#WeLeadComms: Roxana Lissa

Today’s #WeLeadComms spotlight shines on Los Angeles-based communication leader Roxana Lissa.

Roxana Lissa is a public relations and strategic communications leader with more than 25 years of experience across consumer marketing, multicultural communications, and public health advocacy.

She is the founder of Blue PR, a boutique strategic communications agency she launched 5 years ago to focus on high-impact, purpose-driven work at the intersection of culture, equity, and social change.

Prior to Blue PR, Roxana led RLPR, an award-winning multicultural communications agency she owned and operated for more than two decades. Under her leadership, RLPR represented Fortune 200–500 brands and major public institutions, delivering best-in-class integrated marketing and public relations programs for clients, including Nike, got milk?, among other organizations.

After more than 20 years of growth and industry leadership, Roxana successfully sold RLPR, which now operates as ROX United, marking a significant entrepreneurial milestone in her career. A recognized subject matter expert in Latino and multicultural communications, Roxana is known for her ability to translate complex, often stigmatized issues into culturally resonant narratives that mobilize behavior change. Her expertise spans strategy, public relations, advertising, social media, content marketing, influencer marketing, grassroots engagement, and advocacy, with a strong emphasis on collaboration across agency and community partners.

Currently, Roxana serves as a senior communications lead for Vital Strategies, in partnership with Los Angeles County, on Rewriting LA County’s Story, a multi-year, bilingual anti-stigma campaign to combat drug overdose deaths. The initiative leverages paid and earned media, community-centered storytelling, and culturally relevant messaging to humanize people who use drugs, elevate lived experience, and reframe overdose prevention as a public health issue grounded in dignity, compassion, and evidence-based solutions.

Throughout her career, Roxana has been a communications strategist focused on driving transformation—both within organizations and across the multicultural PR and advertising industries—using storytelling not only to inform, but to shift culture and create lasting impact.

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