Real World Experience That Counts

I retired from Peralta in 2018 and joined the City of Lafayette as their Communications Analyst. I act as the city's spokesperson, managing media relations and the city’s social media and website presence. I also design communications strategies and support the City Council and other commissions and committees.

During my nearly 19 year tenure as Executive Director of Public Information, Communications & Media at the Peralta Community College District, I oversaw the production of public information materials, such as class schedules, catalogs and program brochures for all four college in the district. I also managed Peralta TV, the district’s award-winning cable television, and founded KGPC 96.9 FM, Peralta’s community radio station. I managed a 13-staff department with an annual budget of over $2 million. In addition to my administrative background, I also gained valuable classroom experience as a social media instructor in the Journalism Department at Laney College.

At the district, I become the most senior member of the Chancellor’s Cabinet working closely with administration and faculty on such issues as accreditation, legislation, finance, educational and student services, enrollment management. Early on in my tenure, my advertising strategies were responsible for a 25% rise in enrollment. I developed public information initiatives for successful funding campaigns, including $152 million and $369 million bond measures, both of which received more than 70-percent voter approval. I staffed the district’s Bond Citizen’s Oversight Committee and filed a Whistleblower Complaint in 2017, alarmed at district financial oversight and administrative mismanagement. Upon retiring from the district in 2018 (watch my retirement speech), I was honored with resolutions and proclamations from Peralta's Board of Trustees, the Mayors of Oakland and Alameda, and Special Congressional Recognition from Congresswoman Barbara Lee.

Prior to my educational career I served during the war in former Yugoslavia as an Information Officer with the United Nations Department of Peacekeeping Operations. My peacekeeping work stretched from Zagreb and Sarajevo to Angola and Rwanda.  I also had the honor of serving as Program Director of the UN’s first peacekeeping radio station, Radio UNTAC, in Cambodia. 

After the war in former Yugoslavia, I worked in Bosnia and Herzegovina on behalf of the Organization for Security and Cooperation in Europe, coordinating media development and training, and overseeing the country’s national public radio network. I also consulted to governmental and NGO clients on communications, media relations, and public policy. In addition to my local and international government and my educational experience, I gained expertise conducting complex international and domestic financial investigations as a Deputy Director at Kroll Associates, an international investigative firm based in New York.

Born in San Francisco and raised in the East Bay, I studied Broadcast and Electronic Communication Arts and received a Bachelor of Arts Degree from San Francisco State University. I completed graduate work in education and was awarded a California State Teaching Credential (now expired). My wife Sari, who recently retired as Senior Assistant Dean at UC Hastings College of the Law, and I live in on the beautiful island of Alameda.

You can see my full biography here.

Selected Memberships During My Peralta Tenure

  • Alameda Unified School District Career Technical Education Advisory Council
  • Alameda Country Emergency Managers Association
  • Alameda County Volunteer Organizations Active in Disaster Relief (Executive Board Member)
  • California State Chancellor’s Institutional Effectiveness Partnership Initiative Advisory Committee
  • California Community College Public Relations Organization (Board Member)
  • California Association of Public Information Officers
  • Council for Advancement and Support of Education
  • American Advertising Federation
  • National Association of Broadcasters
  • National Council for Marketing and Public Relations
  • Bay Area Regional Disaster Resilience, Association of Bay Area Governments

Achievements & Awards


  • Invited Participant, United Nations Department of Public Information, “Commemoration of the International Day of Remembrance of the Victims of Slavery and the Transatlantic Slave Trade.” Panel speaker, “Social Justice: The Rise of the Black Panthers,” United Nations
  • Workshop, “Enrollment Management, Social Media and Your Return On Investment,” Community College Public Relations Organization, Annual Conference
  • Presentation, “Winning a Bond Election: Publicity and Politics,” Community College Public Relations Organization, Annual Conference
  • Presentation, “Getting in Gear: Developing a Marketing and Enrollment Management Plan,” Association of California Community College Administrators, Annual Conference
  • Founder, KGPC 96.9 FM, Peralta Colleges' Community Radio Station for the East Bay. Producer, show host for numerous radio programs
  • Executive Producer, “Rites of Passage,” award-winning television series for at-risk teenagers, Peralta TV
  • Producer, “Talk Back,” national award-winning television series for inner-city youth, Peralta TV
  • Producer, “A Dialog on Race From a Black Perspective,” national award-winning cultural documentary, Peralta TV
  • Producer, “Empowerment or Exploitation: College Sex Workers,” regional award-winning documentary, Peralta TV
  • Producer, “2005 World Environment Day,” internal broadcast television pool provided by Peralta TV for United Nations Environment Program
  • Presentation, “College Diversity Marketing and Public Relations,” Community College Public Relations Organization, Annual Conference
  • Presentation, “Who Owns Your Web Site: Strategic Objectives For Enrollment Management and Marketing Online,” National Council for Marketing and Public Relations, Annual Conference
  • Presentation, “On the Front Lines: Crisis Management and Media Relations from Sarajevo to Oakland,” Community College League of California, Annual Conference
  • Invited Participant, United Nations Department of Peacekeeping Operations/Department of Public Information, “Heads of Public Information Summit.” Panel speaker, “Countering Hate Media: Lessons from the Rwandan Genocide”
  •  Invited Participant, United Nations Seminar on Pubic Information Policies and Practices for Field Missions, United Nations
  • Gold Paragon Award, College Television Program, (NCMPR)
  • Gold Medallion Award, Video College Advertisement/PSA Series, (NCMPR)
  • Bronze Medallion Award, Printed Colleges Class Schedule, (NCMPR)
  • Silver Medallion Award, Outdoor College Media, (NCMPR)
  • Silver Medallion Award, College District Newsletter, (NCMPR)
  • Medallion Award, College Foundation Annual Report, (NCMPR)
  • Bronze Medallion Award, College Marketing Collateral, (NCMPR)
  • Gold Medallion Award, College Video Program, (NCMPR)
  • Second Place Award, College Poster, (CCPRO)
  • Third Place Award, Radio College PSA, (CCPRO)
  • Gold Medallion Award, College Marketing Collateral, (NCMPR)
  • Silver Medallion Award, Community College/Government Relations Project, (NCMPR)
  • Gold Addy Award, College Promotion, (AAF)
  • Bronze Addy Award, Outdoor College Recruitment Campaign, (AAF)
  • Telly Award, In-house Independent College Film
  • Silver Medallion Award, Successful College Recruitment Campaign, (NCMPR)

See a photo of some of the awards the Department of Public Information, Communications & Media received during my tenure.