Jason R. Baran, MBA, MSc

Experience

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  The Marathon Group

  Feb 2006 - May 2007

  Senior Account Executive

  Managed major PR accounts for this full-service public relations, marketing and advertising agency. •Fueled client loyalty by managing team of writers, handling crises, advertisements, speech writing, and statements for NJ’s largest hospital system

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  Princeton Healthcare System

  May 2007 - Sept 2007

  Public Relations Manager

  •Selected to drive stakeholder engagement in tight timelines, amplifying media coverage by 16% within 1st 2 months•Synchronized branding for 8 hospital units by arranging media briefings with practice areas, strengthening positive press coverage while generating comment opportunities

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  Educational Testing Service (ETS)

  Oct 2007 - Jul 2019

  •Promoted to ignite growth and catalyze global influence across 180 countries with $1.6B annual revenue, directing scopes of work and deliverables from public relations agencies in U.S., China, Korea, and India•Pioneered and executed social media strategy, executive positioning, and media relations policy, optimizing company’s market share capabilities through engagements with key publishers, journalists, bloggers, and influencers •Launched employee advocacy and communications strategy centered on company’s transition to cloud for product and service innovation by consulting with internal communications•Challenged corporate consensus and moved c-suite past fear to exploit future trends laying the groundwork for entry into venture capitalism, accelerator firms, ed-tech start-ups, and AI product portfolio •Exceeded metrics across all verticals and surpassed industry average on CTRs, engagements, and social actions, growing Twitter followers by 39.4% and LinkedIn by 34.9% •Partnered with business development and sales, jointly crafting themes, content messaging, campaign measurement, and adjustment•Founded storytelling newsroom with editorial oversight by establishing ETS Open Notes platform, averaging 18K visitors and 40K page views monthly•Mitigated 40+ domestic and foreign company liabilities in the U.S., Korea, China, and U.K. through pragmatic and professional public relations, intersecting with Homeland Security, the FBI, and the U.K. Home Office •Served as on-the-record spokesperson for all public relations, provided media training to executive leadership, and presented quarterly reports on media insights and analysis•Led the development and execution of ETS’s first internal employee advocacy and communications strategy bolstering engagement and morale, and incentivizing the development of brand ambassadors. Show less •Tapped to revitalize international presence, conceiving strategic roadmap while delivering pipeline of announcements, media pitches, bylined articles, and expert commentary•Lifted awareness of 2 core brands and profiles of executive leadership team through facilitation of speaking appearances, op-eds, and media interviews•Spurred double-digit uptake on social platforms and boosted number of impressions, clicks, and engagements by sourcing and forging relationships with thought leaders and digital publications•Augmented company’s reputation in social impact space by designing innovative storytelling concepts around ETS’s Center for Advocacy and Philanthropy•Partnered with local and national reporters while building trusted relationships, increasing lead times to create corporate announcements and manage crises Show less •Recruited to develop and execute global communications, harnessing brand journalism and content marketing strategies for core brands, spanning GRE General Test, K-12 assessments, Teacher Licensure Certification, R&D•Achieved strategic media placements in outlets, including NPR radio, C-SPAN, The New York Times, USA Today, The Wall Street Journal, The Los Angeles Times, and CNN, including markets such as China, India, Korea, and Japan •Propelled GRE Program volumes by 13%+ and international volumes by 7% while realizing gains of 9%+ in Asia, 4% in Africa, and 13% in India•Won multi-million-dollar contract through geo-targeted LinkedIn campaign, accelerating traffic by 99% to ETS Colorado website, finishing with 200K impressions, and driving awareness on service offering for 2K decision makers Show less

  • Director, Global Communications and Spokesperson

    Oct 2018 - Jul 2019

  • Senior Manager, Corporate & Brand Communications

    Feb 2017 - Sept 2018

  • Manager, Corporate & Brand Communications

    Oct 2007 - Jan 2017
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  Ocean Blue Project

  Oct 2020 - Nov 2020

  Strategic Communications Consultant

  Retained to establish the brand for a K-12 watershed education program for a Patagonia, Inc.-supported environmental nonprofit seeking to rehabilitate and conserve the world’s oceans, beaches, and rivers. Leading development of the program’s mission and vision; branding guide; messaging; keyword research and optimization; promotional materials, and website copy. Creating strategic communications plan to drive program awareness and adoption.

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  River Management Society

  Nov 2020 - Nov 2020

  Strategic Communications Consultant

  Retained to develop branding, advise on message development, create a social media strategy and conduct keyword research and optimization for RMS. This Patagonia, Inc.-supported environmental nonprofit is developing a new brand identity while targeting new donors and members. The organization is focused on sustainability and connects outfitters and guides, rangers, environmental lawyers and policymakers, students, and environmental scientists.

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  Resilience Education

  Nov 2020 - Mar 2021

  Strategic Communications Consultant

  Retained to help RE in defining their marketing goals, determining the right marketing channels, messaging their program, developing a branding strategy and brand narrative, and defining their target audience. Resilience Education's mission is to reduce recidivism by improving employment outcomes and reentry success for incarcerated and formerly incarcerated individuals through high-quality business education.

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  Earth Law Center

  Dec 2020 - Nov 2021

  Strategic Communications Consultant

  Retained to help the Earth Law Center express their voice and articulate their key messages with well-written and compelling marketing and communications materials. Established brand voice, identity and narrative. Developed well-written and compelling copy for marketing and communication materials; examples include a brochure, blog posts, one-pager/fact sheet, fundraising/promotional materials. Created editorial calendars and conducted audience analysis.Earth Law Center works to transform the law to recognize and protect nature’s inherent rights to exist, thrive and evolve. Show less

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  PwC

  Mar 2021 - Dec 2021

  Senior Consultant | Firmwide External Communications

  Retained as a strategic communications consultant to support PwC's Purpose & Inclusion, DEI, Responsible Business Leadership, Digital Upskilling, and ESG and sustainability initiatives. Responsibilities include:Crafting communication strategies and developing plansWriting blogs & bylines along with additional thought leadership outreachMedia outreach, pitching and recommendations to secure placements and optimize coverageDeveloping, refining and sharpening messaging Drafting statementsSharing a fresh perspective and helping to reimagine some of the ways PwC works Show less

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  Weber Shandwick

  Jan 2022 - now

  Vice President, Corporate Communications & Reputation

  Leading on corporate, social impact, and sustainability communications across the chemical, power, technology and professional services sectors. Driving external communications and visibility of the firm’s and client’s key priorities, and promoting the firm’s wide range of capabilities and client work. Collaborate on corporate issues helping to shape a narrative and reposition our clients and their issues, ensuring they are prepared to communicate effectively in any situation. Key responsibilities include:- Managing breaking negative issues and events affecting reputation and develop the internal culture and infrastructure needed to anticipate, prepare and navigate them effectively. - Proactively uncover compelling stories that align with the firm’s and client’s business priorities.- Identify, pitch and secure positive stories with marketing trade and business media; keeping a beat on industry news and issues that affect the agency and its clients; analyze and distill meaningful insights from media coverage.- Manage incoming media inquiries and issues.- Write, edit and proofread content, including press releases, thought leadership, messaging, presentations, executive briefing materials and more. Show less