Case Studies
We have extensive experience working with companies across the Corporate Communications spectrum, always aligning communications strategy with business objectives and desired outcomes. Case studies highlighting some of our work are detailed below.
Navigating Transformational Change with Strategic CommunicationsChange is inevitable in any organization, and successful change is driven by clear goals, strong leadership, stakeholder alignment and effective communication. I have led and contributed to strategic communications for both large-scale and targeted change management initiatives, helping organizations engage employees, mitigate disruption and maintain business continuity.
Siemens Healthcare Customer Services
When Siemens Healthcare merged its Diagnostic and Equipment Services divisions, over 400 U.S.-based employees were impacted. The newly formed One Healthcare Services organization required extensive integration work, from realigning roles and compensation to addressing customer-facing impacts.
As a core member of the change management team, I led internal and external communication planning which included tailored messaging for employee segments, market partners and corporate stakeholders. My responsibilities included:
- Developing and executing the overarching communications strategy
- Crafting internal messaging to explain structural changes clearly and empathetically and created forums to capture employee feedback
- Leading customer communications to ensure transparency and confidence during the transition
The result was a seamless business unit integration with no disruption to customer service or employee attrition. This initiative was recognized as a “Global Best Practice” across Siemens' corporate enterprise.
Leading Change at a Major Food Distribution Company A large North American food distributor needed to unify HR policies following a series of acquisitions. The focus was on ensuring equitable compensation and benefits for two essential frontline employee groups: warehouse workers and delivery drivers.
I partnered with HR and operational leaders to develop and implement a comprehensive communication plan, including:
- Creating messaging frameworks to articulate what was changing and why
- Developing FAQs and talking points for frontline leaders
- Facilitating employee forums for direct feedback
- Drafting follow-up communications to maintain engagement and trust
Thanks to the clear and proactive communication strategy, the company maintained stable retention rates throughout the rollout, demonstrating the power of transparency in navigating change.
Creating Cohesive, Compelling Brands That Drive Engagement
Whether helping newly formed companies articulate their purpose or supporting established brands through strategic pivots, I specialize in building narratives that resonate with audiences and channels that amplify them. My brand building work spans identity development, crafting brand narratives and instituting scalable communication platforms for connected and deskless employees alike.
TrueCar: Evolving from Listings to Marketplace
As TrueCar shifted from a vehicle listings platform to a full-fledged online car-buying marketplace, it needed to reposition itself with consumers, dealers, and industry leaders. I was brought in to lead the brand repositioning and raise awareness of the company's new business model. Key achievements included:
- Building a media relations program that boosted earned media coverage by 50% YoY
- Increasing social media engagement by 250% through a consistent and targeted content strategy
- Positioning executives as thought leaders by securing speaking opportunities at key conferences
The result: a significantly elevated brand profile and stronger alignment between TrueCar’s evolving business model and its market perception.
Elster Group (now part of Honeywell): Launching a Unified Utility Brand Elster Group, a utility technology company created through acquisition, needed to unify its legacy brands and establish itself as a Smart Grid leader.
I was recruited to lead the global branding effort, which included:
- Defining the brand purpose and narrative
- Launching new communications channels including a global website and intranet
- Collaborating with Sales & Marketing on customer-facing collateral
- Partnering with Investor Relations to maintain consistent messaging for the publicly traded company
- Designing activation strategies for employees, partners, and consumers
The brand launch positioned Elster as an innovative force in its sector, gaining recognition and credibility with key stakeholders worldwide.
Engaging a Distributed Workforce Through Strategic Internal Communications
Effective internal communications are essential for culture, retention and productivity, especially in organizations with both deskless and digitally connected but distributed employees. I have developed high-impact strategies to bridge gaps, foster inclusion and keep employees informed and inspired.
Connecting Deskless Workers
Manufacturing-based employees often lack direct access to digital platforms, so traditional communication methods fall short. I introduced scalable solutions at companies like Serta Simmons Bedding, JELD-WEN and TrueCar, including:
- Creating Manager toolkits and talking points for frontline team meetings and also conducted supervisor training to improve communications skill sets
- Implementing digital signage at manufacturing locations with real-time updates and localized content
- Launching mobile apps enabling voluntary access to company news, local updates and recognition programs
These tactics helped employees feel more connected and valued regardless of their location or role.
Engaging Connected, Distributed Employees Even digitally connected employees can feel isolated across dispersed offices. I addressed this challenge by launching “employee-first” intranets and communication strategies at companies including Elster Group, Siemens Healthcare and TrueCar I:
- Designed user-centric intranets as intuitive hubs for resources and company news
- Delivered timely, relatable executive messages tied to business priorities and team recognition
- Facilitated structured executive site visits and town halls to encourage real-time dialogue
These efforts consistently improved internal engagement and helped unify company culture across geographies.
Crisis-Ready Communications That Build Trust and Ensure Continuity
In today’s unpredictable business environment, having a strong crisis communication framework is non-negotiable. I bring deep experience in developing crisis protocols, leading response teams and communicating transparently during crises.
JELD-WEN: COVID-19 Response and Business Continuity
When I joined JELD-WEN in early 2020, the world was about to change. As COVID-19 began disrupting operations globally, I immediately shifted from brand development to crisis communications leadership. I was an integral part of the team that created the company’s global COVID response.
Key contributions included:
- Developing and executing the company’s pandemic response communications plan
- Ensuring employees, customers, and investors received timely, transparent updates
- Reinforcing safety protocols and operational resilience through consistent messaging
These efforts helped sustain trust and confidence throughout the crisis, supporting both employee morale and business continuity. The team was recognized with a Chairman’s Award, the company’s highest honor.
Serta Simmons Bedding: Establishing a Crisis Playbook Recruited to build the Communications function from scratch, I quickly identified the need for a robust crisis communications strategy. I partnered with Finance, Legal, and Risk Management to:
- Develop a comprehensive, board-approved crisis plan, including scenario planning and crisis communications responses
- Establish quarterly simulation drills to test readiness
- Coordinate real-time response to critical incidents, including:
- Workplace violence
- Campus safety concerns
- Ransomware threats
- Social media escalations
By relying on the established playbook, the organization was able to respond swiftly and effectively to these incidents with no major disruptions to operations or reputation.
The strength of communications teams can make or break the success of a communications strategy. Hiring, training and developing staff is mission critical. Throughout Noreen's in-house career, she developed, coached and mentored teams to operate at peak performance, starting with an assessment of each team member when joining an organization, and discussing career aspirations with each person to map their career development. In some cases, staff was put into new roles that played to their strengths, were promoted in recognition of grown and expanded skills sets or empathetically asked to depart the organization based on poor fit or performance. Examples of her work include: Reconstituting the team at JELD-WEN by moving the internal communications person to a new role leading the launch of a new custom digital app and making the business case for hiring a social media director and media relations leader, as part of the brand building strategy. At Serta Simmons Bedding, realigning the internal communications leader to digital communications, hiring a new Director of Internal, and securing budget for PR agency resources for external support. Promoting both the Brand and Industry Leader and Media Relations leader at TrueCar to elevated roles based on demonstrated competency and expanded responsibilities. Moved a junior level communications coordinator to a social media role, with specific responsibility for growing the company's LinkedIn audience. Noreen also secured budget to hire PR agencies to work with these elevated leaders to drive Industry and Consumer PR. Noreen now works with clients to coach leaders and assess team performance in the same manner, and makes recommendations for teams to operate at peak efficiency and deliver results.
Change Management
Brand Building
Internal Communications
Crisis Communications
Building High-Performing Teams
