Tina Orlando’s insight into shaping company identities and managing corporate reputations is based on years of practice in brand strategy, engagement, activation and corporate communications at some of the world’s best-known global companies, including BP, HSBC and Hess Corporation.
Throughout her career in the corporate sector and on the agency side, she has advised organizations on how to translate purpose and strategy into effective communication and engagement programs, drive change and build relationships with diverse stakeholder groups.
Deep Corporate Experience
In recent years, she 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 internal 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 strategy and 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 Tina created business value by integrating the brand into company processes and performance management and lead programs that identified and recognized brand-supporting behavior, promoting best practice across the organization. These activities brought the brand to life for an internal audience of 100,000 people in 80 countries, as well as external stakeholders 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. Tina is a trained GenderSpeak facilitator and was a long-time supporter of the company’s Diversity and Inclusion program.
At Home In Six Countries
Tina 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 English and European Law. She resides in New York City with her husband, two children and two bonkers cats, and enjoys kayaking, a good curry, and travel.