Rob Gray
Vice President, Communications @Servus Credit Union
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WORK HISTORY
Vice President, Communications @Servus Credit Union
Calgary, AB, CA
Participate on the senior leadership team of a $34 billion credit union through a period of transformative change and growth. Oversee a multi-department division responsible for communication across employees, members and 140 branches in 80 communities. Provide executive leadership to talented teams of communicators responsible for internal and external communications, member engagement, reputation, issues and crisis management, public and media relations, social media, corporate positioning, CEO profile, as well as aspects of public affairs and brand. •Re-structured function to align with evolving business needs, moving from a reactive model to one founded in proactive strategy – enabling better resource use, greater efficacy, and stronger, data-driven outcomes. •Earned a top quartile industry reputation, supporting attraction of nearly new members. Within first year, enhanced visibility and storytelling resulted in a 10% improvement to reputation of digital offerings and improved awareness of key brand differentiators.•Improved channel efficacy including through increased intranet readership (300%), increased earned media coverage (25%), and moved social media performance from bottom to top-tier sector performance.•Oversaw communications for acquisitions and the largest merger in credit union history. Delivered a large-scale campaign that secured support from 84% of voting staff and members.•Championed efforts that improved understanding of the corporate strategy amongst 84% of employees and improved employees’ perception of the c-suite by 15%, following unprecedented layoffs. •Worked with C-Suite and Board to realize record-setting member engagement for Board initiatives including a 77% increase to participation in the annual election and a 50% increase to participation in the Annual General Meeting. •Earned a top-tier leadership climate score of 88% within my division resulting in high employee engagement and very low turnover.
EDUCATION
University of Calgary
Community Investment Certificate
Edinburgh Business School (UK)
Masters of Business Administration, Business Administration and Management, General
Haskayne School of Business
Mini MBA (Business Essentials), Business Administration and Management, General
Southern Alberta Institute of Technology (SAIT)
Honours Diploma, Communication, Journalism, and Related Programs
Frontline Leadership
Leadership
SKILLS
ABOUT ROB GRAY
Strategic communications and stakeholder relations leader with 20+ years of experience in various sectors. Currently serve as Director, Communications and Stakeholder Relations for a major technology/innovation joint venture focused on energy and environment. Experience includes various communications management roles with years of people leadership experience. Key areas of expertise: Building and leading communications functions and teams, communications strategy and planning, brand management, public relations, reputation, media relations, issues management, crisis communications, employee engagement, community investment, public consultation and engagement, measurement and reporting, marketing and management of communications channels including websites, social media and print. As a strategic thinker and analytical dot-connecter, I help organizations tackle complex challenges and opportunities through provision of award-winning communications strategy implemented by engaged, high-performing teams that get results.Key accomplishments: Creating, evolving and growing numerous brands. Various instances of significantly (measurably) improving public perception on big/tough issues including through leading one of Canada\'s largest social marketing campaigns. Improved industry reputation amongst targeted audiences from 30% having a positive view to 80% in 18 months. Obtained public support leading to regulatory approval for numerous large-scale infrastructure projects (including multi-billion dollar builds). Successfully managed multiple high-profile crises. Grew social media viewership from to 50-million impressions with industry leading engagement rates on all channels. Various successful advocacy efforts including through measurably growing media presence. Numerous internal communications initiatives including efforts that helped earn a \"top employer\" recognition as well as leading employee engagement for a massive enterprise transformation that achieved support from 97% of employees.Polished presenter and communicator with a keen ability to lead organizational content and story-telling efforts. Politically savvy, diplomatic, and influential with a proven ability to advise executives and Boards. Collegial, team-oriented and a strong mentor/coach.
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