Paul Barna

About Paul Barna

Defining my route with each step, I\'ve become an accomplished storyteller who thrives in assessing the change impact upon an audience, designing a marketing/communications strategy based upon that assessment, and engaging them through meaningful communications strategies. I\'ve developed a unique set of skills around change management, marketing storytelling, external customer outreach, internal employee communications, retail, tech, etc. Includes deep experience in social media, web/video/podcast production, creative design and oral and written communications.Skills and Specialties-15+ years multi-format storytelling for brand engagement -10+ years strategic planning for marketing and internal/external communications-10+ Years deep experience in cross-platform integration between social/video/photo/web + podcast strategy and production-5+ Years change management strategy, communication and implementation-7+ Years expert social media strategy and community management for internal/external audiences. Vehicles include Twitter, Instagram, Facebook, SnapChat, Video Streaming, WordPress, Tumblr-2 years Agile Strategy - Product owner, working closely with scrummasters and developers-3 years LEAN Six Sigma communications experience in building communities of practice in digital communities-Expert content management system (CMS) platforms SharePoint, SmartSheet, O365-Expert internal social platforms @Workplace, Slack, WordPress, native platforms-5 years communications platform audience analysis – focus groups, usage analytics, industry benchmarking-5+ years audience analytics for social media – Curalate, Spreadfast, Simply Measured, Google Analytics, This Moment-15+ Years Adobe Creative Suite - Premiere Pro, Dreamweaver, Photoshop, After Effects, InDesign + Work on all other video production tools (Final Cut, Adobe Premiere Pro)-Excellent copy-writing and editing skills-Worldwide business-level budgeting for retail brands-Expert Microsoft Office Suite/Office 365

Experience

1. Change Communications Manager - Workplace Solutions

   Starbucks

   Feb 2018 — Present · Seattle, WA, US

   Lead employee change communications strategy for Starbucks corporate facilities. Role includes change management approach and storytelling around a post-COVID reimagining of our Seattle HQ and North America support offices. •Developed communication and change management strategy for Starbucks Transportation services. Re-branded the team as Starbucks GO, branded a new fleet of employee shuttles and wrote all-employee launch emails and social posts. Implemented an external shuttle route app released successfully to partners. Rider engagement has risen since 2018 as evidenced by social listening analytics of several internal platforms. •Lead communications strategy and program-manage communications to regional office leaders and employees. Includes bi-monthly communications to all office leaders during the lease extension window (averages 6 months). Created a change-management plan to communicate new office design and construction – from lease-signing to move-in. Plan includes a monthly newsletter that contains construction updates, preparation steps and best practices for moving to an open office with new features. Each office plan has received overwhelmingly positive response from employees. •Develop and execute pre and post-move surveys to capture how new offices and workspaces land with our employee functions. Analyze sentiment and produce reports of partner sentiment. In addition, I find opportunities to improve our work and implement upon subsequent moves.

Education

• California State University, Northridge

  Masters, Writing for Communications

  1998 — 2000

• California State University, Chico

  Bachelor's degree, Communication - Media Arts

Skills

• Klout
• Adobe Creative Suite
• Marketing Communications
• Account Management
• Social Media
• Marketing
• Content Management
• Marketing Strategy
• Adobe Captivate Proficency
• Copywriting
• Facebook
• Leadership
• Management
• Product Marketing
• Project Management
• Relationship Marketing
• Sales
• Sales Operations
• Social Media Marketing
• Strategy
• Training
• Blogging
• Strategic Communications
• Internal & External Communications
• Community Engagement
• Change Communications
• Podcasting
• Writing
• Web Content Writing
• Copy Editing
• Microsoft Office
• Adobe Creative Cloud
• Wordpress
• Web Content Creation
• Analytical Skills
• Social Media Measurement
• Internal Communications
• Change Management
• Corporate Communications