Sarah Daniels
Communications Manager - External @Arriva Group
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WORK HISTORY
Communications Manager - External @Arriva Group
I lead communications strategy across multiple regions for one of the UK’s largest public transport operators — a role that sees me operating as Head of Communications, directing corporate reputation campaigns, managing complex reputational risks and shaping the national brand narrative.From crisis response and stakeholder management to integrated marketing, I’m the go-to senior advisor for communications planning and delivery, trusted by leadership to handle sensitive, high-stakes work with calm, clarity and impact.Key responsibilities & achievements:Strategic leadership: Act as de facto Head of Comms, overseeing the comms direction for Arriva UK Bus, including crisis planning, public affairs support and senior leadership counsel.Stakeholder engagement: Build and manage relationships across a diverse stakeholder landscape, including local authorities, national media, regional leadership and community partners.Media & crisis comms: Handle all press office functions, including managing reputational risk, leading responses to media incidents and securing high-value positive coverage.Content leadership: Produce and edit high-quality content for multiple channels — including press releases, executive speeches, award entries, web content and internal campaigns.Coaching & team support: Support junior comms staff and colleagues across the business to upskill in messaging, tone and storytelling.
EDUCATION
The University of Huddersfield
PGCE
University of Liverpool
BA (Hons)
Liverpool Community College
NVQ Level 4/NCTJ qualifications
ABOUT SARAH DANIELS
I\'m a communications leader with a journalist\'s instincts and a passion for organisations…
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