AN EXPERT IN AUTHENTIC BRANDS
Tina Orlando's insight into shaping company identities is based on years of practice in brand activation, reputation management and corporate communications at some of the world’s best-known global companies, including BP in London, HSBC in London and New York, and Hess Corporation in New York. Throughout her career in the corporate sector and on the agency side, she developed expertise delivering authentic brands to critical stakeholders by aligning business and functional groups toward shared objectives.
DEEP CORPORATE EXPERIENCE
In recent years, Orlando managed sustainability communications for Hess, which included its top-rated Sustainability Report, as well as campaigns related to improving the oil and gas company’s reputation for environmental, social and safety performance. She also led the company’s efforts to reposition its brand.
At HSBC, Orlando ran communications for the U.K. retail bank during the financial crisis, leading a team to equip executives, managers and a dispersed workforce of 30,000 with messaging and engagement strategies to maintain client trust during a time of uncertainty. When the global retail bank restructured, she developed a communications program supporting the transformation to a more streamlined business model.
IT REALLY IS ROCKET SCIENCE
Agency-side, at the London-based Rocket Science Group, Orlando led content development, managing client relationships with a focus on multi-channel employee engagement and brand experiences. She also built in-house film and TV capabilities with responsibility for C-suite coaching, messaging and video production.
A GLOBAL REBRAND
At BP, following a global rebrand to reflect the doubling in size of the company via acquisition, Orlando created strategic business value through programs that identified and recognized brand-supporting behavior and promoted best practice and knowledge sharing across the organization. In doing so, Orlando helped bring the BP brand to life for an internal audience of 100,000 people in 80 countries, as well as external stakeholder groups such as recruits, partners, suppliers and academics. Early in her career, she gained valuable insights into how a brand promise is delivered through each part of the value chain by working in BP’s trading, marketing and wholesale fuel businesses.
AT HOME IN SIX COUNTRIES
Orlando has lived and worked in the United States, the U.K., Italy, Spain, Germany and Australia. She has experience operating in multicultural environments and is proficient in Italian and Spanish. She graduated with honor from the University of Nottingham, England and the University of Valencia, Spain with a degree in European Law. She resides in New York City with her husband, son and two bonkers cats, and enjoys kayaking, a good curry, travel and the BBC news app.
A CAREER SHAPING BUSINESS IDENTITY
Jon Pepper has been a leader in shaping company identities throughout his career, affecting the way people look at enterprises from the inside and the outside.
FROM THE INSIDE
Inside companies, Pepper created and managed the Corporate Communications function at New York City-based Hess Corp., which Forbes magazine rated as having the best reputation among America’s seven largest oil and gas companies. As a corporate Vice President, Pepper reported to the company Chairman and CEO and had responsibility for worldwide communications, overseeing team members in New York, London, Kuala Lumpur and Houston.
Previously, Pepper helped shape the corporate brand and reputation of Ford Motor Company, where he was Director of Global Corporate Communications. There he had responsibility for corporate news, internal communications, financial news, environment & sustainability, and C-suite issues, including managing communications for the transition from one CEO to another. He also played a leadership role in the development of Ford’s corporate brand platform and helped create TV and radio commercials and events around the company’s push for innovation.
Pepper was a pioneer in communications around the commercialization of nanotechnology. As founder and CEO of Small Times Media in 2000, Pepper helped spotlight the emergence of technologies that have come to transform medicine, manufacturing and materials development through Small Times magazine and website.
FROM THE OUTSIDE
Outside of the C-suite, Pepper was a leading business journalist, whose views on companies often affected their reputations. He was an influential business columnist, an Associate Business Editor and national writer at The Detroit News, where he won numerous awards for column writing, feature writing and investigative reporting. He was a frequent commentator on business and political issues on TV and radio, and hosted his own morning program on WXYT-AM. He was also a reporter for the Detroit Free Press as well as an advertising and promotional copy writer.
IN REAL LIFE
Pepper has been active as a community leader, serving as Chairman of the Board of Governors for the 3,000-member Fairlane Club and eight years as an advisor to the University of Michigan-Dearborn. Pepper graduated with honor from Michigan State University with a major in Telecommunications and a minor in History. He resides with his wife, Diane, in New York City, where he enjoys a daily swim, long walks around town, Sunday dinners with his family and rooting for the Michigan State Spartans from afar.