Aurora Gonzalez Email & Phone Number

New York City

After a career evenly split between agency life and in-house corporate, in 2019 I broke out on my own to start Northern Lights Communications. Over my career I have touched every aspect of communications though my primary focus in recent years has been in corporate communications, corporate reputation, stakeholder/influencer outreach and crisis/issues. At.

Purchase, NY

• First executive-level leader of crisis/issues communications for PepsiCo. Developed approach and processes to annually manage or support 25+ crisis/issues that impact global brands, multiple functions and/or multiple.
• Serve as company spokesperson, working with media on a daily basis (top-tier, industry, international).
• Serve as communications lead on CEO/Chairman’s crisis management team.
• Develop and maintain global corporate crisis/issues communications strategy, protocols and messaging.
• Lead global management of key issues across global matrix organization; collaborate with in-country teams to execute communications strategies and plans.
• Develop issues position, background papers and global corporate responses on a myriad corporate risks including corporate taxation, business succession, litigation, layoffs and restructuring.

Dallas, TX

• Created and implemented first corporate reputation and key stakeholder program for Frito-Lay, PepsiCo’s most profitable division. Developed and led brand PR programs for leading brands including Lay’s, Fritos.
• Positively changed perception of company amongst key constituents including health and nutrition professionals, health policy makers and health organizations.
• Generated top tier, national media coverage such as USA Today and New York Times for leading brands.
• Launched the first portfolio marketing program and the first two new FL brands in a decade.
• Served as a company spokesperson and as functional lead on company issues including layoffs, plant closure, product recall, natural disaster, litigation and operational/manufacturing crisis.
• Developed and implemented communications and influencer strategy for environmental efforts.

Purchase, NY

• First PepsiCo comms professional hired to develop and manage communications for corporate H&W initiatives
• Supervised “Smart Spot” program, which included rolling out first corporate voluntary labeling program; created and launched consumer facing “Smart Spot” program.
• Managed “Blue Ribbon Advisory Board” of nationally and internationally known health experts.

New York, NY

Developed and managed programs to reach nutrition/health influencers (health professionals and organizations, dietitians, NGOs, media, expert resources, academics and researchers) to educate, build awareness or build consumer demand. Clients included Roche Vitamins, Frito-Lay, Pfizer (multicultural program).