Rob Gray, Abc, Apr Email & Phone Number

Calgary, Alberta, Canada

Participate on the senior leadership team of a $34 billion credit union through a period of transformative change and growth. Oversee a multi-department division responsible for communication across 3,000 employees, 500,000 members and 140 branches in 80 communities. Provide executive leadership to talented teams of communicators responsible for internal and external communications, member engagement, reputation, issues and crisis management, public and media relations, social media, corporate positioning, CEO profile, as well as aspects of public affairs and brand. •Re-structured function to align with evolving business needs, moving from a reactive model to one founded in proactive strategy – enabling better resource use, greater efficacy, and stronger, data-driven outcomes. •Earned a top quartile industry reputation, supporting attraction of nearly 40,000 new members. Within first year, enhanced visibility and storytelling resulted in a 10% improvement to reputation of digital offerings and improved awareness of key brand differentiators.•Improved channel efficacy including through increased intranet readership (300%), increased earned media coverage (25%), and moved social media performance from bottom to top-tier sector performance.•Oversaw communications for acquisitions and the largest merger in credit union history. Delivered a large-scale campaign that secured support from 84% of voting staff and members.•Championed efforts that improved understanding of the corporate strategy amongst 84% of employees and improved employees’ perception of the c-suite by 15%, following unprecedented layoffs. •Worked with C-Suite and Board to realize record-setting member engagement for Board initiatives including a 77% increase to participation in the annual election and a 50% increase to participation in the Annual General Meeting. •Earned a top-tier leadership climate score of 88% within my division resulting in high employee engagement and very low turnover.

Calgary, Alberta, Canada

Participate on the executive team of a globally unique joint-venture of oil sands producers focused on improving environmental performance through collaboration and innovation. Play a key role in guiding organizational strategy and work with a cross section of stakeholders including industry, government, regulatory, academia, and innovators to advance a $1.4 billion portfolio of research, technology and innovation. Direct media relations, issues management, social media, stakeholder engagement, and government relations, both to attract new innovations and improve the reputation of Canada’s oil sands. Lead and provide coaching to a team of direct reports and chair a board-equivalent committee of shareholder communications leaders.•Established COSIA as a source of trusted, science-based information to help inform the public discourse around oil sands. Increased media inquiries and positive coverage by 30% in first year, while handling numerous challenging media issues. •Developed a multi-year communications program through which COSIA, within 18 months, improved the views of targeted public audiences from 30% to 80% having a positive perception of industry’s innovation and environmental performance. •Directed development and implementation of a broad digital strategy to directly engage targeted public and innovator audiences. This included leading production of campaigns, content and videos that increased views from 500,000 to 50-million per year, with industry leading engagement rates on all platforms.•Led COSIA to identify its top innovation needs, and devised marketing strategies to attract a range of incremental and game-changing innovations and technologies in the areas of land, water, greenhouse gasses, and tailings.•Responsible for managing a wide array of relationships and partnerships to advance priorities, ensure integration with shareholder companies, and foster collaboration with partnering organizations.

Responsible for development and implementation of enterprise communications strategy and providing leadership to facets of the function including brand, internal and external communications, media relations, stakeholder consultation and engagement. Oversaw day-to-day department operations including staff and projects. Managed the community investment portfolio, led the company’s change communications practice, helped manage issues and reputation and contributed as a lead member of the crisis communications team. Provided expert counsel to executives and acted as company spokesperson. •Developed the outreach strategy to support a $2-billion international expansion project. •Managed engagement for an enterprise transformation including a re-structure of the organization, business model and services. Achieved support from 97% of employees and helped earn favourable financial ratings and customer uptake. •Increased positive stakeholder perception to five times the industry average with respect to safety and environment, in an era of intense related scrutiny, through devising communications strategy and leading the implementation team.•Oversaw redevelopment of the crisis communications plan. Successfully directed communications response to multiple crises including a major H2S incident. The latter resulted in positive media coverage and complimentary feedback from impacted parties, ultimately winning three prestigious awards. •Directed change-communication efforts to support implementation of a complex, new management system across the organization. Increased rate of adoption from 35% of employees to 93% in just one year.•Led numerous employee engagement initiatives to support a strong and engaged culture leading to recognition as a top Alberta employer. •Collaboratively led development of an innovative, award winning “Charity Partners” program, which, in its first year, generated 500,000 positive external impressions and increased employee-giving by 50%.

Responsible for external communications including brand, messaging, materials, website and social media. Provided senior council regarding stakeholder relations and issues management, participated as part of on-call crisis response team and represented the company in the media and at events. Responsible for public consultation related to various pipeline and power projects and managed community investment portfolio and staff. •Led public consultation for multiple pipeline and power projects in Canada and the US that each achieved public support and regulatory approval, in keeping with industry best practice and regulatory requirements.•Redeveloped a $1.8 million donations portfolio and managed related database implementation, resulting in a 100% increase in media coverage and generated 100 new partnerships in the first year.•Led communications strategy development for PHMSA/NEB regulated public awareness and damage prevention programs and coached Public Awareness Coordinators on implementation. Participated in successful PHMSA audit.•Developed outreach strategies and participated as part of project team to help manage stakeholder communication and notification for multiple system-wide pipeline outages and pipe replacement projects.•Supported Aboriginal relations initiatives and advised on a variety of landowner issues.•Worked to improve communications alignment, effectiveness and crisis preparedness between corporate headquarters, US business unit and field offices.•Re-developed brand standards and collateral, leading implementation of a new website and establishing relationships with trade media.

Calgary, Ab

Participated as part of the management team, providing leadership and strategic direction to internal and external initiatives and staff. Responsible for the communications function including marketing, public affairs, media relations, issues management, community investment and employee relations across a base of 18,000 member employees. Also responsible for the member relations function including member attraction, retention and ensuring organizational alignment with member interests. Worked with executives and Board to respond to industry issues and represented the organization in the media and at events.•Improved public perception of industry sector through development of a long-term, public perception program executed on behalf of 270 member companies, working with CAPP and other industry associations.•Contributed to successful advocacy efforts through government relations support and building PSAC’s profile through a 20% increase in positive media coverage.•Managed consultation to identify landowner issues related to land access across Western Canada and led resulting efforts to successfully address these through development and roll-out of best practices for operators.•Improved alignment between community investment activity and core business objectives, strengthening organizational brand, reputation and the success of initiatives like the highly regarded Stars ‘n’ Spurs Gala.•Implemented a strategic re-brand, launched a new website and improved communications materials, like annual reports. As Editor-in-Chief, improved readability and circulation of OnStream Magazine, a well-recognized industry publication.•Selected to direct development of new venture to address the unique issues of members operating in the oil sands.

Calgary

Developed and implemented strategic communications, marketing and engagement plans for clients in various industries, including retail, health and energy. Provided expertise in the areas of brand development, media relations, stakeholder engagement, and community investment. Produced a wide variety of materials including media releases, backgrounders, brochures, speeches, presentations and online collateral. •Developed brand and positioning strategies and materials for various start-up businesses.•Developed and managed implementation of public consultation, engagement and community investment strategies that earned public support for Peace River Oil’s $2.5 billion upgrader and refinery.•Successfully re-framed the narrative, generating positive international media coverage for a client in financial crisis. •Created investor relations tools and messages, assisting clients with acquisition of $20-million in start-up funding and increasing share valuation through development of brand assets and international media exposure.

Calgary, Ab

Promoted to establish a new communications department, including leading a small team and managing branding, media, marketing, public education and issues management. This included responsibility for an overall marketing and communications strategy and budget, and all related channels such as websites, social media, videos, print and a widely-distributed magazine. Directed a large-scale social marketing campaign, executed in collaboration with eight regional offices. Responsibilities also included negotiating and managing partner and government relationships and liaising with executives and the Board. •Built communications function, established policies, procedures, and an overarching communications strategy and plans. •Established CHMA as the media’s “go-to” source for mental health information through building strong media relationships and executing media strategy that produced consistently positive coverage. •Re-designed CMHA’s flagship magazine and increased circulation from 8,000 copies, twice annually, to 100,000 copies, three times annually, with zero increase to budget.•Secured the largest corporate partnership in CMHA’s history and executed a highly successful multi-million dollar social marketing campaign across Alberta, including television, radio, print and outdoor ads along with online and Indigenous components.•Collaboratively facilitated alignment between multiple CHMA offices, ensuring an integrated approach to communications and government relations. Responsible for funder engagement and managing various partnerships.

Responsible for promoting the organization and its programs as well as increasing public awareness regarding mental health. Accountable for writing, design and production of print and online materials. Worked with fundraising team to support donor relations and coordinate fundraisers and events, managing all related marketing and materials. •Devised and implemented a re-brand strategy which included a name change, new brand identity, new website and new communications collateral. Increased website traffic by 50%.•Promoted CMHA’s programs with limited budget, leading to a measured increase in program participation.•Devised communications strategies, messaging and materials that helped increase annual fundraising results by over 30%.

Calgary

Worked as an intern and then full-time employee to help tell the ACHF story through compelling communications. Helped to promote a strong brand while coordinating and marketing fundraisers and events. Participated in a major capital campaign by supporting public outreach, donor acquisition and stewardship efforts. Brought creative functions in-house through provision of writing, photography and graphic design, including producing a quarterly stakeholder newsletter and other materials. Devised communications and marketing plans, conducted media relations and represented the organization with external stakeholders. •Contributed to the success of a $50-million campaign for a new Children’s Hospital through production of marketing campaigns and materials and working with a wide variety of community stakeholders to garner support. •Participated in a strategic re-brand, making ACHF one of the most recognizable and respected non-profit brands in Calgary. •Worked as part of a team producing and marketing ACHF events, including “Radiothon”, which became the most successful first-time radiothon in world history (2004), netting $250,000.•Managed publicity initiatives including the Champion Child and mascot programs, generating awareness and goodwill. •Coordinated media announcements including preparing news releases, writing speeches and liaising with media, leading to widespread, positive coverage. Acted as media spokesperson on multiple occasions.

Calgary, Canada Area

On a part-time basis (while pursuing post-secondary education) worked with President to support business development objectives for a small, family-based, business. Responsible for developing and implementing marketing communications strategy and collateral. Researched and identified prospective markets and clients and conducted cold-calls to obtain sales appointments. Also provided IT management, admin support and junior accounting. •Developed company’s first marketing communications plan and enabled GWG to build a stronger brand presence through development of print materials and a company website. •Increased sales by 25% in the first three months through use of marketing tactics including telephone engagement. •Helped support transition into a new line of business through research, prospect development and provision of messaging and sales materials. This contributed to the business doubling its size in terms of employees and bottom line.

Masters Of Business Administration, Business Administration And Management, General

Self-paced, distance-learning degree, underway

Honours Diploma, Communication, Journalism, And Related Programs, 3.98

Graduated on the Dean's List.

Mini Mba (Business Essentials), Business Administration And Management, General

Leadership

Community Investment Certificate