Treshea N. Wade
Atlanta,GA
Summary
Energetic, flexible, collaborative, and proactive team leader who can positively and productively impact both strategic and tactical communications and positioning initiatives.
- Leader of high-performance teams that produce compelling content and develop communication channels to help organizations meet their strategic objectives.
- Detail-oriented project manager who has supervised the production of web sites, videos, publications, and brand campaigns that balance strong storytelling and strategic messaging.
- Specialist in executive communications, strategic messaging, storytelling, and media relations.
Overview
17
17
years of professional experience
1
1
Certification
Work History
National Director, Internal Communications
Boys & Girls Club of America (Headquarters)
10.2022 - Current
- Strategic Communications Leadership: Serve as the chief architect for internal communications strategy across the national organization and the federation of 5,400+ local Clubs/affiliates. Lead the development and implementation of communication strategies that drive organizational priorities and key initiatives.
- Team Management: Lead and mentor a high-performing communications team, including in-house video production, extranet, and email communications. Foster collaboration and professional growth while delivering strategic goals, and serve as a trusted advisor to senior leadership to ensure alignment on messaging priorities and initiatives.
- Enhanced Internal Communication Metrics: Spearheaded strategies that resulted in a 19% increase in unique email opens and a 23% rise in overall email deliveries, achieving industry-leading open rates of 65% for key stakeholder communications.
- Digital Transformation: Created the communications strategy for BGCA’s extranet, resulting in a 17% year-over-year increase in average monthly users (from 15,700 to 17,113) and an 11% rise in monthly sessions (from 51,000 to 56,480). Championed enhancements that drove the Net Promoter Score (NPS) from 11 in 2023 to an impressive 45 in 2024, reflecting significant improvements in user satisfaction and engagement.
- Event and Initiative Engagement: Spearhead communication plans for internal events and initiatives such as National Conferences, employee summits, and regional conferences. Successfully engage a range of audiences including national staff, CEOs, Board members, and front-line staff through targeted, multi-channel communication strategies.
- Change Management: Drive change management communications, leveraging strong storytelling and strategic messaging to support organizational changes across the federation.
- Multi-Channel Expertise: Manage the strategy and cadence of recurring internal communications, specializing in email strategies while also leveraging a variety of channels. Oversee strategic planning communications, quarterly reports, and key initiatives, ensuring consistent, thematic, and impactful messaging.
Director of Communications
Georgia Tech
12.2015 - 10.2022
- Unified Communications Strategy: Developed and led comprehensive communications strategies. Executed internal communications, crisis communications, public relations, marketing, and employee engagement initiatives aligned with university-wide goals.
- Interdepartmental Collaboration: Spearheaded message development and consistency across numerous departments, enhancing communication effectiveness and unit cohesion.
- Executive & Leadership Communications: Crafted strategic messaging and talking points for the C-suite and leadership teams. Served as the voice of various University programs, initiatives, and centers.
- Branding & Campaigns: Advanced employment brand and led rebranding campaigns for Scheller College of Business, bolstering the college's visibility and amplifying the Institute's appeal to talent acquisition efforts.
- Digital & Traditional Media Management: Managed University Human Resources website and led public relations initiatives for Scheller College, achieving a 10% increase in website user engagement and a 30% boost in earned media coverage.
- Content Development & Engagement: Created targeted messaging and marketing materials, including monthly newsletters, annual Dean's Reports, and MBA viewbooks. Initiated the “Scheller Experts” communications program to showcase faculty expertise.
- Stakeholder Relations: Built and maintained strategic relationships with internal and external stakeholders, including faculty, alumni, and media contacts, contributing to a robust communication network within the academic community.
- Metrics & Analytics: Regularly tracked and reported on key performance indicators to gauge the effectiveness of communication strategies and adjust for maximum impact.
Associate Director of Communications
Carnegie Mellon University
10.2011 - 12.2015
- Digital Strategy Leadership: Spearheaded digital and online platforms for alumni and development units, increasing alumni engagement, brand loyalty, and financial support.
- Social Media Impact: Boosted social media engagement by 70% on LinkedIn and 37% on Facebook, effectively managing online alumni communities.
- User Experience & Web Management: Oversaw user experience and information architecture for Alumni Relations and Development websites, driving higher overall engagement.
- Content & Program Development: Orchestrated online content strategy for alumni magazine and launched a lifelong learning webinar program for alumni.
- Innovative Tools: Introduced the school's first alumni app and transitioned to iModules for enhanced alumni engagement and fundraising.
- Operational Excellence: Standardized operating procedures in alumni relations, enhancing customer service, and served as editor for a monthly alumni email newsletter.
Marketing & Communications Manager
August Wilson African American Cultural Center
08.2007 - 10.2011
- Strategic Communications: Positioned the Center as an arts leader through multi-channel marketing and PR initiatives, elevating its profile and driving engagement.
- Audience Growth: Successfully grew online community to 6,000+ and email list from 500 to 4,000 through targeted digital campaigns.
- High-Impact Events: Spearheaded marketing for the Center's grand opening, attracting an audience of approximately 12,000 people.
- Membership Expansion: Skyrocketed membership database by 2,100% to over 11,000 through strategic paid media and lead generation efforts.
- Creative Leadership: Led all aspects of marketing creative, from social media and website content to direct mail and playbills.
Education
Master of Public Management -
Carnegie Mellon University
Pittsburgh, PABachelor of Arts - Journalism
The Pennsylvania State University
State College, PASkills
- Executive Leadership and Team Development
- Strategic Communication and Organizational Alignment
- Internal Communications and Employee Engagement
- Digital Transformation and Extranet Management
- Integrated Marketing and Brand Strategy
- Public and Media Relations
- Data-Driven Decision Making and Analytics
- Change Management and Crisis Communications
Certification
- Certified Digital Marketing Professional (CDMP), Digital Marketing Institute and American Marketing Association.
- Professional Certified Marketer (PCM) in Digital Marketing, American Marketing Association.
Affiliations
- Digital Marketing Institute
- Public Relations Society of America
Timeline
National Director, Internal Communications
Boys & Girls Club of America (Headquarters)
10.2022 - Current
Director of Communications
Georgia Tech
12.2015 - 10.2022
Associate Director of Communications
Carnegie Mellon University
10.2011 - 12.2015
Marketing & Communications Manager
August Wilson African American Cultural Center
08.2007 - 10.2011
- Certified Digital Marketing Professional (CDMP), Digital Marketing Institute and American Marketing Association.
- Professional Certified Marketer (PCM) in Digital Marketing, American Marketing Association.
Master of Public Management -
Carnegie Mellon University
Bachelor of Arts - Journalism
The Pennsylvania State University
Similar Profiles
Nyesa GordonNyesa Gordon
Manager Leadership Development at Boys & Girls Club of AmericaManager Leadership Development at Boys & Girls Club of America
Rhett AdkinsRhett Adkins
Youth Development Director at Boys and Girls Club of AmericaYouth Development Director at Boys and Girls Club of America
Adam DrengenbergAdam Drengenberg
Youth Development Professional at Boys and Girls Club of AmericaYouth Development Professional at Boys and Girls Club of America