Building a Strategic Internal Communications Functionfor a Client-Facing Division
An anonymized case study demonstrating how shifting from reactive support to a strategic communications function drives measurable business value.
Key Outcomes
60
eNPS
8.3/10
Business-partner satisfaction
87%
Employee engagement
50%
Email reduction
Context & Challenge
The division was growing, with complex operations and a dispersed workforce across Canada. Communication demands were increasing across performance, risk, culture, and ongoing change.
A senior communications leadership role was created to support business needs. The work was largely reactive, focused on immediate messaging and issue response.
Strategic Intent
The division needed a more strategic, structured and innovative communications function.
The function needed to improve employee experience, strengthen executive communications, structure change communications, and modernize channels to better support business priorities.
Approach & Impact
People
The function was scaled from two to five FTE, creating the capacity and capability required to support a complex national operation. The team evolved into an award-winning function with stronger storytelling capability, including the addition of dedicated video expertise.
92%
manager approval from the team
Strategy
Communications was repositioned as a strategic partner to the business through annual priorities, executive and senior leader communications, employee communication strategy, change communications, and inclusion and diversity engagement.
8.3/10
business-partner satisfaction
87%
employee engagement
60
eNPS, up 5 points YoY
10,000+
culture-program video views
Technology & Channels
The channel ecosystem was modernized through a digital-first strategy, including implementation of a new digital display channel to increase engagement and improve frontline effectiveness.
~50%
email reduction in pilot site
Reactive communications solves immediate requests.Strategic communications creates business value.
This case demonstrates how shifting from reactive support to a strategic communications function can improve employee engagement, increase business-partner satisfaction, and strengthen the experience of change and culture initiatives in complex, client-facing environments.
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The case study reflects work Naomi Ali led during her corporate career before founding NNALI Consulting. It demonstrates the enterprise experience, strategic judgement, and communications-modernization expertise she now brings to client engagements.