Summary
Overview
Work History
Education
Skills
Timeline
Generic

Kristen Crofoot

29 Tiffany Place, Brooklyn,NY

Summary

Accomplished strategic business partner and leader passionate about elevating business, executive and employee communications to strengthen the corporate brand, inspire stakeholders, develop culture and drive growth. Critical focus areas include corporate storytelling, executive communications, media engagement and crisis communications.

Overview

22
22
years of professional experience

Work History

Director, External Communications

Diageo North America
06.2017 - Current
  • Lead the execution of a wide range of strategic and robust communications and experiences to support Diageo’s business strategy and growth, evolve corporate brand, and nurture award-winning culture.
  • Develop comprehensive executive communications strategies to evolve leadership visibility and profiles, including speechwriting, presentation and content development.
  • Partner with stakeholders across the company on business critical communications initiatives, such as litigation, commercial evolution, acquisitions and integrations, marketing and innovation; inclusive of planning across internal and external stakeholder groups, materials development and execution.
  • Coordinate with global HQ and London CR team to maximize efficiencies and consistency; including secondment to help deliver financial results communications (summer 2023).
  • Counsel brands and teams across the portfolio on external-facing communications to ensure content is consistent, aligned with company messaging, and to ensure risk mitigation.
  • Proactively identify potential reputational risks and implement mitigation strategies to minimize negative impacts on projects or business operations.
  • Manage crisis communications preparedness and response, including cross-functional and multi-agency teams.
  • Adapt writing style to suit different platforms such as print publications, digital channels, corporate communications materials, or stakeholder-specific needs.
  • Spearhead milestone business events and communications, including Open Gate Brewery openings and distillery groundbreakings.
  • Mentor junior team members on best practices in corporate communications and professional development opportunities.
  • Enhanced team collaboration through regular communication, skills sharing, and streamlining processes.
  • Established a culture of continuous improvement by fostering open communication channels and empowering team members to voice their ideas.
  • Oversee agency relationships including public relations, crisis communications and creative.
  • Manage budgets effectively to ensure optimal use of limited resources.

Senior Press Officer

Diageo North America
01.2017 - 06.2017
  • Managed media inquiries and proactive outreach; related response to media, interview preparation and follow up.
  • Identified storytelling opportunities across the NA business, collaborate with relevant stakeholders to shape the narrative.
  • Developed talking points, media briefing materials and media strategis.
  • Liaised with brand and marketing teams on news flow, story mining, potential reputational issues and general communications opportunities.
  • Cultivated and maintained relationships with key business, trade and local media.
  • Managed Diageo NA corporate external social media channels.
  • Supported and input into issues, crisis, policy and change management communications.
  • Collaborated with communications team on strategic planning initiatives and M&E, especially as it relates to development and execution of communications campaigns.
  • Maintained media bureau.

Principal

Colmcom LLC
12.2013 - 01.2017
  • Strategic communications and media relations consultant.
  • Embedded with client teams, focused on external communications support.
  • Proactively identified and developed story lines and media opportunities.
  • Managed incoming media inquiries; conducted proactive outreach.
  • Established and maintained relationships with business, trade and local media; identifed emerging news properties to reach key stakeholders.
  • Collaborated across, and sourced information from, multiple business functions; managed varied internal stakeholder interests.
  • Advised and executed on strategic planning initiatives.
  • Developed materials including: messaging, Q&A’s, press releases, communications plans, briefing materials, fact sheets, social content, tracking tools.
  • Drove launch of social platforms; developed content and daily management of channel.
  • Maintained media bureau, including media lists and coverage, and KPI tracking.
  • Provided strategic counsel on assorted communications initiatives and issues.

Senior Vice President

Cohn & Wolfe (a WPP Company)
09.2010 - 11.2013
  • Developed and implemented strategic communications plans with a focus on corporate branding, thought leadership, reputation management and brand awareness.
  • Provided strategic counsel, particularly as related to media, for a range of corporate clients across industries: financial services, retail, technology, manufacturing, healthcare.
  • Led accounts in both day-to-day and strategic roles.
  • Conducted corporate branding and positioning initiatives on behalf of emerging and established companies, with both B2B and B2C focus.
  • Oversaw digital and visual brand identity projects, such as website builds, logo, color palette, infographic and presentation creation.
  • Facilitated solutions for issues-based and crisis media activity, including positioning, message development, effective dissemination and accuracy in reporting.
  • Managed team of junior staff members and direct reports, conducted performance reviews, oversaw career development.
  • Led on practice management, staffing and hiring, P&L and internal budget and forecasting.

VP; Assistant VP; Associate

FTI Strategic Consulting
08.2005 - 09.2010
  • Direct point-of-contact for clients and managed daily and long-term account activities, including strategic direction, staffing decisions and budget.
  • Built and maintained deep working relationships with media, resulting in strong track record of pitching and securing positive coverage for clients in business, trade and consumer media.
  • Facilitated in-person media tours with C-suite to build relationships, sustain presence in key markets and generate awareness in new market entry.
  • Provided counsel and managed logistics for brand building events and special projects, such as NYSE bell-ringing, media reception, media tours of client operations.
  • Conceptualized, wrote, edited and researched various media- and internal client-facing materials.
  • Supervised and contributed to professional development of junior staff (team of three direct reports).

Policy Advisor & Public Relations

Office of New York City Councilwoman
04.2002 - 06.2005
  • Coordinated and developed all aspects of press conferences, interviews and announcements.
  • Developed and maintained effective relationships with media, community entities and political stakeholders.
  • Briefed elected official on public appearances and legislative issues.
  • Researched and examined policy for current and potential legislation.
  • Wrote and produced quarterly newsletter for constituent base.
  • Planned and executed official street renaming ceremonies honoring community leaders and groups.

Education

Bachelor of Science - Communication Studies, Political Science

Northwestern University
Evanston, IL

Skills

  • 20 years experience, hands-on strategic leader and tactical producer
  • Strong writer and editor, adept at communicating highly complex issues and developing narrative and messaging to advance an organization's objectives, and protect and nurture reputation
  • Media relations professional with established relationships across verticals, and proven ability to successfully position executives and place impactful coverage
  • Adept at driving stakeholder alignment across complex environments
  • Collaborative practitioner who builds strong cross-functional relationships
  • Extensive experience working with C-suite and top executives at major corporations
  • Critical thinker with experience in creating and executing strategic plans
  • High-functioning self-motivated team player who strives for excellence and continuous improvement
  • Committed to team-building and talent development

Timeline

Director, External Communications

Diageo North America
06.2017 - Current

Senior Press Officer

Diageo North America
01.2017 - 06.2017

Principal

Colmcom LLC
12.2013 - 01.2017

Senior Vice President

Cohn & Wolfe (a WPP Company)
09.2010 - 11.2013

VP; Assistant VP; Associate

FTI Strategic Consulting
08.2005 - 09.2010

Policy Advisor & Public Relations

Office of New York City Councilwoman
04.2002 - 06.2005

Bachelor of Science - Communication Studies, Political Science

Northwestern University

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Kristen Crofoot