Catrina Roallos was hired back in 1999, when the ACLU of Northern California’s website looked like this. Since then, she has grown the affiliate’s online reach through rich landing pages, strategic calls-to-action, email advocacy initiatives, and thoughtful social media engagement on a range of ACLU issues.
Catrina manages the affiliate’s online presence, maintaining its digital content, brand messaging, community management, online advocacy, email marketing, and social media strategy. In her role at the ACLU, she’s created short videos, built micro-sites, and owned dozens of domain names.
As the Web Content Manager, Catrina administers ACLUNC.org and all of the affiliate’s web properties. She is responsible for data-driven content strategy, constituent relationship management, inbound marketing (including search engine optimization and social advertising), website performance, and data analysis.
As the New Media Strategist, Catrina has fully integrated social media into the affiliate’s digital universe. She experiments using emerging technologies to engage new people across the web in conversation around the work and values of the ACLU. She represents the organization at tech industry meetings and trainings, and provides technical trainings for staff using industry best practices.
An award-winning coder fluent in multiple programming languages, Catrina is an active member of the open source community. She has always been deeply engaged in community organizing and is currently involved with #Asians4BlackLives, a group that supports the safety, justice, and resilience of Black communities—so all communities can prosper.
Catrina is a queer butch pinay born in Manila, raised in the Bay, and currently living in Oakland. Follow her on Twitter at @catrinachaos.