Lina Allocca
Madison,NJ
Overview
26
26
years of professional experience
Work History
Director, Marketing & Public Relations Communications
RWJBARNABAS HEALTH
West Orange, NJ
01.2014 - Current
- Senior communications leader and trusted advisor to CEO, C-suite and senior leadership of a 300+ site integrated healthcare system, developing executive, employee, internal and external communications that support enterprise priorities, engagement, organizational change and reputation.
- Advise the CEO, C-suite and senior leaders on communications strategy, messaging, executive positioning, stakeholder engagement, reputation and high-visibility organizational priorities.
- Develop and execute executive and employee communications strategies that translate complex business, operational, clinical and organizational priorities into clear, compelling messages for employees, stakeholders and external audiences.
- Lead editorial storytelling and employee communications, writing patient stories, employee profiles, career-trajectory stories and inspirational features that humanize the organization and connect employees to its mission.
- Developed employee stories profiling individuals who made a meaningful difference, resulting in engagement rates 30% above industry benchmarks.
- Created and developed Heroes Work Here, a pandemic-era internal storytelling initiative profiling employees and highlighting their contributions, resilience and impact during a critical period for the organization.
- Develop CEO and executive communications, including leadership messaging, talking points, briefing materials, presentations, speeches, Q&As and other communications supporting internal and external engagements.
- Write video scripts for the CEO and senior leaders, translating complex organizational priorities into clear, compelling and audience-focused video communications.
- Executed CEO-led video engagement campaigns and targeted communications initiatives that increased employee awareness, engagement, and participation around organizational priorities.
- Develop messaging frameworks and communications content that can be adapted across channels and audiences while maintaining consistent leadership messaging and organizational priorities.
- Led system-wide internal and digital communications initiatives, generating 4.75M+ owned-channel sessions and surpassing benchmarks by 57%.
- Develop employee-facing communications and engagement campaigns across digital and internal channels, contributing to a 36% increase in employee and stakeholder engagement.
- Support organizational change communications, developing leadership messaging, employee communications, FAQs, talking points and supporting materials to help audiences understand and navigate organizational initiatives and change.
- Partner with HR, Operations, Legal, clinical leadership and other cross-functional stakeholders to align communications priorities, messaging and execution across complex enterprise initiatives.
- Develop executive thought leadership and strategic storytelling that positions senior leaders and the organization around key business, clinical and organizational priorities.
- Provide crisis and issues communications support, advising leadership on messaging, response strategy, stakeholder considerations, timing and reputational risk.
- Use engagement, digital and media insights to evaluate communications performance, identify opportunities and inform ongoing communications strategy.
- Champion adoption of AI-enabled communications tools for research, media monitoring, content development and performance reporting while maintaining standards for accuracy, governance and editorial judgment.
- Lead and mentor communications with two direct reports, providing strategic direction, coaching and professional development while maintaining high standards for communications quality, judgment and execution.
Public Relations Director
SAKS FIFTH AVENUE
Short Hills, NJ
01.2009 - 01.2014
- Directed corporate, leadership, brand and stakeholder communications for flagship location, enhancing brand identity and stakeholder trust.
- Developed proactive storytelling and communications strategies, increasing brand visibility and fostering stakeholder engagement.
- Collaborated with corporate and local leadership to align messaging, reputation, and communications strategies with organizational priorities.
- Built relationships with business, retail and trade media, advancing strategic communications objectives and increasing media coverage.
Public Relations Manager
NEIMAN MARCUS
Short Hills, NJ
01.2008 - 01.2009
- Directed public relations and marketing communications for high-volume $28M location, enhancing brand visibility.
- Built relationships with media and external stakeholders, facilitating proactive storytelling and strengthening brand communications.
- Developed messaging and communications materials while coordinating stakeholder outreach to align with key business initiatives.
Senior Account Executive, PR
M BOOTH & ASSOCIATES
New York, NY
01.2007 - 01.2008
- Directed a celebrity campaign with Grammy Award Winner Amy Grant and Mark McGrath in branded digital video communications programs, achieving significant reach with 40M viewers.
- Developed communications strategies, messaging frameworks, and storytelling programs across multiple channels, aligning with diverse stakeholder audiences to strengthen brand narratives.
- Managed integrated corporate and consumer communications programs for Fortune 500 clients, enhancing brand visibility and engagement for Unilever and New World Pasta.
Senior Account Executive
ASPEN MARKETING SERVICES / DVC
New York, NY
01.2005 - 01.2007
- Led national communications and media strategy for Kraft Foods Tassimo launch, generating 21M+ media impressions and national broadcast exposure, including Good Morning America.
- Directed PR and integrated communications for Fortune 500 brands Kraft Foods/Mondelez and Unilever.
- Cultivated and managed relationships with clients, media, and cross-functional stakeholders to deliver coordinated national communications programs.
- Executed high-profile communications initiatives from strategic planning through content development and implementation.
- Created tailored press materials, feature stories, newsletters, and brochures to effectively engage specific audiences across channels.
PR Account Executive
THE MKM GROUP
New York, NY
01.2003 - 01.2005
- Developed and produced internal and external communications materials, including press releases, bylined articles, charitable reports, brochures and web content.
- Managed day-to-day communications activities for corporate and consumer clients including Verizon Access New Jersey and Braunschweiger Jewelers.
- Developed tailored communications content for diverse stakeholders while managing multiple concurrent projects and deadlines.
- Coordinated communications initiatives and stakeholder activities to align with corporate and community priorities.
- Conducted media outreach and monitored industry trends to identify and leverage relevant communications opportunities.
Regulatory Affairs Assistant
WYETH PHARMACEUTICALS
Madison, NJ
01.2001 - 01.2003
- Reviewed and updated product labeling to ensure compliance and accuracy in regulatory documentation.
- Tracked product status and deadlines to support timely regulatory submissions.
- Managed confidential documentation and responded to information requests to uphold regulatory standards.
- Created databases supporting Regulatory Affairs procedures and processes.
- Researched FDA resources and relevant product issues.
Education
Master of Arts - Corporate and Public Communications
Seton Hall University
South Orange, NJSkills
- Executive communications
- Crisis communications
- Stakeholder engagement
- Strategic storytelling
- Digital media strategy
- Brand management
Timeline
Director, Marketing & Public Relations Communications
RWJBARNABAS HEALTH
01.2014 - Current
Public Relations Director
SAKS FIFTH AVENUE
01.2009 - 01.2014
Public Relations Manager
NEIMAN MARCUS
01.2008 - 01.2009
Senior Account Executive, PR
M BOOTH & ASSOCIATES
01.2007 - 01.2008
Senior Account Executive
ASPEN MARKETING SERVICES / DVC
01.2005 - 01.2007
PR Account Executive
THE MKM GROUP
01.2003 - 01.2005
Regulatory Affairs Assistant
WYETH PHARMACEUTICALS
01.2001 - 01.2003
Master of Arts - Corporate and Public Communications
Seton Hall University