Cassie Burica
Chicago,IL
Summary
Senior PR specialist with 6+ years of experience in corporate public relations. Extensive experience leading media relations strategy for some of the largest global brands in both agency and in-house settings. Skilled in research, digital content development and a metrics-driven approach to find the best channels to reach stakeholders. Drive media campaigns that resulted in more than 350 top-tier media placements in 2019.
Overview
12
12
years of professional experience
Work History
Specialist II, External Communications
TD Ameritrade
Chicago, IL
08.2019 - Current
- Coordinate press materials and media outreach for TD Ameritrade's Investor Movement Index (IMX), a monthly investor trend survey. The IMX received more than 150 top-tier media placements 2019, nearly tripling coverage year-over-year
- Lead media outreach in Hong Kong and Singapore, serving as point of contact for third party public relations agency in Asia
- Contributed to securing 176 media interviews in FY19Q4 for the Active Trader group, resulting in the largest share of voice amongst industry competitors
- Manage executive communications for the Active Trader group to promote thought leadership, which includes securing speaking opportunities and weekly appearances on broadcast outlets like CNBC, Bloomberg, FOX Business and Yahoo Finance
- Manage corporate announcements for platform-related enhancements, new product offerings and tech & innovation
- Support crisis communication efforts, including working with general counsel to draft official corporate statements
Senior Associate, Corporate Practice
Weber Shandwick
Chicago, IL
07.2015 - 08.2018
- Managed national and local media relations for corporate clients across industries; resulting placements regularly appeared in top-tier outlets like USA Today, Reuters and Bloomberg
- Oversaw corporate social responsibility (CSR) efforts for Bank of America in target markets to increase brand sentiment through diversity & inclusion initiatives, employee volunteer efforts and corporate grants
- Managed editorial calendars and wrote bylines for Bank of America, Envestnet and United States Postal Service (USPS) to highlight thought leadership, promote business offerings and strengthen brand awareness
- Led social media strategy for corporate clients, including creating content across social platforms, planning paid campaigns and presenting ongoing analytics reports
- Secured B2B partnerships for myRA, the U.S. Treasury’s Roth IRA, in Boston and St. Louis, resulting in more than 50 affiliations with local government, chambers of commerce and nonprofits
Associate, Media Relations
COUNTRY Financial
Bloomington, IL
08.2013 - 07.2015
- Served as managing editor for COUNTRY Financial Security Blog, which included developing content calendars, drafting blog posts and promoting the blog via digital campaigns, resulting in a 45% increase in unique monthly visitors from 2013 to 2015
- Led media outreach and message point development for marketing initiatives, corporate events and industry news, resulting in placements in outlets like Huffington Post and Yahoo Finance
- Analyzed third party research and managed press materials for the COUNTRY Financial Security Index, a monthly consumer financial report, regularly featured in top-tier media outlets
- Led social media content strategy and paid social campaigns geared toward expanding the reach of the Twitter handles @FinanceSecure and @HelloCOUNTRY
- Filmed and edited internal and external facing corporate videos using Adobe Premiere Pro
Education
Bachelor of Science - Public Relations
Illinois State University
Bloomington, IL05.2013
Skills
- National and Local Media Relations
- Executive Communications
- Corporate Announcements
- Content Development
- Social Media Campaigns
- Crisis Communications
- Research & Analytics
- Project Management
Timeline
Specialist II, External Communications
TD Ameritrade
08.2019 - Current
Senior Associate, Corporate Practice
Weber Shandwick
07.2015 - 08.2018
Associate, Media Relations
COUNTRY Financial
08.2013 - 07.2015
Bachelor of Science - Public Relations
Illinois State University
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