DAVID ALEX BERGER

davidalexberger@gmail.com

SUMMARY

I’m a forward-thinking marketing and communications leader, who builds and executes successful, data-driven global campaigns and inspires high-performing teams.

EXPERIENCE

 

IBM

Director, Influencer Engagement, Current

Direct global social and influencer engagement campaigns, informed by data and fueled by targeted content. Building this as a core functional capability for IBM, by identifying and integrating appropriate skills, standards and tools.
• Oversee social and influencer engagement strategy for all major announcements and campaigns.
• Lead a team of direct reports and an extended community of practitioners to drive consistent execution of communications tactics and strategies.
• Use social and traditional media listening and engagement platforms to manage issues, amplify key messages and identify communications opportunities.
• Create new content that’s designed to be shared, consistent with the IBM brand.
• Establish integration between internal and external communications, recognizing that IBMers are the greatest source of influence about perceptions of the company’s brand and mission.

CORPORATE COMMUNICATIONS & BRAND MARKETING

Counselor, 2010 – 2013

Served as a confidential communications and marketing advisor, developing and executing strategic internal and external communications and marketing programs for clients like:

  • Progressive Insurance: Served as acting head of corporate communications for this high-visibility consumer brand, leading Progressive’s 15-member integrated communications department on a day-to-day basis to support $500mm in annualized marketing spend while making recommendations on how to optimize the team’s long-term effectiveness. Provided ongoing communications and marketing counsel to the Chief Marketing Officer, developed brand marketing strategy and content, and led key public relations and internal communications projects.
  • Warner Bros. Entertainment Group: Acted as head of global employee communications, developing a new content strategy for the company’s Intranet and other communications channels, managing the employee communications team and leading global change management communications.
  • Caruso Affiliated: Provided ongoing strategic counsel and developed high-profile communications and marketing content for one of the country’s most influential real estate development companies. Also responsible for writing speeches and other executive communications for the company’s CEO.

KB HOME

Vice President, Marketing and Communications, 2008 – 2010

Served as a senior marketing and communications leader, responsible for driving brand awareness and sales. The role included principal oversight of kbhome.com and the company’s online marketing programs, including day-to-day management of the company’s interactive agency, SEO/online marketing consultants and email marketing provider, contractors and content providers.  Responsible for producing high-profile CEO-level financial and internal communications, including scripts for earnings conference calls, Board of Directors presentations and KB Home’s Annual Report. Also:

  • Developed the brand and communications architecture for The Open Series, the company’s innovative line of affordable, flexible and energy efficient home designs.
  • Produced press releases, talking points and other materials supporting the corporate narrative.
  • Led a comprehensive process to select a new long-term interactive marketing partner for the company, including identifying the best technical architecture, content management and design solutions.
  • Used analytics to optimize the user experience for 300,000 monthly visitors to kbhome.com.
  • Launched kbhome.com for mobile devices, and syndicated content to third-party Web sites.
  • Created content and strategy behind the company’s corporate sustainability initiative.

 

IBM

Manager, Strategic Communications, 2000 – 2008

Working within several IBM business units in progressively responsible positions, developed and executed complex global internal and external communications campaigns that influenced and engaged stakeholders with IBM’s brand and corporate strategy. Consistently and successfully optimized IBM’s multi-channel communications environment, which included Intranet management, social media strategy and development, executive communications, video production and collateral development. Before leaving IBM, directly managed a department of 25 employees, and was responsible for their career development and satisfaction.  Also:

  • Developed IBM’s original policy and strategy on using blogs and related new media technologies to extend IBM’s messaging reach and build communities of interest. Went on to lead new media evangelism and training for the global IBM communications team, and served as an external spokesperson for IBM’s new media strategy.
  • Managed strategy and content for the corporate On Demand Business Intranet portal, as well as the Global Services Intranet, the principal internal communications resource for 180,000 employees.
  • Created internal streaming video channel for IBM employees.
  • Conceived and implemented an extranet which served as the principal vehicle for onboarding and transition information for 30,000 PricewaterhouseCoopers Consulting employees joining IBM following an acquisition.
  • Helped conceive and write IBM’s 2005 and 2006 Annual Reports.
  • Developed external messaging and created materials around IBM’s capabilities in the videogame space, including animations, videos, podcasts, events and media relations materials.

 


WORDS MATTER, INC

Principal, 1997 – 2000

Retained by public and private sector clients to create and manage creative communications strategies reaching diverse external and internal audiences, including customers, media, employees, shareholders, subcontractors and government officials. Developed media relations materials, case studies, opinion pieces, events, award-winning annual reports, executive speeches and presentations, and employee communications materials.  Major clients included the World Trade Centers Association, Washington Mutual, KB Home and Port of Los Angeles.

 

OTHER EXPERIENCE

 

ROGERS & ASSOCIATES

Senior Account Executive, 1996 – 1997

 

CALIFORNIA INTERNATIONAL

Principal, 1994 – 1995

 

KPMG PEAT MARWICK

Senior Consultant, 1993 – 1994

 

CALIFORNIA TRADE AND COMMERCE AGENCY

Senior Manager, 1992 – 1993


EDUCATION

 

UNIVERSITY OF CALIFORNIA, BERKELEY

M.A, Public Policy, 1989 – 1991

BRANDEIS UNIVERSITY

B.A. Politics, 1985 – 1989

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