Summary
Overview
Work History
Education
Skills
Websites
Professional Development
Loves
Timeline
Generic

ROBIN HOFFMAN

Summary

Accomplished senior communications leader with experience in overseeing and managing the communications strategy, vision, direction and personnel to drive message and manage company image. Expertise in strategic communications, relationship building, crisis management, communications development and messaging. Exemplary communications, interpersonal and leadership skills.

Overview

21
21
years of professional experience

Work History

Director, Communications + Associate Experience

KnitWell Group
New Albany, OH
10.2023 - Current
  • Leader of strategic communications and associate experience for Lane Bryant, a KnitWell Group brand.
  • Communications advisor to EVP, Chief Merchandising Officer, and the Lane Bryant Leadership Team.
  • Driver of integrated storytelling across the brand through intentional communications platforms and emerging vehicles.
  • Implement and evolve the crisis communications strategy for the brand and building.
  • Establish culture communications to reflect "who Lane is today" amidst new leadership and ownership.

Senior Communications Consultant

Nationwide Insurance
Columbus, OH
12.2022 - 10.2023
  • Lead strategic internal and executive communications partner for Nationwide’s Chief Customer Officer
  • Provides communications counsel, strategic planning, and expertise in partnership with the leader to clearly and consistently communicate key initiatives within the area and across the enterprise
  • Executive communications support for the Chief Customer Officer to ensure seamless, strategic communications support for the office
  • Serves as the key communications contact for the Office of the Chief Customer Officer (OCCO) leaders
  • Develops and implements strategic internal and executive communication plans, programs and tactics that support OCCO strategy enablement, issues management, change management and enterprise associate engagement goals
  • Delivers high-quality work involving a full range of media including presentations, executive talking points, newsletters, videos, internal campaigns, websites, and articles
  • Evaluates, tracks, and reports out on the impact and effectiveness of communication materials and programs
  • Proactively recommends and implements new or enhanced communications practices and strategies based on sound research and measurement
  • Collaborates with other teams to ensure internal and external message alignment in support of One Nationwide
  • Partner with public relations colleagues to align external and internal communications and thought leadership related to P&C.

Director of Communications, Pharmaceutical Segment

Cardinal Health
Dublin, OH
11.2020 - 10.2022
  • Leader of communications for the Cardinal Health Pharmaceutical CEO and segment
  • Develop and implement employee communications strategy, messaging, and channels at the segment level to ensure alignment and engagement for the pharmaceutical business priorities, culture, and enterprise initiatives -as well as consistent deployment of communications practices and channels across the pharmaceutical business units
  • Define and lead Pharmaceutical Segment communications strategy to drive Segment FY growth and culture priorities in alignment with enterprise priorities and as a component of the "wing-to-wing" integrated Segment communications strategy
  • Develop and drive executive messaging and voice for Segment CEO through strategic and thematic storytelling (internal and external); expand personal and business "brand" of the CEO through media and external opportunities (social and traditional)
  • Act as thought partner and counsel for Segment CEO and senior leadership team on communications best practices
  • Partner closely with the Segment SVP HRBP to effectively communicate enterprise initiatives and cultural activation
  • Drive and establish consistent deployment of communications practices, channels and metrics across the Segment
  • Projects: Communications partner for newly created Commercial Excellence Organization, and communications partner for the Controlled Substances Monitoring Program and Injunctive Relief implementation per the joint national opioid settlement with AmerisourceBergen and McKesson.

Director of Communications, PS&S

Cardinal Health
03.2018 - 10.2020
  • Directly supported the Chief Human Resources Officer by creating and implementing strategic communications plans and initiatives for their function and across the business with a lens towards culture messaging and employee value proposition
  • Developed and implemented strategies/plans focused on communications management
  • Customer satisfaction, executive counseling and business performance
  • Focused on communications related to building an external reputation as an employer of choice., Provide strategic direction, communications support, and coordination to the business to enhance the Express brand story and CEO voice internally and externally
  • Design and manage executive and associate communication strategies and tactics, with particular attention to ongoing strategic counsel
  • Planning and coaching for top-level executives
  • Led message developer, communication consultant
  • Change counselor and campaign manager for all major internal communication initiatives and all external business communications at Express, one of the largest specialty retailers
  • Evolved existing enterprise-wide processes and communication vehicles publications, video, surveys, and Intranet
  • Executive presentations and more to increase their effectiveness and impact
  • Introduce new communications tools and platforms
  • Oversaw all communications for associate events: Brand Briefings, town halls, and recognition meetings
  • Communications strategist for a two-way communication program that builds associate understanding of business goals and strategies and how associates support achievement of those strategic goals and cultivates a culture of engagement
  • Owned and executed the communication strategy for the CEO's communications
  • Coached and helped develop communication skills of business leaders, including the development of communication tools, templates and training to better enable managers to be chief communicators, including prepping for interviews with the media
  • Advised leadership on communications and change management strategy
  • Developed message framework and communication approach to support business agenda and specific, high-profile and complex initiatives
  • Counseled on issues management situations, serving as spokesperson for the company in areas related to business strategy and community initiatives
  • Built and maintained media relationships, and respond to or pitch media stories related to company initiatives
  • Determined right placement of articles, quotes in trade journals, speeches and presentations at trade conferences
  • Nominated to serve on a selective, new Corporate Responsibility steering committee to advance the company's goals and objectives in the space
  • Led development of brand campaign and communications strategy execution around this initiative.

Director of Communications

Express
Columbus, OH
03.2016 - 02.2018
  • Strategic direction, communications support, and coordination to enhance the Express brand story and CEO voice internally and externally. Design and manage executive and associate communication strategies and tactics, with particular attention to ongoing strategic counsel. planning and coaching for top-level executives. Led message developer, communication consultant. change counselor and campaign manager for all major internal communication initiatives and all external business communications at Express, one of the largest specialty retailers.
  • Evolved existing enterprise-wide processes and communication vehicles publications, video, surveys, and Intranet. executive presentations and more to increase their effectiveness and impact. Introduce new communications tools and platforms.
  • Oversaw all communications for associate events: Brand Briefings, town halls, and recognition meetings.
  • Communications strategist for a two-way communication program that builds associate understanding of business goals and strategies and how associates support achievement of those strategic goals and cultivates a culture of engagement.
  • Owned and executed the communication strategy for the CEO's communications.
  • Coached and helped develop communication skills of business leaders, including the development of communication tools, templates and training to better enable managers to be chief communicators, including prepping for interviews with the media.
  • Advised leadership on communications and change management strategy.
  • Developed message framework and communication approach to support business agenda and specific, high-profile and complex initiatives.
  • Counseled on issues management situations, serving as spokesperson for the company in areas related to business strategy and community initiatives.
  • Built and maintained media relationships, and respond to or pitch media stories related to company initiatives.
  • Determined right placement of articles, quotes in trade journals, speeches and presentations at trade conferences.
  • Nominated to serve on a selective, new Corporate Responsibility steering committee to advance the company's goals and objectives in the space. Led development of brand campaign and communications strategy execution around this initiative.

Manager. Communications

L Brands
Columbus, OH
01.2006 - 12.2016
  • Provided strategic direction, communications support and coordination to the business regarding change management, culture messaging and reputation/crisis management; served as a communications partner to senior leaders: develop and execute the crisis/issues management strategy
  • Executed in several areas, including overseeing enterprise social media monitoring strategy, managing and evolving corporate employee intranet and external facing website (www.lb.com), leveraging relationships with key local, national, trade and social media regarding financial/business coverage of enterprise initiatives, community work and brand goals, and minimizing negative media (traditional/social) coverage that could adversely impact the reputation of the enterprise or its brands.
  • Specialist (2008 - 2010), Coordinator (2006 - 2008)

Accounts Assistant

Clary Communications
Columbus, OH
09.2003 - 12.2005

Education

Bachelor of Science (BS) - Health Services Administration, Business Administration

Ohio University

Skills

  • Strategic planning
  • Internal/external/leader communications
  • Thought partnership
  • Leadership
  • Writer (of all kinds)
  • Risk reputation management
  • Web/intranet creation and oversight
  • Creativity

Professional Development

  • IABC
  • PRSA
  • Leadership Columbus graduate (class of 2018)
  • Mental Health First Aid Certification
  • Prosci Change Management Practitioner

Loves

Photography. Journaling. Editing. Music. Volunteerism. Hiking. Family. Traveling. Friends. Yoga. Fur babies. Plant babies. And, my ornery but lovable tween boy, Kai (yes, that's subjective) *

Timeline

Director, Communications + Associate Experience

KnitWell Group
10.2023 - Current

Senior Communications Consultant

Nationwide Insurance
12.2022 - 10.2023

Director of Communications, Pharmaceutical Segment

Cardinal Health
11.2020 - 10.2022

Director of Communications, PS&S

Cardinal Health
03.2018 - 10.2020

Director of Communications

Express
03.2016 - 02.2018

Manager. Communications

L Brands
01.2006 - 12.2016

Accounts Assistant

Clary Communications
09.2003 - 12.2005

Bachelor of Science (BS) - Health Services Administration, Business Administration

Ohio University

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ROBIN HOFFMAN