Thomas Alex | Corporate & Internal Communications
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Marketing and communications functions, built from a blank page. Fifteen years running.
INTERNAL COMMUNICATIONS·EXECUTIVE NARRATIVE·BRAND·AI-ACCELERATED EXECUTION·DEMAND GENERATION·SALES ENABLEMENT·
BRAND·EXECUTIVE NARRATIVE·DEMAND GENERATION·INTERNAL COMMUNICATIONS·SALES ENABLEMENT·AI-ACCELERATED DELIVERY·
01
01 — CRAFT
Most marketers pick strategy or execution. I never saw the point of choosing.
/01
Internal comms
The audience most companies forget, and the one I care about most.
+
For nine years the 30,000 people inside the company were my main audience. We went through growth, change and crisis together.
DAILY
A daily newsletter, and the rest
I led internal content for a 30,000-plus employee enterprise: a daily internal newsletter, leadership messages and video.
EVENTS
Every internal event
I run internal events end to end. At UST that meant the flagship annual events, including D3 and Foundation Day, every year since I joined. Today I handle every internal event at Acsia.
REQUESTS
The internal desk
I am the single point for internal requirements: HR communication requests, announcements, videos, print and other internal collateral.
REBRAND
The rebrand, from the inside
While the company rebranded I ran the internal initiatives, and I was part of the rebrand itself.
PLATFORMS
Intranet and alumni
I helped create an internal social intranet, and helped build an alumni website with the team.
PEOPLE
Engagement and employer brand
I delivered employee-engagement, DEI and leadership communication programmes, and employer-branding campaigns, that strengthened the culture and the talent brand.
CRISIS
Crisis
I supported crisis communications through high-sensitivity periods, keeping messages clear and consistent when it mattered most.
TEAM
Leading the team
I led a team of six across corporate and internal communications. Today I lead a team of five, and I run an internal magazine and an external newsletter.
30K+
employees as a primary audience
Daily
internal newsletter
Every
internal event, every year
9 yrs
owning the internal voice
/02
Narrative
CEO storylines written to be repeated, not approved.
+
I spent nine years close to the CXO agenda of a global company. It taught me to write the line a room remembers, whether the room is leadership, a client or the whole company.
EXEC
Writing for the CXO
I worked directly with executive leadership, SMEs and business units on strategic narratives and CXO messaging, for clients and for employees.
CONTENT
A global content engine
I led content strategy across thought leadership, white papers, market research, leadership messages and video for a global enterprise audience.
METHOD
How I write
Lead with a verified number. Take a costly position. Check every fact against primary sources. Answer every comment.
BOARDROOM
Briefing the top
Within five weeks of joining a new company I presented a learnings and plan deck to the CEO.
AWARDS
Awards
This year I handled the CII Innovation Award and the AGB Awards. I prepared and presented the CII Industrial Innovation Award application.
9 yrs
shaping the executive agenda
CXO
messaging for client and employee audiences
Daily
leadership newsletters and messages
30K+
readership across the enterprise
/03
Brand
What a company says it is, and then keeping to it.
+
I got into marketing through design, so I see brand as something you can look at and something you have to keep. I have taken brands through change in broadcast, global IT services and automotive software.
REBRAND
Rebrands, inside and out
I led the rebranding campaigns for a national news and entertainment network from start to finish. I was part of the team behind a rebrand across a business of 30,000-plus employees, and I ran the internal initiatives while it happened. A viral campaign from those years won a Pepper Award.
DESIGN
A design background
I came to marketing through design: web, HTML, CSS and UI/UX, and design roles before that. It means I can brief a design system and build in it myself.
SYSTEM
Working inside a design system
I rebuilt capability and product decks in a company design system: a 13-slide Automotive Ethernet deck, a Quality Assurance deck cut from 19 slides to 11, and four product decks for an in-house AI product. I also designed that product’s website and a set of LinkedIn posters for a first entry into off-highway construction-equipment cluster engineering.
CONSISTENCY
Keeping it honest
I keep a claims register and sign-off gates, so what goes out matches what the company can prove.
3
industries of brand work
30K+
employees across one rebrand
Pepper
award for a viral broadcast campaign
4
product decks rebuilt in a design system
/04
Execution
Campaign decks shipped the same week they’re conceived.
+
Speed is a discipline. I brought production in house, including all social, and I build the tools so a small team delivers like a bigger one.
OPS
The whole function, on one page
I mapped every sub-function of marketing and marked each one Live, Partial, Planned or Gap. Around that map sit a function plan with clear roles, standard operating procedures, a risk register and an operating manual.
TOOLS
Internal tools
I built an internal marketing dashboard where the team ticks off work, signs off decisions and logs actuals, and an evidence map that traces every claim to a real programme. Both live in one repository, so a fact is edited once.
AI
AI as production infrastructure
Generative AI does the heavy drafting. A person edits and signs off everything, and every claim traces to a source. Deck and collateral production is 50%+ faster, audience builds are about 67% faster and paid-campaign throughput is 3×. 16 account-intelligence decks shipped in 10 working days.
IN-HOUSE
In house
Blogs, posts, case studies, deck design and all social now run in house, with no agency or freelance cost. In six months that meant 72 LinkedIn posts and 30 website content items, including 14 case studies.
CODE
Built in code
Decks generated in code. A poster generator that checks contrast, overflow and banned claims. A copy linter. A framework of 40 AI skills, an automated blog pipeline and weekly social drafts, all in place.
50%+
faster deck & collateral production, brand consistency held
~67%
faster audience build, with an added vetting step
3×
paid-campaign throughput: one to three running in parallel
16
account-intelligence decks in 10 working days
/05
Demand
Lead engines tuned against pipeline, not dashboards.
+
I plan demand generation with sales as one motion, from choosing accounts to qualified leads.
PLAN
The plan
I built the yearly campaign plan and a funnel model that joins sales and marketing, then stress-tested the conversion assumptions behind it.
ABM
Account-based, day to day
I choose target accounts with sales, enrich the contacts, check website visitors every week and qualify leads in the CRM on fields I designed.
LINKEDIN
LinkedIn
A 10-post series built around a takeover story and a lead-magnet checklist, plus a paid carousel campaign in two variants for senior buyers.
EVENTS
Events
I handled the company’s participation end to end at a leading automotive electronics congress, and I plan the wider calendar of trade shows and industry summits across India, Germany and the US.
AUDIENCE
Audience growth
The company LinkedIn page grew from about 16,600 to about 17,800 followers in five months, from 72 organic posts. Instagram monthly views rose from about 6,000 in April to nearly 80,000 in August.
72
organic LinkedIn posts in six months
+7%
follower growth in five months
~13×
Instagram monthly views, April to August
10
posts in one LinkedIn series
/06
Sales enablement
The story, the deck and the room. Supporting the moments deals turn on.
+
I built the enablement library from zero, so every pursuit starts with the right story and the right intelligence.
LIBRARY
Decks for every meeting
A corporate deck in monthly versions, plus a customer-specific deck for every customer meeting I support: 35 in six months.
ASSETS
The asset library
Capability decks, a key-differentiators deck, product datasheets and a corporate deck, released for sales use and kept current.
PRESALES
Pre-sales support
In six months I supported 3 proposals and 3 technical demos or workshops.
INTEL
Account intelligence
I published 25 named-account intelligence profiles as sourced 11-slide decks, with stakeholder dossiers and power maps. Sources sit in the speaker notes, and my own interpretation is tagged as such.
COMPETE
Competitive positioning
An assessment of an emerging capability, built on 46 sources, with a summary for leadership and a questionnaire for SMEs.
35
customer meeting decks in six months
25
named-account intelligence profiles
46
sources in one competitive assessment
1
RULE: SHIP THE WEEK IT’S CONCEIVED
02
02 — PATH
SINCE APRIL 2026
Acsia Technologies
Director & Head of Marketing
A global mobility and automotive software company. I lead marketing and communications for both business units, Mobility and Defence & Aerospace, with a team of five: brand, content, internal communications, newsletters, events and sales enablement for OEMs and Tier-1s in the US, Germany/EU, India and Japan.
Responsibilities
- Marketing and communications for both business units, Mobility and Defence & Aerospace. Customers include OEMs and Tier-1s in the US, Germany/EU, India and Japan.
- Leading a team of five across campaigns, design, operations and content.
- Internal communications: every internal event, HR communication requests, videos and print collateral, and the company’s newsletters, an internal magazine and an external newsletter.
- Brand and content in use: capability and product decks, a product website, social posters and a claims register with sign-off gates. In six months, 72 LinkedIn posts and 30 website content items, including 14 case studies.
- Events, awards and thought leadership: a leading automotive electronics congress, two industry awards this year, and a calendar of trade shows and summits across India, Germany and the US.
- Demand generation and account-based marketing with sales.
- Sales enablement and pre-sales: in six months, 35 customer meeting decks, 3 proposals, 3 technical demos or workshops and 25 account intelligence profiles.
- Audience growth: the company LinkedIn page up from about 16,600 to about 17,800 followers in five months, and Instagram monthly views up from about 6,000 to nearly 80,000.
- The marketing operating system: a function map, SOPs, a risk register, an operating manual and internal tools.
- AI enablement for the team, governance first: custom skills, code-built deliverables and a person signing off everything.
- Executive communication: a learnings and plan deck to the CEO within five weeks of joining.
COMMUNICATIONS
BRAND
CONTENT
SALES ENABLEMENT
2017 – 2026
UST
Senior Lead, Corporate Communications
Nearly a decade telling a global technology company’s story. I led a team of six across corporate and internal communications for 30,000 people: executive narratives, a daily newsletter, an intranet, an alumni site and the internal side of a rebrand.
Responsibilities
- Leading a team of six across corporate and internal communications for a 30,000-plus employee global enterprise.
- Executive narratives and CXO messaging, built with leadership, SMEs and business units.
- A daily internal newsletter, leadership messages and video, plus the flagship annual events, including D3 and Foundation Day, every year.
- Thought leadership, white papers, market research and integrated campaigns across digital, email, social and print.
- Employer branding, DEI campaigns and leadership communication programmes.
- Part of the rebrand, running the internal initiatives while it happened.
- The internal social intranet and the alumni website, built with the team.
- Crisis communications through high-sensitivity periods.
- Generative AI assistants in daily work from their early days.
CORPORATE COMMS
EXECUTIVE VOICE
INTERNAL COMMS
2012 – 2017
Asianet News
Lead, Branding & Promotion
The newsroom, where speed, clarity and the live deadline became permanent habits. Rebrands run end to end, and a Pepper Award–winning viral campaign along the way.
Responsibilities
- Brand communications and promotional campaigns across print, digital and broadcast.
- Rebranding campaigns, end to end, aligning positioning with market trends and audience expectations.
- Award-winning marketing content, including a viral campaign that won a Pepper Award.
BROADCAST
LIVE DEADLINES
EDITORIAL JUDGEMENT
03
03 — CONVICTION
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Internal communications is the work I care about most. It is the quiet discipline that decides whether a company means what it says.
04
04 — METHOD
AI is a teammate, not a toy.
It changed how fast I move and how much one person can carry: research at breakfast, a brand system by lunch, a campaign live by Friday.
This site, fittingly, was made the same way. From nothing. I have used generative AI assistants since their early days, including through my years at UST. Governance comes first: a person edits and signs off everything before it goes out.
BREAKFAST
Research & positioning
LUNCH
Brand system drafted
05
05 — NOTES TO SELF
Fifteen years condenses to a few lines.
ON RANGE
The strategy deck and the campaign that ships are the same job, held in the same two hands.
ON WRITING
If a leader can’t repeat it in a hallway, it isn’t a narrative yet. Keep cutting.
ON CULTURE
The inside audience hears everything you say to the outside one. Write for both.
ON SPEED
Momentum is a strategy. A good campaign this week beats a perfect one next quarter.