Chrissy Trampedach

Senior Director, Communications & Social Impact; Executive Communications Director, Communications; Internal/Employee

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Munich, Germany

Experience

Jan 2018 - Sep 2024
6 years 9 months
San Francisco, United States

Senior Director, Communications & Social Impact; Executive Communications Director, Communications; Internal/Employee

Instacart

  • Third communications team hire; built and led Instacart’s first Brand Communications and Social Impact functions.
  • Tapped to additionally lead Brand/Consumer Communications and Product/Technology Communications.
  • Directed the launch of Instacart Health, resulting in more than 100 pieces of media owned content coverage across business, technology, health, policy, consumer and grocery industry media, making the launch Instacart’s #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 trades and tech outlets.
  • Oversaw the successful launch of Instacart’s first Developer Platform, which included top-tier partners including 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, resulting in an always-on storytelling machine that drives thousands of pieces of coverage and established Instacart as a top source of grocery insights (e.g., 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, resulting in 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 the company’s 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.
  • Created and led “Get Vaxxed for Snacks,” a pandemic-era vaccination campaign that resulted in 100+ pieces of media coverage and bolstered the company’s policy relationships.
  • Conceived and directed Instacart’s first Giving Tuesday holiday giving campaign, leading to strong press coverage and an annual strategy that grew to include brand advertising partners.
Jan 2016 - Dec 2017
2 years
San Francisco, United States

Head of Communications

Juicero, Inc.

  • Company’s first communications hire; led corporate communications, brand public relations, crisis communications, internal communications and influencer marketing, reporting to the Chief Marketing Officer; 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 in the midst of highly critical media sentiment; secured an exclusive in Fortune Magazine, resulting in fair and balanced coverage.
  • Developed a tiered, low-cost influencer marketing strategy resulting in content that increased brand Instagram followers and engagement quality.
Jan 2015 - Dec 2018
4 years

Communications/PR Consultant

Freelance

  • Proven Beauty: Developed brand message architecture and beta testing communication plan for Y Combinator-backed, AI-driven skincare company.
  • Juicero, Inc.: Retained to develop a mid-term PR strategy and lead internal communications planning and execution following a strategic shift and resource reduction; managed eventual shut-down 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 fitness non-profit.
  • Big Heart Pet Brands: Provided PR and marketing teams with strategic PR counsel during annual brand planning process and developed an internal plan to communicate a new business unit strategy to employees.
Jan 2014 - Dec 2015
2 years
San 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, reporting to EVP, Marketing & Chief Growth Officer; served as company spokesperson.
  • Led 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, resulting in 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 first-of-its-kind Heart to Paw giving strategy, featuring an employee-led monthly grant program resulting in more than $250 k in donations to pet organizations and a new corporate partnership with a highly regarded pet non-profit.
Jan 2008 - Dec 2014
7 years
San Francisco, United States

Director, Corporate Communications; Senior Manager, 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 internal and external 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; 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 with improved internal communication tools, increased business press outreach and upgraded 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 years
Chicago, United States

Communications Manager

United Airlines

Jan 2002 - Dec 2006
5 years
Canton, United States

Communications Manager

Dunkin’ Brands, Inc.

Jan 2000 - Dec 2001
2 years
Winchendon, United States

Account Coordinator

Sterling Hager, Inc.

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.

Skills

  • Corporate Communications
  • Executive Communications
  • Internal/employee Communications
  • Crisis Communications
  • Product/tech Communications
  • Brand/consumer Communications
  • Owned Content
  • Agency Management
  • Social Impact Strategy & Partnerships
  • Media Relations/spokesperson
  • Media Training
  • Social Media
  • Celebrity Partnerships

Languages

English
Native
German
Elementary

Education

Boston University

Bachelor of Science · Communications · Boston, United States

Boston University

Bachelor of Arts · Political Science · Boston, United States

Certifications & licenses

Certified Personal Trainer (CPT)

National Academy of Sports Medicine

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