Sandra C. Roa is a multimedia storyteller, photographer, and doctoral candidate in the Department of Communication at the University of South Florida. Her research examines how photography and narrative storytelling impact marginalized identities. As a communication scholar, Roa's work is situated within performance ethnography to consider how media impacts the way race and ethnicity are negotiated, with a particular focus on how individuals navigate their inner selves with their outer selves to create a sense of belonging. Roa uses personal narratives, and digital media as sources of knowledge and advocacy and draws from her background in journalism and documentary photography/video to inform her research. 

CV/Multimedia Storyteller: Photography, Video & Narratives

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Ph.D. –University of South Florida

Tampa, Fla.

College of Arts and Sciences, Communication Doctoral Program (ABD)

Research areas: Performance Art, Intercultural Communication, Latinx Media Studies

 Anticipated graduation date: Spring 2024

Professional development:

  • Online Instructor Certification, University of South Florida, Innovative Education, 2022


M.A.     Craig Newmark Graduate School of Journalism, City University of New York

New York, NY

Master of Arts: Broadcast Journalism


B.F.A.    Queens College, City University of New York

Queens, NY

Bachelor of Fine Arts: Fine Arts & Theater Dance


Academic Appointments

University of South Florida

Aug. 2022- Present

Adjunct Instructor, Communication Department, College of Arts and Sciences

  • Instructor of record for Public Speaking course (Asynchronous).
  • Lead weekly course learnings, facilitate assignments, assist students with speech presentations, and grade assignments.


University of Tampa

Aug. 2014- Dec. 2015

Adjunct Instructor, Communications Department

  • Taught Digital Arts for Professional Communication and Visual Literacy courses to undergraduate communication majors. Assignments included portfolio building, creating branding assets, producing multimedia stories, and leading discussions on communication theories related to rhetoric and semiotics.


International Center of Photography (ICP)

Oct. 2002- Aug. 2012 | New York, NY

Faculty and Digital Media Associate

  • Taught continuing education courses, worked with community outreach programs, and supported full-time students as part of the ICP’s education staff and faculty. 
  • Instructor for Digital Photography I & II and Video Interview Techniques; assignments included first portfolio, camera and lighting methods, multimedia storytelling, and photo theories related to rhetoric, representation, and semiotics.
  • Provided one-on-one tutoring for full-time students in scanning, printing, and portfolio presentation. 


Professional Experience

University of South Florida (USF)

Oct 2016 - Present | Tampa, FL

Multimedia News Manager                     

  • Advances USF’s brand, mission, and goals through strategic communications initiatives, including executive and internal communications, media relations, web content, and social media. 
  • Fully produces time-sensitive multimedia content (written and video narratives) to promote research, community partnerships, and institutional initiatives in multiple university channels.
  • Develops and drives strategic communication initiatives to elevate USF’s fast-growing national reputation – targeting talented faculty, students, peer institutions, and community partners. 
  • Using authentic storytelling to connect with key stakeholders, creates and implements clear communications metrics and goals aligned with the university’s mission. 
  • Provide messaging support across the organization for the Office of the President. 
  • Counsel institutional partners to develop strategies that advance the USF’s mission.
  • Implements new communication tools and trains university partners on new media platforms to engage larger audiences, such as digital management and multimedia production.


USF Health Communications Department

Mar 2015 - Oct 2016 | Tampa, FL

Multimedia Journalist                          

  • Developed content strategies to grow internal and external audiences to advance executive initiatives.
  • Researched and wrote news articles about various health disciplines demonstrating USF Health’s strategic goals as a leading academic medical institution.
  • Fully produced short story and marketing videos for the academic and clinical practice plan website and institutional social media channels.
  • Identified opportunities to promote the institution’s academic excellence, interdisciplinary research, and medical practitioners to audiences. 
  • Developed brand assets and established guidelines for other health college communicators to build brand consistency and promote recognition.


Reading the Pictures

Mar 2010 – Mar 2018 | Remote work

Multimedia Producer                                                                     

  • Produced short audio slideshows with photojournalists to capture the behind-the-scene experiences of visual media making. The audio slideshow, Mike Kamber: Military Censorship of the Iraq War, won a Picture of the Year International (POYi) Award of Excellence in the Multimedia Issues Reporting category in 2011 and has been viewed widely.
  • Fully produced live online discussions to facilitate visual literacy among educators, practitioners, and online audiences. 
  • Edited short highlight clips of the live webinars to promote webinars. 



 Jun. 2010- Sept. 2015 | Remote work and international travel

New Media and Communications

  • Represented the company and its artists in all media-related communication endeavors. 
  • Filmed and produced promo videos of backstage scenes and first looks to share with media. 
  • Webmaster and designer for company and tour websites. 
  • Created and maintained social media accounts. 
  • Developed and distributed annual reports. 
  • Provided support in all tour areas, such as building relationships with event coordinators, coordinating the touring schedule, and monitoring logistics related to International travel, payroll, and health care. 


Radio Jackie News

Nov. 2011- May 2012 | London, U.K

News reporter

  • • Produced three-minute news bulletins for news segments on a commercial radio station.

    • Wrote and edited stories for top-of-the-hour news broadcasts to include local, national, and international stories.

    • Field producer for morning feature segments.


The New York Times

Jan. 2009- Dec. 2009 | New York, NY

Video Journalist

  • • Completed a year-long fellowship with the online video department.

    • Assisted in all aspects of video production: camera, research, writing, and editing.

    • Used ENPS to produce stories, structure, and identify videos needed for news stories.

    • Produced segments for the “Video Vows” enterprise featured in the Sunday Style section.

    • Wrote and produced multimedia content about prominent photojournalists for the “LENS Blog.” 



2004- 2014 | Travel

Multimedia storyteller

  • • Photographer: Reportage, spot news, events, editorial, and portraits

    • Documentarian: Producer of short documentary videos 

    • Blogger: Writer and editor for various clients

    • Field Assistant/ Videographer/ Translator: National Geographic Magazine, Western Sahara, 2006

    • Workshop Instructor: Indigenous Media Project, Colombia, 2005-2007

Certification, Skills and Software

  • Project Management Foundations LinkedIn Certificate; FAA-UAS Certified, PADI Open Water Certified
  • Proficient in all aspects of content production, including research, reporting, writing, editing, photography, video production (analog and digital), and social media formats; Spanish - Fluent
  • Adobe’s Creative Suite (Premiere, Adobe AfterEffects, Photoshop, Illustrator, Lightroom); Knowledgeable in web-specific technology (i.e., live streaming, SSO, SEO), Experienced in several content management systems

Service work

  • Peer reviewer, Association for Education in Journalism and Mass Communication, Visual Communication Division, southeast colloquium conference presentation paper, 2023
  • Panel chair, National Communication Association, Visual Representation, Spectatorship, and the Gaze, 2022
  • Peer mentor for incoming graduate students, 2021-2022
  • Peer reviewer, National Communication Association, Visual Communication Division, conference presentation paper, 2022
  • Social media coordinator, Graduate Communication Association (GCA), University of South Florida (USF), 2021-2022
  • Served on the executive board to enact constitutional amendments, GCA, USF, 2022
  • Board member, Graduate Student Council (GSC), Craig Newmark Graduate School of Journalism, 2009-2010


Conference Presentations

Roa, Sandra C. (2023, March). “The Immigration Nation documentary: An analysis of ICE’s narrative aesthetics”. To be presented at the Annual Southeast Colloquium Conference for the Association for Education in Journalism and Mass Communication, Visual Communication Division, Murfreesboro, TN.


Roa, Sandra C. (2022, November). “Staging Memory”. Presented at the Annual National Communication Conference on the panel “Latina/o/x Identity and Embodiment: Performance, Testimonios, and the Social Imaginary”, New Orlans, LA.


Awards & Honors

  • Pictures of the Year International: Multimedia Issue Reporting Story, 2011
  • Project Report, Pulitzer Center on Crisis Reporting: Short video, 2008
  • National Association of Hispanic Journalists: Broadcaster, 2008
  • National Public Radio: Featured Photojournalist, 2008

Previous Exhibitions

Internally Displaced Mother – Holguín, Cuba, 2012 – Group Show 

Family Reunion – Traveling Exhibit, 2012 – Group Show 

Prolonged Refuge - Chelsea Art Auction, NYC - Group Show 

Street Photography – Frontline Club, London 2010 - Group Show 

From Home – Mexico City, 2008 – Group Show 

Day Laborers – NYU, 2006 – Solo Exhibit - Photography

Queens International Queens Museum of Art, NYC 2006 – Group Show

Il Sounni della Vitta” – Castigllioni de Asti, Italy 2005 – Group Show

Self Portraits – ICP Education Gallery, NYC 2004 – Staff Show 

Urban Skin – International Center of Photography, NYC 2004 – Group Show 

Everyday & Underground Beats – Local Project, NYC 2003 – Group Show

The Beach – Photo District Gallery, 2003 

Underground Beats Positive Focus/ Galapagos, NYC 2003 – Group Show 

The City I See – Queens, NYC 2003 – Solo Show 

Around the Way – Lickwed Bar and Lounge, NYC 2003 – Group Show 

Torn Up Building & From My Window – Queens College Student Gallery, 2000- Senior Show

City Blues – GenArt, NYC 1998 - Group Show