Bio
Sam Rucobo is a communications strategist at the ACLU of Texas in El Paso, Texas.
Sam was born and raised in El Paso, Texas, and is deeply committed to serving her community. As a Latina, she advocates for diverse storytelling that highlights the voices of marginalized communities and paves the path for a more equitable Texas.
With extensive experience in communications, her career began in Los Angeles, where she worked both agency-side and in-house. In recent years, Sam has shifted her focus to mission-driven brands like Vital Farms and nonprofits such as Texas RioGrande Legal Aid (TRLA) and the AAKOMA Project, working on portfolio expansions, brand partnerships, media and influencer relations, civic activations, and more.
Before joining the ACLU, she served as Public Relations Manager for TRLA the largest legal aid organization in Texas. At TRLA, Sam led strategic external communications, including media relations and community partnerships across 68 Texas counties and 19 offices, aiming to elevate TRLA’s mission, increase access to legal services, and expand its public reach.
Outside of work, you can find Sam staying active (she has run two half marathons!), trying new recipes from Bon Appétit, traveling, visiting coffee shops, and reading.
Sam is a first-generation Longhorn and holds a bachelor’s degree in public relations with a minor in entrepreneurship from the University of Texas.