Experienced and results-driven communications leader within global matrix and federated structures in complex contexts. Passionate about data-driven decision making in content development for impact, engagement, misinformation and disinformation and reputation management in response to evolving stakeholder expectations and global trends.

Contact: susan.chippendale@outlook.com

• Lead the Content Communications team in communicating and engaging with member organisations in the content and services available to them across the areas of news, sport and music / cultural events.
• Communicate externally the purpose of EBU and the value of its services to public service media in Europe and globally.
• Lead the Digital Marketing Team in engaging members and external stakeholders and audiences in showcasing the purpose, services and value of the EBU.

• Developed substantive content based on research with a wide range of stakeholders, across diverse topics and contexts to drive compelling communication and engagement products.

• Led communications, digital marketing and donor relations team members to push boundaries and trial new, agile methods to deepen communication and engagement with all stakeholders.

• Established analytical systems to test, monitor and measure communication impact for brand positioning, external campaigns and donor engagement, creating actionable insights.

• Developed systems for detecting and analysing misinformation, disinformation and harmful information to manage reputational risk and accompanied the communication team in developing mitigation and response SoPs.

• Spearheaded market, donor and stakeholder/audience research to better understand target audiences and deepen engagement.

• Coordinated due diligence and tracking for donor / corporate partnerships, ensuring alignment with organizational values and goals and enabling donors and partners to become powerful advocates.

• Led the implementation of a staff survey and engagement platform to convert internal preferences and voices into practice.

• Led a division of 50 in corporate communication, brand development, digital marketing and donor campaigns, production, trends analysis, translation and internal communication.

• Created communication content and messaging around the highly technical concepts of International Humanitarian Law to ensure stakeholder groups could engage.

• Developed original substance through research to underpin major campaigns and enhance engagement in digital and public spaces through impactful communication products.

• Led media and digital teams in developing approaches to monitor performance and impact, and test content for continuous improvement of engagement rates.

• Led communication strategy and implementation across workstreams including campaigns, media, website and digital, internal communication and production.

• Oversaw brand positioning and engagement projects across 40+ National Societies.

• Led capacity building in fundraising and communication for National Societies.

• Head of Communication, Australian Red Cross

• Manager, Communications and Fundraising, Birds Australia

• Manager, Fundraising, Australian Heart Foundation

• Board Member, Centre for Community-Driven Research, Switzerland, current.

• Chair, Environment Defenders Office Victoria, Australia, 2007–2010.

• Committee Member, Victims of Crime Assistance League, Australia, 1994–1996.

• Certificate of Executive Learning (AI Applications and Strategy): University of California Berkeley, USA, 2024.

• MBA (Innovation and Change): University of St John, York, England, 2021.

• Certificate of Advanced Studies (Data Science and Management): University of Lausanne, Switzerland, 2018.

• Bachelor of Social Science (Politics and Business Marketing): University of Swinburne, Melbourne, Australia, 2003.

• ◆ Analytical Partner, Raksha Intelligence Futures