Lee’s highly competitive re-election campaign in Nevada. In 2018, as the communications director for the Iowa Democratic Party, Tess helped flip federal, statewide, and local seats blue. She started her career at the Los Angeles office of SKDKnickerbocker after graduating with honors from the George Washington University.

Standing up for progressive values is as much a profession as it is a calling for Tess -- she started advocating for public education when she was in the classroom herself. Forever an Oregonian at heart, outside of the office you can find her hiking, practicing yoga, or having heart failure over the latest Trail Blazer game. Tess lives in D.C. with her cat Finnegan.

SLOANE PERRY

Senior Manager

sloane@brysongillette.com

Sloane Perry handles project management, media tracking, a variety of writing duties including op-eds and website content, and an array of production responsibilities for Bryson Gillette’s political and public affairs clients. She has helped re-elect L.A. Unified Board of Education members and is now working to elect a first-time Congressmember. She was part of the team that helped secure California’s first-in-the-nation law to reduce single-use plastics. Sloane helped create and implement paid media for Measure LA, a historic bond measure that will invest $5 billion to prepare students for 21st century careers. She also supported Caroline Simmons’ successful mayor campaign in Stamford, Connecticut and our global media work with Facebook whistleblower Frances Haugen. Previously, Sloane served as a researcher at Unite America and did field work for the 2020 Democratic campaign in Colorado.

Sloane spends most of her free time outside hiking, skiing, at the beach, or playing with her dog, Fig.

REBECCA PEARCEY

Partner | Political Communications

rebecca@brysongillette.com

One of the most accomplished political operatives in the country, Rebecca Pearcey works on local, state, and national political campaigns at Bryson Gillette. In 2022, she led the paid media strategy to elect Pennsylvania's first African American Congresswoman, Summer Lee, and advised more than 20 candidates throughout the cycle. Prior to joining Bryson Gillette, Rebecca served as political director and senior advisor for Senator Elizabeth Warren’s presidential campaign, where she led a flood-all-zones strategy and oversaw staff teams in all 57 states and territories. Her work for Sen. Warren included overseeing ballot access operation, delegate recruitment and operations, advising on external communications strategy, surrogate and principal scheduling, and briefing the candidate on a daily basis. In 2018, as director of the national independent expenditure campaign for the Democratic Legislative Campaign Committee, Rebecca played a crucial role in flipping over 400 legislative seats and eight chambers. During her 20-year career, she has steered hundreds of campaigns across the country, including running a U.S. Senate race in Ohio and a gubernatorial race in Indiana. Outside of her career, Rebecca is committed to mentoring and training diverse young talent in strategic campaign management through the Blue Leadership Collaborative. Her dedication to fostering fresh talent has earned her numerous accolades, including being named a Fellow at Georgetown University’s Institute of Politics and Public Service in 2021. A native of Oregon, Rebecca is now based in Washington DC.

If Rebecca hasn’t missed her flight, she is probably tweeting about how close she’s calling it and offering travel tips on Twitter.

SEAN NESMITH

Associate

sean@brysongillette.com

A Georgia southerner at heart, Sean is a recent graduate from NYU where he double majored in International Relations and Public Policy, completing his studies across the globe to grow his cultural competence, his awareness for social change, and most importantly, his palate.

Before joining Bryson Gillette as a former intern, he gained a variety of different skills from his experiences as a campaign volunteer for Senators Jon Ossoff and Rev. Raphael Warnock and as an Immigration Casework Intern for Sen. Kristen Gillibrand, connecting New Yorkers with federal agencies to better their lives. He is excited to bring his passions for progressive causes and campaigns to Bryson Gillette full time, amongst the nation’s most well-renowned operatives in political and public affairs.

In his free time, Sean is a long-time volunteer for HOBY, an international, service-rooted organization dedicated to empowering future youth leaders. He also enjoys pop music, Broadway shows, and spending time on social media.

LUCY MARTIKYAN

Director

lucy@brysongillette.com

Lucy Martikyan has over a decade of experience running campaigns in congressional, statewide, and state legislative elections, as well as local ballot measure campaigns in California. In 2022, she led the successful and historic campaign for Measure LA, a $5 billion bond measure that will prepare students for 21st century careers. As the campaign’s chief strategist, Lucy analyzed polling, designed messaging, and executed an in-house mail program along with digital and slate campaigns. The same year, she ran the independent expenditure campaign for Katy Yaroslavsky’s successful run for L.A. City Council. Prior to joining Bryson Gillette, as a campaign manager and consultant, Lucy helped elect a myriad of Democratic candidates across greater Los Angeles. Her past campaigns include: Sheila Kuehl for L.A. County Supervisor; Laura Friedman, Sydney Kamlager and Miguel Santiago for State Assembly; Paul Krekorian and Paul Koretz for L.A. City Council; Betty Yee for State Controller; and John Chiang’s bids for State Treasurer and Governor.

In her spare time, she enjoys working on film photography projects and volunteering for organizations that fight against injustice and promote social and economic equality.

JASON MANDELL

Senior Director

jason@brysongillette.com

Jason Mandell helps changemakers and organizational leaders deepen their impact through persuasive messaging, powerful storytelling, and the strategic deployment of resources. A skilled writer, creative thinker and experienced media strategist, Jason positions his clients to increase their exposure, influence public opinion, and change policy. Over the years, he has secured coverage in countless outlets, from the New York Times to Politico; scripted everything from brand videos to op-eds to speeches; and provided media coaching for everyone from CEOs and elected officials to teachers and farmers. His proudest moments at Bryson Gillette including helping to launch a national climate coalition advocating for regenerative agriculture; shepherding a national paid advertising campaign pressuring Congress to pass voting rights legislation; creating consumer-friendly messaging for a housing startup and an innovative crowdfunding platform; and significantly expanding the media footprint of the nation’s largest and oldest scholarship provider to Indigenous students. A former reporter, Jason has served as a communications director for nonprofits advocating for better schools, economic justice, and solutions to homelessness.

Jason and his partner Ellie live in Pasadena and enjoy hiking, eating, bossa nova, and the occasional healthy debate.

GAVIN LODGE

Consultant

gavin@brysongillette.com

Gavin Lodge is an account strategist and social media specialist for Bryson Gillette. After two decades on Broadway, Gavin brings creativity, insight and smidgeon of pizazz to social media management. In 2015, Gavin successfully launched his own brand of baby gear for stylish dads where he cut his teeth in utilizing new media to reach target audiences. Gavin’s understanding of the creative process, ability to adjust to varying client needs, and understanding of what it takes to cut through the noise makes him an asset for Bryson Gillette and its clients.

Having worked as a field organizer in Iowa many moons ago, then as a manager for then-candidate U.S. Senator Maria Cantwell (WA), Gavin left politics to pursue show business in New York City. Over the course of a career including five Broadway shows, several original cast albums, a dozen TV appearances, and a turn on the Late Show with David Letterman (where he was greased up as a singing “Rambo” for a parody sketch), he’s followed other passions including founding the “baby gear for stylish dads” fashion start-up, E.C.Knox. His greatest pride are his two children, for which he waded into the political madness of Manhattan Public Schools by serving as PTA President.

Gavin is thrilled to be back in politics to bring about real change for progressive causes that will ensure a more just world for his children and yours.

KEVIN LIAO

Senior Director

kevin@brysongillette.com

Named a rising star in public relations by Business Insider in 2023, Kevin Liao has led successful communications initiatives at the national, state and local levels for numerous high-profile public officials and causes. In 2021, Kevin helped coordinate the media rollout of Facebook whistleblower Frances Haugen, managing an unprecedented international media consortium. In 2022, he shepherded communications efforts on two of the most prominent bills passed by the California legislature: a first-in-the-nation law to reduce plastics pollution and legislation implementing landmark online safety regulations for children. Kevin develops crisp, compelling messaging, builds trust with reporters across a wide range of sectors, and elevates the voices of diverse coalitions. Previously, Kevin served as press secretary to U.S. Energy Secretary Jennifer Granholm, where his media strategy advanced Biden administration climate initiatives. His political experience includes Senator Elizabeth Warren's presidential primary campaign in Iowa and California and President Biden’s 2020 general election campaign in Nevada, where Kevin built a multilingual media and community engagement strategy that contributed to record turnout among Asian and Latino voters. Kevin started his career in California politics, including serving as press secretary for Assembly Speaker Anthony Rendon.

Kevin resides in Los Angeles and enjoys spending his spare time practicing hot yoga, rooting for Bay Area sports teams, and watching golf videos on YouTube.

JACQUELINE LEE RIVERA

Senior Director

jacqueline@brysongillette.com

Jacqueline Lee Rivera has more than a decade of experience developing and managing award-winning campaigns for feature films, global nonprofit organizations, and Fortune 100 companies tackling some of the most pressing issues of our time. Most recently, she led a rebrand for the country’s largest and oldest direct scholarship provider to Native students, that increased the organization’s average annual media impressions, and she led the national launch of an unprecedented coalition of farmers, food companies and environmental advocates championing climate-friendly agriculture practices. Previously, she served as an impact producer leading social impact campaigns for feature films and television such as Academy Award-winner American Factory; NAACP Image Awards Best Documentary winner John Lewis: Good Trouble; and the acclaimed docuseries America To Me. Jacqueline also has experience leading international humanitarian and disaster relief communications during the Syrian Refugee Crisis and the Nepal Earthquake of 2015 and developing cause marketing campaigns in partnership with Microsoft YouthSpark and Gucci’s Chime For Change.

Jacqueline is passionate about the power of storytelling to open hearts and minds and can be found watching the latest films, sampling new restaurants, and attending concerts across Los Angeles.

HALEY KUBIK

Intern

haley@brysongillette.com

Originally from Seattle, Haley Kubik is a senior at the University of San Diego studying Political Science, Communications, and Sociology. Before beginning her internship at Bryson Gillette, Haley volunteered with various campaigns including the Mission for Arizona 2020 Democratic Coordinated Campaign which helped successfully elect Democrats up and down the ballot.

On campus, Haley has worked in the Center for Health and Wellness Promotion and is a member of USD Votes, a student organization centered around increasing local voter participation. She is passionate about mental health, reproductive rights, social justice, and voting reform. In her free time you can find Haley at the farmers market, a yoga class, or on the beach.

RALPH JEAN

Manager

ralph@brysongillette.com

Ralph Jean is a strategic communications professional with experience managing projects for a diverse range of causes, from business rebrands to grassroots organizing. A journalist by trade and a storyteller at heart, Ralph has directed his passion to produce original content in support of project launches like Destination Crenshaw Museum, HealthyLA Coalition, and A3C Festival & Conference in Atlanta, GA.

Prior to Bryson Gillette, Ralph served as Director of Communications for Strategic Actions for a Just Economy (SAJE). Ralph values flexible thinking and rigid procedure. He's used these values to create metrics driven campaign strategies to increase website traffic, expand email audience, and grow organic social media engagements while connecting companies and organizations to new communities.

Ralph started his strategic communications career as a congressional intern for Congressman David Scott in Atlanta, Georgia. He attended Morehouse College, studying psychology and journalism and later obtained a Master of Science degree from Columbia University Graduate School of Journalism. When he's not catching up on the hot memes of the month Ralph enjoys amateur astronomy and likes to unplug by visiting national dark sky parks or biking around his home in Georgia.

RAÚL HERNÁNDEZ

Vice President | People

raul@brysongillette.com

With a knack for making strategic connections between people, programs, and resources, Raúl Hernández builds capacity in teams and institutions to maximize impact. A former educator with nearly 20 years of experience in education reform and talent development, Raúl oversees all things human resources at Bryson Gillette. He has expertise in designing and delivering learning experiences that resonate with audiences. Prior to joining Bryson Gillette, Raúl led alumni and corps member work for Teach For America Los Angeles for over 10 years. He supported a network of over 3,600 leaders across a variety of industries in Southern California through program partnerships, facilitating leadership development, talent matching, and ongoing engagement. Previously, Raúl spent eight years as a public school classroom teacher in Baltimore and Boston.

Raul lives with his wife, Rohini, and their two little girls. You can find him spending time with his family, going on walks with their dogs, or on the course trying to become a scratch golfer.

SHIRA FINE

Partner | Head of Strategic Communications

shira@brysongillette.com

The head of Bryson Gillette’s public affairs department, Shira Fine creates audacious, award-winning communication campaigns for high-impact, high-profile organizations and individuals working to change the world. She helps brands tell their stories and creates paths to success for impactful progressive causes. A creative thinker who is fluent in comprehensive communications strategy, digital engagement, media relations, branding and messaging, Shira designs bespoke campaigns to achieve clients’ goals. Her proudest achievements include advising the social impact campaign for Netflix’s Oscar-nominated, ceiling-shattering documentary Crip Camp; elevating the media profile of the largest homeless services and advocacy organization in California; and teaching lawmakers about the benefits of regenerative agriculture.

On the weekends, she can be found hiking in Griffith Park, wandering on the beach or discovering new playgrounds with her husband and two sons.

KATE CHAPEK

Senior Content Director

kate@brysongillette.com

Kate has dedicated her professional career to developing people and equity programs to lift women and people of color into organizational and government leadership.
With over two decades of experience running campaigns, managing teams and developing, building and managing program infrastructure to scale in 25+ states, Kate has a laser focus on recruiting and investing in diverse teams, developing strategic programs for diverse organizations, and building a pipeline of staff and elected leaders at all levels of government, having recruited, trained, coached, managed, and elected hundreds of women and people of color up and down the ticket.

Kate’s passion and experience managing large national teams and programs around civic engagement and leadership development has led to her holding leadership positions throughout major organizations and candidate campaigns such as EMILY’s List, SEIU, America Votes, Communication Workers of America and serving as National Women’s Vote Director for President Obama’s 2012 campaign.
As a creative and analytical thinker, Kate has translated her decades of campaign experience and expanded her personal scale to grow impact across many issues most affecting local communities ignored and underfunded by people in power - from restorative justice, educational equity and affordable healthcare access to addressing affordable housing and the needs of those impacted by homelessness.

Kate earned her undergraduate degree in Political Science and Broadcast Journalism from the Annenberg School of Journalism at the University of Southern California and her Master’s Degree in Journalism from Georgetown University.

A native of Southern California currently based in Los Angeles, Kate is equally dedicated to raising her tween daughter Sinatra and two darling dogs Lula and Beau "Joe" Biden and rooting for her beloved Dodgers. Raising Sinatra pushes Kate to further her drive and determination for bringing more leaders and teams into the movement for justice and equity.

MARIELA CASELLAS

Manager

mariela@brysongillette.com

Raised in Puerto Rico, Mariela comes to Bryson Gillette after completing a masters in media advocacy from Northeastern University and serving as a legislative aide in the Massachusetts House of Representatives. There, she worked directly with low-income and diverse communities in Boston, helping them with issues such as housing, unemployment, food insecurity and maternal health. Her career began when she organized for Jay González’s gubernatorial campaign in Massachusetts and Senator Elizabeth Warren’s reelection campaign, both in 2018, after completing her undergraduate degree in political science from Boston College.

Mariela is a fierce advocate for reproductive rights and immigration reform. More importantly, she cares about economic and social justice in Puerto Rico, where she lives. She is excited to join a group of expert communicators and advocates for the most pressing issues of our time. In her free time, you can find Mariela hiking, at the beach or playing with her niece and nephew.

AREF AZIZ

Director

aref@brysongillette.com

Aref Aziz is a seasoned marketing expert, digital strategist and campaign consultant who creates innovative, customized solutions for some of his clients’ greatest challenges. Those clients have included leading tech companies, groundbreaking legislative efforts and successful political campaigns. Aref designed and and implemented the first multi-channel consumer marketing program for a next-gen, privacy-by-design social network. His digital programs helped secure the passage of Measure LA – a historic bond measure that will invest $5 billion to prepare students for 21st century careers – and California’s first-in-the-nation law to reduce single-use plastics. In 2022, Aref ran digital operations for the independent expenditure campaigns of the Sacramento Central Labor Council and Los Angeles Central Labor Council. The same year, Aref managed all digital and mail for L.A. Unified Board Member Nick Melvoin’s successful re-election campaign. Prior to joining Bryson Gillette, Aref served as a campaign consultant on some of California's most contentious statewide races. He worked with the political teams of Governor Gavin Newsom, Attorney General Rob Bonta, Treasurer Emeritus John Chiang, and a handful of state and local ballot propositions. Through ballot measures, Aref has helped raise nearly $15 billion in generated and expected revenue for infrastructure investments throughout California.

Outside of work, Aref enjoys hiking, photography, and tending to his garden.

PAUL BEAN

Designer

paul@brysongillette.com

A British designer who’s hopped the pond and is obsessed by clever, considered, beautiful typography, created digitally or by hand, Paul Bean gently pushes each project as far as it can go, to live up to its potential. His expertise is in stripping away the nonessentials to make the communication as powerful as possible. Paul was trained in branding and print design at Kingston University, London, where he won a D&AD New Blood Award before joining the prestigious product design agency SeymourPowell, where he trained under Richard Seymour. While running Delivery of Thought, a small design studio, Paul worked with a wide variety of clients from The Prince’s Trust, Unilever, Freedom From Torture, Puma and Adidas (not at the same time!). Since then, he has been busy designing branding, websites, digital and print ads, policy reports, and a wide range of collateral for all types of clients, from political candidates and advocacy organizations to Fortune 100 corporations and education institutions.

Paul and his wife, Becky, have lived in both New York City and Seattle, and are now settled in Santa Barbara with their beautiful daughter, Poppy.

EMILY SCHWARTZ

Partner | Strategic Communications

emily@brysongillette.com

A national expert in social media reform, Emily Schwartz has worked at the intersection of technology, business and policy for nearly 15 years. She led the media and communications strategy for Facebook whistleblower Frances Haugen, creating and managing an unprecedented international media consortium. She helped secure the passage of groundbreaking legislation in California requiring tech companies to prioritize children’s safety and privacy. She has shepherded clients through high-pressure opportunities, from congressional and Parliamentary testimonies to SXSW appearances, from interviews with the New York Times and Vanity Fair to segments on CBS’ 60 Minutes and HBO’s Real Time With Bill Maher. Prior to joining Bryson Gillette, she led Uber’s global data sharing policy, advising the company on regulatory issues regarding privacy and mobility data. Drawing on her leadership experience in the tech sector, as well as stints at the World Trade Organization and the U.S. Senate Finance Committee, Emily helps her clients win over the media, legislators and the public.

Emily lives in Los Angeles with her husband and three baby boys.

Kasey Poulin

Senior Director | Strategic Operations and Paid Media Production

kasey@brysongillette.com

Kasey Poulin leads the firm’s paid media and production work. From video production, ad buying all the way to direct mail, Kasey helps to shepherd our political and public affairs clients through the process of creating compelling paid media content from beginning to end. Previously, she was national travel manager for Senator Elizabeth Warren’s presidential campaign and before that served on Warren’s successful U.S. Senate re-election campaign. Kasey began her career as a field organizer for Jay González’s gubernatorial campaign in Massachusetts.

Kasey and her wife Annie live in Worcester, Massachusetts, where they enjoy getting involved in local political races.

MARCOS RODRIGUEZ

Senior Director

marcos@brysongillette.com

A skillful writer, bilingual media expert, paid media strategist, crisis advisor, and campaign manager, Marcos Rodriguez Maciel does it all in service of a truly diverse spectrum of clients. Marcos’ advocacy campaign for a survivor of abuse by a church leader yielded sweeping coverage, from NPR to the Associated Press to the L.A. Times. He has designed communications and digital engagement strategies for top tech companies and drafted speeches for leaders of some of the country’s largest governmental organizations. Marcos’ op-eds have appeared in top publications like the Washington Post and USA Today. He has also guided candidates through highly competitive races, from statewide to Congress to school board, designing comprehensive paid media plans, executing complex mail plans, and developing Spanish and bilingual ads. From helping elect Congressmember Josh Harder to turning out Spanish-speaking voters in Arizona during the 2020 election to re-electing L.A. Unified Board President Kelly Gonez, Marcos leverages polling, research, and creativity to help candidates win.

Outside of work, Marcos loves to travel and often spends his weekends outside of Los Angeles. He also enjoys trying new restaurants and knows the best spots in L.A.

SARAH ANGEL

Partner | Chief Operating Officer

sarah@brysongillette.com

A deep-thinking and detailed strategist with a background in advocacy, government and law, Sarah Angel advises nonprofits and education organizations on navigating a myriad of public relations challenges and opportunities. She helps clients tell powerful stories about their impact and guides them to achieve their goals with integrity, courage and heart. A former prosecutor, Sarah served as the chief of staff to the vice president of the Los Angeles Unified Board of Education, where she managed a team serving L.A.’s public school students and their families. As a managing director for the California Charter Schools Association, Sarah led a team that advocated for equity in L.A.’s underserved communities through on-the-ground organizing, political campaigning, and policy initiatives in partnership with educators, families and nonprofit leaders. She began her career in Sacramento as a staff consultant for the California State Assembly Budget Committee.

Outside of work, you can find Sarah on family trips to the beach with her husband Dan and their three kids, and singing off-key to the musical “Hamilton” while tending to her dozens of plants inside and out.

BILL BURTON

Founding Partner | Chief Executive Officer

bill@brysongillette.com

Bill Burton is a renowned political and communications strategist who has worked as a senior adviser to some of the nation’s most influential political leaders, corporations, advocacy organizations, and nonprofits. After serving as national press secretary for then-Senator Barack Obama’s presidential campaign, Bill became a senior adviser and deputy press secretary during President Obama’s first term in the White House. For over two decades, he has shepherded hundreds of candidates in races across the country, while also driving national communications campaigns on the biggest issues of our time, from climate change and education reform to voting rights and racial justice. A natural communicator who simplifies complicated ideas and designs strategies that break through the noise, Bill empowers leaders and organizations large and small to communicate with authenticity and build lasting relationships with their audiences.

Since 2015, Bill has made Santa Barbara his home with his wife Kelly Ward Burton and three kids, Oscar, Emma, and Miles. Bill loves playing guitar and teaching his son to play basketball.

Harness the Power of Social Media for Your Campaign in 20 Steps

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GARRETT ARWA

Senior Vice President | Head of Political

ELSA ALVARADO

Director

MONIKA LEE

Senior Manager

MICHAEL OCON

Manager

SETH LITT

Vice President

Kyle Valdes

Intern

ALEXIS MOLDEN

Intern

SYNIA BOYER

Intern

DIEGO ANDRADES

Intern

KATHERINE PROVINS

Executive Assistant

KELVIN GREEN II

Intern

ISAIAH DAWSON

Intern

CECILIA CABELLO

Vice President

ANNA WOOD

Director | Enterprise Operations

MIKE TRUJILLO

Vice President

JESSICA TAYLOR

Director | People Operations

RISA SUNAKAWA

Senior Manager

TESS SEGER

Director

SLOANE PERRY

Senior Manager

REBECCA PEARCEY

Partner | Political Communications

SEAN NESMITH

Associate

LUCY MARTIKYAN

Director

JASON MANDELL

Senior Director

GAVIN LODGE

Consultant

KEVIN LIAO

Senior Director

JACQUELINE LEE RIVERA

Senior Director

HALEY KUBIK

Intern

RALPH JEAN

Manager