Lisa Herling - Vice President, Marketing and Communications,

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Work Background

First BookVice President, Marketing and Communications

Aug. 2019 - Mar. 2025Washington, D.C.Non-profit social enterprise dedicated to ensuring education equity for children in low-income communities across the U.S. Designed and led implementation of strategic marketing and communication efforts to elevate the organization’s brand, position First Book as a leader in education equity, and achieve business goals to further First Book’s mission, including: • Conducted a messaging and brand refresh process to more clearly define and reflect the scope and impact of the organization to better engage stakeholders including First Book’s network of more than 600,000 educators, program leaders and volunteers serving children living in low-income communities; current and potential funders/donors, corporate partners; and other stakeholders. • Restructured and recruited exceptional strategic marketing team to support the organization proactively and reactively with an emphasis on brand visibility, thought leadership, and impact through storytelling. • Worked across the organization to bring teams together, integrating campaigns across all teams and channels; Created tools to support teams across the organization to better serve their stakeholders, while elevating brand messaging and mission. • Leveraged First Book’s research to elevate the voice of educators working with children in need to media and other stakeholders and to position the organization as a thought leader and innovator in the space. • Served on the organization’s Senior Team and advise Executive Team on positioning, issues management and thought leadership.

Westmeath Global CommunicationsAdvisor

Nov. 2011 - May. 2019Westmeath is a global business communications consultancy offering clients an efficient alternative to the traditional agency model. The Westmeath Netsortium® is a handpicked network of marketing and communications experts tethered together by a set of shared values and collaboration principles dedicated to simplifying complexity, driving clarity and delivering business results for enterprises in four key areas: • Integrated Marketing, Communications and Messaging Strategies • Leadership Communications and Advisory Services • Assessments, Analytics and Research • Workshops and Professional Development Have provided strategic counsel, planning and execution for an array of clients including Aflac, QVC, SAP, HP and Arrow Electronics.

Cengage LearningSenior Vice President, Corporate Communications

Jan. 2008 - Jan. 2011Greater New York City Area$2B global provider of integrated learning and research solutions for higher education academic, professional and library markets. Advised CEO on communications, brand positioning and crisis management. Created thought leadership program and media relations strategy to raise corporate profile as innovative, competitive marketplace leader. • Built strategic communications planning that drove dynamic results: Doubled media coverage over two years; Designed and implemented communications plan announcing major 2010 restructuring; Secured interviews and op-ed/bylined articles to position CEO in major consumer and trade media. • Leveraged thought leadership strategy to create brand platform as innovative leader in technology, engagement and learning outcomes: Conducted and leveraged research and survey data for media outreach, product launch, sales & marketing, and investor and employee meetings; Created “Engaging Today’s Classroom” podcast series, a professional development tool for instructors that generated thousands of downloads and raised marketplace profile. • Introduced CengageCourse digital suite of solutions, increasing attention to fast-growth digital products business via nine-month media outreach plan securing 30 trade placements. • Re-launched direct-to-consumer retail site (CengageBrain.com) introducing first-ever publisher textbook rental offering that included Twitter and Facebook social media campaign. Secured 225+ placements (NYT, WSJ, AP, extensive trade coverage and TV/radio segments).

Herling Communications LLCPrincipal

Jan. 2007 - Jul. 2019Sparta, New JerseyPrincipal, communications & public relations consulting firm providing counsel, strategic planning and implementation to consumer products, publishing & professional services businesses and non-profits such as: • Thomson Reuters: serve as Contributing Editor for Exchange Magazine, quarterly publication created by Financial & Risk group offering ideas, insights and information on the latest topics important to financial and risk professionals, along with additional publications including Answers reaching key stakeholder groups. • DStreet PR: provide communications and issues management support for clients for this boutique communications firm as needed, most recently for the Farm Credit Council. Developed highly successful strategic media relations program supporting the organization's year-long Centennial celebration, and provided ongoing issues management support. • Ring’s End, Inc.: developed and implemented targeted PR and social media activities to promote store openings, quality products and services for Connecticut’s largest family-owned retail lumber, millwork, and building specialties company. • Girl Rising: developed communications plan and social media content for this social action campaign prior to launch of feature film, Girl Rising - delivering a single message: educating girls in developing nations can change the world.

HarperCollins PublishersSenior Vice President, Corporate Communications

Jan. 1998 - Jan. 2005New York, NY$1.3B international book publisher, a subsidiary of News Corporation. Recruited by CEO to establish and lead worldwide corporate communications during turnaround/growth phase. Member of executive team and advisor to CEO on brand positioning, media relations, crisis management and corporate giving. Staff of four, dotted line responsibility for communications staff in UK, Australia/New Zealand and Canada. • Led worldwide multi-phase plans to announce acquisition/integration of seven publishing companies (US, UK). • Developed major media platform gaining national brand exposure: Highlighted turnaround and seven-year 340% profit growth via media coverage in Business Week, Financial Times, NYT, WSJ, Talk Magazine, Crain’s NY Business, Working Woman, Entertainment Weekly, People, NBC Nightly News, CNBC and CNN; Positioned CEO in positive Sunday New York Times Business Section front-page profile on new growth initiatives promoting innovative publishing. • Transformed Information Center into digital network of resources and research capabilities reaching 5,000 employees and editorial staff worldwide. Vice President, Corporate Communications, 2002–2004 Director, Corporate Communications, 1998–2002

Barnes & NobleVice President, Corporate Communications

Jan. 1994 - Jan. 1998New York, NY$3B US retail bookseller. Built corporate communications function and recruited staff of five. Responsible for articulating mission and culture through brand positioning program that included issues management, corporate giving, media relations, financial communications, internal communications and community relations. • Directed communications for 1,000 stores, crafted strategic responses and served as company spokesperson on day-to-day issues and industry initiatives. • Opened 250+ superstores using innovative community-based media relations and events. • Launched newsletter to drive understanding of mission and culture to 28,000 booksellers and employees.

The Body Shop, Inc.Communications Manager / Social Inventions Manager

Jan. 1991 - Jan. 1994Greater New York City AreaUS subsidiary of $350M UK-based skin and hair care products retailer. • Positioned CEO/founder, Anita Roddick, in fast-growing US market (47% sales increase in six months) as innovative, socially responsible business leader. Monitored and developed company programs including employee policies, trading projects, corporate donations, purchasing guidelines and volunteer programs. Grew relationships with other socially responsible organizations and environmental and government agencies. • Led media relations, internal communications, corporate donations, social/environmental campaigns, national franchise meetings and public relations agencies.

McGrath Power Public RelationsAccount Supervisor, The Body Shop

Jan. 1990 - Jan. 1991New York, NY

Children's Aid SocietyDirector of Public Relations

Jan. 1989 - Jan. 1990New York, NY

American Museum of Natural History, Hayden PlanetariumMarketing & PR Manager

Jan. 1988 - Jan. 1989New York, NY