Chrissy T.
Senior Director, Communications & Social Impact
Experience
Jan 2018 - Sep 2024
6 years 9 monthsSan Francisco, United States
Senior Director, Communications & Social Impact
Instacart
- Third communications team hire; built and led Instacart’s first brand communications and social impact functions and additionally led brand/consumer communications and product/technology communications
- Directed the launch of Instacart Health, resulting in more than 100 pieces of owned content coverage across business, technology, health, policy, consumer and grocery industry media, making it the #1 proactive media cycle of 2022
- Led the launches of Instacart’s first integrated brand campaigns, including “The World is Your Cart” featuring Grammy award-winning artist Lizzo, resulting in top-tier national coverage across mainstream consumer, business, ad/marketing trade and tech outlets
- Oversaw the successful launch of Instacart’s first Developer Platform, which included top-tier partners such as The New York Times and WeightWatchers
- Built Instacart’s first data storytelling program, including hiring a data analyst and developing an internal Trends Expert spokesperson, creating an always-on storytelling machine that drives thousands of pieces of coverage and establishes Instacart as a top source of grocery insights
- Led an opportunistic news cycle on “egg-flation” using Instacart data insights, resulting in hundreds of pieces of coverage
- Established Instacart’s first celebrity partnerships, leading to branded social media posts and Instacart endorsements in top consumer and lifestyle outlets
- Led the development of Instacart’s first social impact strategy in service of policy objectives, including a three-year, multi-million-dollar partnership with Partnership for a Healthier America, a disaster relief program with Feeding America, and an employee volunteering and donation matching program
- Collaborated across government affairs and policy communications to create and lead the “Get Vaxxed for Snacks” pandemic-era vaccination campaign, resulting in 100+ pieces of media coverage and bolstered policy relationships
- Conceived and directed Instacart’s first Giving Tuesday holiday giving campaign, leading to strong press coverage and an annual strategy expanded with brand advertising partners
Jan 2016 - Dec 2017
2 yearsSan Francisco, United States
Head of Communications
Juicero, Inc.
- Served as the company’s first communications hire, leading corporate communications, brand public relations, crisis communications, internal communications and influencer marketing; reported to the Chief Marketing Officer and served as company spokesperson
- Developed and implemented a new consumer media-led PR strategy to mitigate negative tech and business media sentiment following launch in April 2016
- Secured positive news placements for significant company announcements, including a pricing reduction, top-tier retail partnership, market expansions and celebrity endorsements
- Directed external and internal communication for a strategic shift and restructuring amid critical media sentiment; secured an exclusive in Fortune Magazine, resulting in fair and balanced first coverage
- Developed a tiered, low-cost influencer marketing strategy, increasing brand Instagram followers and engagement quality
Jan 2015 - Dec 2018
4 yearsCommunications/PR Consultant
Freelance
- Proven Beauty: Developed brand message architecture and beta testing communication plan for Y Combinator-backed, AI-driven skincare company
- Juicero, Inc.: Developed a mid-term PR strategy and led internal communications planning and execution following a strategic shift and resource reduction; managed the shutdown announcement, resulting in predominantly fair and balanced coverage
- Charles Schwab: Developed and executed an internal communications plan to engage all U.S. Schwab managers around a new leadership program
- Movemeant Foundation (pro bono): As an advisory committee member, developed content marketing strategy and implementation plan for a fitness non-profit
- Big Heart Pet Brands: Provided PR and marketing teams with strategic PR counsel during annual brand planning and developed an internal plan to communicate a new business unit strategy
Jan 2014 - Dec 2015
2 yearsSan Francisco, United States
Head of Communications
Big Heart Pet Brands
- Led corporate communications, brand public relations, crisis/issues management, M&A communications, internal communications and corporate giving; reported to EVP, Marketing & Chief Growth Officer and served as company spokesperson
- Managed internal and external communications for the $5.6 billion sale of Big Heart Pet Brands to J.M. Smucker
- Re-established and upgraded the brand public relations function, creating integrated annual PR and content programs for a 15-brand portfolio and strong integration with the company’s digital/social center of excellence
- Created and launched the Heart to Paw giving strategy, a unique employee-led monthly grant program resulting in over $250k in donations to pet organizations and a new corporate partnership with a leading pet non-profit
Jan 2008 - Dec 2014
7 yearsSan Francisco, United States
Director, Corporate Communications
Del Monte Foods
- Managed internal and external communication for the 2011 private equity purchase of Del Monte Foods, including new CEO transition
- Led communications for the announcement of the $1.6 billion sale of the consumer products division in 2013/2014
- Appointed to the senior team responsible for renaming and rebranding Del Monte Foods to Big Heart Pet Brands and led the internal and external launch of the rebranded company
- Counseled executives and internal groups and directed PR agencies through dozens of crises and industry issues
- Elevated earnings communication by improving internal communication tools, increasing business press outreach and upgrading CEO media training
- Upgraded all-employee meetings for increased message relevancy, interactivity and production value
- Directed activation of the American Heart Association partnership, resulting in a 210% increase in corporate fundraising and a 140% increase in employee event participation
Jan 2007 - Dec 2008
2 yearsChicago, United States
Communications Manager
United Airlines
Jan 2002 - Dec 2006
5 yearsCanton, United States
Communications Manager
Dunkin’ Brands, Inc. (now Inspire Brands)
Jan 2000 - Dec 2001
2 yearsWinchendon, United States
Account Coordinator
Sterling Hager, Inc. (now Shift Communications)
Summary
Accomplished senior communications and social impact leader, renowned for shaping and enhancing company and brand reputation. Strategic thinker adept at developing communications and social impact strategies to fortify the company's vision, mission, and goals. Proven track record in diverse settings, excelling across early, growth and late-stage, and public and private, environments. Trusted executive advisor, providing counsel at the highest levels. Accomplished manager and mentor, recognized for building, leading and motivating high-performing teams.
Languages
English
NativeGerman
ElementaryEducation
Boston University
Bachelor of Arts, Political Science · Political Science · Boston, United States
Boston University
Bachelor of Science, Communications · Communications · Boston, United States
Certifications & licenses
Certified Personal Trainer (CPT)
National Academy of Sports Medicine
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