Summary
Overview
Work History
Education
Timeline
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Katie Gunderson

Consumer PR Manager
London

Summary

Seasoned and passionate PR, Marketing, and Communications professional who had directed impactful brand and PR campaigns from idea to execution for UK and Global markets. Expertise lies within strategic storytelling, brand identity, positive media coverage and stakeholder engagement for brands such as Costa Coffee, Teenage Cancer Trust, Unilever, Twinings, Budweiser and Netflix.

Overview

7
7
years of professional experience
4
4
years of post-secondary education

Work History

Consumer PR Manager

Costa Coffee
07.2023 - Current
  • Led on all Consumer PR seasonal/brand awareness campaigns and managed a PR agency in the delivery of strategic and compelling PR briefs, development, execution and evaluation of campaigns that embodied Costa Coffee's brand identity throughout.
  • Managed UK PR budget as well as developing proactive UK Press Office functions, helping to create stories to leverage Costa Coffee to UK media.
  • Directed the PR Lifestyle seasonal shoots with the Press Officer, offering confident creative direction and support in the continuation of Costa's brand edge and visual identity across UK&I, whilst ensuring key internal stakeholders of the strategic vision of the PR team, in keeping with brand guidelines.
  • Proactively engaged with key internal stakeholders to source insights, toolkits and data meaningful to deliver PR ‘always on' content through press office function and for proactive editorial content outside of campaign windows. Such as engaging with the Propositions team and Freshly Baked range, driving opportunities for growth across regional outlets.
  • Accountable for the delivery of positive coverage in UK&I national, regional and trade media through the identification of effective news stories, talking to Costa Coffee's brand edge and thus unlocking competitor advantage and establishing industry leadership.
  • Acted as the central liaison between external agencies and the wider marketing hub to ensure all key stakeholders were informed and aligned with brand identity and external communications. Oversaw key campaign assets (video, photography, interviews) to reinforce brand messaging across all touchpoints and agencies.

Press Officer

Teenage Cancer Trust
05.2021 - 09.2022
  • Developed bold multi-channeled PR and brand strategies in collaboration with Marketing, managing sign off procedures on key campaign milestones such as material development/strategy and asset creation, to enhance profile, policy information and brand awareness
  • Managed external PR agencies and set them clear output and media KPIs and compelling campaign briefs for events such as Christmas Appeals, while overseeing external Media Monitoring platforms such as Gorkana and Signal
  • Managed corporate partners such as Domino's to boost subscriber base and attract donator's by creating engaging content and brand awareness campaigns, while comfortably advising corporate and government stakeholders on sensitive and high-profile matters.
  • Created and managed high-quality PR materials for every campaign, such as press releases, budgets, timelines and messaging guidelines.

Senior Associate

Weber Shandwick
07.2017 - 05.2021
  • Created impactful global/UK brand awareness campaigns for brands such as Twinings, Budweiser, Experian, Netflix, OPPO and Sport England and executed campaigns with external agencies, managing third-party relations, delivering briefs, objectives and KPIs for seamless delivery on multi-channel campaigns.
  • Managed crisis communications and issue management for regulated brands such as Experian and Exxon Mobil, created compelling media messaging to mitigate reputational and legal risks.
  • Managed media monitoring platforms/journalist databases and junior associates in handling media inquiries, analyzing and reporting coverage data.

Education

Bachelor of Arts - Public Relations

Bournemouth University
Bournemouth, United Kingdom
09.2013 - 07.2017

Timeline

Consumer PR Manager

Costa Coffee
07.2023 - Current

Press Officer

Teenage Cancer Trust
05.2021 - 09.2022

Senior Associate

Weber Shandwick
07.2017 - 05.2021

Bachelor of Arts - Public Relations

Bournemouth University
09.2013 - 07.2017

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Katie GundersonConsumer PR Manager