Sutherland Global is a leading global business transformation firm, specializing in enhancing customer experiences through digital innovation. With operations spanning multiple industries, Sutherland drives efficiency, growth, and competitive advantage for its clients worldwide. My time at Sutherland centered around transforming the company’s media and content strategies, ensuring that every piece of communication was not only impactful but also strategically aligned with business objectives.
As Head of Media & Content, I led the charge in reshaping Sutherland’s brand presence and positioning in the market.
A key component of my responsibilities was to lead a comprehensive strategic rebranding initiative. This included overhauling Sutherland’s messaging by focussing on three key strategies: get out of outsourcing, connection to something meaningful, and create an authentic and unique voice representative of Sutherland’s history.
I spearheaded the development of a new Employee Advocacy program, which empowered employees to become brand advocates, further amplifying our reach and engagement.
In partnership with HR, I worked to cultivate a strong employer brand, driving a significant increase in employee engagement (up 55%), positive social mentions (over 60%), and referrals (by 40%). In addition, I directed the agency responsible for our media efforts, which resulted in securing over 318 stories and 82 million media impressions—a remarkable leap from having no media presence at all. My strategic focus on expanding social media also paid off, with audience growth of 19.7% and engagement rates that nearly doubled industry benchmarks.
I particularly enjoyed collaborating with our HR team to foster a positive work culture and build a robust employer brand. Seeing the tangible effects of our efforts, such as increased employee engagement and social media growth, was extremely gratifying. Additionally, the challenge of managing a complete content transformation—from blogs to social media—was something I relished, especially as we saw web traffic increase by 35% and social interactions jump by 164%.
The combination of creativity, data analysis, and strategic execution in my role made every success a shared victory across the team!