About Us

Valerin’s talented team of marketing and communications professionals has a proven track record for creating successful, award-winning marketing and branding campaigns, communications strategies, and public awareness plans for a variety of public and private sector clients. With more than 200 years of combined experience and providing services on more than 500 projects, our team has the proven experience and skills to help our customers succeed in accomplishing their marketing and communications goals.

Valerie Ciudad-Real

President / Account Executive

As president of The Valerin Group, Valerie offers an authentic and refreshing approach to client relations, marketing and communications services. Each member of her carefully selected team possesses a wide range of knowledge and expertise, making Valerin extremely versatile in its service offerings and highly capable of achieving the client’s desired goals and outcomes. Valerie guides the firm’s mission, vision and values by promoting a high standard of excellence, and is actively engaged with and supportive of her team, facilitating creativity and collaboration. With more than 26 years of experience in public relations, marketing, and project management, Valerie realizes the importance of effective community outreach and the power of public participation in ensuring project success. Conscientious, diligent, and genuinely committed to integrity and positive outcomes, Valerie will stick with “Plan A”, and continue in her award-winning role as leading lady of a dynamic team!

Plan B: Actress

William Ciudad-Real, PE

Senior Business Consultant

William is a strategic, results-oriented professional with over 30 years of AEC industry experience. Through situational analyses and open lines of communication, William guides and facilitates the assessment of organizational strengths and weaknesses; helps to refine goals and objectives; and identifies ways to effectively leverage and maximize relationships, resources and opportunities in helping clients to achieve their organizational goals. Until William opts to pursue “Plan B”, we are confident that he will continue to champion Valerin’s mission by keeping client projects on track to the finish!

Plan B: Race Car Driver

Trudy Gerena

Senior Public Information Specialist / Creative Services

Trudy is a skilled graphic artist, public information, and community outreach professional with over 27 years of experience working with both public and private sector clients. She has extensive knowledge in the development and implementation of public information and community awareness plans, is an expert at stakeholder interface, and regularly serves as spokesperson to the media. She is highly competent in the areas of program management, and media and government relations and communications, and utilizes her flair for graphic design to create concise, project-specific informational and promotional collateral, newsletters, and PowerPoint presentations for further enhancement of public outreach initiatives. Had Trudy gone with “Plan B”, we would all be nuts!

Plan B: Fulltime Nutritionist and Owner of My Own “Earth Bar” and “Wellness Center”

Alice Ramos

Business Manager / Bilingual Translation Services / Senior Public Information Specialist

Alice is a seasoned communications professional with over 18 years of experience in developing communications and outreach plans, creating and distributing collateral materials, and coordinating and conducting public meetings and special events. Alice is bilingual in English and Spanish and is an accomplished Spanish interpreter. She provides translation services in both verbal and written forms, using her communication skills to broaden and enhance public reach. Valerin is happy that Alice decided to camp out with our team rather than going with her “Plan B”; the journey has been amazing!

Plan B: Full-Time RV’er

Kelly Hiden

Public Involvement Coordinator / Communications Specialist

Kelly’s professional career spans three decades and is heavily concentrated in providing public involvement for PD&E, design, and design-build transportation projects. Kelly’s specialized graphic art skills, combined with her careful attention to technical details, allows her to translate complex project materials into information that is clear and comprehensible. She is collaborative and resourceful in the coordination and development of public involvement and outreach programs and initiatives and is intuitive and creative in developing materials that are relevant and effective. Kelly doesn’t have to go with “Plan B” to be in the spotlight – she’s truly a shining star with us!

Plan B: Trophy Wife

Sandra Mancil

APR / Senior Public Information Specialist

Sandra is a highly skilled public relations professional with more than 20 years of experience in providing public information and outreach support. She serves as an effective client representative in communicating with and responding to stakeholder and media inquiries and is committed to delivering results that increase public awareness. Sandra’s genuineness allows her to establish and maintain a positive interface with members of the media and the public and we are pleased to announce that she is not going to pursue her “Plan B”, but rather, has become a part of Valerin’s huddle as a true team player!

Plan B: Sports Photographer

Chuck Thompson

Creative Director

Over the course of his 32+ year career in marketing and graphic design, Chuck has earned multiple gold and silver Addy awards, as well as a Clio award, for his design work. He specializes in both traditional and non-traditional media and has served as creative director and project manager throughout his career. Chuck has a proven track record of success in creating marketing strategies that effectively connect client messages with target audiences through the incorporation of a variety of graphic elements to achieve effective project designs. Chuck’s vast experience and knowledge has taken us to new depths in graphic design and we are happy to report that he has opted for “Plan A”!

Plan B: Scuba Instructor on the Great Barrier Reef

Katie Johnson

Senior Marketing & Branding Specialist

Katie is recognized for her creativity and innovative solutions, and is a standout for her ability to articulate clients’ visions across multiple platforms and communications channels. With over 15 years of experience directing large, creative teams and managing successful marketing and branding programs, Katie is an expert at conceptualizing and orchestrating marketing and advertising campaigns that effectively establish and reinforce brand images. Katie’s leadership and articulation make her a valuable tool in building client brands and messages and we are grateful that she did not elect “Plan B”!

Plan B: Residential Construction and Designer

Peggy Oros

Marketing / Communications Specialist

Peggy is a highly valued, 22-year marketing professional with a career focused in transportation. In addition to serving as chief marketing officer/director of communications for LYNX in Orlando, Peggy’s marketing and outreach skills have been utilized by transportation entities, to include the Florida Department of Transportation (FDOT). Her wealth of experience in the transit arena working with LYNX, Hillsborough Area Regional Transit (HART), Palm Tran and Connecticut’s CT Fastrak, ensures a strategic and measured approach in establishing interface with residents, businesses and community groups that is clear and effective. Thanks to Peggy and her decision not to go with “Plan B”, the Valerin team can truly say that life is a beach!

Plan B: Beach/Tiki Hut Bartender

Dakota Larsen

Multimedia Specialist

Dakota is gifted and highly creative in the arts of photography and videography and has served on the Valerin team for 5+ years. In addition to serving as staff photographer, Dakota has also been responsible for capturing images at meetings and events, and has supported Valerin’s multi-media team by performing research, script-writing, and filming for video production projects. Dakota has completed videography and photography assignments for public and private sector clients and presents a positive and professional image on behalf of Valerin and its clients. She is the recipient of several awards for her outstanding photography work. What can we say? With a performance like that, no “Plan B” is required!

Plan B: “There is No Plan B for Me, Only Plan A!”

Richard Wilson

Information Systems Solutions Consultant

Richard is an IT professional with over 20 years of experience serving various industries, including transportation, technology and healthcare. Richard has served private and public-sector clients and possesses the ability to quickly assess client needs and desires, delivering first-class, bespoke solutions that are in alignment with industry standards, technologies and best practices. Rock on, Richard – you don’t need a “Plan B”!

Plan B: 80’s Rock Star

Tina Allen

Marketing Coordinator

Tina spent nearly 15 years with the Tampa-Hillsborough Expressway Authority (THEA) providing executive-level support with a heavy involvement in operational and project-related initiatives. Throughout her time with THEA, Tina engaged in regular communications with city and county agencies, boards of directors, offices of elected and appointed officials, customers, and citizens. Her articulation, resourcefulness, ability to collaborate, and keen eye for detail, equip her with the dynamics needed to ensure that all elements of tasks and assignments are completed accurately, timely, and efficiently. Had Tina gone with “Plan B”, we would all be out to pasture!

Plan B: Glam Farm Wife