1. A senior marketing communications and employee engagement specialist with over 20 years
experience. Passionate about the strategic and cultural importance of effective employee
engagement,particularly during times of change.
• Experienced in developing internal and external communication and engagement strategies
• Demonstrable track record of hands-on delivery
• A skilled influencer, accustomed to working with stakeholders at all levels
• A strong team player, coach and mentor
• First class copy writing, proofing and editing skills
• Firm believer in the power of diverse perspectives: founded the Deutsche Bank Birmingham
Diversity Network; appointed Co-chair of the Deutsche Bank UK and Ireland Gender Diversity
Network in 2016.
January 2015 – date
Head of Internal Communication and CSR, Deutsche Bank Birmingham
• Development and delivery of an employee engagement strategy to introduce a new regional
business construct and leadership team. Partnering with senior stakeholders across business
divisions to provide communications coaching, guidance and direction.
• Creation of a communications framework to provide employees with timely and relevant
information, together with direct access to authentic senior leaders. Channel strategy includes
town halls, skip level sessions, intranet, newsletters, events programme, business
champions.
• Maintained a strong focus on dialogue-led communication and meeting the varied
communications needs of audiences across business divisions. Successfully achieved high
levels of engagement and employee buy-in for the change programme.
• Continuous evaluation of engagement levels and ensuring that employee feedback is
acknowledged and acted on. This builds credibility and trust.
• Directing and building out the local CSR programme, ensuring alignment to the bank’s UK
and global strategy. This has significantly increased the sense of community and partnership,
with over 290 employees volunteering 1200 hours during 2016.
June 2010 – December 2014
Global Head of Communication, Deutsche Bank Operations International (DBOI)
• Directing the development and delivery of the global internal communications strategy and
plan for en employee population of 11,000 culturally diverse employees.
• Recruitment, management and development of a globally dispersed team of 10
communications SMEs.
• Personally instigated new and innovative practices which significantly improved leadership
presence and the effectiveness of communications cascade.
• Relationship management of a globally dispersed senior leadership team with strong and
diverse opinions.
• Actively drove global scale and consistency of approach, whilst allowing for important
local/geographic nuances and preferences.
June 2009 – May 2010
Internal Communications Manager (interim)
Agriculture and Horticulture Development Board (AHDB), Stoneleigh Park, Warwickshire
• Development and hands-on delivery of a change communications strategy and plan to
support the integration of seven independently managed businesses into one location.
• Quickly carried out a stakeholder needs analysis, designed and implemented an innovative
employee engagement programme to break down silos and establish a One Team culture.
• Maintained a strong focus on dialogue-led communication via multiple channels.
For internal use only
Tracy Ledward

2. January 2008 – May 2009
Internal Communication Business Partner (Interim)
E.ON Energy Trading UK Ltd, Coventry Headquarters
• Partnering with the HR and relocation project teams to develop and deliver a change
communications plan covering the relocation of the UK Trading Floor to Dusseldorf.
• Providing communications guidance and expertise to support the project team with
stakeholder engagement, including the Employee Forum and impacted employees.
• Making sure that the style, tone and approach of communications was sensitive to the
needs of a disenfranchised workforce.
• Strong focus on dialogue-based communication and ensuring that employee feedback was
acknowledged and acted on.
• Partnered with the HR Team to introduce a new IT system (SAP) across the entire E.ON UK
business. This change impacted all employees, many of who were field-based without
regular access to standard internal communications channels. Successfully made use of
broadcast communications channels including radio, podcast, pre-recorded news bulletins
and updates. Also, senior leader road shows – actively taking the message to the people.
December 1999 – December 2003
Head of Press Office and PR
ADAS Ltd, UK Headquarters, Wolverhampton
January 1998 – December 1999
Marketing Manager
Stourbridge College of Further Education, Stourbridge West Midlands
April 1990 – March 1997
Product Manager / Campaign Manager
Lloyds TSB Bank Plc, Birmingham Head Office, Victoria Square
Qualifications
Full Member, Chartered Institute of Public Relations (MCIPR)
Degree level: 2 years BA (Hons) French; A Levels (3) O Levels (8)
Interests
Global travel, house renovation.
Board member, Birmingham Metropolitan College Professional Services Academy.
Co-chair Deutsche Bank UKI Gender Diversity Network
Contact details
Tel: 07990 707308
Email: tracyledward@hotmail.com
For internal use only