Alan Laing

Head of Strategic Communications, North America @Drax Group

US

Coordinating and leading cross-functional communications for the North American business, with a focus on crisis communications and paid media campaigns. Designed and implemented a multi-channel advocacy and brand reputation campaign, leading to a increase in social media followers, developing new content and leveraging existing corporate assets. Overall, over six months, we achieved 42.5 million campaign views, with clicks, a CTR OF 0.92% and a CPM of $2.08.Website visits increased 2500% with a CPC of ~$1.60 over six months.~50% of web visitors went on to view other company web content. Created the first dedicated sign-up process for supporters with ~800 new additions in just 10 weeks. Coordinated internally across regions for crisis responses and planned corporate “hero” moments, ensuring complete and accurate information to shareholders, stakeholders, internal leadership and colleagues. Coordinated and led internal multidisciplinary working groups managing high risk reputation issues.Designed and managed corporate collateral and corporate presence at conferences, briefing attendees and developing briefing packs for senior executives.

University of Glasgow

LLB