Tufts University

Responsible for global communication strategy and content marketing at Altana, shaping the company's brand narrative and reputation in the market and reaching current and prospective customers with relevant and timely thought leadership. My team aligns with business objectives and threads the needle between category and product vision, marketing strategies and internal/external communication.

Artificial intelligence can be a powerful tool for good in the world – at Altana we are working across the public and private sectors to build a fairer, more secure, and more sustainable model of global commerce. In the process, we are helping to build resilience for critical economic and security infrastructure, combat modern slave labor, fentanyl trafficking, and sanctions evasion, and support sustainability. 

The Altana Atlas is the only dynamic, intelligent, AI-powered map of the global supply chain. The Atlas empowers businesses, governments, and logistics providers with unprecedented visibility, understanding, and command of their supply chains, transforming their approach to global commerce from one that is typically reactive, vulnerable, and fragmented into one that is proactive, resilient, and integrated.

Altana

Vice President, Global Communications and Content Marketing

Responsible for global communications at Slack, with a team of PR, social media, customer and brand communications experts around the world who strive to:

- Tell our corporate, product, platform and partner stories loudly across earned and paid media, to raise awareness about what Slack is and how it can transform businesses.

- Build strategic relationships with our customers and craft opportunities to put their stories at the heart of our communications and marketing efforts, giving them a platform to showcase their success in how they’ve built their digital HQ.

- Deliver a consistent message about our product and brand across touch points around the globe and connect Slack to the larger cultural and societal conversation.

- Create compelling thought leadership that bridges the conversation around the opportunities and challenges presented by our changing world to concrete steps that help our customers seize those opportunities and accelerate their own success. 

- Inspire our biggest fans and social influencers to lead a movement with @SlackHQ

Slack

Vice President of Global Communications

Promoted to develop and lead four innovative, world-class programs with a budget of $9M. Drove strategy, communication, and influencer relations for the $1.B+ Adobe Document Cloud. Drove internal communications for the Worldwide Field Organization of 5,000+, and accelerated brand strength through persuasive brand and customer content that is inspirational, engaging and informative.

--Built world-class integrated communications program, launching Adobe Document Cloud, the most successful launch of productivity solutions in the company’s history; the multi-year campaign delivered 4K pieces of global coverage, and captured #1 global Share of Voice in PR and social media.

--Developed innovative social influencer program to attract younger users. In two years engaged 40+ celebrity and millennial influencers to create 500+ pieces of content, 4M video views, and 10M impressions. 

--Launched Adobe Think Tank which has set Adobe apart as a global enterprise thought Leader. Cultivated luminaries across the globe to debate revolutionary ideas and produce cutting-edge content. In one year more than 10M video views, 20K Twitter mentions and 14K engagements on Facebook.
 
--Reimagined and launched the Adobe Blog, the first brand-level thought leadership for the company, growing audience to 60K and subscribers 42% in the first year.

--Raised the bar for three Worldwide Sales kickoffs with strategy, planning and execution of mainstage and executive content, creating world-class stage presence; speakers included CEO of Nasdaq, CIO of Viacom, EVP of Digital Experience at T-Mobile.

--Created a proactive global Customer Advocacy Program to cultivate customer spokespeople for the Adobe brand. Increased new advocates by 400%; skyrocketed social views by 886%, influenced more than 180M in revenue in 2 years.

Adobe

Senior Director of Communications

Selected to tackle the strategy unification and alignment of three newly acquired/developed enterprise businesses with unique attributes and varied management styles, and managed a budget of $5.2M. Businesses included Adobe’s legacy enterprise business, along with Omniture, a Utah-based analytics business.

--Defined, shaped the narrative of and launched the Digital Marketing category; strengthened communications leadership, worked four years with multi-functional teams to become the category leader to competitors such as Salesforce, Oracle, and IBM.

--Instrumental in the explosion of the Digital Marketing business from $300M to $3B in revenue, utilized strategic acquisitions, and increased customer advocacy across industries and geography to effectively gain market share.
 
--Transformed the Adobe Summit conference communications initiative into a thriving program with more than 200 press, analysts, and influencers in attendance, over 1000% increase in press coverage, and a successful transformation into the industry’s premier digital marketing conference. 

--Developed and introduced Adobe Digital Insights, an innovative thought leadership program; publishes digital marketing research of interest to senior marketing and e-commerce executives across industries based on aggregate data from 5,000 companies that use Adobe Experience Cloud worldwide. Program has grown into the most trusted source of industry date with more than 10K pieces of coverage delivered annually.

--Lead the Customer Reference Office which managed customer references and advocates across the company, inclusive of enterprise and Adobe’s digital media business (Adobe Creative Cloud).

Director of Enterprise Communications

Led all communication for Adobe’s Chief Technology Officer including press and executive communications for the Flash Platform. Focused direction for new team on Adobe Flash Platform including platform tools, servers, services, runtimes and framework, Flash and AIR on mobile (smart phones, tablets, notebooks), Open Screen Project, and Flash for Digital Home. 
 
--Part of the creation and launch of Flash as a developer platform; integrated runtimes (Flash Player), authoring tools (Flash and Flex), and created programs to win hearts and minds of designers and developers.

--Launched Adobe AIR, one of the industry’s first online/offline application runtimes; worked closely with key partners including eBay, Twitter, and the New York Times to develop and promote the first AIR applications.

--Pivotal leader in launch of Industry’s first Open Screen Project; developed with industry leaders to promote a free and open ecosystem on mobile devices including Flash and AIR, project drew leaders from Samsung, Nokia, LG, NTT DoCoMo, Verizon, Toshiba, and more.

--Managed critical crisis communications for public battles with Microsoft Silverlight, which Adobe won and for a lost dispute with Apple over the viability of Flash on the iPhone.

--Increased press, influencers, and analyst attendance from 10 to 140 at the MAX (Developer Conference) during my 6 years leading communications for the show; conference now one of the most celebrated creative conferences in the industry.

 Director of Flash Platform and Developer Communications

Led team of 9 managers in Public Relations, customer reference, and industry analyst relations to grow this industry leader in graphics, multimedia, and web development software. Led all product and corporate communications including development of corporate and earnings announcements. Communication lead for executive team. Launched first customer reference and industry analyst organization.

--Led product PR for the company, including tooling (Studio MX, including Dreamweaver, Flash), Director MX, servers (ColdFusion MX), frameworks (Flex) and the Flash and Shockwave Player runtimes. 

--Created and launched the first blogging program in the industry, a new and highly-innovative idea at the time; gained global media recognition; utilized a select group of company contributors to provide cutting-edge and compelling content and communicate directly with customers.

--Created, sourced, and filled first Industry Analyst Relations program for the company which engaged with and educated analysts on the company’s growing line of enterprise solutions. 

--Selected to lead the communications program for the first venture into enterprise software, following the Andromedia acquisition; became an introduction into web content lifecycle, a precursor to Adobe’s “art and science” business approach.

Macromedia, Inc.

Director of Public Relations

Drove public relations and analyst relations for this startup, including Andromedia Aria (early website tracking and analysis) and LikeMinds (real-time personalization) solutions. Key team member instrumental in developing plans for IPO, including development and filing of S-1. Created first customer reference program; led communications for acquisition of LikeMinds.

Steve Ballerini