Andrew Burton
Geneva
Summary
Head of Communications Profile Communications professional with 15 years' experience. Trained as a journalist in London, followed by 15 years working for leading PR and integrated comms agencies and in-house roles for technology providers in the UK, Europe, and Australia. My current role is directing a global PR and comms agency roster for SITA, an aviation and air transport technology provider headquartered in Geneva, Switzerland. Freelance writer and founder of The Circuit Board, a virtual agency comprising a global network of specialist communications consultants. I am adept at managing complex communications briefs to deliver integrated plans. I have guided C-Suite teams through pivotal communications challenges and built PR programs and teams from the ground up. I have ample experience creating compelling material from scratch, developing influential relationships, and delivering impactful coverage. Having worked on both the agency and client-side and after four years with SITA, I'm looking for a new challenge to grow my skillsets and further develop my career.
Overview
15
15
years of professional experience
Work History
Global PR & Communications Lead
SITA
11.2019 - Current
- As the PR and external communications lead, I’ve implemented a cohesive and impactful communications strategy that supports evolving business objectives
- The role is broad, ranging from crisis communications and change management to internal communications and managing a roster of global PR agencies
- Key achievements
- Developed content and strategies for external comms (messaging and tactics that align with the business unit’s goals, product roadmap, overarching brand objectives, and GEO priorities)
- My focus has been primarily on the EMEA and Asia Pacific regions
- Increased top-tier media engagement by 60% year on year through impactful storytelling – creating bespoke opportunities to help tell the SITA story to the likes of the BBC, New York Times, and Financial Times
- Event management, content strategy development, and engagement approach for global events and speaking opportunities
- Media Training and CXO profiling: I developed a training program and profiling strategy for our CEO and the broader Leadership Team and worked directly with them to implement these tactics, including social strategy, external speaking events, media training, and top-tier media engagement
- Content development: over the last four years, I’ve written and placed hundreds of articles, blogs, whitepapers, and media pitches covering a broad array of topics related to global travel trends, technologies, government, and border processes
- Analytics and reporting: sophisticated understanding of crucial measurement and analytics tools to assess the impact of campaigns and report back to the Leadership Team, including Cision, Trendkite, Hootsuite, and Google Analytics data
- I have developed and managed internal communications across critical topics, including sales enablement, people topics, crisis relief, and inner transformation
- Content creation, including managing the brand team’s development of critical assets and project management
- Developing internal and external comms strategy for key transformation projects, including selling part of the business to another company and transitioning hundreds of employees to this company
- Global press office management –directing inbound media requests, managing disruption of services from an external comms perspective, and working with customers and partners to protect the brand reputation and mitigate risk
- Innovation Comms Lead: I have served as the innovation comms lead for the last two years, tasked with creating a unified approach to how we communicate SITA’s innovation strategy, developing and executing an integrated campaign for our Innovation Accelerator program, and building materials and case studies for all external channels
- Brand refresh: I’ve rewritten the company’s narrative and messaging as part of an ongoing brand refresh.
Head of Communications
Native Instruments
12.2017 - 11.2019
- As a communicator of the Native Instruments business strategy, cultural music influence, and brand, I worked closely with the management board to extend the company's vision externally
- I operated as the lead storyteller for the business, managing the company's positioning and driving brand amplification with our customers, suppliers, industry peers, employers, influencers, and media
- I worked alongside the Director of Marketing & Communications and closely with the CEO and our Chief Innovation Officer to translate the company vision to different audiences
- The head of comms role sat within a team of 70+ marketing professionals and covered a range of functions including internal, corporate, cultural and product communications
- Native Instruments is the innovation leader in the music creation industry.
Global PR Manager
Native Instruments
12.2016 - 12.2017
- Responsible for devising and managing the implementation of global PR campaigns across the portfolio of NI products
- My role was focused on directing PR activity for NI's main international offices, including Berlin, London, Tokyo, LA, and Paris
- It spanned various PR functions, from campaign development to outreach and measurement.
Senior Account Director
Fuel Communications
09.2013 - 07.2016
- Responsible for delivering integrated communications campaigns for major clients and running multiple account teams
- Clients included the Microsoft Devices account for its smartphone portfolio in Australia, Caltex, Blue Jeans, Visa, ThoughtWorks, VTech, and Skyscanner.
Senior Account Manager
Monkeys Communications
03.2009 - 07.2013
- I was hired to support the Microsoft account on Windows Phone, Windows Live, Office, MSN, Bing, and Internet Explorer
- The learning curve was steep, and I thrived in the PRCA's medium agency of the year, escalating through the ranks quickly by delivering successful campaigns and good coverage
- I worked on high-profile interactive campaigns that gained international recognition from Steven Spielberg and won prestigious awards, including the 2013 CIPR award for best use of digital.
Education
Bachelor of Arts - Journalism with Psychology
CITY UNIVERSITY
Skills
- Strategic Communications
- Digital & Social Media
- Writing
- Marketing Communications
- Corporate Profiling
- Team Management
- Campaign Development
- Crisis Communications
- Influencer Programs
- Press Office Management
- Leadership
- Evaluation and Analytics
- Project leadership
Languages
English
Bilingual or Proficient (C2)
French
Upper intermediate (B2)
Work Availability
monday
tuesday
wednesday
thursday
friday
saturday
sunday
morning
afternoon
evening
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Quote
The opposite of a true statement is a false statement, but the opposite of a profound truth may well be another profound truth.
Niels Bohr
Timeline
Global PR & Communications Lead
SITA
11.2019 - Current
Head of Communications
Native Instruments
12.2017 - 11.2019
Global PR Manager
Native Instruments
12.2016 - 12.2017
Senior Account Director
Fuel Communications
09.2013 - 07.2016
Senior Account Manager
Monkeys Communications
03.2009 - 07.2013
Bachelor of Arts - Journalism with Psychology
CITY UNIVERSITY