Celina Shands talks with Dr. Rick Fernandez about her journey of launching three distinct enterprises and her athletic background. While discussing FCM’s work, Celina also sheds light on the qualities she values in potential hires and the vibrant company culture she fosters. Together, Celina and Rick explore the pivotal role of branding in the education sector, emphasizing its significance for districts.

When you’re running a mission-driven business, marketing is about more than just landing new clients–it’s about getting your message out to more people. Celina Shands is an expert at helping her clients tell their brand story and communicate their value to potential customers, partners, and funders.

CEO Celina Shands shares her backstory and how it led her to build her virtual business 21 years ago. Discover how education and mentorship propelled Celina from a difficult upbringing into sports, which gained her a basketball scholarship and set her on a different trajectory.