When American Airlines went through a CEO transition, there was an opportunity to shape the moment.

I developed and pitched a full communications strategy directly to the incoming CEO and senior leadership, proposing a framework that would differentiate his voice from previous leadership, establish him as a thought leader from day one, and open new channels for connecting with employees, customers, and media.

The pitch covered everything from interactive leadership events and personalized internal communications to social media positioning and executive visibility platforms.

Some concepts were adopted. Others were refined. Either way, I built it, believed in it, and walked into a room with the CEO to make the case for it.