Women in Leadership: Krista Bernasconi

This story is part of our March 2022 Women in Leadership print issue. To subscribe, click here.


Krista Bernasconi

Mayor, Town of Roseville

Krista Bernasconi’s entry into the town hall began with pats on the shoulder. The Roseville resident was already familiar with public service, having spent eight years on the school board for the Roseville School District and then another eight years on the city’s planning commission. Long before that, she served two years in the United States Navy while based in Jacksonville, Florida.

Others saw Bernasconi’s potential as a member of the Roseville City Council, which hadn’t seriously crossed his mind until those words of encouragement from other community members suggesting he run. . Bernasconi therefore entered the race and was elected in November 2018. She is now in her second year as mayor, leading a government workforce of around 1,000 employees and a city of nearly 150,000 inhabitants during an unprecedented period.

“If people trust you and like you, they will follow you. I believe you might be the smartest person in the room with the best ideas and the best academic background, but if people don’t trust you, they won’t follow you.

Mayor, City of Roseville / Founder and CEO, MarketSharePR

Bernasconi’s consulting duties add to a long list of other job responsibilities attached to her role as CEO of MarketSharePR, a public relations firm she founded in 2012 to provide branding, messaging and marketing services. communication to private companies and non-profit organizations. “One of my favorite sayings is ‘consistency compounds.’ Hard work builds momentum,” says Bernasconi, who earned a liberal studies degree from Sacramento State and left a job at SureWest Communications there. ten years to pursue his entrepreneurial dreams.

MarketShare has grown from a sole proprietorship to a team of six employees. “You are giving up a regular salary and that 401(k) and your vacation. But I think on the other side, that’s where the sweet spot is; it makes me work. It makes me work harder,” Bernasconi says of his business. “I know I’m not defined by anyone else’s expectations in the workplace. I create them myself.

Being a small business owner is not without its challenges, Bernasconi says, which she understands from looking back at the experience of her parents, who owned the TreeHouse toy store in the Roseville Square mall in the 1970s and 1980s. His mother also owned Nice Twice, a consignment shop on Vernon Street when the city center was teeming with antique shops, for 35 years.

“Nobody worked harder than my parents, and that comes back to me too,” Bernasconi says. “I don’t stop when I’m tired. I stop when the work is done. It is a blessing and a curse. I feel really passionate about public service, and serving the community, and I lead the team and try to do everything.

As a council member, Bernasconi says he’s proud of how the city has helped businesses during COVID-19, handing out more than $1 million in small business grants from federal relief funds. Another proud moment for Bernasconi as mayor was his role in organizing an event at the Civic Center honoring the U.S. Marine Corps Sgt. Nicole Gee, from Roseville, killed in an attack at Kabul airport in September 2021.

“Practice an abundance mentality in that someone else’s successes don’t take anything away from you. They are to be celebrated.

Mayor, City of Roseville / Founder and CEO, MarketSharePR

As for MarketSharePR, the pandemic has created even more demand for the company’s services from groups in need of effective messaging and communication. Nonprofits have also needed more help raising awareness of fundraisers, Bernasconi says, pointing to his company’s work with the Me-One Foundation, which helps adult cancer patients and their families. . The company managed messaging and collateral to improve fundraising efforts; a recent fundraiser generated $100,000 for the local organization.

“There are times when I feel incredibly scattered, like with my family, or with work, or with board responsibilities,” says Bernasconi, who has 14-year-old twins. “During this window of my life where I have the time, energy and desire to want to work very hard, I will do it and I have the full support of everyone in my life. But at the end of the day , it’s always on me, right? I’m always the one who has to do the work.

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