SAN RAFAEL, CA: Kathleen O'Boyle has joined Autodesk as its first-ever VP of corporate communications.
The company, which develops drafting and design software, is planning a major branding campaign for early next year to take advantage of the economic recovery, led by the manufacturing and construction industries it serves.
"I think there was a recognition that external communications is important to the company," said O'Boyle of the decision to create her post. "And as Autodesk prepares for this branding effort, they need someone at the VP level to coordinate communications globally."
All the elements of telling Autodesk's story exist, said O'Boyle. It just hasn't been done with clarity in the past.
Because the company is product-driven, she added, it's natural for Autodesk's offerings to be better known than its corporate brand. But O'Boyle wants to communicate a more focused corporate view of the company.
Autodesk recently hired Bite Communications as its corporate AOR. Bite developed the ideas and strategies that Autodesk will use for its branding campaign.
Before joining Autodesk, O'Boyle was VP of corporate communications at Documentum. But when EMC acquired that company earlier this year, her position was eliminated.