Former educator promotes Petaluma schools

David Fichera is the new communications coordinator for Petaluma City Schools.|

The school year is well underway, but instead of teaching in a classroom or sitting at the principals’ desk, seasoned educator David Fichera is working out of Petaluma City Schools’ office as the district’s first communications coordinator.

The 37-year-old Santa Rosa native was hired by the district this March, bringing a medley of experience to the newly-created role where he’s responsible for overseeing marketing and communications, managing the district’s online presence as well as acting as a “functional lead” for enrollment and registration, he said.

Fichera, who served as an educator and a principal at Sebastopol’s Hillcrest Middle School, said he feels that the post was “as good as created” for him and he’s enjoying the new experience.

“I love what I’m doing, I feel fulfilled,” he said. “(This job) lets me play to my strengths and to use my communications skills and artistic talents. I feel really fortunate to have landed where I am.”

Before he launched his career in education, Fichera was involved in creative and information technologies, but he said becoming a father changed his perspective about his career.

“The birth of my first daughter catalyzed an urge to move to be nearer to family, so I took a direct tech job at Sonoma State University,” he said. “While working there, I took stock of everything and decided to become a teacher.”

Fichera hustled, working full time and playing music whenever possible while still carving out time to complete his teaching credential and teach theater arts at Hillcrest Middle School in the Gravenstein School District.

A music teacher’s son who performs in a klezmer band, Fichera tapped into his musical roots to manage diverse projects at the school, including directing marching bands as well as putting on large-scale musical productions. His successes there attracted attention from higher-ups who encouraged him to attain his administrative credential and then eventually, his master’s degree in education, he said.

He became the school’s principal and later, when the Petaluma City Schools district came calling, Fichera was ready, armed a variety of experiences in education and all sorts of technical and communications skills in his toolkit.

As he’s settling into his role, he’s busy working to highlight success stories within the district’s community.

“Our biggest need is our web presence, so I am working with student interns to foster their input to create a new district website that features our student success stories,” he said.

He describes himself as “outgoing, dedicated, creative and inquisitive,” adding that he’s inspired by his family to bring patience and compassion to his dealings with everyone. Fichera said he’s also motivated by his fellow educators.

“My colleagues, who are in this job to do good for kids, also inspire me,” he said.

(Contact Lynn Schnitzer at argus@arguscouirer.com)

UPDATED: Please read and follow our commenting policy:
  • This is a family newspaper, please use a kind and respectful tone.
  • No profanity, hate speech or personal attacks. No off-topic remarks.
  • No disinformation about current events.
  • We will remove any comments — or commenters — that do not follow this commenting policy.