Case study 01NielsenIQ · Senior Social Media Brand Manager
Multiple organizational transformations, one story
An IPO, a global rebrand, an enterprise merger, multiple strategic acquisitions, and consecutive product launches within two years.
The brand had to sound like one company throughout.
The problem
The risk in a transformation is never silence. Every event arrives with its own owners, its own timeline, and its own version of what the company is now. NIQ had several running at once, which meant several confident companies talking over each other in public.
Establishing narrative coherence across corporate channels, executive leaders, and thousands of global associates required a clear communications architecture rather than repeating messaging manually each time.
What I did
- Directed global social brand communications through the IPO, the NIQ–GfK merger, acquisitions, and product launches, keeping leadership and corporate voice consistent.
- Activated large-scale brand campaigns across social channels to articulate brand positioning in public.
- Designed a multi-channel narrative system connecting corporate channels, employee advocacy networks, and executive leadership voices so the same story reached different audiences through the source each trusted most.
- Built AI-assisted content workflows that made editorial production scalable while protecting brand voice, distinctiveness, and coherence.
Impact
- Maintained engagement performance significantly above industry benchmarks, driving sustained confidence among investors and clients through major transitions.
- Built a distributed advocacy network that multiplied organic reach far beyond corporate channels without additional media spend.
