Always On

In episode two of the new season, Shahar Silbershatz speaks with Jill Meiburg, Head of Group Communications and Brand at GEA Group, one of the world’s leading technology suppliers for the food, beverage, and pharma industries.

Based in Düsseldorf but global in scope, Jill shares what it means to lead with purpose, navigate complexity, and prove the impact of communications in a data-driven, always-on world.

From building a custom impact score across 20+ KPIs to storytelling about cows that outperform all other content, Jill blends strategic clarity with grounded insights into what it takes to communicate effectively — and creatively — in today's fast-moving environment.

Jill also opens up about the role of sustainability, the importance of stakeholder alignment, and why communicators must learn to speak both the language of business and authenticity.

🔑 What you’ll learn in this episode:

• 🧭 Why having a clear purpose is the best defense against an unstable, noisy world
• 📊 How GEA built its own “impact score” — measuring internal and external comms equally
• 🐄 Why cow content crushes it on engagement (yes, really)
• ⚖️ How to balance speed with strategic focus when reacting to external developments
• 🧠 Why every communicator today needs a data scientist — and a deep understanding of sustainability
• 🗣️ What makes CEO visibility effective — and why “weighing in” isn’t always the right move
• 🎯 How to claim a seat at the table with the right data, format, and persistence

Timestamps

00:00 Introduction and Guest Welcome

01:02 Meet Jill Meiburg: Personal and Professional Background

02:21 Life in Germany as an American

03:42 Journey into Communications

06:24 Evolution of Corporate Communications

08:18 Strategic Communication in a Complex World

10:23 Data-Driven Communication Strategies

14:23 Impact Measurement and Tools

18:35 The Secret to Successful Internal Dashboards

19:32 The Importance of Internal Data Scientists

19:48 Reputational Risks in the Industry

21:49 Leveraging Data to Anticipate Risks

23:16 Defining and Engaging Stakeholders

24:20 Communicating Complex Engineering Solutions

25:57 Structuring the Communication Team

27:37 The Role of Creativity and AI in Communications

30:11 CEO Visibility and Communication Strategy

32:51 The Evolving Role of the CCO

34:52 Achieving a Seat at the Executive Table

37:00 Balancing Work and Personal Life

Music

Alex Guz from Pixabay

To learn more about stakeholder intelligence and how to track perceptions of global companies and industries, visit groupcaliber.com.

We're back! Season 2 kicks off with one of the most respected voices in global communications: Frank X. Shaw, CCO at Microsoft. In this wide-ranging conversation, Frank discusses how a company as vast and complex as Microsoft manages trust, innovation, and influence in an increasingly fragmented and volatile world. He explains why doing nothing is sometimes the smartest move, how Microsoft navigates “permacrisis” with speed and precision, and why alignment between internal perception and external reputation is key to resilience.

From the evolution of influence to the rise of AI, from comms-marketing collaboration to internal consensus-building, Frank offers an unvarnished look at what it takes to lead communications at a company where everyone’s watching—and why staying grounded in purpose matters more than ever.

🔑 What you’ll learn in this episode

• 🧭 Why trust and innovation are the twin pillars of Microsoft’s brand identity—and the risks that threaten each
• 🧠 How to detect weak signals and decide when to stay silent in the face of emerging crises
• 🧰 The systems and structures Microsoft uses to stay “always on”—from 24/7 global issues management to predictive dashboards
• 🏗️ Why comms needs as much internal relationship-building as external influence
• 🧬 How Frank's team uses AI for measurement, insight, and experimentation—without losing the human judgment that matters most
• 🛠️ What it really means to “own” communications in a decentralized, highly matrixed enterprise
• 🎯 How to stay aligned on brand without being rigid—especially when your stakeholders span governments, gamers, and global developers
• 🌍 What it takes to navigate stakeholder expectations around societal issues without getting performative

Timestamps

00:00 Frank Shaw on the Core Values of a Tech Brand

00:35 Welcome to Season Two of Always On

00:48 Meet Frank Shaw: Chief Communications Officer at Microsoft

02:46 Frank's Journey: From Journalism to Microsoft

05:05 The Evolution of Influence in Communications

08:44 Navigating the Complex World of Modern Communication

14:33 Microsoft's Approach to Risk and Reputation Management

23:31 Handling Crisis Communication

24:21 The Role of Company Values in Public Statements

26:49 The Importance of Company Culture

27:47 Understanding Microsoft's Stakeholder Universe

31:24 Organizing the Communications Team

34:24 The Impact of AI on Communications

36:12 Marketing and Communications Collaboration

40:44 The Evolving Role of the CCO

43:41 Balancing Work and Personal Life

44:53 Conclusion and Final Thoughts

Music by Alex Guz from Pixabay. 

To learn more about stakeholder intelligence and how to track perceptions of global companies and industries, visit groupcaliber.com.

Our final guest of the season is Roberta Thomson, Chief Communications Officer at Hasbro, the leading toy and games company.

In a wide-ranging and entertaining finale, Roberta and Shahar discuss:

• why she switched career from accounting to financial PR ... and how her training made her a better communicator
• the most important lessons she learned working at Facebook
• why she views her role as being “behind the scenes” to help others “show up as their best selves”
• the evolving role of the CCO
• her strategies for managing the "always on" aspects of the role
• her advice for aspiring CCOs

To learn more about stakeholder intelligence and how to track perceptions of global companies and industries, visit groupcaliber.com.

Torod Neptune is Medtronic’s Senior Vice President for Corporate Marketing and Chief Brand and Communications Officer. He and Shahar discuss:

• how Medtronic built a "best in class" team for identifying reputation risks
• the crucial role of diversity in competing — and winning — in the marketplace
• why communicators need to go beyond simply securing a "seat at the table" and cement it for the next 25 years
• the importance of establishing clear boundaries and prioritizing mental health in a demanding profession

To learn more about stakeholder intelligence and how to track perceptions of global companies and industries, visit groupcaliber.com.

In this candid and compelling conversation, Ben Boyd, then the Chief Communications Officer at Chobani, shares how a purpose-led food company stays the course in a hyper-politicized world.

From his unplanned journey into communications to building reputation resilience at brands like Lowe’s, Peloton, and now Chobani, Ben discusses the evolution of the CCO’s role in an “always on” landscape.

He offers a behind-the-scenes look at how Chobani decides whether to speak out on hot-button issues, how curiosity and diversity power his team’s intelligence, and why convening the right cross-functional conversations is often more valuable than owning them.

With his grounded leadership style and thoughtful perspectives, Ben shows what it means to be both a conscience and a catalyst inside a values-driven company.

🔑 What you’ll learn in this episode

• 🛠️ How to build influence from the inside-out—not by demanding a seat at the table, but by creating the need for one
• 🧭 Why clear values invite reputational risk—and why that’s OK
• 🗣️ The scorecard system Chobani uses to decide when to speak out on societal issues
• 🌐 What makes stakeholder engagement strategic—not just reactive
• 🧠 Why the “always on” mindset starts with curiosity, not technology
• 📊 Which metrics matter most when you're balancing growth, authenticity, and trust
• 👥 How Chobani blends diverse voices across generations to stay in touch with its audiences
• 🤝 What role the CCO plays in convening teams to navigate conflict and complexity

To learn more about stakeholder intelligence and how to track perceptions of global companies and industries, visit groupcaliber.com.

"The world doesn't need more communication. It needs better communication."

So says Kim Larsen, the head of global communications and brand experience at ING, a leading European bank.

In this thought-provoking episode, Kim discusses the evolving nature of communications, the importance of purpose and strategy in a complex and noisy environment, and the role of data in informing decision-making.

Kim argues that companies must be more resilient in the face of criticism and controversy — and that the focus should shift from controlling messages to empowering employees to communicate authentically.

He also emphasizes the importance of prioritizing key issues and avoiding performative activism.

Finally, Kim discusses the challenges of leading communications in a rapidly changing world, emphasizing the need for data-driven insights and a commitment to building bridges rather than amplifying division.

To learn more about stakeholder intelligence and how to track perceptions of global companies and industries, visit groupcaliber.com.

In episode two, host Shahar Silbershatz meets Ian Louden, the head of brand worldwide at ArcelorMittal, a leading steel and mining company.

They discuss Ian's journey from graphic designer to brand consultant and ultimately into his current role at ArcelorMittal, where he's been for 16 years.

Shahar and Ian talk about:

• ArcelorMittal's longstanding sponsorship of the Olympic Games — and why you won't see the company sponsoring other sports
• how brand communications have evolved, highlighting the impact of social media, globalization and the rising demand for real-time data
• brand purpose, reputation management and the need for brand professionals to be strategic advisors to senior management.

Finally, Ian offers some advice for young professionals looking to enter the field and have a successful career in brand communication.

To learn more about stakeholder intelligence and how to track perceptions of global companies and industries, visit groupcaliber.com.

Host Shahar Silbershatz meets Médard Schoenmaeckers, the Global Head of Corporate Affairs at Boehringer Ingelheim, a global pharmaceutical company.

They discuss the evolving role of communications within a company, especially as organizations face increasing internal and external pressure; the importance of data-driven communication; the need for communicators to have strong business acumen; and how companies can use data to measure the impact of their communication efforts.

Médard also provides insights into Boehringer Ingelheim's recent rebranding process and the importance of earning a "seat at the table" by proving value to the organization. Finally, he offers some timeless advice for aspiring communicators.

To learn more about stakeholder intelligence and how to track perceptions of global companies and industries, visit groupcaliber.com.

If it seems like the world’s in permanent crisis mode — well, that’s because it is.

But what does all this mean for the world’s biggest companies?

On Always On, host Shahar Silbershatz will search for the answers.

He'll speak to experts in brand, marketing and communications to learn how they’re steering leading companies through our age of uncertainty.

To learn more about stakeholder intelligence and how to track perceptions of global companies and industries, visit groupcaliber.com.