Lina Roca
Senior Marketing & Communications Specialist
Alsbach-Hähnlein
Summary
Dynamic Senior Marketing and Communications professional with extensive experience in multilingual content strategy, brand-aligned creative coordination, and stakeholder engagement. Proven track record in developing cross-regional client relationships and driving impactful campaigns that resonate with diverse audiences. Strong familiarity with sustainability topics, including green finance, climate risk, renewable energy, and the economics of climate change, enhances the ability to craft compelling narratives that align with organizational values.
Overview
13
13
years of professional experience
3
3
Languages
Work History
Programme Coordinator -SWA
Frankfurt School of Finance & Management
2023.03 - Current
- Formalize a standardized request process for marketing materials, including brochures, fact sheets, and digital assets. Ensure more than 30 online programs adhere to corporate branding by producing banners, covers, and supporting visuals that elevate content quality and consistency.
- Coordinate timely updates of website content during high-visibility periods, improving accuracy, relevance, and user experience.
- Maintain strong collaboration between my team and the company’s central design and marketing office, ensuring aligned outputs and efficient workflows.
- Strengthen the company’s presence in Latin America by establishing strategic partnerships, streamlining regional processes, and increasing market visibility.
- Conceptualize, design, and distribute a regular, well-designed newsletter, ensuring consistent delivery and strong visual standards.
- Create and manage a Spanish-language course from conception through delivery, overseeing content development, Spanish translation, administration, registrations, and participant support; coordinate and organize additional online and onsite training end-to-end.
Programme Assistent -SWA
Frankfurt School of Finance & Management
2022.02 - 2023.03
- Designed, developed, and administered e-learning programmes, on-site courses, and blended training on development finance topics, improving pedagogical coherence.
- Managed administrative operations of the e-Campus platform, ensuring reliable course delivery.
- Provided customer service and participant support for 500+ annual learners worldwide, resolving queries and enhancing satisfaction.
- Created course materials, informational resources, and forum content to facilitate learning and engagement.
- Executed marketing activities for programmes, including brochures, social media, website content, and newsletter, as well as analytics and reporting.
- Coordinated event and training logistics at Frankfurt School Campus, including speakers, catering arrangements, and attendee registration processes.
Spanish Translator
Freelancer
2021.08 - Current
- Delivered high-quality Spanish translations — including Impact Reports, websites, news articles, fact sheets, reports, and other institutional documents — for Finance in Motion’s marketing department and the Colombia office teams of the Eco.Business Fund and the LAGreen Fund. Additionally coordinated project workflows and provided guidance between designers and content creators at the Finance in Motion office in Bogotá.
Intern of Marketing and Comms Team
Finance in Motion
2021.03 - 2021.08
- Developed graphic design concepts for Spanish booklets on sustainability standards. https://bit.ly/3rCSa1M
- Translated and edited Spanish texts for various publications.
- Published the company-wide internal weekly newsletter.
- Supported the setup of the annual Impact Report by transcribing and translating live Spanish interviews into English.
- Organized the corporate picture and client story database.
- Provided support for intranet editors.
- Updated the corporate websites.
- Supported the introduction of a CRM tool for the company.
- Developed word templates.
- Reorganized the company’s press distribution lists.
- Supported the Marketing & Communications team in its daily work.
Lecturer
Hochschule Darmstadt, h-da
2020.04 - 2020.08
- Lectured over 30 students of the first and second semesters of the IMC program in social media-oriented organizational and content curation practices.
- Trained a group of students in content curation for social media channels.
- Built an audience on social media that visited the online exhibition.
- Evaluated student progress through regular assessments, providing detailed feedback for improvement and growth.
Digital Marketing (Working Student)
Process Analytics Factory -PAF
2019.05 - 2019.07
- Built, translated, maintained, and updated all website content in Spanish for the Latam market, which increased visibility in a 50%.
- Developed marketing strategies in Spanish such as e-mailing, blogs, and presentations to support the sales team.
- Consulted on the Spanish language for Spanish-speaking customers and prospects.
- Planned and created content in English and Spanish for social media channels that secured new followers to the profiles.
- Set up and performed Ads on Linkedin.
- Supported the marketing team with concepts and content ideas to improve the communication on the product.
- Tracked and analyzed progress and effectiveness of content and campaigns and reported the results to managers on a daily basis.
Social Media Coordinator
Ritoré Comunica
2017.09 - 2018.03
- Boosted the Instagram content as well as the followers.
- Created and planned content for Instagram.
- Built, maintained, and updated the website content. https://bit.ly/36I7puT
- Implemented digital strategies, created key performance indicators, tracked the results, and also reported them.
- Formulated and set up guidelines for the social media channels.
- Set up and performed Ads on Facebook and Instagram.
Social Media Strategist and Communications
Estrategia & Poder
2016.01 - 2017.07
- Created digital strategies and planned content for company’s clients while leading the team.
- Tracked and analyzed progress and effectiveness of content campaigns and reported the results to managers on a daily basis.
- Set up and performed Ads on Facebook, Instagram, Youtube, and Twitter.
- Created content for a presented pitch deck that secured new clients.
- Coordinated live events coverage on social media platforms to boost engagement and amplify key moments during conferences or campaign launches.
Social Media Strategist and Communications coordinator
City Hall of Cartagena de Indias
2013.08 - 2015.12
- Performed the transformation from analog to digital communication. This started with the opening of social media channels for the first time in the institution and garnered a success rate from 300 to 20 k followers in that time, all of which was organic.
- Managed the social media channels of the mayor with the purpose of positioning him as an E-mayor. A digital strategy that facilitated his award as the best mayor in Colombia at the end of his administration term. https://bit.ly/2JN7VWH
Education
Master - International Media Cultural Work
Hochschule Darmstadt
Dieburg, Germany2020-03
PGCert - Advertising Manager
Universidad Jorge Tadeo Lozano
Bogotá D. C., Colombia2016-01
BA - Political Scientist
Universidad Tecnológica de Bolívar
Cartagena, Colombia2012-01
BA - Social Communicator
Universidad Tecnológica de Bolívar
Cartagena, Colombia2010-01
Skills
- Project execution and design expertise, Problem-solving, Adaptability and flexibility, Multitasking and organization, Strategic planning, Process improvement, Event planning, Budget management, Project management
- MS Office 365 suite -Excel, Power Point, CMS or Landing Page, Web content, -Drupal, Typo 3, WordPress, Magnolia, Joomla, Markdown editor- Google Analytics -SEO/SEA, Social Media Measurement Tools, Emailing Tools- Mailchimp, Empaction, Fullfabric, MS Dynamics 365-, Adobe Suite Design -Express, Photoshop, Indesign, Rush-, Prezzí, Canva
PUBLICATIONS
Abello, A.-Alvis, J-Alvarez, M-Martínez, E.-Roca, L. Mercado de Bazurto: Wie kann der Wandel durchgeführt werden?, Cartagena: Ediciones Tecnológica de Bolívar, 2009. http://web.mit.edu/czegras/www/16-353-1-PB.pdf
BROADCASTING
Channel 26 of Argentina. Reports about Coronavirus in Germany: https://youtu.be/zK9gSLL83LU https://youtu.be/zWpysNq9IiQ
SOCIAL CONTACTS
LinkedIn: Lina Roca
Timeline
Programme Coordinator -SWA
Frankfurt School of Finance & Management
2023.03 - Current
Programme Assistent -SWA
Frankfurt School of Finance & Management
2022.02 - 2023.03
Spanish Translator
Freelancer
2021.08 - Current
Intern of Marketing and Comms Team
Finance in Motion
2021.03 - 2021.08
Lecturer
Hochschule Darmstadt, h-da
2020.04 - 2020.08
Digital Marketing (Working Student)
Process Analytics Factory -PAF
2019.05 - 2019.07
Social Media Coordinator
Ritoré Comunica
2017.09 - 2018.03
Social Media Strategist and Communications
Estrategia & Poder
2016.01 - 2017.07
Social Media Strategist and Communications coordinator
City Hall of Cartagena de Indias
2013.08 - 2015.12
PGCert - Advertising Manager
Universidad Jorge Tadeo Lozano
BA - Political Scientist
Universidad Tecnológica de Bolívar
BA - Social Communicator
Universidad Tecnológica de Bolívar
Master - International Media Cultural Work
Hochschule Darmstadt