Marketing & Communications Leadership
Texas Tech Health El Paso Appoints Danielle Urbina as Assistant Vice President for Marketing & Communications
El Paso native to lead university's messaging and advertising initiatives
Crafting a good message supports a university. Crafting a great message grows it.
Crafting a great message is what drives Danielle Urbina. A seasoned university veteran, Urbina was recently promoted to assistant vice president for marketing & communications with Texas Tech Health El Paso’s Office of Institutional Advancement.
Her dedication to her profession can be seen daily around the region on billboards, social media, or at special events. For Urbina, Texas Tech Health El Paso leverages these tools to build and maintain a strong reputation, attract and retain talent, engage with stakeholders, support fundraising efforts, manage crises, promote research, and adapt to digital changes. These efforts collectively ensure the institution's continued growth, success and impact.
On Urbina’s shoulders rests the responsibility of ensuring the community knows Texas Tech Health El Paso is fulfilling its mission of delivering world-class patient care, engaging in pioneering research, and providing top-tier health care education in our vibrant and diverse Borderplex region.
New role and responsibilities
Urbina joined Texas Tech Health El Paso in 2019 as a senior editor. In June 2022, she was promoted to director of communications. Before joining Texas Tech Health El Paso, she was with Bella Media Group and served as editor of Su Casa Magazine El Paso for five years. She obtained a Bachelor of Arts in Multimedia Journalism from the University of Texas at El Paso in 2012.
In her new role, Urbina will oversee all marketing and communications for the university, media relations, creative services, web development and social media, and public relations.
“Danielle has proven herself to be an exceptional leader during her time with our campus,” said Andrea Tawney, Ph.D., vice president for Institutional Advancement. “Her strategic vision and ability to execute have driven important initiatives and strengthened our communications. I'm confident she will excel in this permanent position.”
Outstanding accomplishments
Urbina's notable achievements include developing strategy and management of some of the university's first publications, including its print and digital magazine, media kit, and the institution's donor-focused impact website.
In 2023, she orchestrated communications strategy for the Steve and Nancy Fox Cancer Center announcement and the accompanying $25 million gift from the Fox family.
Additionally, in 2022, she played a key leadership role in the EmpowHERment Project, a collaboration with the Texas Tech Dental Oral Health Clinic, Junior League of El Paso Inc., Center Against Sexual and Family Violence, and the YWCA El Paso del Norte Region. The project, a day of respite, provided dental and health screenings, health education, financial literacy resources, and self-care opportunities to 40 women from transitional living centers. She also serves on the boards of Big Brothers Big Sisters El Paso and Progress 321, and the executive board of the El Paso Chamber.
“My work at Texas Tech Health El Paso over the past five years has been incredibly rewarding, and I'm honored to continue my journey with the institution,” Urbina said. “As we continue expanding our impact across the Borderplex region, I look forward to working with our community and leading initiatives that will drive positive change and bridge the gap in access to health care while also providing opportunities for a transformative education right here on the U.S.-Mexico border.”
Urbina assumed the position on May 1, 2024. She had been serving as interim assistant vice president since March 1.
About Texas Tech Health El Paso
Texas Tech Health El Paso is the only health sciences center on the U.S.-Mexico border and serves 108 counties in West Texas that have been historically underserved. It’s a designated Title V Hispanic-Serving Institution, preparing the next generation of health care heroes, 48% of whom identify as Hispanic and are often first-generation students.
Established as an independent university in 2013, Texas Tech Health El Paso is a proudly diverse and uniquely innovative destination for education and research.
With a mission of eliminating health care barriers and creating life-changing educational opportunities for Borderplex residents, Texas Tech Health El Paso has graduated over 2,400 doctors, nurses and researchers over the past decade, and will add dentists to its alumni beginning in 2025. For more information, visit ttuhscepimpact.org.