PepsiCo & Stakeholder Engagement
Enhancing Enterprise Value
October 24, 2012
Critical Thinking At The Critical Time
FTI Consulting is a global business advisory firm that provides multidisciplinary
solutions that help clients address complex business opportunities and challenges.
We are 3,800 trusted advisors
with diverse expertise and
exceptional credentials serving
clients globally
We combine unparalleled
expertise and industry
knowledge to address
challenges to enterprise
value
Our breadth and depth extends
across every social, political, and
economic hub across the globe
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Our Global Network
 Broad global reach encompassing approximately 700 strategic communications experts and a total of 3,800 business
consultants in 23 countries around the world
 Proven ability to manage global issues with local expertise
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Sydney
The PepsiCo Team
The FTI PepsiCo team will be staffed with an integrated team of experienced
professionals who focus on the food and beverage industry.
Bob Knott
Program Director
Jeannine Dowling
Mgr., Stakeholder
Engagement
Linda Mayer
Anshula Ahluwalia
Beth Saunders
Strategic Counsel
John Watts
Mgr., Stakeholder
Identification &
Mapping
Mitzi Emrich
Online Engagement
Jocelyn Landau
Sacha Mohabeer
Jeremy Ruch
Adam Sopko
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Helping Brand And Market Leaders Advance Their Businesses
Created an engagement strategy to help deepen stakeholder’s commitment and belief to its new
CEO’s Vision 2020.
Reinforced the company’s market leadership and reputation, despite the commoditization
sweeping the insurance industry, while raising its profile as a leading advocate for the economic
wellbeing of America’s middle class.
Communicated transformation and long-term strategy to position the company as a leader in
science and innovation.
Managed the communications surrounding the explosion of its Deepwater Horizon rig, widely
characterized as the BP Oil Spill, including the engagement of various internal and external
stakeholders regarding the company’s ongoing operations.
Created a grassroots strategy that engaged consumers to combat pending state and federal
legislation that would adversely affect the company’s corporate strategy.
Worked with executive management to raise visibility in the US and create a new positioning theme.
Facilitated introductions between Tata executives to develop US-based relationships.
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Our Unique Approach: Enhancing Enterprise Value
FTI is uniquely capable of developing and implementing communication
campaigns that enhance and protect a company’s enterprise value.
Our approach emphasizes the effective engagement of employees, customers,
governmental publics and third parties, in addition to investors, analysts and
other members of the financial community — a diversity of essential
stakeholders we are uniformly adept at reaching and influencing.
Through the use of unified messages that resonate with each of these
stakeholders, as well as a coordinated approach to communications, FTI not only
enables companies to achieve committed workforces, reputational leadership
and an increased license to operate, but also an optimal valuation of their stock.
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Our Approach: How It Works
.
Behaviors
Behaviors
 Thoughtfully consider and
internalize management’s
plans
 Analysts echo PepsiCo views
 Attract / retain desired
investor base
 Provide “time” when needed,
based on
belief in management
.
Behaviors
 Commitment to company
 Productivity
 Company
ambassadorship / active
articulation of PepsiCo’s
perspective
Enterprise
Value
 Articulate the economic
importance of PepsiCo and
the industry
 Acknowledge PepsiCo’s
contributions / leadership
 Listen to and incorporate
PepsiCo views
 Refrain from or amend
restrictive laws / regulations
Behaviors: Behaviors
 Constructively engage
with PepsiCo in public
forums
 Cite or refer to PepsiCo
and PepsiCo experts’
views positively
 Understand and
internalize all of
PepsiCo’s strategic
directions
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Understanding PepsiCo’s Objectives
Develop a comprehensive influencer engagement strategy and program that will:
•
•
•
Increase the credibility and resonance of PepsiCo’s near- and long-term business strategy
Educate and increase understanding of PepsiCo’s position around key issues
Ensure the perception of PepsiCo’s past and present trajectory is validated and amplified
This program will operationalize PepsiCo’s strategic goals:
•
•
•
•
•
Brand Building
Innovation
Productivity
Execution
Return to Shareholders
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Attitudes and opinions in the U.S. of the food and beverage industry
Questions Consumers Are Asking
Where was this manufactured?
Packaged food used to be a
How was it produced?
convenience that was simply
enjoyed. Now it’s a loaded
What does your environmental footprint look like?
gun. Questions and
concerns have created a
What are the ingredients?
series of global trends that
impact the reputations –
and bottom lines – of food
Does this soda contain high fructose corn syrup?
companies operating in an
increasingly complex
Should I be focused on getting more protein into
my breakfast?
environment.
How do you treat your farmers,
suppliers and employees?
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Understanding The Industry and External Pressures
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Obesity Influences the Dialogue
There’s a growing global health paradox: while
people in developing nations are increasingly
overweight, many of these consumers are
undernourished. Fast food, processed foods,
sweets and snacks may be part of the problem,
but they fit seamlessly into a broader story that
few stakeholders fully understand. As a result
of this landscape, regulators, health
professionals and industry leaders have
become more focused on calories from
beverages and processed foods, while also
increasing their scrutiny of food labels and
health claims and industry-supported research.
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Social Media is Mainstream Media
What makes the current food environment so
daunting is the connectivity of the digital age.
Social media often drives or amplifies what
happens in traditional channels such as top-tier
daily publications or online news and
commentary channels. Conversations and
content about nutrition, health and food
products are amplified through the food
community, creating an echo chamber that
often starts with experts and is carried by
enthusiasts and average consumers.
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The Rise of the “Corp-sumer”
When it comes to issues and advocacy,
consumers and activists have more than an
opinion – they have a voice. Consumers
are passionate about their food
choices and about the companies
they buy from; they’ll take action for
or against you based on how you
engage with them on the issues and
initiatives they care about.
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A New Issue Import/Export Dynamic
As multi-nationals enter new markets,
the old paradigm of food issues being
limited to developed markets and by
geographic boundaries has changed.
As markets develop, issues develop with
them and new influencers join others in
driving conversations. Navigating the
complexity now and engaging in
meaningful ways is critical to success.
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“Glocal” Thinking and Doing is a Must
What we eat has personal, political, social,
environmental and economic implications across
the globe. From obesity to food ingredients,
sustainability to food safety, food security to
commodities pricing, food issues dominate
our global and local food dialogues, and
shape the way companies and industries enter
new markets and do business in those
markets. Understanding the issues that are being
discussed at the local and regional levels, the
influencers who are driving those conversations,
and the nuances of local and regional market
engagement is critical to your success.
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Influencers Use Peer-to-Peer Networks to Create Social Currency
Deeply engaging financial thought leaders,
health professionals, influencers and other
stakeholders means reaching them in the
online communities they know and regularly
use. Creating a unique presence on the
niche social networks that are important to
key audiences helps build credibility and
trust – relationships that start online can
become the foundation for finding vocal
supporters who can take action offline.
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How Others In the Industry Are Reacting to the Landscape
From Candy to Innovation: With the world’s cocoa supply at risk, concentrated primarily in
West Africa and susceptible to disease, and stakeholders calling for support of impoverished cocoa
farmers, Mars decided to take action. In mapping the cocoa genome, Mars was seen as a leader,
bringing solutions to a delicate agricultural and economic problem.
More than Just Coffee: While suffering declining financial returns and an increasingly
competitive market, Starbucks heralded the return of CEO Howard Schultz and highlighted its deep
bench of talented executives by partnering its thought leaders with select stakeholders in a series of
global conversations, securing the company’s corporate reputation as a leader in not just coffee, but
in responsible capitalism, corporate citizenship and sustainability.
Thinking Local: In the wake of a series of crises over the sourcing and ingredients of products
sold in its restaurants, Yum! launched a global program that tracked and anticipated food and
nutrition-related issues and influencers, leading to many of its brands announcing reformulated
products based on unique market demands around the world.
Healthy Food Initiative: After successfully demonstrating that sustainable products should not
and do not need to cost more for its customers, Walmart brought those same principles to healthy
foods. Declaring that no family should ever have to make a choice between foods they can afford
and foods that are good for them, Walmart announced a program with Michelle Obama’s Let’s Move!
that includes working with manufacturers to reformulate packaged goods, creating its own healthy
foods seal, and lowering prices on fruits and vegetables.
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Stakeholder Identification & Mapping
PepsiCo’s Essential Stakeholders
News Media
Governmental Publics
Health and Nutritional
Groups
Financial Community
Bloggers, Citizen
Journalists
Key Opinion Makers
Online Community
Health Professionals
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Stakeholder Mapping on Parallel Paths
Immediately
Phase 1
Phase 2
Identify hot spots
ONLINE
MAPPING
Manage brush fires
Identify the most vocal, credible and
trusted sources
Reach out and engage the most vocal, credible and trusted
sources
RESEARCHLEAD MAPPING
Manage and drive the
conversation
Map stakeholders by current vs. desired attitudes and
behaviors, influence, and impact on achievement of
our business objectives
Develop plans for most
vocal, influenceable,
influential and valuable
Track success via measures
of opinion, engagement and
behavior
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Parallel paths
address near-term
opportunity and
long-term,
documentable
results.
The Research-led Mapping Process
To facilitate effective engagement over the long-term,
we take a structured approach to mapping stakeholders
and design communications that drive engagement and behavior.
PLAN
OBJECTIVES
Design
“backwards”
from the
themes and
message we
wish to
establish.
IDENTIFY
ID
stakeholder
groups,
critical subsegments.
MEASURE
MAP
ANALYZE
ADDRESS
ISSUES
Develop
measurement
relative to
influence and
perceptions
across
groups.
Map
stakeholders
based on
influence and
perception.
Plan
strategies and
tactics using
each groups
specific
attitudes and
behaviors.
Plan “special
weapons and
tactics” to
address
unique
situations and
opportunities.
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The Research-led Mapping Process
PLAN
OBJECTIVES
IDENTIFY
MEASURE
MAP
While PepsiCo has clear strategic vision and
initially-identified stakeholders, a research-driven
approach will ensure we know precisely “who”
needs to hear “what” and “how.”
The objectives developed in this stage will
operationalize PepsiCo’s strategic goals:
•
•
•
•
•
Brand Building
Innovation
Productivity
Execution
Return to Shareholders
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ANALYZE
STRATEGY
CREATION
The Research-led Mapping Process
IDENTIFY
MEASURE
MAP
ANALYZE
STRATEGY
CREATION
The resulting stakeholder map
provides a holistic view of your
messaging landscape, along with
strategic and tactical insights.
Ability to Influence
PLAN
OBJECTIVES
Certain “loud voices” may be
unmovable, and require
development of credible surrogates
more likely to support PepsiCo while
we identify the key advocates we
need to continue to engage.
Level of Engagement
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The Research-led Mapping Process
PLAN
OBJECTIVES
IDENTIFY
MEASURE
MAP
Key Opinion Leaders frame and lead the debate. They
are informed, vocal and have an impact beyond their
own group.
Broader Opinion Elites have an interest in the issue
and a degree of influence in its outcome. They can play
a more active role if engaged.
Informed Influencers are able to influence groups
above but have no decision making capacity in official
debates.
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ANALYZE
STRATEGY
CREATION
At the top of the pyramid,
special strategies are often
required.
Focusing on “the” issue of
most interest to the
individual is both possible
and critical.
Whether due to beliefs,
position or role, some can be
intractable and immovable,
requiring development of
other equally credible
individuals to articulate “your”
view.
Digital Stakeholder Identification and Mapping
By mapping digital stakeholders, PepsiCo can identify online personalities who have the potential to
become vocal online ambassadors for the company’s initiatives and designate an approach
for activating them.
Influence
FTI’s Process for Digital
Stakeholder Mapping
Engagement
Trust
Popularity
Fooducate
MomRN
TreeHugger
JollyTomato
SuperHealthyKids
Key
Food Policy
Health and Nutrition
Consumers
Sourcing and Supply Chain
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Amplifying Messages Throughout the Food Community
Online conversation shapes media coverage, government action and consumer opinion –
ultimately impacting a company’s bottom line. Conversations about the business and social
impacts of food are shared and reverberate amongst a tight-knit group of stakeholders
who are deeply connected to PepsiCo and its competitors, providing the opportunity to
reach broad audiences by targeting a few key digital influencers.
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Identifying Short-term Hotspots
A multi-stakeholder world means opinions are
formed across diverse channels, a debate can
start anywhere and new influencers can rise
to prominence each day.
Navigating the complexity and engaging
stakeholders in meaningful ways is critical to
success, but PepsiCo must first start with
the potential allies and influencers who are
the most vocal, credible and trusted sources of
information.
FTI will immediately leverage its global
heat-mapping tool to identify and chart a
course for engaging prime stakeholders
early, securing initial wins that will help
PepsiCo establish broader relationships in key
communities.
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Stakeholder Engagement
Our Principles to Advance Engagement
Authentic engagement underlies all strategic alliance
development efforts
1
Guided by
Goals
2
Relationship
Based
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3
Connected to
Strategy
Outcomes
Steps to Cultivating Stakeholders
1
Identify individuals’ attributes and commitment
2
Frame messages for individual
3
Engage stakeholders
4
Measure results in real time
5
Respond accordingly
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Build Relationships with Potential Advocates
Incentivize with insights and unique experiences
Build proactive and offline relationships by giving stakeholders
exclusive and advanced access to products, internal
experts, tools and programs before they are launched.
Leverage partnerships with reputable offline groups to
promote the progress of PepsiCo’s initiatives and help
stakeholders understand the company’s relationships with
credible groups.
Provide regular comments on news and issues core to
PepsiCo’s business, offering a unique and reliable perspective
on prominent issues.
Take the lead in making the issues accessible
Educate diverse audiences with engaging information in
the form of videos, interactive infographics and other
multimedia to share perspectives and messages unique to
PepsiCo.
Have a presence where your advocates spend their time
Leverage channel-specific conversations and engage
potential allies and partners through unique online
events like Twitter chats and communities like LinkedIn.
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Using Mapping to Guide Strategy and Tactics
Once the identification
process is complete,
stakeholders will be
mapped against
“influence” and
“level of
engagement” to guide
decisions on strategic
communications
tactics.
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Contact Management
Contact detail: store typical contact
information (address, phone, email, etc.).
Custom fields: create limitless data
points to categorize contacts; store
additional relevant info; page view can be
collapsed for accessibility.
Tracking & ownership: assign contact
owner, monitor when record created or
last updated.
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Performance Metrics
Measuring Performance Against Objectives
Our programs center around measurement. We will work in partnership with your team to create a shared
vision of success at the outset of the program based on:
Focus
Tools
OUTPUTS
IMPACTS
OUTCOMES
FTI work products
Changed opinions, attitudes, beliefs /
knowledge, “leading indicators”
Changed behavior
Project management / tracking tools,
including contact tracking (e.g. via
Salesforce or similar)
Periodic pulse checks via in-depth interviews
among KOLs and other specialist groups,
Delphi panel responses,
Survey larger groups (public influentials,
investors),
Media audits
Activity tracking, by period and by key
stakeholder group.
Examples:
Examples
# briefings / meetings
# contacts made
# site visits driven in
# articles placed citing key messages
# blog mentions citing key messages
Communications / contact tracking
tools (e.g. Salesforce or similar)
Media audits / tracking including
traditional and social channels, by
influence
Regulatory filings / state and local
codes
Examples:
Examples:
Volume and % favorable media coverage
Volume and % favorable social media
discussion
% of message penetration, with or without
PepsiCo attribution
% who know PepsiCo’s position
% hearing/believing messages
% with aligned views
# requests for information
# attending conferences / events
Volume and % actively articulating
preferred views
Volume and % favorable media
coverage
Volume and % favorable social media
discussion
# 3rd party endorsements
# (foreseen) unfavorable laws /
regulations avoided or modified
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36
Institutionalizing Relationships
Institutionalizing
relationships between
PepsiCo and its key
influencers through a
contact management
system will help
knowledge-sharing
across the FTI and
PepsiCo team as well
as create a database of
information to be used
long-term, ultimately
driving these
relationships across the
PepsiCo enterprise.
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Biographies
Team Biographies
Beth Saunders, Senior Managing Director
Elizabeth Saunders is a Senior Managing Director and Americas chairman of the FTI Strategic Communications
practice and is based in Chicago. Ms. Saunders specializes in building best practices investor relations programs
across a wide spectrum of clients. She also serves as senior counsel for business transformation assignments and has
actively worked on post merger communications, CEO transitions, and restructurings for Fortune 500 Companies
including The Coca-Cola Company and Dow Chemical. She has also worked extensively in the technology space with
companies including Dell, Symantec and Juniper.
Prior to her role at FTI Consulting, Ms. Saunders co-founded Ashton Partners in 1997, a strategic advisory firm
focused on financial communications. Ashton Partners was one of the country's top 15 independent investor relations
firms. Prior to founding Ashton Partners, Ms. Saunders was the President and Chief Operating Officer of the investor
relations consulting arm of Thomson Financial Services. Before this, she created and managed the Shareholder
Services division of the Financial Relations Board. Earlier in her career, Ms. Saunders served as an analyst for Inland
Steel’s Pension Fund and a senior analyst for Monticello Investments, a Chicago area merchant banking firm.
Bob Knott, Senior Managing Director
Bob Knott is a Senior Managing Director, FTI Consulting Strategic Communications practice, and leads the firm’s
corporate communications practice throughout the Americas. An expert in organizational positioning, reputation and
issues management, thought leadership and stakeholder identification, mapping and engagement, Mr. Knott has
developed and executed integrated communications campaigns on behalf of Fortune 500 companies and trade
associations in a diversity of sectors.
Prior to joining FTI Consulting, Mr. Knott was a global practice chairman and global client relationship manager at
Edelman, where he managed many of the firm’s largest and most high profile client engagements. Mr. Knott managed
the global launch of GE’s ecomagination, while overseeing Edelman’s worldwide work for the conglomerate.
At Edelman, Bob established the Field to Fork Survey Series—the firm’s annual study comparing and contrasting the
attitudes of adult primary grocery shoppers nationwide and Washington DC-based opinion elites about the food they
eat, its impact on society and the extent to which government should regulate it.
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Team Biographies
Jeannine Dowling, Managing Director
Jeannine Dowling is a senior member of FTI's Corporate Communications Practice and is based in New York. Jeannine
has spent the last twenty years working with high profile global consumer products companies operating in highly
regulated industries or highly publicized environments. She is a communications executive with tested experience in all
communications environments from business to lifestyle. She specializes in reputation management, corporate
positioning and stakeholder engagement. She effectively leverages multiple communications channels on a global
platform to enhance corporate reputation and brand heritage and promote both top and bottom line growth.
Prior to joining FTI, Jeannine was Senior Vice President of Corporate Affairs for Diageo NA., the largest beer, wine and
spirits company in the world. At Diageo Jeannine led a multidisciplinary team responsible for the organization's brand and
corporate communications. Jeannine has a wealth of front-line experience in managing the daunting regulatory,
legislative and social policy challenges inherent in the beverage alcohol industry in the US. Before joining Diageo,
Jeannine was a Vice President in Government Affairs for New York Life Insurance Company, and served as Director of
Public Affairs at Philip Morris (now Altria).
Mitzi Emrich, Managing Director
With more than 12 years in strategic communications and an expertise in social media, Mitzi Emrich has helped
Fortune 100 clients from the health and retail sectors develop and integrate social media strategies into corporate
communications and marketing initiatives aimed at consumers, influencers, and decision-makers. At FTI Consulting,
Mitzi leads a team of digital strategists dedicated to helping clients protect and bolster their reputations in the digital
space and build online experiences for social communities.
During her career, Mitzi has focused on several food and nutrition clients. Having led the digital communications effort
for Walmart and Sam’s Club, she helped the companies connect with stakeholders online through multi-channel tactics
including social business strategy, blogger relations, social network engagement, website development and
conversation analysis; as part of her work for Walmart, Mitzi supported the company during the development and
launch of its groundbreaking Healthy Food Initiative with First Lady Michelle Obama.
Prior to joining FTI Consulting, Mitzi served as a Senior Vice President—Group Head at Edelman Public Relations and
she previously worked as a lobbyist and grassroots organizer for the Sierra Club in Washington, DC.
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Team Biographies
John Watts, Managing Director
John Stuart Watts is a Managing Director in FTI’s Strategic Communications Practice, where he leads Research and
Strategy work focused on Corporate Communications. The group offers full-service research services, including the
design, management and analysis of research using a full suite of data gathering and advanced analytical and
modeling tools. John’s personal focus is on the application of these tools to business strategy, corporate
communications, reputation and brand, and customer experience. John joined FTI with 20+ years experience in market
research, strategic consulting and teaching/research in the world’s top business schools.
His previous experience includes serving as a Managing Director at Vivaldi Partners. Earlier, he was a Senior Vice
President and Global Managing Director at the Opinion Research Corporation, a leading primary research house,
reporting to the CEO and overseeing the firm’s Value Based Marketing and Decision Science practices. As ORC’s
Global Managing Director for Decision Sciences, John oversaw the design, analysis, supervision and delivery of
numerous studies including brand, customer experience and decision processes, market segmentation, market size,
product features and pricing. John has also served as a Senior Manager in the Strategy, Telecommunications and
High Technology practices at Ernst & Young Consulting, Accenture and PRTM, and as an independent consultant.
Jocelyn Landau, Senior Director
Jocelyn Landau is a Senior Director in the Strategic Communications Practice of FTI Consulting, based in New
York City. Jocelyn has over nine years of experience in communications and research, specializing in public
affairs, healthcare/life sciences and energy.
Jocelyn has extensive experience in survey research, message testing, marketing, communications strategy and
campaigns, as well as rigorous training in quantitative and qualitative research methods. She has conducted
numerous telephone and online polls covering a range of issues in politics, policy and healthcare. Jocelyn is
currently engaged in a variety of strategic consulting projects, including reputation management, market
segmentation, industry thought leadership, stakeholder perception audits, brand and customer experience
improvement, coalition building and growth strategy.
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Team Biographies
Linda Mayer, Senior Director
Linda Mayer is a Senior Director in the FTI Consulting Corporate Communications practice and is based in New
York. She leverages her expertise in communications, public affairs and reputation management on behalf of Health
Care & Life Sciences clients. For more than two decades, Linda has provided counsel and successfully executed
internal and external communications on behalf of Fortune 500 companies with brands that are household names.
Linda has held senior communications positions at some of the world’s leading global health care and consumer
packaged goods companies such as Merck, Pfizer/Wyeth, Cadbury and Johnson & Johnson. Her experience includes
corporate branding, employee engagement, media relations, product communications, reputation management,
crisis/issues management, executive positioning, corporate social responsibility and advocacy. Linda joined from
Merck, where she was a senior consultant to the Global Human Health team supporting corporate, executive,
employee and product communications.
Anshula Ahluwalia, Director
Anshula Ahluwalia is a Director in the Chicago office of FTI Consulting. She is responsible for strategic planning
and timely execution of communications programs, including corporate reputation management , thought
leadership, media relations and training, executive visibility and crisis communications for clients such as American
Society of Anesthesiologists, OfficeMax, Career Education Corporation and Insurance Auto Auctions, and serves
as a point of contact for client communications.
Prior to this, she has held several positions with Ogilvy Public Relations in Chicago where she managed corporate
reputation (internal and external) and thought leadership campaigns for CDW Corporation, a leading provider of
technology products and services, COUNTRY Financial, a provider of insurance and financial services, McDonald’s
Corporation, Grant Thornton and Hudson Highland Group. Anshula supported McDonald’s in a change
management and employee communications campaign for a cost management initiative, designed to help the
company save $20 million over a period of three years. She developed strategic positioning communications,
including business case and messaging, that helped sell-in the value and benefits of the program to executive
leadership, as well as supported development and execution of franchisee and employee communications strategy
to inform and align the groups in support of the initiative
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Team Biographies
Jeremy Ruch, Director
Jeremy Ruch is a Director with the Strategic Communications practice of FTI Consulting in the Washington, D.C.
office. With more than 11 years of experience conducting public opinion research, Jeremy currently lends his
research expertise to the company’s Strategy Consulting and Research sector, helping clients navigate public affairs,
customer insight, employee engagement, corporate reputation, and communications challenges. Jeremy manages
several high profile, publicly released opinion research efforts, including the Allstate/National Journal Heartland
Monitor series.
Jeremy joined FTI Consulting from Public Opinion Strategies, where he was Senior Project Director in charge of
public opinion research projects for Fortune 500 companies, trade associations, major media outlets and many of the
most high-profile political campaigns of the past decade. At Public Opinion Strategies, he played a key role on the
polling team that was named Pollster of the Year by the American Association of Political Consultants in 2002 and
2009.
Adam Sopko, Senior Consultant
Adam is a Senior Consultant, based in Washington, D.C. in the FTI Strategic Communications’ Digital and
Social Media Practice. He currently assists clients with a broad range of issues in shaping their social
media presence, reputation management, corporate positioning and executive thought leadership. Adam
has helped clients in the consumer product sector navigate the daunting regulatory and legislative
environment in the US. Current and previous clients include Lorillard, The Coca-Cola Company, Reebok,
Iridium Communications, HSBC and the Futures Industry Association.
Prior to joining FTI, Adam was an intern in New York City for global communications consultancy, Financial
Dynamics (FD). At FD, Adam provided research and writing support for the Strategic Consulting practice’s
portfolio of clients, including Ply Gem, the Coca-Cola Company, Burger King, the Center for American
Progress and Lorillard.
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Team Biographies
Sacha Mohabeer, Senior Consultant
Sacha joined FTI Consulting Strategic Communications in 2008 and has had roles in Social Media engagement
and implementation, as well as Online Engagement and Planning, and Client Services, working with clients
such as Forex.com, Wyndham Worldwide, and Duane Reade.
She was a part of a team that managed Diageo's successful public affairs campaign, AxeTaxesNotJobs.com, a
campaign to stop tax hikes on alcohol. Sacha has also worked with The Coca Cola Company in developing their
internal social media guidelines and certification program for employees.
Her expertise is in developing, managing and implementing online creative strategy and social media initiatives
across each of the sectors. Sacha is also well-versed in social media strategy and platforms in regions across
the world, having spent time working with clients and also providing Social Media training for consultants in our
FTI SC Brussels, London and Bogotá offices.
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Thank you