Kristen Prazenica
Flemington,NJ
Summary
Detail-oriented and results-driven, with expertise in aligning business priorities, audience insights, and storytelling to influence behavior. Leverages thought leadership and data-driven insights to elevate corporate reputation among key audiences.
Overview
15
15
years of professional experience
Work History
Associate Director, Content and Channels Strategy
Novartis
11.2024 - Current
- Launched first US Facebook and Instagram channels, establishing scalable foundation for US market enablement and enhancing brand presence.
- Directed end-to-end social programming (owned and paid) aligning with Novartis US’ $23B commitment to American manufacturing and job creation, achieving significant share of voice.
- Led a complex content ecosystem and managed an integrated content and publishing model that increased impressions by 70% and improved engagements per post by 11%.
- Built and operationalized the first unified social measurement framework to enable data-driven content optimization.
- Introduced the first integrated, content editorial forum for US organization, bringing together 50+ communicators to have line of sight into all digital programming in support of corporate reputation and therapeutic business unit goals.
- Concepted and produced a CEO narrative video about our US manufacturing commitment, resulting in 270k views.
- Managed three agencies of record across paid media, content development, and community management, including governance, performance oversight, and crisis issue escalation.
- Led a LLM training to 40+ employees around optimizing social network strategy for answer engine optimization (AEO).
Senior Manager, Social Media Content & Editorial Strategy
Novo Nordisk Inc.
03.2021 - 10.2024
- Directed owned, earned, and paid content strategy for Novo Nordisk US brand social media and corporate blog across platforms including X, Facebook, LinkedIn, and Instagram.
- Oversaw executive thought leadership framework emphasizing US R&D narrative, managed LinkedIn Ads Program for US CEO, and integrated content across external and internal channels.
- Partnered on an interactive ads strategy that generated a 28% engagement rate and was featured as a Meta case study.
- Led executive thought leadership panel and video series for healthcare tradeshow, resulting in 514k impressions.
- Implemented crisis listening and community response strategies addressing shortages of GLP-1s, Wegovy, and Ozempic.
- Collaborated with cross-functional partners and agencies on the integration of the US narrative and therapeutic area expansion into 20+ website pages, from copy editing, managing promotional review cycles and final implementation.
- Managed interns, agencies and established a team model to ensure equal representation and support of lines of business.
Social Media Content Editor
Siemens Medical Solutions, USA
12.2018 - 04.2021
- Co-led editorial strategy and global MedTech brand programs across social media channels, including: Twitter, Facebook, LinkedIn, and Instagram.
- Managed global social media strategy for key campaigns, ensuring content and message alignment with stakeholders.
- Wrote content for social channels, executive LinkedIn blogs and regional corporate websites to promote key initiatives.
- Managed corporate reputation program by developing and executing key messaging through employee advocacy.
- Researched key storylines and aligned channel messaging to industry trends, developments, and awareness dates.
- Delivered strategic counsel on content development, optimization, and measurement across 50,000 employee organization.
Business Communication Instructor
Montclair State University
09.2018 - 12.2019
- Instructed weekly lectures for 20+ students, providing assessments to enhance student learning outcomes.
- Managed course communication and developed assignments and learning modules on learning management system to facilitate student engagement.
Communication Specialist
Siemens
06.2014 - 11.2018
- Developed executive communication strategy for regional business unit, included preparing leaders for internal events, speaking engagements, and supporting online social presences.
- Guided regional content program and seeded stories across global social media channels and external media placements, enhancing brand visibility.
- Developed executive communication strategy for regional business unit; included preparing leaders for internal events, speaking engagements, and supporting online social presences.
- Curated and managed employee content and news strategy, effectively engaging a network of 7k employees.
- Guided global project team to develop thought leadership hub online; elevated regional executive presence across social media.
Communication Specialist (Fellowship)
Johnson & Johnson
08.2012 - 05.2014
- Designed and executed internal employee engagement communications for campaign, resulted in participation rate of 81%.
- Project managed implementation of first integrated communication measurement and monitoring strategy; created quarterly metric dashboards highlighting success for executive leadership.
- Led first digital content strategy for global intranet, increased user viewing time 22% within six-month implementation.
- Managed editorial calendar, curated news center articles and social media content, reaching global employee network.
- Co-managed web analytic reporting for eight human resource centers of excellence; recommended content positioning to enhance internal employee engagement.
Marketing Co-op
Johnson & Johnson
06.2012 - 12.2012
- Conducted competitive analysis and researched social media strategies; proposed new techniques to enhance brand presence on YouTube, Facebook, and blogger marketing outlets.
Marketing Communication Specialist
DuPont
01.2012 - 06.2012
- Designed and executed internal communication outreach for global network of marketing professionals, enhancing engagement and collaboration.
- Collaborated with communication manager to write and manage biographies for executive speakers’ bureau, ensuring consistent messaging and brand alignment.
- Developed and executed integrated marketing communication strategies to enhance brand visibility.
- Collaborated with cross-functional teams to align messaging across various platforms.
- Managed content creation for digital channels, including social media and email campaigns.
Corporate Communication Intern
Johnson & Johnson
07.2011 - 09.2011
- Managed J&J Twitter page, writing and posting content that increased followers and engagement.
- Conducted community management and developed content for global YouTube channel, ensuring comprehensive archiving.
- Wrote, narrated, and edited career development video, “Learning PR Skills at J&J,” featured on O’Dwyer PR and utilized as recruitment tool for Rutgers Masters Program.
Education
M.A. - Communication (Digital Media)
Rutgers University
B.S. - Supply Chain & Information Systems, and B.A. Public Relations
Pennsylvania State University
Skills
- Social Media TechStack: Advanced in Brandwatch, Sprinklr, Meltwater
- AI Tools: Experienced in integrated AI tools into Microsoft Workflows Proficient at: Microsoft CoPilot, Chat GPT, Claude
- Creative: Adobe Photoshop, Canva, Premiere Pro, Meta Edits Advanced at X, LinkedIn, and Meta Business Manager for ads oversight
- Web Development: Proficient in SharePoint 2007-2013, Word Press, Office 365, Weebly, basic HTML coding, Adobe Experience Manager
- Office Programs: Proficient in Microsoft
- Strategic leadership
Accomplishments
- Led all digital communication for Novartis’ $23 billion US manufacturing investment announcement and year-long campaign.
- Managed social media crisis escalations across congressional hearings, lead GLP-1 product shortages and sensitive patient cases.
- Oversaw a paid campaign ecosystem of $1.7 billion focused on creating awareness for Novartis in the US with 19.7 million impressions and 82% growth in LinkedIn followers Year over Year (YoY).
Personal Information
Title: Corporate Communication & Digital Media Professional
Timeline
Associate Director, Content and Channels Strategy
Novartis
11.2024 - Current
Senior Manager, Social Media Content & Editorial Strategy
Novo Nordisk Inc.
03.2021 - 10.2024
Social Media Content Editor
Siemens Medical Solutions, USA
12.2018 - 04.2021
Business Communication Instructor
Montclair State University
09.2018 - 12.2019
Communication Specialist
Siemens
06.2014 - 11.2018
Communication Specialist (Fellowship)
Johnson & Johnson
08.2012 - 05.2014
Marketing Co-op
Johnson & Johnson
06.2012 - 12.2012
Marketing Communication Specialist
DuPont
01.2012 - 06.2012
Corporate Communication Intern
Johnson & Johnson
07.2011 - 09.2011
B.S. - Supply Chain & Information Systems, and B.A. Public Relations
Pennsylvania State University
M.A. - Communication (Digital Media)
Rutgers University