Jessica Shapiro
Great Neck,NY
Summary
Seasoned communications professional with extensive experience in both nonprofit and for-profit sectors, specializing in corporate, brand, and internal communications, as well as executive/CEO positioning. Proven track record of developing and executing innovative strategies that elevate brand visibility, deepen stakeholder engagement, and support business growth. Expert in message development, media relations, and crisis communications, with a strong ability to enhance organizational reputation and influence key audiences. Accomplished writer skilled in producing high-level corporate documents, executive presentations, thought-leadership content, and newsletters tailored to diverse stakeholders. Committed to leveraging strategic communications to deliver measurable impact and advance organizational success.
Overview
25
25
years of professional experience
Work History
Director of Communications/Public Relations
Friends of the IDF (FIDF)
06.2025 - 12.2025
- Led executive-level communications for the CEO, developing key messages, securing and ghostwriting high-impact Op-Eds, orchestrating national media interviews, and crafting high-stakes correspondence to position him as a leading authority on IDF-related issues and elevate his visibility and credibility.
- Directed organization-wide internal communications, structuring and managing companywide calls, crafting strategic messaging, and producing written communications to ensure transparency, alignment, and employee engagement across all departments.
- Managed all external communications, including collateral creation, board and donor correspondence, high-level letters, and media relations, ensuring consistent key messaging across press releases, marketing content, social media, and donor communications.
- Coordinated with Israel-based team and partner organization and teams to maximize media coverage of key organization initiatives.
- Oversaw two PR agencies (Jewish/Mainstream and Evangelical), ensuring all media coverage reflected key messaging and promoted the organization’s strategic programs and initiatives
- Packaged several compelling stories about FIDF programs that went viral, significantly expanding digital reach and engagement.
- Led crisis communication strategies, mitigating negative publicity and preserving public trust and organizational credibility during high-stakes situations.
- Directed the development and launch of a print and digital ad campaign to reinforce public trust and highlight organizational transparency after a high-profile crisis.
Associate Director, National Communications
Friends of the IDF (FIDF)
05.2024 - 05.2025
- Developed strategic messaging and directed all high-level written communications for the Chairman and CEO, highlighting FIDF’s programs and impact to the Board of Directors and top donors.
- Researched, authored, and published highly designed monthly newsletters reaching 100k+ donors, showcasing key FIDF initiatives and the impact of their contributions.
- Designed and produced a high-profile monthly newsletter for the Board of Directors, spotlighting FIDF-funded initiatives and on-the-ground updates from Israel.
- Collaborated with senior leadership across the IDF, Ministry of Defense, Sheba Medical Center, and partner organizations to stay informed on program updates and coordinate written communications.
- Planned and executed monthly briefings featuring industry experts for top donors, designing digital invitations and managing their distribution to ensure maximum engagement.
Senior Manager, Communications/Public Relations
Friends of the IDF (FIDF)
08.2021 - 05.2024
- Developed a proactive PR plan and managed three separate PR agencies mainstream/Jewish, Evangelical and Israeli to ensure regular, positive media coverage.
- Built the company’s first internal communications program from the ground up, introducing a dedicated Teams channel, producing and managing monthly organization-wide calls, and delivering strategic messaging that strengthened inclusivity, employee engagement, and organizational alignment.
- Media trained senior staff post-October 7 and secured multiple national interviews including CNN and Fox News, positioning FIDF as authority on ground in Israel.
- Led the development and execution of two distinct quarterly newsletters, showcasing FIDF initiatives and how dollars are spent to the board of directors and donors.
- Wrote in depth brochures highlighting each core program funded by organization for fundraising staff.
- Supported PR needs of each chapter in including messaging and event publicity.
Communications Director
HealthyVending USA
07.2012 - 07.2021
- Developed and implemented a comprehensive communications strategy and plan, ensuring all messaging aligned with business goals, brand positioning, and corporate objectives.
- Created high-level corporate documents, CEO presentations, and other executive collateral to support strategic initiatives and stakeholder engagement.
- Led the development, content creation, and launch of the company’s website, ensuring clear brand positioning, compelling messaging, and a user-focused experience that supported business growth and market visibility.
- Conducted proactive outreach to trade and consumer media, securing regular and consistent coverage that positioned HealthyVending USA as a category pioneer and industry leader while spotlighting key developments and innovations.
Director of Marketing Communications
Apple & Eve
03.2008 - 07.2012
- Developed and executed comprehensive public relations programs for Apple & Eve and Northland brands, elevating national media presence, enhancing consumer awareness, and positioning the products as category leaders.
- Sourced, onboarded, and managed an external PR agency, collaborating on strategy development and tactical execution.
- Identified high-profile speaking opportunities for the CEO and authored compelling speech content.
- Maintained proactive media relations, regularly communicating company news and product developments to key outlets.
- Oversaw concept development, writing, and editing of brand newsletters and website content for Apple & Eve and Northland.
- Crafted copy for new product labels, point-of-sale materials, and marketing collateral.
- Managed all broadcast and video production needs, including b-roll creation, editing, satellite media tours, and internal corporate videos.
National Communications Manager
Glacéau (maker of Vitaminwater, Fruitwater and Smartwater)
01.2001 - 03.2008
- Served as a key member of the Glacéau start-up team, single-handedly developing the marketing communications department and taking Vitaminwater, Smartwater, and Fruitwater from niche New York brands to national prominence, culminating in a $4.2B acquisition by Coca-Cola.
- Created and executed comprehensive marketing communications programs to elevate brand awareness among consumers, retailers, and distributors, aligning messaging across all departments companywide.
- Provided strategic communications counsel to the CEO, enhancing his visibility through high-level media interviews (The Wall Street Journal, CNN, MSNBC, Forbes, Fortune), speaking engagements (Harvard Business School, Wharton), and coverage in industry books.
- Developed messaging and media relations strategies for all corporate programs and announcements, successfully pitching and securing national features across top-tier outlets, including The Associated Press, The Wall Street Journal, USA Today, The New York Times, Fortune, People, and broadcast appearances on Nightly News with Brian Williams, The View, and Access Hollywood.
- Sourced, onboarded, and managed PR agencies responsible for national and regional media outreach and crisis communications.
- Conceptualized and served as executive editor for the award-winning company newsletter, The Nutrient Enhancer, overseeing all creative development and content.
- Built and managed a team of 20+ nutritionist spokespeople to generate publicity for Glacéau products across multiple markets.
- Directed all company broadcast needs, including b-roll and video news release production, satellite media tours, and internal corporate videos.
- Recognized in PR Week (2004) for exceptional contributions in raising the company’s public profile.
Education
Bachelor of Arts - Communications and Spanish, Concentration in Public Relations
The University of Delaware
NewarkTimeline
Director of Communications/Public Relations
Friends of the IDF (FIDF)
06.2025 - 12.2025
Associate Director, National Communications
Friends of the IDF (FIDF)
05.2024 - 05.2025
Senior Manager, Communications/Public Relations
Friends of the IDF (FIDF)
08.2021 - 05.2024
Communications Director
HealthyVending USA
07.2012 - 07.2021
Director of Marketing Communications
Apple & Eve
03.2008 - 07.2012
National Communications Manager
Glacéau (maker of Vitaminwater, Fruitwater and Smartwater)
01.2001 - 03.2008
Bachelor of Arts - Communications and Spanish, Concentration in Public Relations
The University of Delaware