Charles Crosby, APR
Morgan Hill,CA
Summary
Seasoned communications leader with background in developing high-impact marketing strategies, managing media relations, and leading dynamic teams. Strengths include strategic planning, crisis management, and corporate branding. Demonstrable success in enhancing organizational profile through effective communication initiatives. Known for fostering strong relationships with stakeholders to drive brand awareness and business growth.
Overview
22
22
years of professional experience
1
1
Certification
Work History
Director, Marketing and Communications
Ploughshares
San Francisco, CA
10.2022 - Current
- Leads a talented national communications team in support of Ploughshares' strategic goals
- Brand Manager, strategic counsel to the president, supervises team executing NukeTalk podcast, responsible for reputation management, crisis communications, and numerous publications
- Accountable for executing comprehensive 3-year strategic communications plan
- Recently completed a full scale, organization-wide rebranding effort and web site build
- Leading 2025 national narrative campaign (paid, earned)
- Oversaw strategic planning and implementation to ensure organizational goals were met.
Senior Director, Community Outreach and Development
Catalyst Family Inc.
Morgan Hill, CA
01.2021 - 08.2022
- Company Overview: California's largest non-profit family care provider (160 centers)
- Lead a team of 11 in marketing, government relations, resource development, and communications strategies for California's largest non-profit family care provider (160 centers)
- Increased enrollment from 4,000 to nearly 8,000 students within a year post-pandemic through enhanced customer service and streamlined enrollment processes
- Created an integrated communications, government relations, and fund development strategy, unlocking new revenue streams and outreach opportunities
- Launched the organization's first media relations strategy, achieving visibility benchmarks
- California's largest non-profit family care provider (160 centers)
- Facilitated meetings between internal teams to ensure alignment on initiatives.
- Implemented new technologies to streamline processes and enhance productivity.
Director of Marketing & Communications
Catalyst Family Inc.
Morgan Hill, CA
08.2019 - 01.2021
- Directed a comprehensive rebranding campaign post-merger, integrating brand identity across all functions
- Established the organization's first fundraising and government relations departments
- Modernized digital marketing efforts and implemented strategic crisis communications plans
- Created and managed traditional and digital marketing campaigns.
- Led cross-functional teams to create impactful messaging, demand-generation programs and sales tools.
Director of Communications and Community Engagement
Evergreen School District
San Jose, CA
08.2014 - 05.2019
- Oversaw communications, community relations, branding, and social media strategies for a district of 13,000 students across 18 schools.
- Designed and executed crisis management plans, including high-profile cases involving safety, and legal matters.
- Led rebranding efforts and partnerships with community stakeholders to drive student recruitment and engagement.
- Directed internal communications campaigns to ensure staff are informed about changes in policy or procedures.
- Acted as a spokesperson for the District, representing the brand in interviews and public appearances.
Public Relations Instructor
Nova Scotia Community College
Dartmouth, Nova Scotia
09.2009 - 04.2014
- Created lesson plans and chose supporting materials to promote positive learning experiences.
- Met with administrators and department team members to work on curriculum planning and assessment methods.
Senior Advisor - Communications & Marketing
Dalhousie University
Halifax, Nova Scotia
04.2008 - 04.2014
- Directed media relations, issues management, crisis communications, and internal communications for an 18,000-student university, serving as the official spokesperson and counsel to executive leadership.
- Developed the 'Media Next' program, doubling the university's media coverage in two years.
- Managed crisis communications during high-profile issues, including a hazing scandal, and labor disputes.
Manager - Media Relations
Dalhousie University
Halifax, Nova Scotia
04.2003 - 04.2008
- Enhanced media relations and content strategies, leading to a significant increase in local, national, and international coverage
- Counseled leadership and faculty on media interactions and reputation management
- Planned and delivered training sessions to improve employee effectiveness and address areas of weakness.
Education
Bachelor of Public Relations -
Mount Saint Vincent University
Halifax, Nova ScotiaBachelor of Arts - History
Dalhousie University
Halifax, Nova ScotiaSkills
- Public Relations & Media Strategy
- Crisis Communications
- Marketing & Branding Development
- Social Media Management
- Strategic Counsel & Leadership Development
- Employee development
- Cross-functional team leadership
- Budget management
Awards
- PR News Platinum PR Award (Rebranding Category), 2021
- Distinguished Achievement Award, National School Public Records Association, 2017
- Amethyst Award for Crisis Communications, Canadian Public Relations Society, 2009
- Honorable Mention for Crisis Communications, International PR News Platinum Awards, 2008
- John & Margaret Savage First Book Award (Shortlist), Atlantic Book Awards, 2007
Professional Associations
- Bay Area Advertising Relief Committee, Mentor, 01/01/24 - Present
- PRSA SF Board of Directors, APR Chair, 01/01/23 - Present
- Silicon Valley Chamber of Commerce, Government Relations Committee, 01/01/21 - 12/31/23
- Taproot Foundation, Account Director, 01/01/14 - Present
- Santa Clara University Public Relations Program, Mentor, 01/01/15 - 12/31/19
- Nova Scotia Lung Association, Board of Directors, 01/01/00 - 12/31/06
Certification
- Accredited in Public Relations (APR), Public Relations Society of America
Accomplishments
- PR News Platinum PR Award (Rebranding Category), 2021
- Distinguished Achievement Award, National School Public Records Association,2017
- Amethyst Award for Crisis Communications, Canadian Public Relations Society,2009
- Honorable Mention for Crisis Communications, International PR News PlatinumAwards, 2008
- John & Margaret Savage First Book Award (Shortlist), Atlantic Book Awards, 2007
References
References available upon request.
Timeline
Director, Marketing and Communications
Ploughshares
10.2022 - Current
Senior Director, Community Outreach and Development
Catalyst Family Inc.
01.2021 - 08.2022
Director of Marketing & Communications
Catalyst Family Inc.
08.2019 - 01.2021
Director of Communications and Community Engagement
Evergreen School District
08.2014 - 05.2019
Public Relations Instructor
Nova Scotia Community College
09.2009 - 04.2014
Senior Advisor - Communications & Marketing
Dalhousie University
04.2008 - 04.2014
Manager - Media Relations
Dalhousie University
04.2003 - 04.2008
Bachelor of Public Relations -
Mount Saint Vincent University
Bachelor of Arts - History
Dalhousie University
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