Creative culture- and brand-minded messaging pro at ease with global communications--from public relations and marketing communications to internal and executive communication. Expertise honed while working with some of the world's leading consumer, technology and industrial brands. Strong writer/editor with keen visual eye. A dynamic blend of agency and corporate experience.
Manager, Strategic Communications & PR
ConAgra Foods Lamb Weston
August 2005
to October 2013
Full-time
Eagle
United States - Idaho
- Managed multiple agencies to drive internal and external communications—advertising, public relations, marketing communications, video branding/storytelling, social media and corporate responsibility—for ConAgra Foods’ largest brand, Lamb Weston
- Developed communications strategy and messaging, then conducted media training for spokespeople across the organization--from agricultural services to international sales and marketing, plant management to executives--to ensure consistent brand messaging
- Managed sensitive media topics, such as GMO, acrylamide, product recalls, pesticides, etc.; enabled Lamb Weston to tell its leadership story wherever possible; engaged plant employees and improved safety performance with successful safety campaigns; created highlight reels to engage all employees
- Worked with potato and sweet potato farmers to help such customers as McDonald's, Burgerville, Sonic, Chick-fil-A, Arby's tell the farm-to-fork story of Lamb Weston french fries to their consumers
- Created experiential customer plant tours with customized presentation training, messaging and visual story support at plant locations. Directed the creation of visual/digital imagery and video development to support our sustainability story, farm-to-fork
- Orchestrated community and public relations outreach prior to the opening of the first LEED platinum frozen sweet potato processing plant in the world. Media wins included front-page Wall Street Journal and The New York Times stories as well as numerous vertical publications; managed post-opening, ongoing sustainability and sweet potato category news for an additional 18 months
- Orchestrated starring role for unique, better-for-you food product in five Super Bowl Celebrity Events, including annual ESPN event, Victoria's Secret party, and Style Villa, capturing millions of print and online media impressions
- In prior role with the company, managed public relations, and integrated marketing and branding initiatives, for four B2B business segments and their respective value-added brand portfolios: ConAgra Mills, Gilroy Foods, Spicetec, and ConAgra Trade Group
