WILFREDO “FRED” RAMOS, MBA

3515 Thornwood Avenue                                                               E-Mail: fredramos_@hotmail.com

Wilmette, IL 60091                                                                      Cell Phone: (908) 500-4698

(847) 251-5801                                                                            Blackberry: (630) 441-6789

Dynamic and versatile Senior Business Executive and Strategic Counselor to senior management with well-rounded, Global Communications, Public Relations and Marketing expertise and Thought Leadership. A successful track record of applying this counsel, expertise and leadership to drive and support strategic and operational business goals and objectives of Fortune 100 companies. Articulate, personable, customer-focused and results-driven, with strong leadership and people management and development skills. Additional core competencies include:

- C-Suite Counseling/Problem Solving            - Media, Public, Community and Government Relations

- Strategic and Creative Thinking                   - Internal and Change Communications

- Content and Channel Management              - Brand Strategy, Image Positioning/Communications

- Project and Budget Management                - Crisis Communications; Urban and Public Affairs

- Communications/PR Measurement              - Hispanic Marketing and Advertising

PROFESSIONAL EXPERIENCE

10/2007 – 3/2009                          ADVOCATE HEALTH CARE                               Oak Brook, IL

Advocate Health Care, a nationally-ranked health system, is the largest health care provider in Illinois. Advocate operates more than 200 sites of care across metropolitan Chicago, including nine acute care hospitals, two children’s hospitals, four Level I trauma centers (the state’s highest designation in trauma care), a home health care company and one of the region’s largest medical groups.More than 27,000 people work at Advocate, making it one of Chicagoland's 10 largest employers and the second largest in the private sector. Year-end 2007: Total Revenue: $3.456 Billion; Operating Income: $259.9 million; Community Benefits (charitable care and services) $344 million.

Senior Vice President – Communications and Government Relations

Direct report to CEO and served as a member of Advocate’s Executive Management Team (EMT). Directed, developed and executed the organization's integrated Internal and External Communications, Media Relations, Community Relations, and Government Relations strategy, and led a systemwide Center of Expertise, to tell the Advocate story with “One Voice,” position the organization favorably with key publics and drive employee alignment, engagement and commitment.

  • Managed a staff of 40 communication professionals, including three headquarter vice presidents, nine site directors, and a $5 million-dollar budget.
  • Provided communications counseling, strategic planning and execution support to CEO, and fellow C-suite and site senior leadership.
  • Served as a media spokesperson and a lead role in change management, crisis communications, and community benefits reporting.
  • Directed internal communication audit which showed employee alignment with, engagement in, and commitment to Advocate’s vision and mission at 90%.
  • Developed communication strategies to support 2020 Strategic Plan and Vision growth initiatives and key result areas focusing the organization on becoming a high performing organization.
  • Spearheaded internal and external communications plan to support $180 million medical center acquisition, ensuring favorable media positioning and coverage and efficient and effective cultural and operational integration for expansion of healthcare access and services to underserved market.
  • Directed strategic use of quarterly media coverage metrics and analysis that has shown 98 percent positive or neutral coverage of Advocate and a market-leading net effect/impact.
  • Directed systemwide content on the website (www.advocatehealth.com), including all press releases.
  • Directed the flagship monthly employee publication (Momentum), Intranet site (Advocate Online), and Daily online newsletter (Info Express); quarterly senior leadership forums; and systemwide, all-employee meetings and communications reaching 27,000 employees.

7/2004 – 10/2007                            merck & Co., INc.                          Whitehouse Station, NJ

Merck & Co., Inc. (NYSE:MRK) is a global research-driven pharmaceutical company dedicated to putting patients first. Merck discovers, develops, manufactures and markets vaccines and medicines to address unmet medical need and employs more than 59,800 people worldwide. Year-end 2007: Total Revenue: $24.2 Billion; Net Income: $3.3 Billion. The Company devotes extensive efforts to increase access to medicines through far-reaching programs that not only donate Merck medicines but help deliver them to the people who need them. Merck also publishes unbiased health information as a not-for-profit service.

Senior Director – Corporate/Global Internal Communications COE

Direct report to Vice President of Global Public Affairs and Policy, a dotted line report to the CEO and a direct report to the General Counsel and to the President of Global Human Health. Served as member of the Global Public Affairs and Policy Leadership Team. Directed, developed and executed Merck’s global, Internal Communication Content, Channel Management and Leader-based Communication strategy, and led Global Center of Expertise (COE).

  • Managed a staff of 12 communication professionals, including two senior director/three directors, and a $3.5 million-dollar budget; Led an additional 10 divisional and regional internal communication professionals via matrixed, dotted-line reporting.
  • Provided communications counseling, strategic planning and execution support to CEO, C-suite and divisional leadership.
  • Spearheaded the development and implementation of new CEO’s “First 100 Days and Beyond” transition and communication plan and Executive Communications strategy focused on Merck’s becoming a high performance organization and returning to “Most Admired Company” status.
  • Developed communication strategies to support Merck’s Plan to Win initiatives focused on cultural transformation, putting customers first, operating as “One Merck” and sustaining profitable growth.
  • Leveraged Denison Consulting Cultural Assessment Survey conducted after one year of CEO transition and Merck’s Plan to Win communications implementation to show employee alignment with, engagement in, and commitment to Merck’s vision, mission, cultural change and growth strategy at top quartile of benchmarked company’s in Denison’s survey database.
  • Established and directed the corporation’s cross-business unit, global Internal Communications Council to ensure the company operated as “One Merck” and spoke with One Voice to drive employee alignment, engagement and commitment.
  • Played a lead role in change management and crisis communications; Directed internal communications and supporting external communications/PR related to the Vioxx product withdrawal.
  • Directed corporate content on the Internet website (www.merck.com), including all press releases.
  • Directed the flagship quarterly employee publication (Merck World), Intranet site (myMerck), Daily print and online newsletter (The Daily), senior leadership e-mails, and global, all-employee, meetings/web casts reaching 59,800 employees worldwide – doubling ’06 participation vs. prior year.

1/2002 – 7/2004            NATIONWIDE INSURANCe and financial services    Columbus, OH

Nationwide is one of the largest diversified insurance and financial services companies in the world, focusing on domestic property and casualty insurance, life insurance and retirement savings, asset management and strategic investments. Nationwide employs approximately 36,000 people and has more than 16,000 policies in force. Year-end 2007: Total Revenue: $22.96 Billion; Net Income: $1.99 Billion Consistent with its “On Your Side” brand promise, the company prides itself in being a strong community partner by providing nonprofit organizations the financial resources they need to be there for their communities at critical moments.

Communications Officer – Corporate Communications

Direct report to Executive Vice President, Chief Marketing/Communications Officer, a direct report to CEO. Served on the Marketing and Corporate Communications Cabinet/Leadership Team. Directed, developed and executed the corporation's internal communications and communication channel infrastructure strategies as part of an agency business model.

  • Managed a staff of 30 communication professionals, including three directors, two senior managers and a $3.2 million-dollar budget.
  • Provided communications counseling, strategic planning and execution support to CEO, C-suite and business unit leadership.
  • Served on the corporation’s Brand Strategy Core Team, helping to develop and launch the company’s “On Your Side” re-branding strategy; supported execution of external re-branding strategy and directed its complementary internal/employee re-branding strategy to drive alignment, engagement and commitment.
  • Developed communication strategies to support key business initiatives, including the company’s corporate “Good to Great” business strategy.
  • Led the Hispanic Marketing Initiative Executive Council, focusing and integrating the company’s Hispanic marketing efforts and aligning them with the “On Your Side” re-branding strategy.
  • Played a lead role in change management and crisis communications, including during catastrophes.
  • Directed the cost-effective production of executive presentations, the Annual Report and Shareholders Meeting, graphics, photography, video, A/V services and corporate content on the Internet website (www.nationwide.com) at a cost savings of $1 million vs. market.
  • Directed the flagship employee publication (Faces), Intranet site (Xpress.net),Satellite Network, and global, all-employee meetings/web casts reaching 30,000 employees worldwide – doubling employee “Good to Great” strategy key message understanding and lowering costs by more than $500,000.

2/2000 – 7/2001         Phillips Petroleum Company (ConocoPhillips)     Bartlesville, OK

ConocoPhillips. (NYSE:COP) is the third-largest integrated energy company in the U.S., based on market capitalization, oil and natural gas reserves, and delivers energy in a safe, environmentally and socially responsible manner. The company employs more than 30,000 people worldwide. Year-end 2007: Total Revenue, $178.6 Billion; Net Income, $11.9 Billion. With operations in more than 30 countries, ConocoPhillips is committed to contributing to social, economic and environmental improvements in all the communities in which it operates.

Managing Head, Global Corporate Communications

Direct report to Vice President of Investor and Public Relations, a direct report to CEO, prior to Phillips’ merger with Conoco. Served on Global Investor and Public Relations Cabinet/Leadership Team. Developed/executed the corporation's global, integrated internal and external communication strategy, including Media Relations, Employee Communications, Shareholder Communications and support for Investor Relations and Corporate Advertising.

  • Managed a staff of 12 communication professionals, including two directors, and a $2 million-dollar budget.
  • Provided communications counseling, strategic planning and execution support to CEO, C-suite and business unit leadership.
  • Served as a company media spokesperson and played a lead role in crisis communications, including during chemical and refinery plant accidents.
  • Spearheaded internal and external communications plans to support key business initiatives, including two $7 billion-dollar acquisitions and two multi-billion-dollar joint ventures, ensuring favorable media positioning coverage and efficient and effective cultural and operational integration.
  • Managed media relations, executive speeches, the Annual Report and Shareholders Meeting, and corporate content on the external website (www.phillips66.com).
  • Managed the flagship employee publication (PhilNews), Intranet site (PhilNet), and global employee

meetings and web casts reaching 15,000 employees worldwide.

6/1999 – 2/2000                      G. D. Searle (pfizer/pharmacia)                            Skokie, IL

G.D. Searle & Co. was a mid-sized company focusing on life sciences (pharmaceuticals, agriculture, and animal health.) It was acquired by the Monsanto company in 1985. Pharmacia Corporation was created in April 2000 through the merger of Pharmacia & Upjohn (itself the result of the merger of Pharmacia and Upjohn) with the Monsanto Company and its G.D. Searle unit. The merged company was based in Peapack, New Jersey. Pfizer acquired Pharmacia in 2003 and retired the Searle brand.

Senior Director, Global Strategic Communications

Direct report to Vice President of Strategic Communications, a direct report to CEO.Developed, directed and managed the cost-effective execution of the company’s global, internal communications strategy.

  • Built a global, strategic communications function from scratch, managing a team of four communication professionals and a $1 million-dollar budget.
  • Developed a network of internal/external resources with country managers as an integral component of the strategic communications function to support companywide and local communications efforts.
  • Strategized with top management to develop key messages and identify and manage all phases of communication to support key business initiatives, including the launch of blockbuster drug Celebrex.
  • Communicated key company messages and strategic initiatives via the Intranet, e-mail, the corporate publication, webcasts and face-to-face meetings, reaching Searle’s 12,000 employees worldwide.
  • Developed, directed, and expanded the global reach, and improved the timeliness, of quarterly communication meetings via web cast, conference call and satellite technologies.
  • Created a leadership site on the Intranet for management-targeted communications.

12/1983 – 6/1999THE ALLSTATE CORPORATIONNorthbrook, IL

The Allstate Corporation (NYSE: ALL) is the largest publicly held personal lines insurance provider in the U.S. The Company maintains relationships with more than 17 million households which are served by more than 14,500 agents and financial advisers located throughout the U.S. and Canada. Allstate sells 13 major lines of insurance, including auto, property, life and commercial. Allstate also offers retirement and investment products and banking services. Allstate is widely known through the “You’re In Good Hands With Allstate®” slogan. The corporation encompasses more than 70,000 professionals Year-end 2007: Total Revenue: $36.7 Billion; Net Income: $4.6 Billion. The Allstate Foundation donated nearly $20.1 million to nonprofit organizations including $400,000 in scholarships. Allstate currently holds $25 billion in municipal bonds, and more than $263 million in economically targeted investments.

Corporate Relations Senior Director, Corporate Communications (3/1998 -6/1999)

Direct report to Senior Vice President of Corporate Relations, a direct report to CEO. Served on the Corporate Relations Leadership Team. Served as an account director to the CEO and COO providing executive communications counsel and support and directed the corporation’s corporate communications program and initiatives.

  • Managed a staff of 10 communication professionals and a $2 million-dollar budget.
  • Provided communications counseling, strategic planning and execution support to CEO, COO and C-suite and business unit leadership.
  • Directed the development and execution of a corporate positioning and public relations strategy via the Internet, speaking forums and proactive media relations.
  • Supported the development and launch of the corporation’s “You’re in Good Hands” re-branding strategy and developed supporting internal and external communication strategies.
  • Developed internal and external communication to support Allstate’s multi-channel, multi-brand, multi-product, multi-national and M&A business strategy.
  • Supported the production and implementation of countrywide, quarterly, satellite CEO broadcast meetings and regional face-to-face town meetings.
  • Directed the production of the corporation’s flagship employee publication (Allstate NOW) and content on the Intranet site, reaching 50,000 employees nationwide.

Corporate Relations Director, Comm. Analysis & Planning/Creative Support (3/1996 – 3/1998)

Served as Lead Communications Strategist and Managing Director for department, directing the development and ongoing improvement of Allstate’s overall communication system, assessing the effectiveness of department operations and communication vehicles and identifying viable, cost-effective, best practices and evidenced-based solutions. Also directed the Creative Support unit, which provided the department’s account directors with content and channel management support. Served on the Corporate Relations Leadership Team.

  • Managed a staff of eight communication professionals.
  • Directed the internal and external positioning communication strategy of the company’s Customer Growth and Retention initiatives, including the first ever all employee and agent, satellite networked, “State of Allstate“ broadcast, reaching 50,000 employees and 15,000 agents nationwide, live.
  •  
    • CG&R Initiatives formed the core of Allstate’s business and marketing strategy -- based on consumer segmentation research developed and conducted in partnership with Marketing, and core process redesign developed in partnership with operations – the development of which I served as the department’s liaison and strategic consultant.
  • Partnered with the Allstate Research and Planning Center to quantify the impact of internal and external communication strategies and processes.
  • Maintained a pulse of the internal and external communication environment through various qualitative and quantitative measurement systems, including on-line and phone employee surveys, customer surveys, focus groups and media coverage analysis, identifying key issues and solutions.
  • Directed the production of four targeted, internal business unit publications reaching key segments of 50,000 employees nationwide.

Corporate Relations Director, Client/Account Management and Services (4/1991 – 3/1996)

Served as a Client/Account Director for each of Allstate's business unit presidents (Personal Property & Casualty, The Life Company, and Business Insurance) and for the SVP of Corporate Human Resources. Provided communications counseling, strategic planning and execution support via department’s creative support and other functional units. Served on the Corporate Relations Leadership Team.

  • Provided strategic communications counseling and directed, developed and managed internal and external communication strategies and corporate positioning campaigns to support key strategic business goals, objectives and initiatives and proactively address corporate and business unit policy and operational issues.
  • Served on Corporate Relations core process redesign team that developed and installed an agency business model across the entire department to provide an account management approach to better support and deliver value to major business unit clients, more effectively allocate resources, and more cross-functionally develop staff.
  • Served on department SWOT team that developed and institutionalized the “communication continuum,” which helped to change the perceived value/impact of corporate communications and formed the foundation for internal communication strategy development.
  • Developed and implemented communication strategies and key tactics, such as image brochures, white papers, town meetings and discussion guides for business unit and corporate strategic direction, customer retention, profitable growth and employee alignment and engagement initiatives.
  • Increased by more than 50% employee understanding of business objectives and the economics of customer satisfaction, retention and company profitability.
  • Led development of the Life Company’s external image and brand positioning strategy.
  • Served as a media spokesperson; played a lead role in crisis communications, such as catastrophes.
  • Managed a staff of eight communication professionals.

Corporate Relations Sr. Manager/Executive Director, The Allstate Foundation (7/1989 – 4/1991)

Served as the face of and spokesperson for the company with national and local community-based organizations and the media regarding Allstate’s community relations, philanthropic and urban revitalization efforts. As Executive Director, reported to the Foundation Board of Trustees, which included the CEO, COO, heads of each of the business units, the general counsel, and the Senior Vice President of Corporate Relations. Served on the Corporate Relations Leadership Team.

  • Managed staff of three communication professionals. Led an additional 28 regional Foundation professionals via matrixed, dotted-line reporting to ensure nationwide alignment with strategic philanthropic focus areas and guidelines.
  • Managed operation strategically to more closely align $8.2 million contributions budget with corporate business objectives and related funding focus areas.

Corporate Relations Manager, Creative Support (9/1988 – 7/1989)

Senior Communications Specialist, Creative Support (3/1988 – 9/1988)

Editor, Media Relations (7/1986 – 3/1988)

Senior Corporate Relations Representative, Urban Affairs (7/1985 – 7/1986)

Underwriting Operations Manager, Personal Lines (10/1984 – 7/1985)

Corporate Relations Representative, Project Development (12/1983 -10/1984)

6/1982 – 12/1983    MILGRAM KAGAN CORPORATION/NATURALIZER SHOES         Chicago, IL

Assistant Manager

8/1981 – 6/1982      ARTHUR TREACHER’S SEAFOOD RESTAURANT                      Chicago, IL

Assistant Manager

PROFESSIONAL MEMBERSHIPS

International Association of Business Communicators (IABC)

Best Practices in Corporate Communications (BPCC)

Conference Board – Communications Executive Council (CEC)

Publicity Club of Chicago -- Two-time Golden Trumpet Winner

Insurers Public Relations Council

American College of Healthcare Executives (ACHE)

Metropolitan Chicago Healthcare Council

Illinois Hospital Association

Illinois Chamber of Commerce

The Executives’ Club of Chicago

EDUCATION

M.B.A., 1996

B.A., Communications, 1981

Northern Illinois University, DeKalb, Illinois

References Available Upon Request

KEY ACCOMPLISHMENTS

  • Directed internal communication audit which showed employee alignment with, engagement in, and commitment to Advocate’s vision and mission at 90%; Directed strategic use of quarterly media coverage metrics and analysis that has shown 98 percent positive or neutral coverage of Advocate and a market-leading net effect/impact.
  • Developed communication strategies to support Advocate’s 2020 Strategic Plan and Vision growth initiatives and key result areas focusing the organization on becoming a high performing organization.
  • Spearheaded internal/external communications plan to support Advocate’s $180 million medical center acquisition, ensuring favorable media positioning/coverage and efficient and effective cultural and operational integration for expansion of healthcare access and services to underserved market.
  • Spearheaded the development and implementation of new Merck CEO’s “First 100 Days and Beyond” transition and Merck’s Plan to Win communication plan and Executive Communications strategy focused on Merck’s cultural transformation to become a high performance organization, putting customers first, operating as “One Merck,” sustaining profitable growth and returning to “Most Admired Company” status.
  • Leveraged Denison Consulting Cultural Assessment Survey conducted after one year of CEO transition and Merck’s Plan to Win communications implementation to show employee alignment with, engagement in, and commitment to Merck’s vision, mission, cultural change and growth strategy at top quartile of benchmarked company’s in Denison’s survey database.
  • Directed Merck’s internal communications and supporting external communications/PR related to the Vioxx product withdrawal.
  • Served on the Nationwide Brand Strategy Core Team, helping to develop and launch the company’s “On Your Side” re-branding strategy, and directed its complementary internal/employee re-branding strategy to drive alignment, engagement and commitment; Led the Hispanic Marketing Initiative Executive Council, focusing and integrating Nationwide’s Hispanic marketing efforts and aligning them with the “On Your Side” re-branding strategy.
  • Developed internal/external communication strategies to support key Phillips business initiatives, including two $7 billion-dollar acquisitions and two multi-billion-dollar joint ventures, ensuring favorable media positioning/ coverage and efficient and effective cultural and operational integration.
  • Built a global, strategic communications function from scratch at Searle; Directed and expanded Searle’s communication global reach, and improved the timeliness of quarterly communication meetings via web cast, conference call and satellite technologies.
  • Directed the development and execution of Allstate’s corporate positioning and public relations strategy via the Internet, speaking forums and proactive media relations; Developed internal and external communication to support Allstate’s multi-channel, multi-brand, multi-product, multi-national and M&A business strategy.
  • Supported the development and implementation of the Allstate’s “You’re in Good Hands...Mine” re-branding strategy and developed supporting internal and external communication strategies – including directing the Customer Growth and Retention initiatives’ communication strategy, a core tactic of which was conducting the first ever all-employee, and agent, satellite-networked, “State of Allstate“ broadcast, reaching 50,000 employees and 15,000 agents nationwide, live.
  • Served on Corporate Relations core process redesign team that developed and installed an agency business model across the entire department to provide an account management approach to better support and deliver value to major business unit clients, more effectively allocate resources, and more cross-functionally develop staff.