I'm Yara, a Global Corporate Communications Strategist, specializing in content, brand & customer experience (CX).
For more than 13 years, I’ve helped organizations craft compelling narratives that drive marketing results, approaching every challenge with a blend of big-picture thinking and detail-oriented execution.
About
The first chapter | 2011 to 2016
My career began in the trenches of multimedia reporting, where I learned to interview anyone, dig deep for the truth, and build trust with diverse communities. This experience ignited my curiosity and instilled in me the power of human connection – the foundation of any successful communication strategy.
From there, I transitioned to public service, working for former Missouri Governor Jay Nixon at the Department of Insurance. I spearheaded innovative initiatives like the DIFP Weekly video series and the Mo Wallet app, demonstrating my ability to lead teams, manage complex projects, and navigate sensitive regulatory environments. Simultaneously, I was awarded the State Capitol Fellowship and earned my Masters in Public Affairs from the University of Missouri, honing my strategic thinking and policy analysis skills.
Trial by fire | 2016 to 2021
My journey then led to Lockton, the world's largest privately held risk management firm. There, I partnered with C-suite executives to elevate their brand, creating compelling content for social media, digital channels, and traditional media outlets. Here I dove into the dynamics of corporate communications and the importance of reputation management.
Seeking to broaden my expertise, I immersed myself in the fast-paced world of SaaS marketing, driving demand generation and leading rebranding efforts for companies like NICE and Dialpad. I became fluent in MarTech, mastering a range of platforms and developing innovative social media advocacy programs. At Dialpad, a rapidly growing startup, I honed my ability to build consensus, drive efficiency, and navigate ambiguity.
Today’s journey | 2021 to present
Currently, I'm a Content and CX Strategist at VML, where I partner with global brands like Coca-Cola, Intel, AIG, Ford, Booz Allen, and Colgate. From developing content frameworks to conducting website audits and leveraging influencer marketing, I thrive on finding creative solutions that achieve business objectives and resonate with target audiences.
I'm a proactive problem-solver who jumps in feet first, a mentor and leader who empowers teams, and a storyteller who believes everyone and everything has a compelling narrative waiting to be discovered.