Greater Washington DC Area www.linkedin.com/in/rebeccapratt
SENIOR COMMUNICATIONS LEADER
Expertise in employee communications, employee engagement strategies, change management, public relations, content strategy, storytelling, and channel management. Superior skills at transforming functions and building high-performing, cross-functional teams. Strong capacity for building relationships and providing counsel at all levels, understanding business goals, and setting visions for integrated, innovative mission-led, insight-informed communications and marketing strategies that raise awareness of mission, drive fast adoption of change, increase productivity, support retention and recruitment goals, and build brand reputation through advocacy among targeted audiences. Experienced at writing for executives and subject matter experts with a proven ability to translate complex material into relatable, compelling thought leadership content suitable for targeted audiences across all types of modern internal and social channels. Practiced at leading projects where tact, discretion and confidentiality are required.
Capital One Financial Corporation McLean, VA 2001-2019
Senior Director, Corporate Communications, Enterprise Narrative & Storytelling 2018-2019
Guided purpose-led, insights-driven storytelling at the enterprise level. Oversaw development and evolution of top line messaging and ensured alignment across all internal and external channels.
●Led a team to uncover examples of employees living the mission and values. Turned those into compelling content and storytelling for internal and external channels.
●Created enterprise narrative and ensured alignment with company mission, values, and business goals. Coordinated with insights team to understand information needs and preferred channels of targeted audiences and used that information to build content for online and social channels, including employee ambassador social channel.
●Partnered with Brand and Marketing to align enterprise narrative with brand positioning messages; developed integrated communications plans with coordinated KPIs that helped advance business goals.
●Content lead for all PR campaigns and media and influencer emersion events for flagship products, innovation, and best places to work campaigns.
●Strategist and content lead for first-ever innovative content/conversation ignition PR campaign for flagship card products called the Purpose Project. This $6.5M PR campaign is targeted to millennials and designed to encourage conversations about purposeful travel across multiple channels. Led narrative and master message architecture development, managed build of an insights-driven influencer network strategy and emersion event, and established partnership with media company Tastemade to create a non-linear TV series called Purpose Project: The Series – a first for both brands. Co-created scripts, prepared all talent and influencers, and directed media outreach. Results will surpass 10MM views. Also, co-designed a related strategy aimed at 40,000+ associates with a way to participate in the conversation.
Senior Director, Corporate Communications, Enterprise & Best Place to Work PR 2016-2018
Established and led a team of 10 to deliver strategic, differentiated, integrated communications campaigns to raise awareness of the company as a best place to work. Coordinated with leaders in HR, Diversity and Inclusion, Digital and Technology, and Talent Brand to build a budget for and design insights-driven, integrated communications strategies to attract and retain top talent to meet business goals.
●Collaborated with Brand Marketing to align positioning and key messages to ensure consistency. Introduced internal and external influencer programs, award strategies, experiential events and incorporated employee voices to help targeted audiences understand the company’s values and differentiated culture.
REBECCA PRATT email@example.com Page Two
●Coached leaders, established thought leadership platforms, and helped them prepare for speaking opportunities. Worked with internal communications leads to embed key messages and insights into town halls and employee events so employees had insight into external campaign strategies and results.
Senior Director, Corporate Communications, Community PR and CSR Reporting 2008-2016
Built and led a team focused on raising awareness of social responsibility and community involvement programs. Led the development of internal and external communications strategies and campaigns to tell the story of Capital One in the community, to include designing and building new online and social channels and executive thought leadership platforms.
●Developed first Community Report, which evolved to be a full Corporate Social Responsibility Report the next year, managing a team of 10. Complemented that effort by establishing the Investing for Good content hub, Facebook page, and Twitter handle.
●Drove strategies to increase channel and community engagement through small-scale paid/sponsored content and other distribution and amplification strategies. Each community experienced 2x growth.
Director, Corporate Communications, Enterprise Employee Communications 2004-2008
Reimagined internal employee communications function from reactive to proactive, designing and implementing storytelling platform and editorial calendar to help 30,000+ associates understand the company and its mission. Team consisted of writers, creative developers, and art directors.
●Instituted consistent narrative and began a storytelling function to help employees understand company and its mission beyond their functional group. Worked with head of HR and business leaders to incorporate these messages into all employee touchpoints, including Talent Marketing.
●Created 3 new communications channels and implemented formal editorial governance and processes for all internal communications efforts across 8 businesses. Established measurement practice to quantify internal communications programs and engagement, productivity, and retention.
●Evolved employee communications team as company continued to grow, created a distributed network of news sources to create information pipeline, and implemented feedback loops to understand message pull-through, what employees wanted to know, and needed to know.
●Designed, with HR co-lead, change and communication strategies for large-scale productivity and workforce improvement tools and new business acquisitions to implementations to raise awareness, show benefits, create fast adoption and mitigate organizational risk.
●Strategic counsel for executives on presence and messages as the organization experienced new productivity tools implementations, job eliminations, new company acquisitions, and crisis situations.
ADDITIONAL RELEVANT EXPERIENCE
Capital One Financial Corporation McLean, VA
Senior Manager, Content and Knowledge Management Lead, Employee Intranet
Partnered on a cross-functional team to design and implement first Intranet portal. Built communications team to support new portal news function, Capital One News, to source, write and publish stories about the company, products, and people.
Bachelor of Science (BS), Psychology
James Madison University, Harrisonburg, VA
ADDITIONAL RELEVANT INFORMATION
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