Bill Masterson Email & Phone Number

Racine, Wisconsin, United States

I lead the team responsible for SC Johnson corporate brand activations as well as counsel, execution and governance of brand public relations and communications across all of SC Johnson’s business units and newly acquired brands.• Leading programing and activations for purposed-based partnerships with the Liverpool FC Premier League football club, Milwaukee Brewers and Milwaukee Bucks that are amplifying SC Johnson’s work in sustainability, health and opportunity.• Strengthening consumer public relations aspect of integrated marketing communications for SCJ Johnson consumer product brands. Rebuilt business relationships, onboarded new agency partner and demonstrated public relation’s ability to make brands more relevant to consumers. Public relations now included as strategic planning partner with product marketing.• Guiding crisis response on consumer product brands in markets around the world.• Counseling on key public relations activities for consumer product introductions into new global markets.

Racine, Wisconsin

Built communications support, infrastructure and policies for acquired brands as part of their integration into the SC Johnson organization. In a newly created position, I worked directly with business group presidents and leadership teams to understand business needs and determine internal and external communications support while instituting compliance mechanisms that protect and further the trust and reputation of SC Johnson.

Deerfield, Illinois

Provided counsel and project management for integration and optimization of internal communications channels between Walgreens and parent company Walgreens Boots Alliance.

Naples, Florida Area

Joining in the midst of a business turn-around and corporate relocation, I led the corporate communications function and was part of the senior management team for Hertz Global Holdings, one of the world’s largest rental car companies with revenues of $9 billion. I reported to the president and chief executive officer. • Counseled the CEO and executive committee on communications strategies and programs during a transformative period of Hertz Global, including a return to financial reporting, a successful business divestiture, the opening of new company headquarters, and completing integration of the Dollar Thrifty acquisition.• Managed media relations and wrote communications that successfully explained the complex separation of equipment rental business, resulting in substantial value creation for shareholders and launching new stand-alone business.• Created and executed communications plan for the company’s financial restatement and return to public reporting that added to the credibility of the management team with investors and gave employees confidence.• Re-oriented seven-member corporate communications team to centralized, integrated approach that raised efficiency, took a more active role in social media and improved communications across all stakeholder groups.• Brought comprehensive story telling to the organization and applied it against internal, external and social media resulting in greater visibility and employee engagement.• Revitalized internal communications program, including creating tools for leader communications and establishing company intranet as significant information source for employees. With emphasis on creation and promotion of relevant and engaging content, views increased four-fold over 12-month period and content became catalyst for driving face-to-face communications.

Chosen to lead company-wide internal communications following the merger of United and Continental to form one of the world’s largest airlines. I reported to VP Communications and led a team of 13 who were collectively responsible for counsel to business leaders, development and distribution of enterprise and business-level communications, and creation of communication plans for major initiatives. Prior to merger, I directed airline communications and counseled president of United Airlines during period of substantial operational improvement. • Developed and managed internal communications program for newly merged airline to keep employees informed and engaged during significant integration period.• Led development of internal multi-channel news service that strengthened employee perception of the company as a reliable, credible, and relevant source of information, which led to 4X growth in employee engagement with communications content, rising to 420,000 measurable monthly views. • Providing communications counsel, planning and support for business-level integration work, including a common Operating Certificate from the FAA, and introduction of a new Passenger Service System.• Pre-merger, worked with president of United Airlines to develop comprehensive, company-wide communications plan for change management program at United that drove focus around five core priorities. Program led to United rising to number one in on-time performance and significantly improved customer service and financial performance.• Implemented expanded communications planning process across business units. Operations communications team supported more than 50 business initiatives across the airline as well as the transformation of United’s Operations Control Center.• Served as lead communications representative in United’s crisis center. Led internal and operations-based communications during H1N1 virus outbreak and trans-Atlantic service interruption due to volcanic ash.

I provided public relations support and communications counsel to Sears’ businesses. I also led consumer and brand public relations for one of Sears’ leading brands and product categories.• Directed $2 million public relations program for Craftsman brand of tools and lawn and garden equipment, including satellite media tours with spokesman Bob Vila that generated an average of 2.5 million impressions. Expanded use of Vila with Spanish-language media.• Managed public relations for re-launch of sears.com. Wrote major industry address for Sears CEO and handled all media placements. Site visits exceeded expectations in the first week.• Served as corporate spokesperson for 2003 holiday selling season. Led and participated in several cross-business public relations teams to drive sales, including important Father’s Day selling period. • Provided ongoing communications counsel to SVP-Home Services on organizational communications and internal branding efforts. Expanded public relations support for $2.4 billion home service repair business to include brand-building initiatives as well as product promotion. Conducted consumer research, launched home-owner oriented internet site and led media relations campaign.• Developed comprehensive internal communications plan for Sears Credit & Financial Products group that included an expanded media relations program and extensive face-to-face communications program that contributed to stronger management ratings from associates in annual employee survey. Operated as part of business unit management team.

I led the external communications function for $11 billion global equipment and financial services company formed through merger of Case Corporation and New Holland N.V. Responsible for leading corporate and brand public relations activities worldwide, including media relations, financial communications, executive speech writing, association management and customer publications. Prior to merger, I led development of the external communications function for Case following spin-off from Tenneco. Managed staff of six worldwide. Reported to SVP Communications and Government Affairs. • Managed media relations activities, including spokesperson role, on $4.6 billion merger. Arranged multi-national news conference, coordinated communications through regulatory review process and managed merger closing announcement, which included company name and trading symbol changes.• Led the creation and development of business media relations and shareholder communications functions for Case, a $6 billion heavy equipment and financial services company, prior to and following initial public offering. Played a key role in developing a comprehensive communications plan to announce and explain initial public offering to internal and external audiences.• Worked closely with Chairman and CEO, President and COO, and CFO. Prepared, coached and accompanied them on media interviews and background sessions.• Produced all shareholder communications to support investor relations program. Wrote earnings releases, developed analyst presentations, and conceptualized, wrote and produced annual reports.• Oversaw product public relations in Europe, Latin America and Asia Pacific. Directed staff in each continent and global public relations agency.