Justine Rodriguez currently serves as the Director of Marketing and Public Relations for Arrowhead Regional Medical Center (ARMC), an acute care 456-bed non-profit public hospital in Colton, California. Located about an hour east of Los Angeles, ARMC’s mission is, “in an environment of learning and innovation to serve our diverse community with high quality compassionate care.”
Justine, a member of the hospital’s executive team, oversees brand marketing, organizational positioning, executive communications, internal communications, social media, physician influencer marketing and press strategy. She also works with the team to conceptualize new county collaborations, hospital service lines and events.
She is a seasoned health care marketing professional with more than 15 years of experience in transformational leadership developing award-winning visionary marketing and communications programs to grow the hospital’s digital footprint, maximize strategic communications and increase employee engagement.
As part of hospital leadership, she provides strategic guidance and hands-on development of marketing and communications programs for this world-class university-affiliated hospital. She oversees all facets of external marketing, public relations, crisis management, social media programs, as well as internal communications. She successfully rebranded the hospital to align with organizational branding standards, consistently generates positive media exposure, and she also started the hospital’s first formal diversity committee.
Justine has directed crisis communications, not only for her own hospital, but also for the San Bernardino County Administrative team when she was recruited to the team to help during COVID-19. She serves as the hospital spokesperson, coordinating more than 100 media interactions with live and virtual interviews with national, international and local media. She speaks regularly on internal and strategic communications.
Justine is accredited in public relations with an APR and holds a master’s degree in the humanities. She lived abroad in her youth and travelled extensively before embarking on the adventure of family life. She lives with her family in San Bernardino County and in her free time enjoys reading, writing, kayaking and time with her family.