Lauren Snyder Email and Phone Number

Promoted to oversee global corporate communications for the Grocery category, including executive communications, thought leadership, internal communications (corporate and field/operations), issue management, global campaign management, and narrative development. Leads a team of five talented employees.

Expanded role to oversee internal communications for all 10 business lines under the WW Physical Stores & Specialty Fulfillment organization.

Serves as the operations internal communications manager for Amazon’s emerging physical retail business.Leads internal communications & change management strategy for integrating physical retail into broader Operations efforts.Handles fast-moving, sensitive situations with an employee-first mindset, including COVID-19 changes, HR topics, tech pilots & more.Develops change communication plans & drives cross-functional alignment across Operations, ER, PR, HR, L&D & Legal stakeholders.Works with executive leadership to communicate business priorities to managers & frontline associates. Customizes central employee engagement campaigns for physical retail, including Employer of Choice, DE&I & safety efforts. Implemented process changes & new channels to make it easier for managers to get the information they need to engage associates.Led vaccine education campaign to prepare managers & educate associates, including Q&A series with Amazon’s Chief Medical Officer.

Advised clients on how to achieve business transformation by leveraging communications strategies, mobilizing employees & driving sustainable behavior change.Led communications for priority company & employee initiatives, including brand repositioning, annual business plan, culture transformation, M&A integration & digital transformation.Counseled leadership & developed materials to execute sensitive change programs, including global RIF initiatives, policy changes, title harmonization efforts & COVID-19 workforce updates.Jointly developed recruitment & employee experience strategies with HR to attract, engage & retain employees, planning across the entire candidate & employee lifecycle for frontline & professional employees. Created the infrastructure for clients to activate a robust editorial strategy & produced multimedia content to fuel storytelling.Managed executive visibility efforts, including platform development, speaking engagements, enterprise emails & town halls.Led a team of seven internal communications experts while overseeing annual planning, staffing & revenue forecasts.

Oversaw strategy & execution for the US Employer Reputation campaign, successfully improving the perception of McDonald’s as an employer & growing application flow.Led 20+ person cross-functional team & Franchisee Advisory Board to ensure alignment & 360 integrated activation.Established McDonald’s first employer brand in the US in 2016 – Committed to being America’s best first job. Integrated into the Global Employer Brand team once formed in 2017.Managed a multiyear GCM & HCM campaign to build a narrative & identity around the employer brand with a focus on internal & external storytelling, social & digital content, partnerships, paid media, stakeholder outreach & employee engagement. Influenced leadership to take risks & execute bold external activations: Snaplications & International Women’s DayBriefed & approved all creative (TV, digital, social, retail, print) to ensure one brand voice at the national & local level.Developed relationships with opinion leaders for internal advisory purposes & to gain external validation of initiatives. Jointly planned HR initiatives including a three-year plan which revamped experience, engagement & benefits.Commissioned Workforce Preparedness Study to elevate soft skills, resulting in ABC.com OpEd & USA Today Snapshot. Managed high-profile media events with executives including ROS, messaging documents, briefings & on-site activity.Advised executive leadership on strategies to mitigate issues related to labor relations, supply chain & sponsorships. Supported material development for quarterly earnings & annual shareholder meetings.Responsible for annual planning, contract negotiations, program management, agency relations & large budgets.

During my time on the McDonald's U.S. Communications team, I worked hard to improve brand perception scores, increase sales, encourage cross-functional alignment and position the U.S. Communications team as a thought leader in the company. Some highlights include:All Day Breakfast + Marketing Partnership As the lead U.S. Communications Manager for the launch of All Day Breakfast, I worked closely with Marketing, Digital, Internal Communications and six agencies to bring to life an extensive integrated campaign. Working with our media relations team, we went out a month early with the news that All Day Breakfast was coming nationwide – an unprecedented move that pushed awareness to 72% before Marketing even started. The plan was rooted in celebrating the people – the true inspiration of ADB. The People’s Launch looked at years of social listening data (even the original tweets from 2007) and turn insights into personalized 1:1 content for consumers and influencers. This consumer push paired with a robust media relations plan proved successful as we built anticipation for the actual launch in restaurant on October 6. The People’s Launch drove strong results without paid media support, showcasing the power of earned media. Brand Reputation + Strategy One of my biggest priorities coming onto the McDonald’s team from the agency side was to help define the brand narrative and improve perception. I played a key role in advancing McDonald’s brand reputation by communicating and demonstrating that we are changing to build a better McDonald’s through sustained proactive storytelling to targeted audiences, including:- McDonald's transition to cage-free eggs by 2025- McDonald's launch of Artisan Grilled Chicken - McDonald's unveils experience of the future plans for restaurants

Developed & executed integrated communication strategies for food & digital efforts; most notably leading the external launch of All Day Breakfast which organically outperformed all 2015 launch periods. Drove Marketing calendar & communication priorities by developing data-driven & customer obsessed programs that increase guest counts, awareness & customer advocacy.Represented the U.S. Communications department as a strong strategic thought partner to other business functions including Marketing, Digital, Customer & Business Insights & Corporate.Managed & approved all real-time and planned social content decisions across McDonald's social channels to spur relevancy with Millennials.Supported brand storytelling & content platforms to inspire advocacy & engagement among internal & external audiences to improve perceptions about the McDonald’s brand.Managed & counseled National/Regional PR agencies as part of the IAT process to develop powerful go-to-market communications strategies with sustaining lift .Supported budget management.

During my time at Golin, I was a passionate digital connector working on top brands including McDonald’s (U.S. and Global), Sargento Cheese, Unilever Food Solutions and Playtex. Some of my responsibilities included:Developing digital strategy and communication plans for integrated marketing programs including new beverage and food launches, transparency/brand reputation, family business and general promotionsActing as lead Community Manager for brands across Twitter (@McDonalds + others), Facebook, Instagram, YouTube, Pinterest and blogger community channelsManaging and reviewing social content and the creative development processActing as social lead at live events, where I capture content, create copy, engage with fans, and navigate client, legal and partner reviews on-site to deliver an exclusive social experience for multiple high profile events such as Coachella, Sundance, and celebrity partiesManaging day-to-day relationships with multiple digital and multicultural agency partners and championing integration to deliver integrated plansAnalyzing social data and social listening projects to share content insights and results, leading to content optimization Working with the traditional media team to ensure program strategy is integrated across owned, earned and paid mediaExecuting paid media campaigns including 15+ Promoted Trends on Twitter and multiple Facebook ad campaigns including strategy development, keywords, targeting, creative and executionActing as social "quarterback" for strategy and execution during large scale real-time marketing events including MLB All-Star game and the Olympic Opening CeremonyAiding in new business pitches to help identify the social landscape and develop digital strategyWorking with influencers through a public branded community (launched within my first year) and building brand advocacy programsManaging contests and sweepstakes on social platforms and providing detailed recaps on success

While at Golin, I was asked to join the McDonald's Communications team as a consultant to lead a high-priority food transparency campaign called "Our Food. Your Questions." I led channel and response strategy for the initiative, completing a social listening audit to drive campaign focus & developing a comprehensive playbook. Campaign efforts helped drive positive perception change with a 17% increase in the number of people who feel good about eating McDonald’s food.

• Ensured public relations strategy was considered in creative decisions & campaigns • Positioned DK creative case studies to provide measurable results to aid in new business • Researched new business opportunities that aligned with company values• Planned the budget, public relations outreach, event & award strategy for 2012• Maintained media list & media relations to increase awareness around DK & thought leadership• Compiled DK public relations outreach for 2011 & created PR 101 presentation for employees

As Golin's first digital intern, I completed the following activities: • Researched latest digital trends throughout healthcare, corporate & consumer practices• Preformed social media audits through Radian6 for new business pitches• Assisted in developing internal team process documents for client requests & project timelines• Brainstormed, planned & developed a presentation for new product launch• Planned internal ambassador program for clients including training decks & support materials• Provided POVs on new digital platforms & new social features for client teams• Presented new ideas for digital marketing & suggested action plans for current client strategies• Monitored online activity around webinars, campaign launches & news to help contain crisis• Drafted client campaign distribution strategy around paid, earned & owned media

During my time at the Red Cross, I helped execute the following:• Planned & executed the Holiday Giving Campaign to help secure over $100k in media value & 1.9M impressions• Helped develop, position & seed a National Red Cross campaign to increase awareness around home fires through a virtual burning experience of personal Facebook photographs• Piloted the first QR Code campaign to help the Red Cross move towards mobile capabilities; experienced 278% increase in mobile traffic & saw donations come in directly from scanning• Crowdsourced the community from the @ChicagoRedCross account during the Chicago Blizzard 2011 & received national news coverage for connecting families stuck on Lake Shore Drive• Compiled a story bank of 100+ compelling tales for a mobile development project• Helped Project managed eight M&C interns & worked towards securing a steady intern on-boarding process • Monitored media & actively sought out stories to blog about to mobilize donations & volunteers• Managed all social media/web efforts & tracked analytics to create weekly impact reports

As an Intern at Ruder Finn, I assisted in researching media outlets and creating media lists, coming up with themes and creative ideas, designing media invites, and pitching to receive media coverage. I became sufficient in Cision as well as media monitoring.