Patricia Henning

The Albemarle Corporation ($3.3B) is a specialty chemicals manufacturing company based in Charlotte, North Carolina. It operates 3 divisions: lithium, bromine specialties and catalysts. Founded in the 1800’s at Albemarle Paper Company, the company has evolved over the years to form the specialty chemical manufacturer they are today. Albemarle has over 5,400 employees globally in 100 different countries.

Responsible for creating / executing communications plans for the Bromine business. I report to the Vice President of Communications and work closely with multiple teams to develop effective B2B concepts and strategies. I am the primary point of contact for all communications across key projects, and global teams.

• Partnered closely with the Bromine leadership team to develop, execute, and measure an annual strategic marketing and communications plan that helps the business reach its yearly objectives and enhances the company reputation with employees, customers, and communities.
• Developed and managed programs and content that assist in the marketing, communications, and positioning of activities. Ensure accurate marketing messaging and collateral through collaboration with Bromine marketing staff and regular audits and updates.
• Managed Bromine’s online presence on Albemarle.com, social media, intranet by developing compelling stories and content. Work with Corporate Digital Communications on content strategy and execution.
• Developed a thoughtful and measurable global tradeshows and events plan. Partner with Corporate Events on new approaches and resources to execute.
• Served as primary media contact for industry/trade media. Monitored market news/trends and business mentions to recommend earned media opportunities that enhance market position. Prepared Bromine executives for interviews and facilitated engagements. Wrote content for news releases and Q&As and managed approvals. Partnered with Corporate External Communications on non-industry media ideas and opportunities.
• Served as primary point of contact on issues management and partner with Corporate Communications on crisis event preparation and management.
• Used Culture Survey data and stakeholder input to develop and execute impactful employee communications plans and activities. Counseled the Bromine Leadership Teams on communications needs and planning. Managed town halls and created content (speeches, emails, presentations, etc.) as needed.
• Managed freelance and agency resources as needed to support plan execution. Developed SOWs and partnered with Procurement on contract negotiation and payment process as needed.
• Planned and managed the Bromine Communications budget. Provided insight for annual and long-range planning with Corporate Communications.

Stratus Building Solutions ($110M) is an international franchise company in the commercial cleaning industry, founded in 2006 and headquartered in Los Angeles, California. Stratus was developed to provide environmentally friendly commercial cleaning services driven by dedicated, entrepreneurial, small-business owners and regional support offices. Stratus has over 1,800 unit-franchisees in 51 major cities across the United States and Canada.

Responsible for helping to open a new market, establishing a presence in Mecklenburg and surrounding counties, drive brand recognition and start to change the industry image by creating / executing marketing communications plans, concepts, and strategies. I am the primary point of contact for all marketing initiatives.

Strategy

• Increase company / president visibility through media partnerships
• Development and implementation of consistent communications strategies
• Execute programs to communicate company objectives, culture, and values

Marketing

• Create a social media strategy to boost company information
• Become the information expert for Coronavirus disinfecting
• Create a direct mail campaign to keep target audience informed

Communications

• Create media opportunities to increase company awareness
• Create platform to keep franchisees, employees and customers informed

General Shale, a Wienerberger AG Company ($550M) is a manufacture of brick, stone, and concrete block products, supplying a wide variety of masonry materials for residential, commercial and specialty architectural projects throughout North America, including Canada, with ~1,200 employees.

Responsible for leading an award-winning team to drive brand recognition, and all marketing activities for the corporation, including 50+ direct retail locations across North America. I reported to the Executive Vice President and worked with other executives to pinpoint gaps and provide marketing direction for company growth. I was the spokesperson and primary point of contact for all marketing related functions within North America and global parent, Weinerberger (Vienna, Austria).

Strategy

• Increased company brand equity through strategic MarComm campaigns
• Aligned MarComm goals with corporate strategies and vision

Marketing

• Orchestrated marketing strategies impacting targets through increased awareness
• Boosted company profile by leveraging partnerships, and sponsorships
• Incorporated market research to support business / marketing objectives

Leadership

• Recruited / managed a high-performing ethical team with personal integrity
• Demonstrated successful collaborative style while saving 40% annual budget

Communications

• Controlled PR initiatives across media platforms ensuring positive company image
• Spearheaded a media relations strategy and elevated digital presence
• Ensured special events were designed to support the overall communications strategy