When a major retail organization appointed a new C-suite executive in early 2025, they inherited one of the most complex audiences in the industry: 350,000+ frontline team members who cared deeply about their work but felt overlooked and disconnected from enterprise priorities. To build credibility, the leader needed a narrative that felt authentic to them and actionable to their teams, driving shared purpose.

As this leader's trusted executive strategist, I shaped and scaled a leadership narrative that connected authenticity, clarity, and performance across the enterprise.

• Positioned the narrative: Translated the leader's core values into a clear strategic framework tied directly to enterprise goals and operational priorities.

• Brought it to life: Wrote keynotes, leadership messages, and field communications that turned concepts into action—empathy, recognition, accountability.

• Elevated visibility: Led end-to-end planning and content for a hybrid town hall series reaching 10,000+ employees, tailoring messages to inspire both head and heart.

• Expanded reach: Piloted new channels, including internal video, podcasts, and short-form digital content to strengthen authenticity and broaden engagement.

• Measured impact: Partnered on analytics and sentiment tracking that tied increased trust and connection to higher employee engagement and improved customer satisfaction scores.

Impact:

• Elevated a new C-suite leader’s credibility and connection across a dispersed workforce.

• Created a shared language of “leading with heart” that has become self-sustaining, echoed in field communications, team rituals, and guest interactions.

• Correlated growth in team engagement and positive NPS trends to the narrative’s rollout and reinforcement cadence.