Carmen Valencia
Director of Marketing and Communications, Wall And Ceiling Alliance

When Carmen Valencia entered the wall and ceiling industry more than 15 years ago, she didn’t come from a traditional construction background. She came from broadcasting, a culture of fast-paced, high-pressure and driven-by-results field. As part of an Emmy-Award–winning team, Carmen helped build a program that became the top-viewed show in its time slot. It was a world where success depended on connection: building audiences, developing strategic partnerships, and creating community around a shared purpose. Those strengths would become the foundation of her next chapter; one she never expected but ultimately helped shape. 

Carmen’s transition into construction introduced her to an industry that was entirely new, but she quickly proved she could translate high-level communications and leadership skills into meaningful growth. She joined the Northern California Drywall Contractors Association, an organization with more than 50 years of history, where she led membership and communications. It was there that she became part of a pivotal moment for the region: helping guide the strategic development and creation of a new association designed to represent both interior and exterior systems across Northern California. 

That evolution became the Wall And Ceiling Alliance and Carmen was one of the original team members hired to help build and launch it from the ground up.  

Today, WACA is widely recognized as one of the leading wall and ceiling associations in the country, an achievement tied directly to Carmen’s long-term vision, ability to modernize, and commitment to strengthening the industry’s voice. 

As director of marketing and communications, Carmen has elevated WACA’s brand and created high-impact programs that deepen member engagement and expand industry influence. One defining example is the Construction Excellence Awards, which she developed into one of the most respected awards programs in the country. Under her direction, the CEA became a model referenced by other associations—celebrating contractor leadership, craftsmanship, and the skilled workforce behind the projects that shape our communities. 

Carmen also founded and launched The Quarterly magazine, now recognized as one of the top association publications in the wall and ceiling industry. Serving as Chief Editor, she built a platform that highlights industry advancements, key issues, and member recognition—keeping contractors and partners informed, connected, and proud of the work being done across the region. 

Beyond marketing and communications, Carmen’s impact is deeply tied to the future of the workforce. As Chair of WACA’s “Scholarship Program for Future Leaders,” she has helped award more than $500,000 in scholarships to over 60 students pursuing construction management and architecture degrees. It’s a direct investment in the next generation and a reflection of Carmen’s belief that the industry’s strength depends on the talent pipeline. 

Carmen also brings her influence to the national stage through the Signatory Wall and Ceiling Contractors Association and the Finishing Trades Workforce Development Committee, supporting initiatives that strengthen the industry and increase women’s participation in the trades. For Carmen, progress is built the same way great projects are built: through relationships, alignment, and the steady work of bringing people together. 

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