LaWanda Perkins Johnson
Silver Spring,MD
Summary
Award-winning change management and internal communications strategist with proven expertise designing and executing communications strategies for complex organizational transformations. Prosci-certified change practitioner with 20+ years translating technical concepts into clear, actionable messaging that drives employee adoption. Demonstrated success leading cross-functional teams, managing vendor change management strategies, and using data analytics to optimize communication impact. Secured top-tier media coverage (Oprah, NYT, CNN, NPR) and led high-stakes communications during national crises. Combines formal change management methodology with deep expertise in stakeholder engagement, multi-channel communications, and organizational development.
Overview
24
24
years of professional experience
1
1
Certification
Work History
Senior Communications Writer/Editor, Digital Modernization
Washington Metropolitan Area Transit Authority (WMATA)
Washington, DC
11.2022 - Current
- Lead change communications strategy for Metro's digital transformation initiatives, serving 16,000+ employees across diverse functions.
- Serve as Metro's internal change management and communications partner to external vendors, overseeing vendor change management strategies and ensuring alignment with organizational goals.
- Oversee vendor change management strategies for major organizational transformations: Serve as Metro's strategic partner to UKG, KPMG, and other consulting teams, reviewing and approving vendor change management and communications strategies.
- Ensure vendor approaches align with Metro's culture, workforce needs, and change management best practices.
- Provide critical guidance on audience segmentation, messaging, and channel strategies.
- Design and execute change communications for complex technology implementations: Lead change management communications for MetroSync (HR cloud migration), MetroWorkforce, and other enterprise-wide system transformations.
- Develop comprehensive change strategies that address employee readiness, resistance management, and adoption reinforcement.
- Partner with cross-functional teams on organizational change initiatives: Collaborate with Cybersecurity, Marketing, IT, HR, and project management teams to ensure integrated change communications.
- Coordinate messaging across Legal, Finance, Operations, and Executive Leadership to support major announcements and reorganizations.
- Pioneered Viva Engage implementation, achieving 40-50% employee engagement: Analyzed communication channel effectiveness, identifying that traditional newsletters achieved only 27% engagement.
- Applied data measurement strategies to pilot Microsoft Viva Engage, nearly doubling engagement rates and establishing new organizational standard.
- Track and report engagement metrics to guide communications best practices.
- Implement analytics strategies to assess impact of change communications across multiple channels.
- Use data to optimize audience segmentation, timing, and content approaches.
- Lead strategic communications for Metro-wide change initiatives: Provide change communications support for annual Cybersecurity Awareness Month campaign and other organizational priorities, reaching 16,000+ employees across distributed workforce.
- Develop messaging strategies that support employees through complex changes.
- Manage communications across SharePoint, Viva Engage, email, digital signage, and other platforms.
- Develop proficiency with internal communications tools to effectively advise stakeholders on channel selection and deployment.
- Provide executive-level communications counsel, synthesizing complex information into clear messaging for C-suite and Board.
- Influence stakeholder decision-making on change management approach and communications investment.
- Authored comprehensive business case demonstrating how early Communications integration could save Metro $2-3M annually while improving change adoption.
- Proposal now under leadership consideration.
- Led procurement process for typography licensing, securing favorable 5-year terms that will save Metro over $350,000 across contract term.
- Researched and analyzed existing practices, then completely revamped how DM communicates critical planned outages, system changes, and organizational transitions.
- Leverage ADKAR model and change management frameworks to design strategies that address awareness, desire, knowledge, ability, and reinforcement throughout change lifecycle.
- Design and execute internal change communications strategies for complex projects including system migrations, reorganizations, and organizational change programs.
- Develop understanding of target audience groups and tactics to reach them with right information through right channels.
- Review and approve vendor change management and communications strategies, ensuring alignment with organizational needs.
- Collaborate with cross-functional teams including IT, HR, Finance, Legal, and Communications to ensure messaging alignment.
- Develop and maintain relationships with key stakeholders throughout the organization.
- Track and analyze engagement data to assess communication impact and guide best practices.
- Manage multiple complex change initiatives concurrently while adapting to shifting deadlines and priorities.
Communications Manager
Center for Effective Public Policy
03.2019 - 08.2022
- Lead national communications strategy supporting criminal justice reform, managing stakeholder engagement and change communications across multiple jurisdictions undergoing organizational transformation.
- Developed national model for communications technical assistance during organizational change, now used by justice systems nationwide.
- Conducted 9 media analyses on criminal justice reform across 8 jurisdictions.
- Co-authored language guide for reform communicators, establishing field standard.
- Provided communications training for justice system professionals navigating complex organizational changes.
Communications Manager
American Herbal Products Association
07.2012 - 01.2019
- Managed all communications, publications, and digital properties for national trade association.
- Redesigned communications channels, increasing engagement by 15%.
- Implemented editorial calendar ensuring 100% on-time delivery.
- Managed 4 websites and social media across multiple platforms.
Communications Director
Justice Policy Institute
07.2007 - 08.2010
- Directed media relations and communications strategy for criminal justice policy research organization.
- Secured top-tier media coverage: AP, Washington Post, NYT editorial, CNN, NPR.
- Placed 7 op-eds in major publications including Miami Herald and Houston Chronicle.
- Established organization as leading voice in criminal justice reform.
Press Secretary
National Association of People with AIDS
06.2003 - 04.2006
- Managed media relations and communications for national HIV/AIDS advocacy organization during organizational transitions.
- Secured Oprah Winfrey Show segment on women and HIV/AIDS (Oct 2006).
- Negotiated $100K+ in media coverage with COMCAST.
- Partnered with BET and Kaiser Family Foundation on HIV prevention PSAs.
Associate Editor
Afro-American Newspapers
08.2001 - 06.2003
- Led editorial team and covered major crisis events including 9/11 and DC sniper incidents.
- Delivered award-winning investigative reporting.
- Mentored early-career journalists.
Education
Bachelor of Arts - Journalism/Mass Media
University of the District of Columbia
Washington, DC01.2000
Skills
- VOCUS, Cision, Meltwater
- Hootsuite
- Constant Contact, MailChimp, Polite Mail
- Microsoft Viva Engage
- SharePoint
- Slack
- Microsoft Teams
- Adobe Creative Suite
- Social Media (Facebook, LinkedIn, X, Instagram)
- Google Analytics
- Microsoft Office Suite
- AP Style, Chicago Manual of Style
- Research
- Content creation
Certification
Prosci Certified Change Practitioner
Selected Presentations
- Media Training Presenter, 'Answering Difficult Questions', 03/01/22
- 'Media Advocacy in a New Media Environment,' JDAI Inter-Site Conference, 01/01/09
- 'Tools and Strategies to Communicate about Detention Reform,' JDAI Inter-Site Conference, 01/01/07
- Co-facilitator, 'Proactive and Reactive Communications,' Georgetown University, 01/01/10
Key Differentiators
- Prosci-certified change management practitioner with formal training in ADKAR model and change methodology.
- Proven experience overseeing vendor change management strategies (UKG, KPMG teams).
- Data-driven approach: 27% → 40-50% engagement improvement through measurement and optimization.
- Cross-functional leadership: Partner with Legal, HR, Finance, IT, and Executive Leadership on complex changes.
- Multi-channel expertise: SharePoint, Viva Engage, digital signage, email, meetings.
- Managing distributed workforce: 16,000 employees across operations, maintenance, and administrative functions.
- Complex stakeholder environments: Navigate union relations, public scrutiny, regulatory requirements.
- Change communications for technology transformations: Cloud migrations, system implementations, digital tools.
Core Expertise
- Change Management Communications
- Cross-Functional Project Leadership
- Stakeholder Management
- Data Analytics & Measurement
- Multi-Channel Strategy
- Vendor Oversight
- Employee Engagement
- Digital Transformation
- Crisis Communications
- Content Strategy
Timeline
Senior Communications Writer/Editor, Digital Modernization
Washington Metropolitan Area Transit Authority (WMATA)
11.2022 - Current
Communications Manager
Center for Effective Public Policy
03.2019 - 08.2022
Communications Manager
American Herbal Products Association
07.2012 - 01.2019
Communications Director
Justice Policy Institute
07.2007 - 08.2010
Press Secretary
National Association of People with AIDS
06.2003 - 04.2006
Associate Editor
Afro-American Newspapers
08.2001 - 06.2003
Bachelor of Arts - Journalism/Mass Media
University of the District of Columbia
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