LOS ANGELES: Construction giant AECOM has expanded communications chief Heather Rim’s role to cover marketing, naming her chief marketing and communications officer, a newly created role at the company.
Rim, who joined AECOM as SVP and chief communications officer last June, was promoted on October 6. She is reporting to CEO Michael Burke and overseeing about 65 staffers through five direct reports. AECOM’s marketing and communications department has 350 people.
Rim is tasked with building AECOM’s brand and reputation, strengthening the company’s culture by "capturing the hearts and minds of staffers," fueling growth through strategic marketing, and elevating the company’s capabilities, she explained.
"We have focused initially on building our brand from the inside out, so helping our employees learn, believe, and live our brand," said Rim. "Now we are ready to share that story with the world."
AECOM launched its Imagine campaign last Tuesday, featuring the company’s staffers telling personal stories via videos on its site.
"The stories are about why people joined and the opportunity they have to change the world, and that is why they are here," said Rim.
Rim added that since AECOM partnered with SpaceX to build a test track for the Hyperloop transportation system earlier this year, the company is being recognized as a thought leader transcending the construction industry.
"Now we are getting calls from Fast Company and Wired," said Rim. "We are looking to build relationships with folks who are telling those stories and are including us for perspective."
The company has also changed the way it approaches social media, focusing more on meaningful engagement and less on the volume of tweets and other content made by AECOM.
Rim joined AECOM from packaging-material manufacturer Avery Dennison, where she served as VP of global corporate communications. Between 2010 and 2015, she led corporate comms initiatives as part of the company’s transformation to a more externally focused and sustainable enterprise.
Previously, Rim served for five years as VP of communications at Disney-ABC Television Group, overseeing global comms strategies targeting employees across the entertainment and news television groups. Earlier in her career, she was director of corporate and investor communications at WellPoint Health Networks, which changed its name to Anthem in December.
In October 2014, AECOM finalized its $6 billion acquisition of rival URS, making it the largest publicly traded company in Los Angeles.