Brad Trask Email and Phone Number

Bringing my 30 years of communications and employee engagement experience to clients -- be it thoughtful communications strategy development, compelling messaging and corporate story/narrative, communications organization design or executive speechwriting -- working directly with companies seeking to solve complex communications challenges and engage employees during change.Current/recent clients include Grant Thornton, LLP; Ulta Beauty; Planet Fitness, and Panera Bread.

For Gagen MacDonald, I provided valued and direct counsel to clients and senior management of some of the world's largest companies to effectively engage internal stakeholders in business strategy and during times of change. With my mix of both agency and corporate experience, I helped clients communicate across matrixed organizations; build and empower teams with vision and energy; manage mediums and messaging; drive strategic stakeholder outreach and develop creative and interactive programs that connect with audiences.

Working with some of the best minds in the business on projects, I: coordinated social media and cultural influencer components of the Gatorade re-branding to “G”; developed a comprehensive issues and media response for Tropicana around an orange juice industry exposé and competitive threats; advised ConAgra Foods/ConAgra Foods Foundation around their CSR platform of child hunger, and developed communications strategy and drove elements of change management for Walgreens in support of their new pharmacy model.

As Vice President, Corporate Affairs, I: helped create the organizational design and implemented a new regional Corporate Affairs function to support ambitious organic and inorganic business growth; directed a comprehensive, region-wide employee engagement effort in the North America region and revised business strategy – helping employees find their role in achieving it and increasing employee satisfaction in the process, and managed a team of 11 internal and external communications specialists and introduced a “business partnering” model for internal communications support of each of the regional functions (IT/Finance/HR/Strategy/Risk) and their executives.

As Corporate Relations lead for Latin America, I directed Communications, Public Affairs, Government Relations, and Social Responsibility for this business unit ($2B in sales) with oversight of 28 countries’ communications personnel and agencies. Notable work included creating a food quality/food safety campaign/PR program, Puertas Abiertas (Open Doors), to take the mystery out of the supply chain, processing and preparation of McDonald’s products targeted at consumers, educators, media and public officials; managing a business-critical response to anti-franchise litigation in Brazil, and building an image recovery strategy following food-borne illness allegations in Argentina that prompted a 60% loss in sales.

I led internal communications and engagement efforts during the critical restructuring of the company’s largest business unit, McDonald’s U.S.A ($22B in sales), including: provided direct management communications support and counsel to the president and senior leaders; drove employee engagement communications during company restructuring/down-sizing, and supported a 36-city, six-week "whistle stop" tour putting senior leadership team in front of the McDonald's System to hold candid conversations about the future of business – that was credited for obtaining crucial buy-in and support of the plan from franchisees.

I developed and drove communications strategy (internal and external) for the company’s acquisitions of Boston Market and Chipotle Mexican Grills (and three other companies); led critical strategy and policy work around significant business threats such as beef quality/safety (BSE/Mad Cow Disease) and the conduct of overseas suppliers (China toys/child labor), and implemented the brand’s largest, award-winning PR program – Millennium Dreamers – a global recognition of 2000 children making a difference in their communities.

I developed the approach to centrally manage communications strategy with market-aligned teams in more than 100 countries. Experience highlights include: developed pre-/post-entry communications and government relations plans for as many as 50 international markets, including the lead role in the openings of China, India, South Africa, and Israel. Responsibilities included the selection, training, developing and managing international staff and PR agencies and ensuring in-country communications plans aligned with corporate strategy while as supporting local management’s priorities. This time was marked by gaining comprehensive issues and crisis management, in areas such as: multi-national/Anti-American concerns; employment and labor; legal and trademark infringement; supplier codes of conduct and human rights; animal rights; food safety (including all food borne illnesses); environment and sustainability, and global cultural attitudes and mores.

Part of a team of five media relations professionals supporting McDonald's Corporation's aggressive proactive media strategies while facilitating responses to media requests and supporting local markets with media and crisis management.

Developing PR and media strategies for McDonald's franchisees in the New Orleans Region.

Starting as a desk assistant, steadily promoted to more writing and producing responsibilities ultimately finishing with the role of Associate Producer of the station's midday newscast.