De'Andra Laboo (Roberts) Email & Phone Number

Florida, United States

Brooklyn, Ny, Us

• Managed a global team of both in-house and agency resources to reposition Huge as a premier design and innovation company.• Led the development and execution of a global marketing and communications strategy across the United States, United Kingdom, Canada and Australia. • Enhanced market visibility and share of voice in earned media by managing targeted relationships with global business, tech, and trade media. Highlights include a joint press announcement with NBCU to introduce OLI - an AI- powered logic system to help viewers find what to watch throughout the 2024 Paris Olympic Games. Results included an exclusive with Sports Business Journal and extended coverage in trade media outlets like Media Post.• Implemented a comprehensive thought leadership program for the company's C-Suite executives, strategically placing provocative bylines and expert commentary in global publications, and securing speaking opportunities aligned with company priorities.• In an interim role, led Huge's organic owned media strategy, directing end-to-end oversight of the company's social media and website content strategy. Results include targeted paid media campaigns that achieved significant growth of nearly 18,000 new LinkedIn followers and 2,200 Instagram followers.• Proactively identified, assessed, and reported reputational risks, while also tracking and analyzing both quantitative and qualitative key performance indicators to ensure continuous improvement.

I started A Life to Share as a "side hustle" to help people document their life stories. After capturing my clients' stories, I turn those stories into books and videos that can be passed on to future generations. Since launching in 2021, A Life to Share has been featured in several notable news outlets such as Good Morning Texas, The Atlanta Journal Constitution, and a variety of podcasts throughout the United States.

Dallas, Tx, Us

• Demonstrated cross-functional leadership by consistently delivering high-impact, high-visibility communications initiatives.• Selected to spearhead the intricate launch of AT&T's first venture into an out-of-footprint market. Successfully secured buy-in from the CEO and other senior stakeholders, strategically developed internal and external materials, and adeptly navigated media leaks. Achieved robust media coverage from 340 outlets that reached an estimated 200 million people.• Led internal and external communications for the company’s Executive Vice President of Consumer Technology Platforms and his seven direct reports. Simultaneously co-managed executive communications for the company’s Chief Customer Officer, showcasing expertise in developing proactive news announcements and coordinating comprehensive thought leadership strategies for other senior executives.• Elevated AT&T's profile as an emerging leader in customer experience by developing a high-visibility, multi-year communications strategy that was seamlessly integrated into all facets of company operations such as: quarterly earnings, employee communications, press releases, advertisements, speaking engagements, and more.• Revitalized AT&T’s small business segment with the development of its inaugural external communications strategy. Highlights include a Small Business Saturday activation that cut through the noise and garnered coverage from notable outlets such as: Black Enterprise Magazine, Yahoo! News, MSN, and New York Post.

Detroit, Michigan, Us

• Implemented transformative communications plans that strengthened employee advocacy and brand prominence on a global scale.• Handpicked to lead communications for four North American manufacturing facilities during the 2019 United Auto Workers (UAW) strike. Strategically prepped senior leaders for media interviews and devised internal communications strategies to ease tensions in local communities.• Managed a staff of global agency resources and an internal team of site support to operate GM.com. Content marketing successfully bolstered company reputation among a target audience of 600,000 monthly visitors.• Oversaw executive communications for the Chief Technology Officer and Vice President of Insurance, skillfully crafting stories that positioned GM as a trailblazer in advanced technology and innovation.• Conducted an in-depth analysis of core and evolving trends impacting GM's reputation. Developed data- backed guidelines that were integrated into all corporate communications materials to foster a unified messaging approach across internal teams and external audiences.• Co-led the international launch of ARIV Mobility, GM's European electric bicycle brand. Activated onsite influencers for the first time in company history, which led to a dramatic increase in social media engagement across Germany, Belgium, and Amsterdam.

Detroit, Michigan, Us

• Project-managed the first national media program for the 2019 Chevrolet Silverado, General Motors’ highest-selling model. Combined efforts resulted in successfully achieving the company’s financial targets, and earned coverage that garnered an estimated reach of 3.5 million people.• Planned and executed a media program at the 61st annual Daytona 500, strategically sustaining media coverage for the 2019 Chevrolet Silverado more than one year after its initial debut. Coverage resulted in a reach of 570,000 automotive enthusiasts across print, digital, and broadcast platforms.• Seized a unique opportunity for Chevrolet departments to test-drive competitive vehicles. Intelligence prompted a comprehensive overhaul of the brand's storytelling strategy and a strategic revision of key messaging.

Detroit, Michigan, Us

• Led end-to-end communication activities for two of General Motors' premier manufacturing facilities, directly reporting to senior leadership. Successfully devised and executed a comprehensive communications plan, engaging nearly 2,000 employees with a measurable strategy.• Supervised a high-performing team of three, managing a $40,000 budget, implementing crisis communications plans, and providing strategic counsel to senior leadership.• Revitalized plant culture through impactful storytelling and innovative program development. Highlights include an immersive experience considered for national implementation and substantial improvements in brand sentiment.• Spearheaded a strategic overhaul of outdated communication processes, leveraging a meticulously designed employee survey. Feedback informed the introduction of a tool pilot at the plant level, marking the first instance of a social media tool being introduced to the hourly workforce in company history.

Detroit, Michigan, Us

• Planned and executed more than 20 global media events, including a million-dollar drive program for the Bolt EV, the world’s first affordable all-electric car.• Negotiated binding event contracts and resolved complex disputes to save the company time, money and resources.• Increased the team’s efficiency by redesigning and updating outdated processes.

Master Of Science - Ms, Leadership And Human Resource Development

Bachelor Of Arts - Ba, Public Relations With A Minor In Business Administration