PR & Internal Communications Lead

Description

KEY ACCOUNTABILITIES

• Develop and execute an integrated PR, external communications, internal communications, and employer branding strategy aligned with CBD’s business objectives.
• Shape and manage the Bank’s corporate narrative across internal and external audiences. Advise senior leadership on communications strategy, messaging, media engagement, executive positioning, and employee engagement.
• Ensure all communications are aligned with CBD’s brand, tone of voice, values, and governance standards.
• Establish clear KPIs and reporting mechanisms to measure communication effectiveness, media impact, employee engagement, and reputation outcomes.
• Lead CBD’s media relations strategy to strengthen the Bank’s share of voice, reputation, and visibility in the market.
• Build and maintain strong relationships with journalists, editors, media partners, industry commentators, and relevant external stakeholders.
• Develop and manage press releases, media statements, interviews, editorial features, bylines, and thought leadership content.
• Proactively identify strong media storylines that support CBD’s business priorities, leadership agenda, innovation narrative, and market positioning.
• Monitor media coverage, sentiment, competitor activity, and market trends, and provide insights and recommendations to leadership.
• Protect and strengthen the Bank’s reputation through proactive communications planning and disciplined issues management.
• Develop and maintain crisis communication protocols, holding statements, escalation processes, and response plans.
• Act as a key communications advisor during sensitive issues, incidents, or reputational matters, ensuring timely, accurate, and controlled messaging.
• Develop and execute the annual internal communications plan to support business priorities, leadership engagement, culture-building, and employee awareness.
• Lead communication for key internal platforms and moments, including leadership messages, Town Halls, CEO Connects, employee announcements, newsletters, intranet content, and employee campaigns.
• Translate business updates and corporate priorities into clear, engaging, and employee-friendly communications.
• Partner with leadership, HR, business teams, and support functions to ensure employees receive timely, relevant, and consistent communication.
• Drive initiatives that improve employee understanding, engagement, and connection with the Bank’s strategy and values.
• Lead employer branding communications to position CBD as an attractive, progressive, and purpose-led workplace.
• Develop content that showcases the Bank’s culture, people, leadership, innovation, and employee experience.
• Support employee advocacy initiatives, including testimonials, videos, internal stories, and digital content for relevant channels.
• Work closely with HR and Talent teams to support recruitment marketing, employee value proposition communication, and talent-related campaigns.
• Customer Education & Awareness
• Develop and execute customer education and awareness initiatives that help customers better understand CBD’s products, services, digital capabilities, and security measures.
• Lead the creation of customer-friendly educational content across multiple channels, including the website, social media, email, video, branches, and the mobile app.
• Partner with product, digital, customer experience, risk, fraud prevention, and compliance teams to translate complex banking topics into simple, engaging, and actionable communications.
• Oversee the creation of high-quality content across internal and external channels, including press releases, leadership messages, speeches, newsletters, intranet content, LinkedIn posts, website content, videos, and campaign communications.
• Ensure all content is clear, compelling, accurate, audience-relevant, and aligned with CBD’s tone of voice.
• Lead storytelling around CBD’s business achievements, innovation, customer experience, digital transformation, ESG, partnerships, people, and community initiatives.
• Ensure consistency of messaging across paid, earned, shared, and owned media channels.
• Build strong relationships with internal stakeholders across leadership, business units, HR, Legal, Compliance, Risk, Investor Relations, and support functions.
• Manage external relationships with PR agencies, content partners, vendors, and media partners.
• Ensure agency deliverables are aligned to agreed objectives, timelines, budgets, governance standards, and measurable outcomes.
• Ensure all communications follow internal approval processes, brand guidelines, governance standards, and regulatory requirements.
• Maintain strong controls across internal and external communications to ensure accuracy, confidentiality, consistency, and appropriate sign-offs.
• Support audit, operational risk, and internal reporting requirements related to communications activities.
• Ensure communication activity is managed in line with the Bank’s policies and standards.

Requirements

EXPERIENCE & ACADEMIC QUALIFICATIONS:

• Minimum formal qualifications required as part of the job.
• Minimum 10-15 years of experience in PR, corporate communications, internal communications, employer branding, or reputation management, preferably within banking, financial services, or a regulated industry.
• Proven experience in developing and executing integrated communications strategies across internal and external audiences.
• Strong track record in media relations, executive communications, reputation management, crisis communications, and stakeholder engagement.
• Experience managing internal communications platforms, employee engagement campaigns, leadership messaging, newsletters, town halls, and intranet content.
• Experience working with senior leadership and advising on sensitive or high-visibility communications.
• Proven ability to manage agencies, budgets, vendors, and cross-functional projects.
• Experience leading teams and developing communication capabilities within a function.
• Bachelor’s degree in Communications, Journalism, Marketing, Public Relations, Business, or related discipline. A relevant postgraduate qualification would be an advantage.