Ecuador native hired as Santa Rosa’s first community engagement director

Santa Rosa has hired a sales and marketing executive from a local technology company to be its first community engagement director.

The city announced Monday that it had selected Jaime Peñaherrera to fill the post created in response to criticism that the city has lacked openness and transparency.

Peñaherrera, 48, who was born in Ecuador and immigrated to the U.S. at the age of 22, has been a resident of Santa Rosa for nearly 15 years.

He is currently director of global sales and marketing for LightGuard Systems, Inc. The Airport Boulevard-based company makes crosswalk safety systems that use flashing lights to alert motorists to the presence of pedestrians.

“I am very honored and excited about this unique opportunity, and I applaud the city’s continued efforts to make our community a more inclusive and transparent one,” Peñaherrera said in a news release. “I see this role as an important bridge between the city of Santa Rosa and our great community.”

The creation of the community engagement director post was one of the key recommendations of the city’s Open Government Task Force, which was formed following criticism of the city’s response to the shooting of 13-year-old Andy ?Lopez by a sheriff’s deputy.

Peñaherrera said it is more important than ever in the age of social media for government to not just disseminate information but to listen, as well.

“The idea is to make sure that everybody has a voice,” he said.

Peñaherrera received his undergraduate education at Upsala College in New Jersey, which closed in 1995. He also holds graduate degrees in business administration from Fairleigh Dickinson University in New Jersey and in government from Harvard University.

He has previously held positions in marketing for Boston Scientific Corp. and in product management at Medtronic Vascular, Inc. He also worked for Queen of the Valley Medical Center in Napa, where he was director of diversity and community partnerships.

Peñaherrera also owns his own consulting firm focusing on diversity issues and previously owned an art shop in Railroad Square.

He said his diverse employment history will serve him well in his first government job.

“This is an opportunity I welcome and am excited about,” Peñaherrera said in an interview. “I feel like I’ll be able to utilize my humble talents to help our community.”

He has experience with social media and market research as well as connections to the community that should serve him well in his new job, he said.

Peñaherrera has been active in the Napa Valley Latino community and received the 2013 American Dream Award from the Napa County Hispanic Chamber of Commerce. He has also been involved locally in the Santa Rosa Junior College Bond Oversight Committee and the Moorland Area Revitalization Steering Committee.

He starts Oct. 1 with a salary of $145,000.

You can reach Staff Writer ?Kevin McCallum at 521-5207 or kevin.mccallum@pressdemocrat.com. On Twitter @srcitybeat.