Roberta Madke

Experience

• 

  Grupo Hospitalar Conceição

  Aug 2001 - Dec 2006

  Press Relations Analyst

  - Assist with all communications activities for GHC, including external and internal communications;- Develop close, productive relationships with journalists;- Develop written materials, including story pitches, messaging guidelines, press releases, Q&As, presentations and speeches;- Crisis management;- Train and provide advice to company officials for press conferences, media interviews and presentations.

• 

  SBT

  Jan 2005 - Jul 2005

  Journalism intern

  Worked as producer and reporter for the daily hard news TV program (SBT Rio Grande).

• 

  Ford Brasil

  Jan 2007 - now

  - Define and lead execution of fully-integrated communications strategies (external and internal) designed to increase Ford's perception as a global leader in smart vehicles;- Develop creative and effective approaches to communications challenges towards different stakeholders; - Provide strategic counsel to senior business leaders; - Build and maintain strong relationships with key media and digital influencers; - Manage the externa PR agency; - Lead the process of accurate measurement of communications results; - Develop and manage Social Responsibility strategy for South America; - Planning and manage Communications and CSR budgets; - Oversee and organize external and internal events; - Crisis and risks management; - Business Plan Review coordination; - Serves as key spokesperson with media and external stakeholders where appropriate. Show less - Planning and execution of fully-integrated communications strategies (social and traditional media) designed to increase Ford's perception as a global leader in innovation and mobility technologies; - Managing an external PR agency; - Events planning; - Media relations to non-automotive editorials (Economy and Business media, Lifestyle, Tech etc) and online influencers;- Crisis and risks management; - Work with executive communications to develop speaking opportunities;- Company’s discourse construction (briefing books, key messages and Q&As);- Business Plan Review coordination; - Budget management;- Analysis of social and traditional media coverage; Show less - Corporate Communications strategy development and implementation;- Crisis management - media, social media and external public;- Outsourced PR Agency (Burson-Marsteller) coordination;- Media Relations focused on Economy and Business publications;- Events Planning;- Executive Communications: president's ghost writer, presentations development, interview guide preparation;- Media Tracking and Analysis;- Developing and monitoring corporate reputation;- Coordination of Business Plan Review for Communications; Show less CORPORATE COMMUNICATIONS:- Corporate Communications strategy development and implementation;- Outsourced PR Agency (Burson-Marsteller) coordination;- Media Relations to non-specialized editorials (Economy, Business, Lifestyle, Technology, Men, Women, Ad&Mkt)- Events Planning;- Executive Communications: president's ghost writer, presentations development, interview guide preparation;- Media Tracking and Analysis;- Developing and monitoring corporate reputation;- Business Plan Review coordination;- Crisis management with media and external public;- Newsroom planning and implementation;- Global Internal Communications leader for South America region.SOCIAL MEDIA:- Social Media Strategy development and implementation;- Outsourced Digital Agency (Burson-Marsteller) coordination;- Content development and social CRM management for Ford Brasil's Facebook page;- Digital influencers relationship development;- Social media analysis and metrics development; Show less

  • Corporate Communications, Internal Communications and Social Responsibility Manager

    Dec 2017 - now

  • Corporate Communications Supervisor

    May 2015 - Dec 2017

  • Corporate Communications Senior Specialist

    May 2013 - Apr 2015

  • Press Relations and Social Media coordinator

    Mar 2011 - Apr 2013

  • Press Relations Analyst

    Jan 2009 - Mar 2011

  • Product Communications Trainee

    Jan 2007 - Dec 2008