Team size: About 16
What's new: Bringing together PR, online and brand marketing, as well as reorganizing PR against three core businesses
When Ryan Donovan, senior director of corporate communications, brand, and Web, came to SanDisk from HP more than a year ago, he was faced with revamping the way it executed communications. The company's approach, he says, had quickly grown old fashioned.
"Most activity was related to the press release," recalls Donovan, who adds that the communications team had also scaled back quite a bit, forcing it to find ways to be more efficient.
"It was important to take a step back and see what image we're trying to portray for the company and how we can align the corporate communications department to do that," he notes.
While the company had previously been split into several business units, a reorganization classified it into three core businesses - retail, OEM, and emerging businesses - and the PR team was aligned accordingly.
In addition, Donovan now oversees the online and brand marketing teams, something which was done to align SanDisk's overall message. "It forces integration," he explains. "When we do a launch or have a major announcement, it's communicated simultaneously throughout the world."