Joan Cronson

Chanhassen, MN 55317

952-846-7500

jmcronson@gmail.com

LinkedIn joancronson

CORPORATE COMMUNICATIONS & PUBLIC RELATIONS EXECUTIVE

Building Global Communications and Branding Strategies that Optimize Results
Strategic leader experienced in building brand reputation and aligning communications strategy to
support business plans and organizational objectives. Led global and national campaigns for five
brands in 81 countries for one of the nations largest privately held travel and hospitality corporations.
Known for maximizing brand impact by finding innovative ways to leverage valued relationships and
resources, and optimizing traditional and social media networks.
KEY CONTRIBUTIONS
Global Communications Strategies
Reputation Management
Social Media and Web Strategies
Publication Development
Change Management

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Executive Communications
Franchise Communications
Industry Relations
Charitable Giving/CSR
Event Management

Marketing Communications
Brand Development
Crisis Communications
Media Relations
Employee Communications

PROFESSIONAL EXPERIENCE
THE GOODMAN GROUP LLC, MINNEAPOLIS, MN

Oct. 1, 2013 - Present

International private company with nearly 50 years of experience developing and managing mid to upscale
senior living & healthcare communities, residential communities, and commercial properties in 10 states in the
United States Arizona, Arkansas, California, Florida, Minnesota, Montana, Nebraska, Oregon, South Dakota,
Washington, and the United Kingdom. The companys Platinum Service Standards program, derived from Ritz
Carlton, offers a resort-quality customer experience that optimizes residents wellbeing.
National Director of Public Relations and Communications

Responsible for developing and implementing corporate Public Relations and Communications programs
and strategies across all platforms and channels with digital marketing team and agencies.

Develop and direct crisis communications management, and direct agency support for corporate, senior
living & healthcare, and residential communities.

Develop marketing and community relations sponsorship opportunities with corporate and community
leaders, including National Red Cross disaster relief campaign, 2015 Senior Games sponsorship plan,
advertising and programming, and I AM Kindness beauty through the generations events.

Providing corporate communications for key global heath & wellness announcements, developments
and programs, including Food for Life, FIT Functional Fitness and Alzheimers/Dementia memory care
and multigenerational programming to elevate brand awareness and support sales efforts. Generated
print and broadcast coverage and extension through social media channels (Facebook, Twitter and
LinkedIn).

Integral part of corporate digital marketing team planning and managing content, video and photo
shoots in California, Florida and Minnesota, including planning and handling interviews of senior living
community executive team members, residents and family members, city officials for updating Assisted
Living communities websites. Directed PR agency on World War II Big Sky Honor Flight video.

COMMUNICATIONS CONSULTANT FOR TARGET, MINNEAPOLIS, MN

June 2012 - Sept. 2013

Providing strategic communications consulting through Tunheim communication agencys Ace Panel of experts
for Target Community Relations. Focused on research and planning for the dynamic retail companys
expansion to Canada in the spring of 2013. Key focus areas include: Local giving, charitable partners, in-kind
donations, international giving, service & volunteerism, annual grant cycles and disaster response planning.
CARLSON, MINNEAPOLIS, MN

1992 - 2012

Global leader in the travel and hospitality industries with brands including Radisson, Park Plaza, Park Inn,
Country Inns & Suites By Carlson, T.G.I. Fridays restaurants, and Carlson Wagonlit Travel.
Senior Director Public Relations, Carlson Rezidor Hotel Group

(2010-2012)

Directed external corporate communications for the hotels division and supported parent company
initiatives, overseeing corporate PR staff and directing crisis management communications.

Advising senior executives on internal and external communications: providing media interview briefings,
talking points, town halls and key messaging.
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Developing and managing content for guest publications, intranet, corporate and the brands websites/microsites, social media campaigns, newsroom and image gallery

Directed innovative and proactive multi-channel public relations strategy that generated strong ROI
results of 8:1 ($8 of media exposure value delivered for each $1 invested in programs).

Gained record media attendance (19 media outlets) and exclusive national coverage (75M media
impressions/$8M AVE) for launch of Ambition 2015 brand strategy.

Directed communications for companys Ambition 2015 growth strategy including the introduction of the
Radisson Blu brand and the first Radisson Blu Hotel in North America; product improvements, new guest
room and dining concepts; and global launch of guest loyalty program.

Directed the PR launch for Club Carlson loyalty program, gaining 55M media impressions with AVE of
approximately $15M, focusing on the business traveler market and influential bloggers.

Led PR for the Radisson Blu hotel groundbreaking at the Mall of America. Partnered with key
stakeholders to build PR value for the event, resulting in 13M media impressions nationally.

Part of cross-functional global crisis management team, managing external communications for major
incidents and providing management support, response strategy and training.

Directed team and agency planning for key areas including development, brand marketing, social media,
managed and franchise operations, technology and responsible business.

Leadership role in planning and execution of media relations for Global Business Conferences and other
special events, executive media briefings and message management.

Director, Public Relations, Carlson Hospitality Worldwide

(1992 2009)

Managed corporate PR team and budget during period of rapid global expansion from 500 to 900 hotels.

Developed multiple PR campaigns using strategic mix of traditional and social media networks (e.g.
cross-country blogger road trip, gaining 1.6 M impressions, and Working Mother partnerships)

Directed implementation of companys first global reputation management strategy that increased brand
awareness by more than 10 percent annually.

Developed marketing communications and PR strategies and systems to support Carlsons diversified
hospitality company, including Regent, Radisson Hotels & Resorts, Park Plaza, Park Inn, Country Inns &
Suites, T.G.I. Fridays Restaurants and Radisson Seven Seas Cruises.

Developed corporate crisis communications plan for numerous major crisis events including September
11, 2001 terrorist attacks involving Carlson hotels near the World Trade Center and Boston, and
Radisson Hotel in Amman, Jordan in November, 2005.

Led organizational strategy for corporate social responsibility, including environmental sustainability;
and fund-raising strategy for charity partner generating more than $500,000.

Created and directed content for production of the companys in-room, quarterly guest travel magazine,
Voyageur, which received national awards including the North American Travel Journalist Association
and Silver Pearl from the Custom Publishing Council.

EMBASSY SUITES, INC., DALLAS, TX

1985 1991

Director, Communications and Public Relations (1990-1991)

Responsible for directing communications and public relations for leading, upscale chain and corporate-owned
and franchised openings.

Directed national public relations agency in the development of strategic branding campaigns to
announce partnerships and promotions, and support awareness and trial objectives.

Utilized diverse public relations tools to enhance corporate reputation: leveraged leadership in customer
service; created award-winning national community relations program to benefit children with cancer,
and established national and local publicity tracking system.

National PR Manager, Regional PR Manager, Manager, Assistant Manager (1985 1990)

OTHER EXPERIENCE: Disneyland food operations; Communications and PR for Disneyland Hotel, Granada
Royale Hometels, Holiday Inns, Park Plaza, and Residence Inns.
CURRENT AND PAST PROFESSIONAL AFFILIATIONS AND AWARDS

Finalist for Holiday Corporations Chairmans Award for Community Relations

Two Carlson Fellows Team Awards, the highest employee honor at Carlson

Member of Public Relations Society of America (PRSA), IABC, and local chapters

Member and past chair of Communications Council, U.S. Travel Industry Association
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Member of American Hotel & Lodging Association Communications and Diversity Committees

Vice President of Public Relations for the Childrens Cancer Fund of Dallas Committee
EDUCATION

UNIVERSITY OF MINNESOTA - CARLSON SCHOOL OF MANAGEMENT, Minneapolis, MN

Post Graduate Executive Leadership Program
CALIFORNIA STATE UNIVERSITY, Fullerton, CA
Bachelor of Arts Communications and Public Relations

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