Sr. Director, Corporate Communications and Public Affairs
In charge of promoting corporate image and awareness of the products and services of this €39.6 billion international and domestic express and ground parcel delivery, freight forwarding, and contract logistics company. Responsibilities have encompassed leading the post merger integration of DHL/Airborne Corporation Communication functions, establishing an integrated DHL internal/external communications department, leading all corporate communications programming, and overseeing corporate publications and the planning/execution of all company sponsored events. Extensive focus on directing communication strategies to build awareness and strengthen perception of the DHL brand as the global leader in express transportation. Acted as US spokesperson on all business strategy, operations, investment, human resources and marketing efforts, and provided communications counsel to senior leadership and effective crisis management. Managed a $3 million annual budget. Consistently delivered outstanding results:
– Generated 1+ billion US media impressions in 2005 and 2007 – securing major coverage in outlets, including USA Today, Forbes, Fortune, BusinessWeek, The Wall Street Journal, The New York Times, CNBC, The Today Show, Good Morning America, CNN, The History Channel, and Jimmy Kimmel Live;
– Increased overall print/online coverage by 9% in 2006, reaching total audience of approximately 828 million readers and viewers;
– Consistently increased share of voice from 9.5% (2004) to 12.6% (2005), 14.4% (2006), and 18.2% (2007);
– DHL’s average mention rate increased (from 2.91 to 4.15 per story) in 2006 and subsequently remained consistently higher than both of its principal competitors, FedEx (2.37) and UPS (2.90);
– 95% or more of DHL’s print and online news coverage was rated positive and/or neutral in tone in 2005 and 2006, increasing to over 97% in 2007 with a 15 point decrease in negative tonality for consumer complaint and critical incident coverage.
• Crisis Communications – Spearheaded crisis communications plan to establish policies and procedures in the event of a crisis situation; plan serves as the basis for DPWN company-wide crisis communications guide.
• Facility Grand Openings & Media Events – Planned and managed grand openings and media events, including the East Coast, West Coast, and Central Hub openings, and Central Hub facility employee & community events.
• Corporate Social Responsibility – Led the development of corporate social responsibility policies and programs, including the Trees for Troops Program, which has generated over 2 million media impressions yearly (including coverage on CNN and multiple local television news segments across the country) since 2004; also designed and implemented the DHL Thanksgiving Food Drive, generating coverage on MSMBC (live remote) and The Tony Danza Show.
• Competitive Intelligence – Gathered competitive intelligence and developed reports on significant events in the industry.
• Customer Success Program – Created and implemented a Customer Success Program that identified new customer wins and fostered positive customer relationships; program was launched to Field Sales and National Accounts sales teams, and generated multiple customer testimonials and significant press coverage.
• Olympic Team Sponsorship – Developed the principal activation platform for the DHL sponsorship of Team USA during the 2006 Olympic Winter Games. Utilized US Olympic/Paralympic Spirit as a national platform to be leveraged before, during and after the Olympic Winter Games. Generated more than 254 million US media impressions and 730 media placements (TV, radio, print, and online); achieved high profile national coverage on CNN, ESPN, NBC Today Show, and USA Today.
• Major League Baseball Sponsorship – Developed and directed PR activation platform for DHL’s Major League Baseball sponsorship for the 2005-2008 seasons, including the DHL Delivery Man of the Month/Delivery Man of the Year program. Developed PR platform for the DHL MLB Hometown Heroes program in 2006, in which fans voted for players who most embodied the legacy of each respective team:
– Developed “Team DHL” spokespersons program with baseball legends Johnny Bench, Ozzie Smith, Cal Ripkin, and Lou Piniella to promote the Hometown Heroes program nationally.
– The Hometown Heroes Program generated more than 11 million votes online, the most successful online consumer marketing program in MLB history, and more than 200 million earned media impressions, including stories in the AP, USA Today, Chicago Tribune, Washington Post, San Francisco Chronicle, Washington Times, ESPN Radio, CNBC, and Fox Sports Net.
• Community & Labor Relations – Developed community and labor relations programs to create broader awareness of DHL’s presence in local markets, position the company as a “local company” with global reach, manage issues areas, and build trust among local leaders, potential customers, and other influencers.
• Corporate Reputation Management – Spearheaded a corporate reputation management program that generated a total of 80.3 million earned media impressions, including a significant amount of local television. The program was focused on communicating the breadth of DHL’s domestic presence after the acquisition of Airborne, propagating the perception of DHL as a new challenger brand, and to communicating messages on new competition and choice into the express delivery market.
– Ran a media relations campaign focused on trade, national and regional coverage of the company’s investment announcement, and developed materials for localized outreach.
– Successfully positioned the company as a strong third alternative in express delivery market, and realized an increase in unaided brand awareness from 19% to 70%.