Roberto Munoz

Munoz Comms

Communication is the elixir to deliver your strategy and set you apart. We build strategic foundations and roll up our sleeves to deliver results. 

Clients included: 
The Newcastle Network (consumer private equity), Infor (enterprise tech), Skillfully (tech recruitment platform), RBC (financial services), ABB (global engineering), BMS (healthcare)

→ Fractional Chief Communications Officer  
Need to scale your communications function quickly? A more affordable short-to-medium-term solution without investing in a full-time employee? We learn your business fast, slot in seamlessly and hit the ground running.  

→ Thought Leadership 
Looking to position leaders and elevate your brand? We develop strategic plans that cut through and make C-Suite executives stand out.  

→ Change Communications
Change is the new normal. It’s how you manage it that sets you apart. We’re experts in transformation and change bringing experience, leadership, and a steady pair of hands.  

→ Narrative Development & Positioning 
Smart communication is essential to delivering strategy. We build strong foundations with outcome-focused, purpose-driven communication to achieve results.  

→ Media Relations 
We have managed busy newsrooms, countless issues, and think beyond impressions. Our 360-programs are aligned to business and comms goals, grounded in delivering meaningful results.  

→ Comms Strategy 
We’ve led and executed internal and external comms for many top global brands. To achieve your goals, brands need a smart comms strategy. A strong foundation is essential for success.  

Contact:  
www.munozcommunications.com 
roberto@munozcommunications.com

CEO & Founder

Mixing Board

Mixing Board is a curated community of senior marketing and communications leaders who share experience, expertise, and mentorship to elevate our practice.

Mixing Board Member

The Newcastle Network

Member of The Newcastle Network's curated community of experts, operators, and entrepreneurs who bring specialized knowledge to create momentum and leverage across the full investment cycle.

Collaborator Network | Strategic Advisor

Fannie Mae

Officer & leader of ~20 external comms professionals
• Rebuilt function with multidisciplinary skills, agile ways of working, and measurement capabilities
• Navigated three CEO transitions in complex political, economic & regulatory environment
• Shifted focus from trade media to top-tier outlets & omnichannel consumer campaigns (front-page USA Today placement, WSJ exclusive, social influencers)
• Designed corporate decision-making framework for responding to topical societal issues
• Served on Diversity Advisory Council, championed & secured workforce surrogacy benefits

Vice President, External Communications

Munoz Communications

Communications consultancy specializing in transforming & repositioning brands. 
Clients: Royal Bank of Canada (RBC) • Bristol Myers Squibb (BMS) • ABB Group • Axiom legal
• Established RBC’s tech credentials ahead of AI trading product launch (as Edelman SVP)
• Launched BMS’s new brand identity & refreshed corporate positioning to global workforce (as Weber Shandwick EVP)
• Led integration communications strategy for ABB’s $2.6B GE acquisition 
• Elevated Axiom’s CEO & brand ahead of IPO (as Edelman SVP)

Principal | Change Communications & Brand Positioning Expert

HSBC

Led 14 media & employee engagement strategists across the UK & Europe 
• Launched company-first employee mobile app & oversaw head office relocation comms strategy 
• Modernized bank’s reputation with innovation-focused stories in top-tier media
• Mitigated multiple crises (from branch closures to system outages) & managed numerous daily inbound media inquiries  
• Elevated bank’s commitment to gender equality & developed award-winning campaign supporting transgender customers

Head of Communications, UK & Europe | Vice President

Tesco

• Garnered significant media coverage for customer-focused enhancements bolstering sales & reputation 
• Designed scalable local community program improving stakeholder affinity 
• Served as Public Relations Chair for Out at Tesco, the UK’s largest LGBTQ+ Employee Resource Group

Senior Communications Director

• Designed European comms playbook for high-profile horse meat crisis
• Developed campaign in Korea highlighting benefits of Tesco's investment
• Built international social media guidelines & trained global teams on best practice

International Communications Director, Europe, Asia & US

Fresh & Easy Neighborhood Market
• Launched Tesco’s US startup in 5 west coast markets
• Organized Prince Andrew’s 'food desert' Compton store opening 
• Designed popular Shop for Schools customer loyalty program

Neighborhood Affairs Manager

Witeck Communications

• Expanded Jaguar Land Rover’s LGBTQ+ purchase incentive program
• Spearheaded Motorola’s first-ever same-sex ad campaign

Diversity & Inclusion Communications Strategist

CEB, now Gartner

Developed retention strategies to retain critical accounts

Account Manager

Fractional Chief Comms Officer | Strategic Communications Leader | President, Munoz Comms

I'm CEO & Founder of Munoz Comms, a strategic communications consultancy, with 20+ years' experience protecting and promoting top brands--from startups to Fortune 500s.

HSBC • Tesco • Fannie Mae • Royal Bank of Canada • ABB • Bristol Myers Squibb • Axiom legal • Jaguar Land Rover • Motorola

Munoz Comms is designed to help brands navigate growth, change and transformation. Developing strategic communications that deliver measurable results. 

Our core services: 
→ Comms Strategy
→ Thought Leadership
→ Narrative & Positioning
→ Change Communications
→ Fractional Chief Comms Officer

My track record: 
• Global C-Suite executive who can navigate companies (multinational and start-up). 
• Industry leader who deeply understands the ever-changing media landscape.
• Trusted C-Suite leader and CEO confidant. 
• Transformational change agent with decades of in-house experience. 

What I do best: 
- Tell stories. 
- Deliver results.
- Focus on outcomes.
- Solve tough problems.
- Develop talented teams. 
- Shift stakeholder perceptions.  

Let’s connect: 
roberto@munozcommunications.com
www.munozcommunications.com

Mixing Board is an invite-only community of senior marketing and communications leaders who share experience, expertise, and mentorship to elevate our practice.

Ketchum

Served as senior counselor for clients in the areas of issues and crisis management and corporate reputation, including developing and executing strategies, providing counsel, and developing plans on an ongoing basis.

Work spanned industries, including consumer packaged goods, food and beverage, health care, technology, financial services, transportation, mining/energy/chemicals, sports, professional and industry associations, and the federal government.

Senior Vice President, Issues and Crisis

Opal Myth Consulting

Opal Myth solves intractable problems with a polymathic approach that draws on separate but interconnected disciplines — business, law, communications, and strategy.  The firm flexes to serve client needs by partnering with experienced and trusted professionals to create fit-for-purpose teams. Clients get just the right talent available at the right time — no more, no less.

Founder & CEO

Council for Responsible Nutrition

Responsible for connecting the industry, media relations, advertising, survey research, public education, member communication, content development, and providing strategic advice to companies on issues and opportunities. Member of executive leadership team, worked closely with Board and CEO to develop and implement three-year strategic plan.

-- Entrusted to enhance and protect the reputation of the dietary supplement industry. 

-- Improved member engagement on the primary member communication, which significantly increased engagement in all key areas of the association.  

-- Drove two award-winning campaigns to educate the public about topical dietary supplement issues. 

-- Built capability among professionals at CRN and its member companies by providing media strategy, media training, and media interview practice sessions.

Senior Vice President, Communications; Executive Director, CRN Foundation

Cameron LLP

Launched a strategic communications practice as part of law firm offering. Directed strategic communications planning, message and materials development, organizational and product/service positioning, media relations, and litigation communications.

Partner

Powell Tate | Weber Shandwick

CLIENT LEADERSHIP AND ENGAGEMENT

Created and directed strategic, integrated communications programs to protect client reputations and engage audiences to act or change opinions. Managed crisis readiness, response, and recovery.  

Served primarily as senior crisis counsellor across Weber Shandwick global network, joining client teams to help established clients weather extraordinary challenges.

Work spanned practice groups and industries, including consumer packaged goods, food and beverage, health care, technology, financial services, transportation, apparel, mining/energy/chemicals, media, sports, charitable/nonprofit, professional and industry associations, and the federal government. 

Trained senior executives to confidently interact with the media and deliver effective congressional testimony. Ran exercises to test and enhance media, legislative, and crisis response. 

Collaborated with research teams to use quantitative and qualitative data to validate strategies and measure campaign, activation, and messaging success. 

PERSONNEL MANAGEMENT AND DEVELOPMENT

Managed deployment of 200 professionals in the Washington, DC office to accomplish client goals, develop talent, and drive profitability. Collaborated with practice leads to meet cost and value goals. 

Developed bench strength by rotating individuals through varied assignments in multiple industries. Formalized program to understand the skills/experience of each employee to position them for promotion. 

NEW BUSINESS DEVELOPMENT/SALES SUPPORT

Transformed process to respond to RFPs by delivering a disciplined and more client-focused approach that improved win percentage. 

Collaborated with practice leads to develop and train team to present firm’s approach creatively and effectively. Interacted with potential clients to clarify assignment, budget, and get questions answered.

Senior Vice President, Management Supervisor

WHAT I DO: 

Reach target audiences to provoke a change in thinking or behavior. 

Create and deploy data-validated campaigns with precise language and compelling visuals. 

Train professionals to communicate clearly and effectively. 

Defend reputations and brands under assault. 

Prepare for the worst: auditing, planning, and drilling crisis readiness. 

Recruit, train, motivate, deploy, nurture, and retain excellent teams. 

WHAT MAKES ME SUCCESSFUL AT WHAT I DO: 

Insider knowledge of law and legislative affairs informs work. 

Deep experience and demonstrated success solving business problems through proactive and reactive communications, for individual clients and an entire industry. 

Commitment to team optimization, growth, and career progression, resulting in loyalty and high performance. 

Lifetime learner who easily makes connections between different fields. Quick to ascend steep industry learning curves to tackle complicated business challenges. 

WHAT I WANT TO DO NEXT: 

Interested in senior management and senior communication roles, in-house at corporations, associations, non-profits or in consulting/communications agencies. 

Plan to earn my MBA in the weekend executive program at Duke’s Fuqua School of Business and look forward to applying classroom learnings to the workplace. 

CLIFTON STRENGTHS ASSESSMENT: 

My drive to get things done, work intensely, and transform the strong into the superb along with my persuasiveness and ability to make decisions effortlessly make me a natural leader even when stakes are high. I am a strategic thinker fueled by lifelong learning and a vision of tomorrow that can inspire and push others to new heights. I discern the unique qualities of each person and how different people can work together productively, coordinating people and resources for maximum effectiveness. 

CORE COMPETENCIES: 

Leadership 

Strategic Communications 

Crisis & Issues Management 

Marketing & Branding 

Public Affairs 

Content Strategy 

Internal Communications 

Coaching & Training 

Diversity, Equity & Inclusion

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Roberto Munoz

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