Silvie C. Casanova
Walpole,USA
Summary
Award-winning, corporate communications professional for top technology and healthcare brands such as Siemens, Microsoft and Philips. Track record of securing top-tier media placements with outlets such as CNBC, Yahoo! Finance, Fast Company and Bloomberg. Adept at creating compelling pitches and placing executives in premier media including the New York Times and Wall Street Journal, Fortune and Forbes. Lead successful communication campaigns and managing stakeholder relationships to enhance corporate image and engagement. Known for collaborative approach in matrixed organizations and developing close, trusted relationships with customers. Skillfully lead internal teams, external creative and communications agencies. Proficient in crisis communications and social media engagement.
Overview
20
20
years of professional experience
Work History
Director of Corporate Communications
Philips North America
05.2015 - Current
- Nurture media relationships and place news stories with mainstream media such as New York Times, Wall Street Journal and Washington Post; regular on-air appearances with financial media including CNBC, Bloomberg, and Yahoo! Finance
- Develop communications strategies aligned with the company's mission and vision, highlighting the value of Philips technologies through the voice of the customer and their patients
- Create executive visibility with media partners such as Fortune CEO Initiative, Forbes Technology Council, and Wall Street Journal CEO Council programs, develop contributed content
- Work with government relations team and partners like the US Veterans Administration and Department of Defense on joint innovations in AI
- Provide crisis counsel and strategic direction to leadership on product issues, workforce changes, recalls and regulatory challenges; serve as company spokesperson
- Leverage the company's presence on the New York Stock Exchange to create media moments for partners, customers, company executives and employees
- Work closely with businesses, regional marketing and brand teams to up-level product and trends messaging in alignment with campaign
- Work with sales and research teams to uncover unique innovation stories; package them into top-tier media opportunities
- Support leadership with LinkedIn posts, speeches, talking points, media training, and media tours
- Translate complex scientific and medical information into more media and consumer-friendly messaging
- Lead the development of corporate messaging and materials including press releases, FAQs, website content, customer videos and executive talking points in collaboration with our businesses, legal, regulatory, marketing and leadership
- Manage budget, team and external agencies to plan and deliver analytics-focused results in national/regional and social media
Head of Lighting Communications (now Signify)
Philips North America
04.2010 - 05.2015
- Cultivated media relationships that were impactful to the business and the company with top tier business publications and bloggers to help drive awareness for the brand and cement industry leadership; landed Philips on Fast Company’s 50 Most Innovative Companies Listing, MIT Tech Review’s Most Disruptive Companies, and Philips Hue being named Forbes product of the year
- Leveraged media relationships and proactive pitches to outpace competitors and disrupt their media cycles
- Created communications plans for Empire State Building, Zakim Bridge, and Times Square Ball lighting, as well as strategies for key product launches such as first commercial and first wifi-enabled LED bulb
- Managed crisis communications through 14 plant closures, union issues, changes in lighting legislation and changes in go-to-market strategy, as well as mergers and acquisitions
Head of Global Public Relations (PR)
Siemens Enterprise Communications
02.2009 - 04.2010
- Developed and executed PR programs for €3.2 billion unified communications company
- Monitored and anticipated industry trends, creating proactive pitching to position company as a market leader, increasing and awareness
- Worked with internal subject matter experts to identify innovative topics, created thought leadership and raised awareness of company’s key product line
Education
Bachelor of Arts - Journalism, French and German
completed BA in 2 years
Skills
- Fluent in Portuguese
- Conversational in French
- Conversational in Spanish
- Studied German
- Studied Italian
- Influencer engagement
- Reputation management
- Corporate messaging
- Thought leadership
- Media relations
- Agency management
- Executive communications
- Teamwork and collaboration
Accomplishments
- Major media and broadcast placements in the New York Times, Associated Press and CNBC, among others
- Launched influencer engagement program in alignment with company mission and in support of brand recovery efforts
- Created media moments at the NYSE 10+ times
- Metrics-based best practices for content development to drive audience engagement, meeting or exceeding company benchmarks
Awards
- PRNews Platinum Award for Best Satellite Media Tour, 2014
- Named one of the Top Women in PR by PRNews, 2014
Timeline
Director of Corporate Communications - Philips North America
05.2015 - Current
Head of Lighting Communications (now Signify) - Philips North America
04.2010 - 05.2015
Head of Global Public Relations (PR) - Siemens Enterprise Communications
02.2009 - 04.2010
New York University - Bachelor of Arts, Journalism, French and German
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