Vance Hedderel - Digital Marketer, The AES Corporation

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Work Background

The AES CorporationWeb and SEO Lead

Jan. 2019Washington D.C. Metro AreaManage AES global and local market web presence and related digital activities. • Responsible for U.S. external digital media, including social media global & U.S. editorial calendars and global & U.S. web presence. • Write, design and distribute weekly digital newsletter for global audience. • Support for variety of global communications programs, including translation supervision and messaging support for cross-company initiatives and special projects for AES "unicorn" companies Fluence and Motor as well as AES Clean Energy, AES Indiana and AES Ohio. • Close collaboration with digital and creative teams for bringing AES communications onto centralized Microsoft Office 365 platform for consistent user experience and brand compliance.

The AES CorporationGlobal Cybersecurity Awareness and Communications Program Manager

Aug. 2016 - Dec. 2019Washington D.C. Metro AreaLed all cybersecurity communications initiatives and awareness aspects for Global Cybersecurity overlay division. • Created, implemented and maintained global cybersecurity awareness communications strategy and training programs across all company locations in multiple languages — English, Spanish, Portuguese, Bulgarian, Vietnamese — for audience of 8,000-plus employees and contractors. Proposed and implemented recommendations to enhance results. • Researched, wrote, produced and edited internal communications materials including digital content, email communications, Executive and Board level communications, video content, presentations and support for tabletop exercises. • Wrote weekly newsletters, each structured for unique internal audiences from executive leadership to general population. • Coordinated with internal communications team and regional business units for maintaining brand standards across global projects. • Close collaboration with CISO, cybersecurity executives and key internal stakeholders to ensure open communication and on-going knowledge sharing to enhance global cybersecurity and business resilience capabilities. • Planned and executed local and global internal events to increase cybersecurity knowledge and best practices. • On daily basis, researched and reported relevant events to stay abreast of, and share learning on, latest cybersecurity & technology news and legislative developments. Results: • 2019 CSO50 Award for Global Cybersecurity Awareness and Training Maturity Program. • 2017 Excellence Award from Cofense / Phish Me as Community Trailblazer of the Year. • Successful co-coordination of first global cybersecurity leadership conference held outside of corporate headquarters. • Implemented and executed formal anti-phishing training program that reduced employee susceptibility from 2016 global click rate of 7.6% to current annual click rate of 4.07%.

Independent ContractorPrincipal Consultant

Oct. 2014 - Aug. 2016Washington, DC / New York / ParisProvide a full range of marketing and communications services for organizations in the USA and France. Clients range from public multinationals and technology agencies for governments & business to retail environments, arts organizations and individual artists (visual artists, writers, musicians). Projects included: • Social media strategy, execution and analysis. • Graphics creation, editing and publications design / execution (digital and physical). • Sound recording and editing. • Media relations. • Website creation, search engine optimization and digital media placements. • Marketing program management. • Event planning.

AfiliasDirector, Corporate Communications

Jan. 2011 - Sep. 2014Washington, DCAfilias is a global provider of internet infrastructure services and domain registry services that power a variety of top-level domains, including .info, .organic, .pro, and .mobi. Responsibilities covered executive coordination and communications for press interviews plus placement at and speeches for public events. Additional work included communications for all top-level domains administered by Afilias along with communications support for domains administered by Afilias customers. Also created messaging, articles, and media opportunities related to Afilias internet security products. • Led strategy and execution of international communications, customarily achieving strong pick-up in such outlets as Wired, The Guardian, Bloomberg, Network World, BBC News, Reuters and National Public Radio. • Responsible for all social media, growing it significantly during my tenure. I expanded corporate Twitter impressions to 2.1M “opportunities to see” in 2013 and sharply increased Facebook followers with viral and paid campaigns to build consumer receptiveness towards purchasing top-level domains. In 2014, responsible for Twitter growth campaign, organically raising total number of corporate followers by 76 percent. • In coordination with Afilias executive team, led effort and wrote entry for Afilias’ being named as CIO 100 2014 honoree. • In 2013 and 2014, led USA / UK global surveys in regards to attitudes toward new generic top-level domains. Surveys resulted in strong USA and UK media attention as well as generating materials for ongoing public relations campaigns. • In 2012, achieved 3,776 global publication placements with 1.9B total “opportunities to see.” • Ghostwrote regular “IT Security” column for SecurityWeek plus blogs for corporate and product websites as well as bylined articles for business, luxury, and technology sites like MarketingProfs, RetailWeek, Business Review, .net, Management Today, CircleID and Internet Retailing.

dotMobiDirector, Public Relations and Communications

Mar. 2006 - Jan. 2011Reston, VAdotMobi is the organization behind .mobi – a top-level domain (like .com and .org) dedicated to making the internet available on mobile phones — as well as a series of award-winning mobile-enablement products. dotMobi was founded as a consortium of 14 multinationals, including Google, Microsoft, Samsung, Vodafone, Visa and T-Mobile. • Led strategy and execution of international communications, resulting in 1.4B global press impressions during first six months of launch by placing stories in top-tier outlets like Wall Street Journal and USA Today. • Directly contributed to 650,000 domain names sold in first year of dotMobi’s launch, saving millions of dollars by utilizing new media and public relations in place of traditional advertising media. Total sales reached more than one million, making .mobi the world’s sixth most popular generic top-level domain. • Charged with all aspects of brand identity and was global brand liaison for all trademark issues with both legal firms and end users. • Directed global event participation, including show selection, speaker submissions, speechwriting, media training, interview coordination, awards submission, and on-site support. • Wrote copy for — and designed / implemented campaigns across — traditional and new media to encourage international B2B and B2C audiences to purchase .mobi internet addresses and suite of dotMobi products, including award-winning goMobi® and DeviceAtlas® services. • Managed global PR agencies, resulting in efficiencies of scale by coordinating agencies for consistent messaging and strategic communications tactics. In 2010, dotMobi was acquired by Afilias Ltd. as a wholly owned subsidiary.

XO CommunicationsDirector, Corporate and Marketing Communications

Jan. 2005 - Mar. 2006Reston, VA• Reinvigorated cost-effective national print and radio advertising campaigns, including in-house creation of all advertising copy. • Directed press releases and resulting media interviews, internal and external events, product launches, and new media initiatives to ensure consistent, focused messaging across all media. • Handled all executive communications for corporate privatization. • Created brand and launch plans for then-new broadband wireless entity, Nextlink, resulting in a long-lasting campaign for ongoing business success. • Managed staff of eight communications professionals.

XO CommunicationsSenior Brand Manager

Jan. 2001 - Jan. 2005Reston, VA• Led corporate brand development, and created strategic and tactical marketing plans to ensure consistent messaging with partners like Microsoft and Cisco as well as with XO branches and resellers. • Responsible for branding 74 unique branch sites and closed $1.7M project with $350K in savings. • Managed brand, messaging, plus look and feel of xo.com site and other external websites. • Wrote collateral for multiple sales channels as well as internal and external communications for data product suite. • Managed two communications professionals.

Primus TelecommunicationsSenior Manager, Corporate and Global Marketing Communications

Feb. 2000 - Mar. 2001McLean, VA• Developed and implemented new corporate global branding. • Wrote, developed and implemented new corporate messaging and related advertising campaigns. • Wrote executive speeches, presentations and product collateral. • Directed all corporate events and international trade show presence. • Managed and wrote all global components of the corporate website. • Managed three staff members.

MCI [WorldCom], Inc. (Business Markets)Global Marketing Manager

Aug. 1996 - Jan. 2000McLean, VA• Created internal and external communications for the $37B MCI / WorldCom merger as well as for high-end internet, data and voice services used by multinational corporations. • Directed high-end video and computer-based multimedia demonstrations for training and major trade shows. • Wrote market position papers, executive speeches and developed sales programs. • Managed two staff members.

Pentagon Federal Credit UnionChief Marketing Communications Officer

Oct. 1992 - Aug. 1996Alexandria, VA• Directed all communications initiatives, including award-winning website, multimedia sales tools, project budgets, and departmental fixed-asset budget. • Generated $3.4M monthly as writer / designer of PFCU News, a publication distributed to all Pentagon Federal members. • Garnered national publication attention and interviews through effective public relations work. • Managed one staff member.