2025 District 6 Communicator
David Steiman
Director of Marketing
Pasadena City College
Pasadena, CA
How has David helped Pasadena City College (PCC) make a difference in the community? This past year, David’s leadership made PCC not just visible, but indispensable. When devastating wildfires threatened the Pasadena area, David and his team transformed PCC’s communications into a lifeline. Social media channels, the college website and direct alerts became a central hub for evacuation updates, safety notices and vital resources. The college became a gathering place for the community. Parking lots served as donation centers, and PCC distributed necessities to families who had lost everything. Through it all, David balanced clear, timely communication with deep compassion. He made sure PCC wasn’t simply talking about its students and neighbors, but standing with them. In a moment when the public looked for certainty and trust, PCC’s brand was strengthened not by slogans or ads, but by service.
How has David helped advance PCC’s marketing team? Long before the wildfires, David pushed for regular crisis training and monthly tabletop exercises, insisting his team be prepared for the unthinkable. When the crisis came, his preparation paid off. Even as his own family and colleagues faced evacuation orders, David calmly led his team to deliver consistent, compassionate messaging that helped thousands navigate chaos.
What traits does David bring to his leadership? Leadership for David isn’t limited to issuing directives – it means rolling up his sleeves. He was seen not only behind the screen but also on the ground, standing shoulder-to-shoulder with his staff and community. His ability to balance the human side of leadership with the technical precision of crisis communication revealed the best of both worlds. He modeled resilience and humanity and gave his team the confidence to keep serving when it mattered most.
For 15 years at PCC, David Steiman has earned a reputation as a creative and strategic thinker, driving large-scale campaigns, partnerships, and events that raise the college’s visibility and strengthen its connection with the community. Among his notable accomplishments are bringing Mexico’s Chivas Soccer Legends to campus for FestivaLatinx, leading the acclaimed Break Barriers campaign, and forging a groundbreaking partnership with Angel City Football Club, that designated PCC as their official community college partner. Before joining PCC, David worked in the film industry, contributing to major Hollywood productions, including Cast Away, Rush Hour 2, and Red Dragon. A proud Michigan State University alum, he is deeply committed to public education and is a passionate advocate for social justice, having previously co-chaired the Los Angeles Steering Committee and served on the National Board of Governors for the Human Rights Campaign.