Carola Schaub Rapp
Madrid
Summary
Seasoned strategic communications leader with 20+ years of international experience in reputation management and stakeholder advocacy development within multicultural environments in Latin America and Europe. Strong history of success in leading teams, organizational innovation and cultural change. Accomplishments include elevating company profiles, improving public perception and enhancing stakeholder networks and revitalizing employee engagement. Forward-thinking and determined, tireless and enterprising in stressful, fast-paced settings.
Overview
27
27
years of professional experience
Work History
Vice President Marketing & Communications EMEA
IBM
01.2023 - Current
- Leading integrated marketing/communications and thought leadership campaigns to drive improved demand creation and capture for IBM Consulting; evolving account-based marketing practices and supporting the development of growth-minded culture.
Vice President of Communications EMEA
IBM
03.2019 - 12.2022
- Lead Brand reputation for EMEA, second largest geography to company in terms of revenue contribution with US$ 21B annual revenue; over 90.000 employees, spanning operations in 100+ countries
- Trusted advisor to both EMEA Chairman and General Manager
- Responsible for CEO transition and executive blueprint development with internal and external audiences.
- Focused in driving transformational communication initiatives to impact business outcomes, improve value to client experience; shape organizational cultural and improve employee engagement, be relevant to national agendas, continuously enhance reputation and protect Brand.
- Oversaw crisis communication efforts, ensuring timely and transparent information dissemination during critical events.
- Developed and executed comprehensive communication strategies to enhance corporate messaging and brand visibility.
- Led cross-functional teams in high-stakes communication initiatives, fostering collaboration across departments.
Director of Communications Latin America
IBM
09.2017 - 03.2019
- Led new way of work within communications function in Latin America, installing a cross-country and cross-business collaborative environment for innovation, design thinking and competitive communications.
- Built IBM’s reputation with transversal regional approach, unfolding new stakeholder relationships and advocacy opportunities as well as establishing unprecedented Latin America media and influencer practice - IBM positioned as thought-leader participating in most relevant regional business and policy forums in region in 2018
- Successfully positioned first female General Manager of IBM in Latin America - named amongst top leading LA CEOs in early 2019
- Established broadcast media practice, driving a series of interviews with CNN Spanish for the first time in the region and at Corporate level.
- Managed only interview provided by former IBM CEO to Latin American media, resulting in 9-pages feature story in Brazilian T1 media
Brand & Communications Manager Latin America
IBM
01.2014 - 01.2017
- Redesigned communications discipline in Latin America towards a data-driven science function - launched first social sentiment analysis of LA citizenship for media and key stakeholders
- Reshaped and strengthened influencer engagement agenda - reached 50+ new influencers, including Inter American Press Society.
- Developed Editorial Connections Board for LA GM, which became a standard & best practice for other LA executives to embrace collaborative and digital approach
Media Relations Manager Latin America
IBM
01.2009 - 03.2014
- Professionalized Latin America communications discipline.
- Led largest IBM Latin America client announcements
- Managed first interview IBM Chairman and CEO had ever provided to Latin American media, resulting in strategic coverage in leading Chilean business media outlet
- Built first Latin America media practice conveying regional media, significantly improving coverage.
- Established first analyst relations practice in IBM Latin America
Executive & Employee Communciations
IBM
04.2006 - 01.2009
- Led and redesigned executive and employee communications for t two largest IBM business units in Southwest Europe- Sales and Services- , as well as the business partner practice, spanning nine countries (Belgium, Netherlands, Luxembourg, Italy, France, Spain, Portugal, Greece and Israel)
- Drove largest annual IBM sales events in Europe and established new engagement framework to improve relationship with business partners.
Head of Business Units Communication
IBM
02.2004 - 04.2006
- Designed communications framework for IBM's new go to market and reshaped it for two product oriented business units
- Successfully built Research footprint in the region without having a lab - established reputational foundation for launch of Brazilian research lab.
- Led production, communications strategy and client relationship design of largest IBM Corporation on-site client event Latin America
Communications Manager
IBM
08.2000 - 02.2004
- Repositioned IBM's reputation in both countries, after corruption issue in IBM Argentina which impacted southern Latina America's countries
- Restructured communications discipline in Chile, including work with PR agency
- Developed integration initiatives within management team helping to rebuilt trust and sense of belonging of its employees
- Positioned three country General Managers
- Re-established relationship with media and key stakeholders
- Positioned Services branch
Head of Communications
Chilean Authors' Society
09.1998 - 08.2000
- Unified Chilean Author's communication and media framework approach
- Launched national Arts & Author Award - still existing today
- Developed first worldwide congress of Author Societies in Chile
Education
International Economic Affairs
Mayor University
Santiago, Chile06.1997
Communications Leadership For Future CCOs
Arthur W. Page - Future Leaders Program
United States11.2014
Bachelor of Arts - Journalism & Social Communications
University Diego Portales
Santiago, Chile03.1996
Skills
- Lead Change
- Critical Thinking & Problem-solving
- Growth Mindset & Curiosity
- Creative Expertise
- Cross-Boundary Collaboration & Teaming
- Client Advocacy
- Strategy Development
- Crisis Management
Affiliations
- Global Communications Development Network
- Corporate Communications Strategy Council
Languages
Spanish
Native language
English
Proficient
C2
German
Upper intermediate
B2
Portuguese
Elementary
A2
Timeline
Vice President Marketing & Communications EMEA
IBM
01.2023 - Current
Vice President of Communications EMEA
IBM
03.2019 - 12.2022
Director of Communications Latin America
IBM
09.2017 - 03.2019
Brand & Communications Manager Latin America
IBM
01.2014 - 01.2017
Media Relations Manager Latin America
IBM
01.2009 - 03.2014
Executive & Employee Communciations
IBM
04.2006 - 01.2009
Head of Business Units Communication
IBM
02.2004 - 04.2006
Communications Manager
IBM
08.2000 - 02.2004
Head of Communications
Chilean Authors' Society
09.1998 - 08.2000
International Economic Affairs
Mayor University
Communications Leadership For Future CCOs
Arthur W. Page - Future Leaders Program
Bachelor of Arts - Journalism & Social Communications
University Diego Portales