Fern Senra-James APR Managing Director

Whether he’s conducting back-to-back meetings with members of Congress or helping advocates tell their stories via national media, Fern is a tenacious force for change.

Photo of Fern Senra-James

He works directly with CEO and Founder Karen Moore and leads advocacy strategies at the state and national levels. As a strategic adviser, Fern brings expertise and knowledge to Moore’s largest clients and to his colleagues. In addition to his role with Moore Advocacy, Fern leads our internship program and has helped recruit and develop many interns who became Moore All Stars.

With expertise in English-and-Spanish-speaking markets, Fern has well-established relationships with reporters covering various industries and is a pro at securing media coverage. He also excels in unifying diverse voices, managing partnerships and elevating causes through branding. He has achieved success on behalf of clients including Ford Motor Company, UnitedHealthcare, Coca Cola and The Florida Bar.

“I love any opportunity we have to make a positive difference in someone’s life,” Fern says. “That’s what keeps me going.”

While Fern is a master of logistics, he also powers results through creativity. His work on the launch of the new Ford Escape in the Miami market made a big splash with the help of bloggers who traversed the city in Escapes and documented their adventure. The campaign garnered more than 1 million impressions on Twitter and won an Image Award of Distinction from the Florida Public Relations Association.

Before joining Moore, Fern served as press secretary and director of communications for the Florida Department of Health and the Florida Agency for Health Care Administration. He has a bachelor’s degree in corporate communications from Florida State University.

Originally from Miami, Fern is a first-generation Cuban American. On the weekends, you’ll likely find him and his husband camping along the Gulf Coast or at Disney World, where they visit several times a year.