Texas Border Business
PHARR, Texas – The City of Pharr has appointed Lya Yllades as Assistant Director for the Office of City Communications. Yllades brings years of award-winning communications experience to the role and is widely recognized across the Rio Grande Valley for her innovative public sector storytelling, strategic media relations, and resident-centered approach to communication.
Prior to joining the City of Pharr, Yllades served as Communications Director for the City of Alamo, where she developed the city’s communications department from the ground up. Beginning as a one-person operation, she transformed it into an award-winning team recognized at both the state and national levels, earning more than a dozen honors in just two years for excellence in government media, digital storytelling, and public information campaigns. During her tenure, she also led impactful initiatives, strengthening the city’s direct communication with residents.
Before her leadership role in Alamo, Yllades spent three years with the City of McAllen as a reporter/producer, where she further developed her expertise in municipal communications and public engagement. Her career began in broadcast journalism, with experience at local television stations including Telemundo and KRGV News Channel 5, where she worked in both English and Spanish media environments.
“We are excited to welcome Lya to the City of Pharr team,” said Kenia Gomez, Director of City Communications. “Her proven leadership, creativity, and commitment to effective public communication will strengthen our ability to connect with residents, tell our story, and continue elevating the high standard of excellence our community expects,” she added.
In her new role, Yllades will oversee strategic communications, media relations, digital messaging, branding initiatives, and creative efforts for the City of Pharr. She will play a key role in enhancing the city’s connection with residents through clear, innovative, and impactful communication.
“I am honored to join the City of Pharr and contribute to a community that is dynamic, forward-thinking, and deeply connected to its residents,” said Yllades. “I look forward to helping tell Pharr’s story and building meaningful communication that reflects the city’s growth, vision, and people.”
