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Maria Lachapelle is a senior corporate communications executive adept at helping CEOs and their boards address some of the most profound challenges facing their businesses. She has a stellar track record in planning and executing strategic communications campaigns, culture change, leadership communications, cross-functional initiatives and crisis communications.
Maria R. Lachapelle 336.682.7131 email@example.com Winston-Salem, NC 27106 www.linkedin.com/in/marialachapelle SVP / Corporate & Financial Communications / PR / Board Member Senior corporate communications executive adept at helping CEOs and their boards address some of the most profound challenges facing their businesses. Stellar track record in planning and executing strategic communications campaigns, culture change, leadership communications, cross-functional initiatives and crisis communications. Strategic Initiatives / Corporate Reputation / Media Relations / Crisis Communication / Culture Change Leadership & Employee Engagement / Merger Integration / Philanthropy / Community Relations / Social Media Financial Services / Manufacturing & Industrial / Regulated Industries Growth Companies / Turnaround Situations / Corporate Restructurings CEO & Board-level Counsel / Benchmarking & Best Practices CAREER HISTORY Advisory Board Member, Senior Communications Consultant, Americal Corp. (Greensboro/Winston-Salem, NC and Philadelphia, PA, March 2001 to Present). Advise CEO and Board on strategic decisions for this 75-year old textile leader. Helped form new vision to drive direction in therapeutic and wellness consumer products. Advise CEO and SVP of Sales & Marketing on strategic communications planning, branding and marketing strategies to bring a new health & wellness product to market. Develop business plan for venture capital investors. Present strategic plans to national retailers, including CVS. Launch planned for June 2010. Advised CEO of Americal Corp. and developed rebranding strategy that led to revitalization of the Peds brand and its subsequent sale for $29 million. Named to Americal’s Advisory Board by its CEO in 2001. Senior Vice President, Corporate Communications, PR & Branding, Mullen PR & Advertising. (Greensboro/Winston-Salem, NC. September 2004 to June 2009). Led integrated marketing and PR for the launch of Wachovia’s Way2Save, the most successful new product launch in the Bank’s history. Resulted in one million new accounts and $700 million in earned media value. Earned two industry awards from the American Marketing Association for launch Way2Save Campaign: Best Integrated Communications Campaign of 2008 and Best Publicity Campaign of 2008. Developed internal and external communications plan and strategies for the spin-off of Sprint’s landline business, IR plan for its IPO and NYSE listing, and the consumer PR launch of EMBARQ telecommunications. Developed rebranding strategy for CSX railroad, targeting demographic of concerned citizens. Designed communications to support CSX’s long-term strategy to build public support for investment in the country’s transportation infrastructure. Interviewed key influencers and developed messaging and insights for branding & public affairs. Developed and managed strategic communications for the IPO of Sealy, reporting to the CEO and Executive Management team. Recommended ticker symbol NYSE: ZZ to reinforce the idea of great sleep. Prepared and delivered presentations to KKR leaders in NYC and maintained ongoing communications with the investment group. Conceptualized, created & recruited leading orthopedic surgeons from the nation’s leading medical institutions to form the industry’s first Orthopedic Advisory Board for Sealy. Developed & managed philanthropic communications & outreach for Sealy’s $1 million contribution to the American Red Cross for Hurricane Relief. Recruited & managed 30+ corporate participants in the Triad Holiday Challenge annual food drive to support the Salvation Army Food Pantries in the Piedmont Triad. External & Internal Communications Consultant, Managing Partner, Little Consulting Group. (Start-up branding, communications and employee engagement consultancy Philadelphia, PA, October 2002 to September 2004.) Advised Vice President, Human Resources of this $8 billion freight railroad, Burlington Northern Santa Fe. Advised on a series of leadership, healthcare and diversity communications strategies, including the rollout of new healthcare and wellness benefits to an aging workforce. Conducted EEOC audits for senior leaders. Maria R. Lachapelle 336.682.7131 firstname.lastname@example.org Maria R. Lachapelle Page 2 Executive Vice President, PR, Dudnyk Communications, 2001-2002. (Philadelphia, PA, April 2001 to October 2002.) Leader and chief strategist for Public Relations group, reporting to President & CEO. Developed new business, leveraged talent to enhance profitability and introduced results-orientation for PR. Managed $2.5 mil P/L, improved margins and created efficiencies for clients. Senior Strategic Consultant, Matha MacDonald LLC. (Chicago, September 1999 to March 2001.) Redesigned McDonald’s global communications capability to resolve cross border issues and coordinate the corporation’s response to threat of global activism. Advised CEO of International Truck & Engine; managed strategic initiatives including culture change, employee brand engagement, leadership accountability, dealer communications and quality. Created customer-focused culture and rallied 15,000 employees around quality in advance of a major truck & engine manufacturer’s 1st new product launch in 20 years. Within 12 months, internal survey showed employees had reordered “what’s most important to me,” ranking customer focus #1. Served as communications director for Coors Brewing Company on workplace culture and leadership development challenges in Colorado, Virginia and Tennessee. Advised senior management on union organizing campaigns and union contract negotiations to reach successful outcomes and avert work slow downs and strikes. SVP, Practice Leader, Corporate & Financial Communications, Ogilvy Public Relations Worldwide, Ogilvy Adams & Rinehart. (New York City and Chicago offices, March 1995 to September 1999.) Launched and positioned Ameritrade Internet brokerage to top of industry in less than a year. Established strategy to launch the deep-discount trading firm. Evaluated branding strategies and executed integrated PR and advertising campaign to position Ameritrade with independent-minded investors. Solidified Ameritrade’s position as a top online brokerage and generated 100,000 new accounts in first three months. Developed process for New York Life’s launch of its new group healthcare business to involve cross-functional leaders to align leadership, avert turf battles and ensure CEOs vision was clearly communicated. Managed communications planning to launch MetraHealth, MetLife’s healthcare group merger with Travelers.’ Managed corporate and financial communications for landmark business combinations of BGE/PEPCO and Chase/Chemical and the IPOs of Duracell and New Zealand Telecom. Led and mentored corporate communications team of 30-45 professionals to manage a wide spectrum of issues. Reported to Chief Operating Officer on Staffing and Talent. Director, Media Relations and Crisis Communications, Clark & Weinstock, (NYC, January 1993 to March 1995.) Developed strategy and managed crisis communications for MetLife, advised CEO and board on strategies to rebuild its reputation and customer loyalty. Preserved German Blue Chip, Metallgesellschaft, from insolvency after rogue trader caused $1.3 billion in losses. Devised strategies to reassure customers, counterparties and employees, media and academics. Advised two CEOs and managed crisis for German Blue Chip that lost $1.3 billion in oil futures trading. Management Associate, Executive Communications, Strategic Communications, (NYC and New Haven, August 1992 to December 1993.) Provided relationship management and leadership coaching to Fortune 100 senior executives. Conducted presentation & media training using video and feedback. Clients included JP Morgan, Kidder Peabody, and Lehman Brothers. Account Executive, Corporate & Financial Communications, Dewe Rogerson, Inc., (NYC July 1990 to December 1992.) Managed international investor and media relations for U.S. office of a London-based agency. To support Credit Suisse/First Boston’s divestment from South Africa following the fall of apartheid, led communications for a professional exchange program with Black South African leaders including Nelson Mandela, NYC’s first African-American mayor, David Dinkins. Managed media relations for the launch of GE Capital’s cultural diversity program. Supported global corporate and crisis communications for International Swap & Derivatives Association (ISDA) and a consortium of international banks to set regulatory standards for cross-border netting agreements. Educated media and coordinated communications with CFTC, FASB, World Bank and Bank for International Settlements. Maria R. Lachapelle 336.682.7131 email@example.com Maria R. Lachapelle Page 3 EDUCATION, SPEAKING & BOARD POSITIONS Bachelor of Arts, English, Mount Holyoke College, cum laude, 1990. Executive Program in Marketing-driven Management, Amos Tuck School of Business Administration at Dartmouth, 1996. Advisory Board Member, Americal Corp. a manufacturer of products for diabetics and arthritis patients, 2001 - present. Visiting Faculty Member, NYU Management Institute, 1994-1996;Salem College, 2008.Wake Forest University, 2009. Member, National Investor Relations Institute (NIRI) and Public Relations Society of America (PRSA). INDUSTRY RECOGNITION & AWARDS American Marketing Association, Best Integrated Marketing Program, Wachovia’s Way2Save product launch, 2008. American Marketing Association, Best Publicity Campaign, Wachovia’s Way2Save product launch, 2008. Creativity In PR Award (CIPRA), for Best New Product Launch of the Year and Best Integrated Branding Campaign of the Year, both for Ameritrade, 1998. Chief Executive’s Award, Ogilvy PR Worldwide/WPP Group for best international Deal of the Year, Élan/Athena Neurosciences, 1996. Maria R. Lachapelle 336.682.7131 firstname.lastname@example.org
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