Tracy Darchini

As the brand voice for a senior living company with 20 communities, I established the internal and external communications department from scratch.

• As a member of the senior leadership team, I contribute practical ideas and insights to other areas of the company..
• Doubled organic followers on the company’s LinkedIn page (2,500 in 2022 to more than 5,000 in 2024).
• Increased the followers of the CEO’s LinkedIn page by 40% in six months by ghostwriting thought leadership content (2024)
• Generated over 5 million media impressions in 2020 during the pandemic, overseeing 50+ media interviews; updated 6,000 stakeholders daily via email campaigns, social media content, virtual town halls, and more.
• Created the social media strategy and wrote marketing copy to establish brand awareness and generate leads for new locations.
• Analyzed market trends and competitor activity to inform business strategy.
• Key player in contributing to the company's rank increase from #11 (2020) to #8 (2021) on the Fortune Best Places to Work list.
• Promote cultural belonging and purpose for 2,000 employees across 20 locations by creating strategic internal campaigns based on learnings from data and focus groups.
• Mentored a direct report through the PIP process to a successful conclusion.
• As the company's brand voice, I built the internal and external communications department from the ground up, recently adding all marketing messages.

Created and grew the corporate social media presence and led creation of new corporate website to better align with launch of cutting-edge technology in autonomous and electric trucks.

• Created and grew the corporate social media presence, and led the creation of a new corporate website to better align with the launch of cutting-edge technology in autonomous and electric trucks.
• Created plan for CEO visibility; ghostwriting thought leadership articles for his LinkedIn page, including the launch of electric trucks and automated trucks.
• Launched new corporate blog, ghostwriting articles on behalf of senior leaders.
• Led all internal and external communications over two years for the company’s new HQ building, including press conferences with local officials.
• Earned praise from executives and employees for best practices in change management communications for preparing 3,000 employees for dramatic culture change in tandem with new corporate headquarters.
• Generated news coverage for the company’s charitable giving program, strategically aligning it with promising engineers for future recruiting needs.
• Created and grew the corporate social media presence and led creation of new corporate website to better align with launch of cutting-edge technology in autonomous and electric trucks.
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Responsible for all aspects of internal communications to 2,500 employees nationwide during a dramatic shift in the corporate culture, managing a $500K budget and a three-person team.

• Transformed internal communications responsibilities from a top-down print newsletter to create integrated multi-media print and digital channels.
• Led three cross-functional teams and contributed to corporate culture change as a key player on the Great Place to Work Team, Diversity Council, Employee Recognition Committee.
• Contributed to the creation of corporate philanthropic campaign, Drive the Future, granting over $3mm in scholarships and generating over 13 million annual media impressions.
• Responsible for all aspects of internal communications to 2,500 employees nationwide during a dramatic shift in the corporate culture, managing a $500K budget and a three-person team.