Kate Ferguson has more than fifteen years of international experience conceptualizing and implementing strategic communications and marketing programs for clients ranging from global companies to governments, academic institutions and nonprofits. Working across Australia, the U.S., and Asia-Pacific, Kate has provided strategic counsel to some of the world’s largest and most-trusted brands, helping these businesses to build and protect corporate brand reputation through corporate positioning, CEO and executive positioning, corporate social responsibly, stakeholder engagement, and content marketing.
Kate has led multi-award-winning programs for clients such as GE and the City of New York- both recognized for pioneering use of digital platforms for storytelling.
Kate has extensive experience the food & beverage and technology sectors having worked with clients such as YUM! Brands Inc. (KFC), Mars Inc, Wrigley, Kraft Foods, eBay, PayPal, News Limited, GE and Telstra.
Kate also served as deputy global lead of Edelman's Executive Positioning team. In this role, she worked with CEOs and other leaders to develop engagement programs which allow executives to share authentic and credible stories to stakeholders through multi-channel communications.
Kate has deep expertise in the food and beverage industry, working closely with CEOs and executives to articulate business purpose and strategy to help protect, propel and evolve the brand. Kate led a global team working with PepsiCo to develop a communications strategy to improve corporate reputation. Working closely with CEO, Indra Nooyi, Edelman activated a multi-market program leveraging 70 “reputation ambassadors” to tell the company’s story.
Kate has deep expertise in the food and beverage industry, working closely with CEOs and executives to articulate business purpose and strategy to help protect, propel and evolve the brand. Kate led a global team working with PepsiCo to develop a communications strategy to improve corporate reputation. Working closely with CEO, Indra Nooyi, Edelman activated a multi-market program leveraging 70 “reputation ambassadors” to tell the company’s story. For Mars Foods, Kate developed a stakeholder engagement strategy to help position the company as a leader in health and nutrition as well as training and preparing its leadership in issues and crisis management. For KFC, Kate was charged with building equity in the KFC brand and promoting the company’s social purpose platform. Kate led the team which designed, developed and launched the KFC Youth Foundation raising $1.2 million in its first year and winning CSR Campaign of the Year at the Australian CommsCon awards in 2018.
Kate led the daily management of the Lower Manhattan Public Information Campaign on behalf of the City of New York. The campaign was designed to keep the local and global community apprised of the recovery and redevelopment of New York in the aftermath of 9/11.