Leda Schuster Email & Phone Number

COVID-19 Public Information and Outreach Branch Director • Implemented a communication plan focused on disseminating culturally specific and tailored communication resources to increase COVID-19 vaccination and testing among Minneapolis priority populations.• Built strong relationships collaborating with 5 community-based organizations to ensure timely and accurate communication on COVID-19 mitigation, vaccination, and testing.• Executed communication tactics to address misinformation and reduce vaccine hesitancy, such as virtual sessions with diverse physicians, multilingual vaccine informational sheets, trusted messenger vaccine videos, cultural radio programming, and a multilingual social media toolkit for external partner distribution.• Coordinated community dialogs to promote vaccines safety, efficacy, and accessibility through in-person and virtual meetings, presence in community events, and conversations with employers and their staff.• Coordinated culturally relevant translation of COVID-19 vaccine messages for the largest cultural communities in Minneapolis (Spanish, Somali, Oromo, and Hmong). • Created and maintained a dedicated COVID-19 vaccine website to provide timely information about vaccines and answers to common questions.Public Health Communications Specialist • Develop and execute communication strategies to support Healthy Living Initiative program goals across all grants that fund the team’s work. • Developed a branding strategy for the Healthy Living Initiative focused on defining the team’s identity and promoting its mission, work, partners, and programs. • Manage the relationship and contract with the Minneapolis Regional Chamber of Commerce to equip employers in Minneapolis with tools to implement wellbeing strategies and cultivate a culture of health at their workplaces. • Maintain the team’s communication platforms, such external webpages, newsletter, internal and external SharePoint collaboration sites and mailbox.

- Supported community stakeholder engagement during the planning of the Cultural Districts, a city economic development inclusion program, to ensure that the strategy was rooted in community input. - Assisted in creating the Cultural District’s program framework by performing research, facilitating meetings, developing reports, responding to constituent inquires and preparing presentations. - Currently supporting the City's Sustainability Division by lending expertise on Latino community engagement to drive awareness on the city's climate action goals. Additionally, currently developing the framework for a Transportation Demand Management program that will focus on achieving a mode shift from drive-alone to a more efficient and effective employee commute modes.

- As policy aide serving Council Member Warsame {Minneapolis Sixth Ward) and Council Member Cano (Minneapolis Ninth Ward), I managed daily operations of ward office, coordinated efforts to improve constituent services, provided support around policy initiatives and city projects, instituted and led office communications efforts and acted as ward office liaison to city staff and external partners while building strong working relationships.

- Led outreach efforts to collect community insights and feedback on key Police Conduct Oversight Commission's (PCOC) initiatives including police body cameras, mental health and police-community relations.- Built a solid communication plan to increase brand awareness of the PCOC including media releases, public website improvements, creating informational materials and newsletters.- Instituted commissioners’ appointment process including interviews, selection, and training. - Created a new efficient scheduling system that eliminated backlog for complaint review hearings.

Richfield, Minnesota

-Partnered with external and internal partners to create online vehicles to reach out to international tourists before arriving to U.S., resulting on the first company’s international online approach to capture this high potential consumer and driving additional international traffic to www.BestBuy.com.- Built partnerships with key field leaders to support the Voice of the Customer Through the Employee (VOCE) capability resulting in an increase on the number of customer insights shared by store employees using the VOCE tool.- Applied deep customer knowledge to advise and support 380 stores in growing their customer base with the Latino population, resulting in an increase in revenue from Latino customers nationwide during FY11.-Contributed to success of Latino business case at Best Buy by leading a robust communication plan aimed to engage enterprise leaders and business units in supporting initiatives focused on growing the business with Latino customers, resulting in the expansion of the Latino Initiatives team and its strategic plan.-Established sustainable business partnerships across the organization to gain support on developing resources and assets that help stores grow their business with Latino customers. Major projects included: expansion and improvement of Spanishgift cards, creation of culturally relevant Spanish content in the Retail Marketing Tool, planning the first Best Buy LatIN Summit, development of cultural awareness training programs, etc.- Provided insights and expertise on the development and production of Spanish-language creative, including TV, in-store media network and signage, web, radio and printed collateral.- Served as Chair of the Best Buy LatIN Employee Network for four successful years. Provided vision and direction to LatIN EBN members, developed strategy and business case for the EBN and led execution of all EBN-related activities, such as community outreach, cultural events and impacting business outcomes.

Buenos Aires, Argentina

-Played major role in leading and executing Marketing, Operations and Human Resources plans to ensure successful theater grand opening and business outcomes.-Managed and supervised a team of up to 70 people.-Developed and implemented employee training programs to ensure high standard of customer service.-Created coaching programs to enable employee development, contributing to three employee promotions to management positions.-Oversaw the concession area and managed inventory levels and vendor relationships.