Roslyn Whitehurst

Principal Manager Corporate Communications @Southern California Edison (SCE)

US

Led cross-functional teams in internal and external communications strategies, including the management (front and back end) of digital properties, including SCE.com, Edison.com, ENERGIZED by Edison and the online newsroom, ensuring alignment with company goals and strategies. Directed enterprise-wide digital content strategy and channel distribution. Created digital analytics dashboards, highlighting channel and content performance across the enterprise. Developed robust standard work guidelines, including employee communications, brand management, channel management, content development, editorial policies, data measurement and other processes. Served as a company Public Information Officer during Incident Management Activations.Measurable results:• Enhanced internal and external content development to increase visual impact and build awareness, which increased open rates by 30%, click-through rates by 11% and the percentage of goal-aligned content by 38%.• Onboarded replacement workflow management tool, enabling annual cost savings and a 400% employee engagement increase.• Spearheaded the inaugural Earth Month content campaign, which resulted in a 9900% increase in engagement on SCE.com. The hero content pointed to the organization’s clean energy landing page, which also benefited from a 192% increase in traffic.• Developed organizational structure and content strategy for SCE’s YouTube channel, resulting in an 86% increase in video views and a 29% increase in subscribers.• Elevated content of targeted customer communications, growing subscribers by 44% and increasing open rate by 165%.