GIA Member Spotlight

Jorge Castorena
Director of Marketing
University of Kentucky College of Medicine

We caught up with Jorge Castorena to discover more about him, what he’s up to, and what we can learn from him.

Briefly describe your current role. 
I serve as the Marketing Director for the University of Kentucky College of Medicine and help lead our Office of Strategic Communications. Our team includes talented professionals in communications, marketing, graphic design, multimedia, alumni relations, and medical illustration. Together, we provide essential services to more than 50 subunits and most importantly we ensure the College’s messaging—both internal and external—is clear, strategic, and aligned with our mission. I specifically lead work in branding, recruitment marketing, web, and organizational strategic planning. My favorite part of what I do is problem-solving. Whether that’s helping a team member grow or guiding a department through a big recruitment initiative, I see my purpose as removing roadblocks to help others thrive and meet their goals.

Briefly describe your career journey and what led you to institutional advancement in academic medicine.
I’m an immigrant from Mexico who grew up in Kentucky, where I was privileged to grow up with strong community support. Because of my experience, I’ve always felt a deep commitment to public institutions and the role they play in creating opportunity and improving lives—especially in underserved communities. So, my career has been rooted in the nonprofit sector, focused on marketing, communications, and strategy for mission-driven organizations. I made the professional jump to higher education in 2019 because I have a deep conviction to invest in future generations, and in 2021, I joined the University of Kentucky College of Medicine. I was drawn to its strong commitment to caring for the state that took me in as a kid. Four years in, I’ve come to learn that academic medicine represents mission at scale. We’re not just training doctors; we’re addressing health disparities, advancing research, and expanding access to care and education across entire regions. In a place like Kentucky—one of the sickest and poorest states in the country—this work has real urgency. I’m proud to help tell that story and make the case for why academic medicine matters.

What achievement in your current job are you proud of?
I’m most proud of the Because We Care campaign, an integrated storytelling effort that earned national recognition from PRSA with a Silver Anvil Award. It centered around a four-part docuseries and the Year in the Life storytelling project, amplifying the voices of more than 25 people across our college. These stories became reflections of our mission, our challenges, and our impact in Kentucky. The campaign brought our community together, both online and in person, and showcased the wide array of strengths within our strategic communications team. I truly believe our team’s experience with Because We Care is a case study in how communications and marketing teams can serve as culture-setters in academic medicine—elevating institutional priorities while building unity and pride across our organizations.

What is a challenge that you/your unit/your institution are/is facing and how are you addressing it?
Like many public institutions, we’re navigating a complex political environment and a broader erosion of trust in higher education, science, and even health care. That’s a heavy challenge. So we’ve leaned into authenticity and in many cases user-generated content (I credit Gen Z for leading this trend in digital spaces!). Rather than pulling back our messaging, we’re leaning in with human-centered storytelling that’s honest and reflective of our communities. By elevating real voices—learners, physicians, researchers, staff—we’re building trust one story at a time. It has never been more true that when people see themselves in our mission, they’re more likely to believe in it, support it, and help carry it forward.

What was a mistake you made and how did you learn from it?
Right out of college, I fell into the classic trap—I thought I knew everything. I wish I had slowed down, listened more closely to people who had been around the block, and been more open to paths I hadn’t planned. I clung too tightly to what I thought my life and career should look like. In hindsight, I see how much heartache I could’ve spared myself if I had been more willing to take risks, step outside my comfort zone, and trust that growth often comes in the detours. I’m learning now that curiosity and humility take you further than certainty ever will.

What advice do you have for other institutional advancement professionals in academic medicine?
Get to know your institution from the inside out. Ask questions. When you’re in the room with MDs, PhDs, researchers, or trainees—be curious. Ask about their careers. Learn what drives them, what keeps them up at night, and why they chose academic medicine. Understanding how all the parts of your organization work together will make you a stronger storyteller and a more strategic partner. You can’t advocate for what you don’t understand. And the more you learn, the more authentically you can help your institution connect with the people it’s meant to serve.

Previous Member Spotlights

We want to shine the light on you! If you want to connect with others, share stories, and highlight best practices by being featured in the Member Spotlight, please contact gia@aamc.org for submission guidelines.