As senior director for global marketing and communications for Ascom, Kristy Fair Ballentine loves the broad scope of her role as she helps Ascom transform into a healthcare workflow solutions company. She takes a strategic approach aligned with the company's business objectives to create integrated marketing and communications programs using a paid, earned, shared, and owned (PESO) approach. Her guiding strategy: tell the best story you have to tell today and work with the business to change it to tell a better story tomorrow. As director for global communications t Lenovo, she launched some of the company’s most important products through public relations activities and major tradeshows like the Consumer Electronics Show and Mobile World Congress. She developed Lenovo's media measurement and content scoring system and used data and insights to build Lenovo's brand reputation. With a focus on integrated content, she owned Lenovo's global storytelling and content marketing activities on StoryHub. And with a passion for Diversity, Equity & Inclusion, she drove making Lenovo a best place to work by creating Lenovo's first Diversity & Inclusion Report, Product Diversity Office, and Inclusive Marketing Initiative. She also brought in Lenovo's first accessibility advisor, Haben Girma, to help make Lenovo more accessible across the workplace, product development, and marketing. Always curious and always learning, she returned to UNC to become a double tarheel and obtain her MBA. Before moving to a corporate career, her background as a television reporter took her to some interesting places – riding in a hot air balloon –to impactful events - reporting during Hurricane Isabel - and to some life changing stories - the exoneration of a death row inmate.
Listed skills include Public Relations, Marketing, Social Media, Crisis Communications, and 46 others.