LUCY Abreu
Windermere,FL
Summary
Highly strategic and results-oriented Executive Vice President with progressive career history in Corporate Communications and Public Relations. Offering exceptional leadership and management skills to build trust and communicate effectively across all levels of organization. Leads with expert understanding of business needs, public perception and media practices. Adept at partnering with C-suite executives and cross-functional leads to develop and execute strategic internal and external communications approaches, corporate brand marketing, and business plans that achieve key objectives.
Overview
26
26
years of professional experience
1
1
Certification
Work History
Executive Vice President, Corporate Affairs
Syneos Health Communications
Remote
01.2019 - Current
- Manage a multi-million dollar portfolio, advising top-level executives and experienced public relations specialists in the pharmaceutical and biotechnology sectors.
- Prepare CEO and C-Suite internal and external communications such as presentations, reports, speeches, narratives, enterprise-wide meetings, conferences, media training, public speaking coaching, and social media engagement.
- Ensure seamless coordination of speaking engagements for company executives at conferences and industry events. Drive thought leadership by amplifying presence across various channels including media, social platforms, and internal communications.
- Developed and executed communication strategies to enhance brand awareness and client visibility through consistent messaging and compelling storytelling across multiple channels.
- Designed national community outreach programs and campaigns resulting in positive media coverage for clients and expansion into diverse markets.
- Spearheaded organizational change management efforts by providing effective communication strategies for leadership transitions, M&As, and culture-building initiatives. Successfully facilitated the fast-track adoption of changes while sustaining productivity levels.
- Developed crisis communication and issues management strategies to facilitate prompt and efficient responses to potential challenges.
- Successfully adapt strategies in response to evolving market conditions, social and geo-political climate changes as well as competitor moves by closely monitoring industry trends.
- Developed organizational culture and employer brand marketing programs based on quantitative and qualitative research, resulting in thought leadership recognition and award opportunities. Boosted employee engagement, fostered inclusive workforce environments, and enhanced recruitment and retention levels.
- Streamlined communication processes to ensure the seamless delivery of high-quality omni-channel content, aligning with clients' corporate strategies and business goals.
- Lead team of communication strategists specializing in healthcare public relations, DEI & Health Equity, ESG, social impact, change management and internal communications; oversee US Public Relations (USPR) Corporate Affairs AI Task Force as well as DEI Think Tank.
- Manage accounts leveraging interdisciplinary professionals such as graphic designers, media specialists, researchers, multimedia producers, web developers, AI enthusiasts, and behavioral scientists.
- Utilized business trend forecasts to strategically adjust budgets and operational plans, leading to a significant increase of over $4M in revenue through new offerings within the past 3 years.
- Established an external DEI & Health Equity Advisory council to advise clients on emerging trends, expanded market potential, media and brand messaging, consumer opportunities, and issues resolution.
- Engaged in public speaking opportunities at industry events and conferences to provide expertise on Communications, DE&I, Inclusive Communications and Artificial Intelligence (AI).
Head of Corporate Communications and PR
Otsuka Pharmaceuticals
Princeton, NJ
01.2015 - 01.2019
- In collaboration with the US C-Suite and Japanese senior management teams, successfully implemented a new corporate brand and marketing strategy for the US market. Achieved cross-functional alignment across regions leading to extensive media coverage, heightened brand awareness, and exceptional employee engagement.
- Led US communication efforts for product and pipeline milestones, securing extensive media coverage for the groundbreaking FDA-approved digital medicine, national mental health awareness campaigns and C-Suite thought leadership.
- Effectively developed a robust brand narrative to enhance overall company image and visibility in the market across industry conferences, policymakers, advocacy partners, journalists, influencers, employees and potential top talent candidates. Highlights include community partnerships with NASCAR, PBS, National Alliance on Mental Illness, and Mental Health America.
- Strengthened US media relations and proactive coverage ahead of growth strategy and expanded portfolio pipeline; successful conducting media tours, developing key message and content strategy including press releases, issues management, scenario planning, and executive media training.
- Supported company through several Mergers & Acquisitions; leading the U.S. organizational change management plans from an internal and external perspective.
- Launched U.S. social media channels and developed content strategies for LinkedIn, YouTube, Facebook, Twitter, and Only Otsuka blog; Established channel activation and monitoring playbook working closely with Legal, IT and Human Resources.
- Managed global agencies and a high-performing team of PR and media experts, brand and marketing specialists, internal communications, social media strategists, multimedia and graphic design specialists.
- Managed $6.3M budget and collaborated with Finance and Procurement team to create integrated financial plans and forecasts.
- Identified cost-saving opportunities in vendor management, resulting in the renegotiation of contracts and an annual savings boost of up to $2M.
Employee Brand Marketing Lead & Head of Talent Acquisition, Human Resources
Otsuka Pharmaceuticals
01.2013 - 01.2015
- Managed the US Talent Acquisition Team, effectively driving recruitment efforts to scale the commercial, clinical and shared services workforce in response to both short-term demands and long-term business goals.
- Developed and executed a successful Employer Brand Marketing campaign to communicate Otsuka’s commitment to employees and forward-thinking culture. This initiative significantly improved employee satisfaction and engagement, leading to notable achievements such as earning the Great Place to Work certification.
- Reengineered talent acquisition strategy leading to enhanced talent pipeline quality, expedited time-to-hire, more inclusive processes, and reduced expenditure on Executive Search agencies.
- Drove successful recruitment and retention social media campaigns resulting in increased brand awareness and engagement across LinkedIn (26K+ followers), TweetMyJobs (1K+ click-throughs), Glassdoor and YouTube.
- Increased direct sourcing by over 300%, producing a significant reduction in retained search and creating $1M+ savings that were reinvested in TA development and tools.
- Established the Internal Mobility initiative at Otsuka Pharmaceuticals, leading to a 61% increase in internal hires and reducing reliance on external hiring.
- Managed a $2.5M budget providing monthly financial forecasts and expenditure updates to upper management.
Corporate Communications Leader, Vice President
BlackRock
Princeton, NJ
01.2005 - 01.2013
- Held various positions of increasing responsibility such as Global Communications Manager, Editor-in-Chief, and Web Communications Publisher at the world's largest financial asset management firm.
- Successfully increased employee engagement by executing a dynamic content strategy infused with organizational change best practices, C-Suite messaging and storytelling, and compelling campaigns as part of a global internal communications plan.
- Partnered with global business leaders to create engaging digital marketing sites with rich content to inform advisors, shareholders, press, corporate sponsors, and partners.
- Launched digital and social media corporate strategy for blackrock.com, LinkedIn, YouTube, Twitter, intranet, and Employee Resource Group sites.
- Established and nurtured social communities that generated higher levels of lead conversions, followers, and subscriptions.
- Implemented an internal news desk model to streamline communications and marketing efforts resulting in strengthened editorial process, content quality, and engagement rates.
- Trained 200+ web publishers and managed over 60 global business units’ online presence.
- Managed US Content Marketing team, consultants, and agencies; served in leadership roles for the Multi-Cultural Network, Women’s Initiative Network, and Culture Club.
Communications Specialist
Johnson & Johnson
Raritan, NJ
01.2002 - 01.2005
- Partnered with executive leaders to devise a comprehensive global communications strategy for the IT division.
- Managed global web communications strategy and execution, partnering with business leads, the design team, and the IT
- Developed print and online content, including stories, email promos, banner ads, and internal marketing kits that promoted business and employee milestones and increased product awareness.
- Produced employee and company events such as executive meetings, off-sites, and town halls.
Broadcast Reporter and Production Assistant
CNN
Atlanta, GA
01.2000 - 01.2002
- Assisted on-air talent and reporters in writing and preparing for live broadcasts by conducting research, writing and managing scripts, coordinating tapings, operating teleprompters, and transcribing interviews.
- Collaborated with producers and reporters to curate compelling stories, select captivating video footage, and compose effective headlines and tags for live and pre-recorded broadcasts.
- Wrote concise copy for headlines, teasers, captions, and stories daily under aggressive deadlines for CNN's Newsroom show and breaking news events.
- Independently conducted interviews and produced story package, covering the impact of September 11 attacks.
- Contributed to CNN.com by pursuing story angles, conducting interviews and developing digital content.
Field Reporter
Syracuse Herald, Gannett Newspaper
Syracuse, NY
01.1999 - 01.2000
- Contributed to the daily paper by researching various subjects such as community affairs, education matters, business updates, and cultural happenings to write compelling stories.
- Conducted interviews with local leaders, business executives, multicultural events attendees, and grassroots organization members.
- Developed relationships with public officials, nonprofit organizations, and other sources to ensure access to newsworthy information.
Managing Editor and Reporter
City News Newspaper
Plainfield, NJ
01.1998 - 01.1999
- Supervised team of reporters, graphic designers, photographers, and editors in the production of weekly publication serving Black and Latino communities.
- Interviewed sources, contacts and leads to gather information for local and national stories.
- Reviewed and edited content submitted by writers to ensure accuracy, clarity and compliance with company standards.
- Developed and maintained relationships with key sources to generate a weekly lineup.
- Strengthened news pipeline, resulting in expanded newspaper distribution to neighboring markets.
Education
EdD - Organizational Change & Leadership
University of Southern California
01.2026
MS - Print Journalism
Syracuse University
BA - Broadcast Journalism
Rutgers University
Skills
- Strategic Planning and Execution
- Corporate Communications
- Corporate Brand Management
- Effective Communicator and Public Speaker
- Internal Communications
- Change Management
- Media Relations
- Public Relations
- Channel Management
- Diversity, Equity, and Inclusion
- Leadership & People Development
- Cross-Functional Collaboration
- Client Engagement
- Revenue Growth
Thought Leadership
- Inclusive Comms & AI, Writing Fundamentals Course Guest Lecturer, Ragan Communications, 05/08/24
- Healthcare Communications with a DEI-Business Lens Accelerator, USPR Training Lead, 04/01/24
- Differentiate Your Business by PriorPharmag an Inclusive Culture, Syneos Blog, 01/23
- DE&I in Pharma Sales & Marketing, Panelist, Pharmaceutical Executive, 09/01/22
- Career Conversations: Setting Boundaries to Make Room for Advancement, HBA, 05/01/22
- Skin in the Game: How Healthcare Companies Can Sustain Corporate DE&I, MM&M, 05/01/21
Board Membership & Volunteer Experience
- Delta Sigma Theta Sorority Inc., 1996 - present, Community Service and Volunteering
- PhRMA Public Affairs Steering Committee, Washington, DC, 2017, 2019
- Rutgers Big Data Advisory Board of Directors, Somerset, NJ, 2017, 2019, Center for Innovation Education, Rutgers Innovation Technology Center
- Police Community Activity League Board of Directors, Plainfield, NJ, 2011, 2013, Youth Exposure Mentoring Program and Martial Arts Community Program
- Girl Scout Heart of New Jersey Troop 61091 Leader, Somerset, NJ, 2011, 2020, Led 75+ girls in public speaking, social justice, and service; earned Bronze and Silver Awards.
- All Hands and Hearts – Smart Response Alumni, Yabucoa, Puerto Rico, 2018, Volunteered with community restoration efforts to help rebuild houses in Yabucoa, Puerto Rico
Affiliations
- Hanqing Tai Chi student
- Pipeline Angel, Angel Investing and Venture Capital Program
- Blogger, Corporate Ninja applies martial arts lessons to the corporate world
- Artificial Intelligence (AI) enthusiast
- International Traveler
- Avid Reader
Certification
- Society of Human Resources Professionals (SHRM), Senior Certified Professional
- Inclusive Culture and Workforce Certification, SHRM
References
References available upon request.
Timeline
Executive Vice President, Corporate Affairs
Syneos Health Communications
01.2019 - Current
Head of Corporate Communications and PR
Otsuka Pharmaceuticals
01.2015 - 01.2019
Employee Brand Marketing Lead & Head of Talent Acquisition, Human Resources
Otsuka Pharmaceuticals
01.2013 - 01.2015
Corporate Communications Leader, Vice President
BlackRock
01.2005 - 01.2013
Communications Specialist
Johnson & Johnson
01.2002 - 01.2005
Broadcast Reporter and Production Assistant
CNN
01.2000 - 01.2002
Field Reporter
Syracuse Herald, Gannett Newspaper
01.1999 - 01.2000
Managing Editor and Reporter
City News Newspaper
01.1998 - 01.1999
EdD - Organizational Change & Leadership
University of Southern California
MS - Print Journalism
Syracuse University
BA - Broadcast Journalism
Rutgers University
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