Alex Smiddy Curriculum Vitæ

With more than twelve years in the Communications industry, I have worked for or with some of the largest, most well-known & innovative brands in the world, helping to define their voice for external audiences.
I do this by creating narratives, defining and realising content strategies, managing reputational issues, and connecting with and influencing external stakeholders....
....all to meet strategic imperatives that drive a business forward.
This often involves creating narratives that execute against multiple priorities across both brand and business....
......external and internal audiences.
I have extensive experience managing and collaborating with stakeholders of all types: company leadership, partners and customers, academics and athletes.
From briefing Golf superstar Rory McIlroy before an interview with Matthew Syed for the front cover of The Times Saturday Magazine.... drafting the on-stage narrative for Michael Jordan to talk about the 30 year history of his $2.6 billion franchise.

Some Examples of My Work

Le Monde examines Nike's investment in its burgeoning Women's-focused business

CNN reports from the Monza F1 circuit as Nike tests the location for a world record attempt

Bloomberg TV reports on Nike's earnings following the Football World Cup

The Wall Street Journal profiles Nike's leading Creative Director on his personal inspirations

BBC News examines how Microsoft's gesture recognition technology is being used by surgeons to manipulate medical images

Microsoft International's President talks earnings results and Cloud Computing at the World Economic Forum in Davos

The BBC travel's to Microsoft's headquarters to learn about the "Home of the Future"

The Financial Times profiles a leading academic at Microsoft Research Cambridge on his studies into climate change

CASE STUDY - Nike's Supply Chain of Future

Launching the expansion of Nike's European Logistics Campus

In May 2016, Nike opened the new Distribution Centre for its European Logistics Campus (ELC) in Belgium. This state-of-the-art facility would help drive the company's growth strategy in the move toward a low-carbon, closed-loop future, as well as providing better, faster service to consumers all over the world.

The ELC is an element of Nike's business that had rarely been publicized to both external and internal audiences. I was tasked with leading an integrated, global, cross-functional team to launch this new facility to a multi-stakeholder audience and drive a clear narrative that Nike is an innovation company investing in the supply chain of the future. The strategic, multi-faceted approach included elements such as:

Editorial storytelling through the Nike News platform featuring interactive content that allowed the reader to deep-dive into many of the facility's key innovations.

A launch event at the new facility hosted by Nike's COO, Eric Sprunk and the Belgian Vice Prime Minister Kris Peeters. This involved the hosting of local, regional and national media, members of the European Parliament and local, regional and national governments of Belgium, to reinforce that Nike is a major investor in the region, creating jobs and prosperity through sustainable innovation.

Engagement with internal Nike audiences both locally and globally, via formats such as on-site employee reporting with key executives, and the creation of a visual reality tour of the facility that was delivered to employees in key locations around the world and via Google Glasses.

The launch would act as a landmark moment for Nike's Supply & Ops function that clearly demonstrated Nike's commitment to sustainable innovation as a powerful driver for the company's growth. Nike's ability to better serve customers in an environmentally sustainable way gained traction with a diverse range of print, online and digital media: from the global innovation standard-bearer Fast Company, to DesignBoom, one of the world's most influential architecture and design publications, to media including SneakerNews and SoleCollector that reached Nike's core consumer demographics.

As a major employee hub for Nike in Western Europe, with more than 3,000 employees on site, this launch also engaged and inspired an audience that in the past has had little opportunity for connectivity and exposure to the Nike brand, as well as informing Nike's global employee base on the work being done in this crucial location within its global network.


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