Carina Scharf

Social Media: Transformed the social media strategy to increase engagement and brand impact for employer branding and lead generation goals. Internal Communications: Drove a strategic shift in Arval’s internal communications, moving from local to global visibility. Employee Advocacy & Thought Leadership Positioning: Strategic and editorial advisory for press spokespeople and employees to optimize positioning on social media. CSR: Conducting CSR checks & reporting, organization of volunteering initiatives.

Employee Advocacy: Designed and delivered a Brand Ambassador training program that scaled the number of employee ambassadors from 4 to 50+ active content creators across seven countries, generating 700+ LinkedIn engagements per month. Internal & Change Communications: Implemented a multi-channel communications strategy to increase employee satisfaction. Marketing Strategy: Developed and executed a regional marketing strategy. CSR: Repositioned the in-house Experience Center.

Internal Communications: Boosted employee engagement and loyalty by creating multimedia campaigns that blended education and entertainment, further strengthening the airport’s position as employer of choice. Social Media Management: Drove continuous engagement and follower growth across key social media platforms for the full brand portfolio targeting B2B and B2C audiences.

Internal Communications: Strengthened employee engagement and retention rates by implementing two-way communication channels as well as strong regular Executive Communications. Thought Leadership & PR: Elevated corporate spokespeople into industry-recognized experts, tripling the demand for keynote speaking opportunities. Strategy & Budgeting: Developed and executed the brand relaunch roadmap for SALAMANTEX 2.0, aligning marketing strategy with business growth objectives. Crisis Communication

Thought leadership & PR: Secured 15+ industry award wins and built strong relations with press representatives and industry associations to reinforce thought leadership and brand visibility. Digital Communications: Tripled LinkedIn followers organically. Employer Branding: Empowered 40+ employees through targeted social selling and storytelling workshops to become brand ambassadors. Employee Engagement: Revitalized employee engagement by strengthening company culture and boosting team motivation.

Internal Communications: Transformed ANZ-wide internal communications by optimizing multi-channel strategies, enhancing employee engagement, and fostering stronger alignment between Australian and New Zealand teams.

Change Management Communications: Led the internal communications strategy for the successful MENA-wide reorganization, ensuring alignment, transparency, and employee engagement during the transition. This merger combined three separate entities. Corporate Identity & Branding: Spearheaded the roll-out of the new corporate identity to create a unified market presence across all MENA sites. Empowered the local teams across 10+ sites through in-house training and the creation of a new localized branding kit.