Fineman PR expands senior leadership team

Fineman PR, a top public relations firm in San Francisco, today promoted two company executives to senior leadership positions: Karmina Zafiro to vice president and Serene Buckley to senior director of content strategy.

“We’ve built a winning culture that allows us to promote from within, and Karmina and Serene earned their new roles after years of consistently producing great work,” said Michael Fineman, agency president. “They provide our clients with the strategic and creative prowess to build reputation and trust for their brands. It is a privilege to work with them, and I’m looking forward to the next step in their careers.”

Karmina Zafiro, vice president

Karmina Zafiro, vice president

Zafiro has risen through the ranks at Fineman PR, beginning as an intern in 2004. Along the way, she built the agency’s measurement and analytics division and expanded its digital and social media offerings, leading account teams across a range of industries and sectors. Zafiro specializes in consumer PR, crisis communications and issues management. She has worked with Foster Farms, UC Santa Cruz, The San Francisco Marathon, Sequoia Healthcare District and National Outdoor Leadership School, among other high-profile clients. In her new position, Zafiro will join the agency’s executive management team and take on a larger role in managing personnel and new business development companywide in addition to maintaining her leadership of several account teams.

Serene Buckley, senior director of content strategy

Serene Buckley, senior director of content strategy

Buckley now takes the lead on the agency’s content strategy and brand development efforts. She joined Fineman PR in 2011 with a skillful eye and knack for written and visual content that elevates brand stories and reaches new audiences. Buckley specializes in brand development, strategic planning and content creation. She works with the Girl Scouts of America Bay Area Chapter, The San Francisco Marathon, San Francisco Boat Show, HealthRIGHT 360, Foster Farms and a host of other clients. As senior content strategist, Buckley will develop and oversee content integration and marketing efforts throughout the agency.

About Fineman PR

Fineman PR is an award-winning, full-service San Francisco public relations agency specializing in Brand PR, crisis communications and multicultural outreach. The agency works in a variety of industries that include food and beverage, construction, transportation, consumer packaged goods, health care and education. Fineman PR is a partner in IPREX (, a global network of communication agencies. The agency reaches diverse audiences with its multicultural division, Mosaico (, helping to facilitate ethnic and multilingual communications and culturally relevant events for general-market clients. For more information, visit

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