Villalobos Collective

Frida is a distinguished bilingual marketing and communications executive with over 20 years of experience in the media, government, and nonprofit sectors. Born in San Miguel, El Salvador, during the country’s civil war, Frida’s journey is a testament to resilience and determination. She spent her early years under the care of her grandmother, navigating the challenges of a war-torn country before reuniting with her mother and siblings in Houston, Texas, in 1992.

The first in her family to graduate college, Frida earned her Bachelor of Arts in Journalism and Spanish from Texas State University in 2003, launching a career that would impact industries. She has honed her expertise in storytelling, crisis communications, media relations, public relations, and branding from producing newscasts at ABC and CBS affiliates to spearheading programming for LAT-TV Broadcasting.

Frida transitioned to nonprofit leadership, notably with BakerRipley and the Houston Area Women’s Center, where she amplified organizational missions through strategic communication campaigns. Her work has been featured in national outlets like The Wall Street Journal, The New York Times, and National NPR. Since 2019, she has served as Executive Director of Marketing & Communications for Harris County Precinct 2 under Commissioner Adrian Garcia, leading a top-performing team and reimagining government communications to better serve over 1.2 million Houston residents.

A passionate advocate for education and community development, Frida has volunteered extensively, serving on boards like the Houston Association of Hispanic Media Professionals (HAHMP) and mentoring young Latino journalists. Recognized for her leadership, Frida’s honors include the Sucesos Newspaper Woman of the Year in Education award and a nomination for the Houston Business Journal’s 40 under 40.

Frida’s story, rooted in perseverance, is a powerful reminder of how vision and grit can turn challenges into opportunities to uplift communities.