KATE BAILEY
Communications | Strategy | Engagement
Christchurch
Summary
Experienced communications leader with proven expertise in stakeholder engagement, team leadership, and strategic storytelling across diverse sectors including energy and rural services. Skilled at translating complex organizational changes into compelling narratives that engage communities and motivate teams. Strong track record in crisis communications, digital content creation, and executive-level strategic messaging.
Overview
26
26
years of professional experience
Work History
Communications Lead
Farmlands Co-operative Society
03.2023 - Current
Company Overview: Leading communications strategy for New Zealand's largest rural services co-operative (80,000+ shareholders)
- Lead and motivate communications team, delegating work activities and driving collaborative outcomes
- Partner directly with CEO and senior leadership on governance communications and executive messaging
- Develop and execute comprehensive communications strategies for organizational transformation initiatives
- Manage complex stakeholder relationships spanning Board level through to grassroots customer and team members
- Worked with People and Culture, Sales, Project Office to create targeted engagement strategies designed to keep internal teams informed and motivated during change
- Created complete internal, external communication programme for FLEX energy initiative, including sales lead generation support, Executive briefing documents, customer and staff incentive programme and outbound calling proposal, in order to connect rural customers with innovation solar micro-grid solutions
- Serve as primary communications lead during critical events
- Support brand strategy development and organisational values embedding
External Communications Specialist
Farmlands Co-operative
11.2022 - 03.2023
- Communicated company promotions, products, and services to clients to increase brand awareness and understanding of organisational change
- Collaborated with journalism and marketing teams to compile information and align company messaging
- Ensured consistent brand messaging across all external communications channels, leading to a strong brand identity
- Oversaw Cyclone Gabrielle national response comms strategy and partnerships.
Senior Communications Specialist
Te Pūkenga
02.2020 - 09.2021
- Company Overview: Strategic communications for nationwide tertiary education sector transformation
- Collaborated with internal stakeholders to prioritize Māori perspectives and cultural insights
- Managed media relations including crisis communications, partnership announcements, and CEO communications
- Created strategic communications plans across multiple work streams for sector-wide change
- Partnered with subsidiaries, NZQA and TEC to co-produce change-oriented communications
- Developed comprehensive communications and business development strategy proposals
- Strategic communications for nationwide tertiary education sector transformation
Communications Strategy Consultant
Various Clients
01.2016 - 01.2020
- Company Overview: Independent communications consulting across international markets
- Developed communications strategies for Irish and international corporate clients
- Created compelling corporate, B2B and consumer materials including crisis communications
- Worked with VP Sales & Marketing teams and Corporate Communications Directors
- Delivered high-quality photography and content for luxury hospitality sector
- Independent communications consulting across international markets
Senior Copywriter
UMC Advertising (formerly FCB South)
01.1999 - 01.2008
- Company Overview: Creative communications for major corporate clients including Orion Energy
- Developed advertising campaigns and communications strategies, gaining understanding of energy sector dynamics and community expectations
- Created strategic campaigns for diverse clients including UC, Alfa Romeo, CHC City Council, Ngāi Tahu Property
- Participated in strategic campaign development and mentored junior creative staff
- Delivered freelance opportunities across Australia and New York
- Creative communications for major corporate clients including Orion Energy
Education
Ph.D Candidate - First Year (2021 - 2022) - School of Management: Organisational Change
University of Canterbury
Christchurch, New ZealandPost-Graduate Diploma - International Development
Massey University
Post-Graduate Diploma - Hotel And Tourism Management
Southern Institute of Technology
Invercargill01-2016
Master of Management - International Business
Massey University
Bachelor of Arts - Psychology & English Literature
University of Canterbury
Diploma - Film & Television Production
NZ Film & TV Training School
Skills
Strategic Communications
Team Leadership & Motivation
Crisis Management
Stakeholder Engagement
Media Relations
Executive Liaison and Content
Internal Communications
Change Management Communications
Content Strategy and Tactics
Viva Engage
SharePoint
Social media management tools
Creative Suite inc Photoshop
Photography and Lightroom
MS Office Suite
Mac Platform
Cloud Applications
Brand messaging
Speech writing
Accomplishments
- Successfully built and motivated high-performing communications team at Farmlands
- Led communications during high-stakes rural sector crises with positive reputational results
- Managed communications for 80,000+ member co-operative during major organizational change
- Industry experience with utility communications through Orion client work and current FLEX energy initiative
- Pioneered fresh approaches to internal communications and digital content creation
- Trusted advisor to CEO and Board level on strategic messaging and governance communications