Camille Johnston, Vice President, Corporate Affairs, Siemens Corporation
Camille, who is the former communications director for First Lady Michelle Obama, has revolutionized how Siemens communicates in the United States and in the process has completely changed how and what target audiences think of Siemens. When she started at Siemens, outside of their core customer base, the German conglomerate was often mistaken for a mattress manufacturer. With Camille at the helm directing impactful communications campaigns, Siemens, a conglomerate with vastly diverse business units, is now firmly ensconced in the national narrative around the multiple issues pertinent to their business units, as well as the public policy discussions affecting the company.
As Siemens prepared to deliver the latest locomotive fleet to Amtrak, Camille crafted a strategic approach to further convey Siemens role as a U.S. manufacturer. Through the six month effort consisting of facility viewings, social media campaigns and public policymaker dignitary outreach (including Vice President Joe Biden), the program Camille crafted successfully conveyed that Siemens’ locomotives are made in America by Americans. To date, the campaign achieved the most single day coverage Siemens USA has ever experienced, including hits in more than 15 regional markets and a dozen national outlets.