The finalists for WashingtonExec’s 2023 Pinnacle Awards were announced Sept. 25, and we’ll be highlighting some of them until the event takes place live, in-person Nov. 16.
Next is Clay McConnell, senior vice president of communications and marketing at Intelsat, who is the Marketing Executive of the Year for Private Company with revenue greater than $250M. Here, he shares key achievements this year and focus areas going forward.
What key achievements did you have in 2023?
We successfully told a compelling story of a brand-new Intelsat – a “new space” company today that still leans into our DNA as satellite pioneers over six decades. For context, the years ‘20 through ‘22 were about transitions: new management, emerging from financial restructuring, and integrating an acquisition. In 2023, we pivoted to raise Intelsat’s profile using a variety of strategies to humanize the Intelsat brand, elevate visibility, and further enhance the company’s reputation.
We built and deployed a new marketing and communications organization focused on articulating compelling stories of Intelsat’s many “next first” achievements in the satellite industry, showcasing how we drive transformation while serving customers and the planet.
The initiative included the development of a new, modern website, refreshed messaging, high visibility out-of-home advertising, an executive thought leadership campaign, and a strategic media relations effort, all of which resulted in a measurable elevation of Intelsat’s presence and sentiment in the media and local markets, increased traffic across digital platforms, and a boost in lead generation.
Humanizing the brand further cemented the company as the leading partner and key innovator in the industry and distinguishes Intelsat within a space industry that continues to expand with new entrants and competitors.
What are your primary focus areas going forward, and why are those so important to the future of the nation?
Intelsat is entering a period of significant innovation and industry advancement with the launch of our forthcoming software-defined satellite network, multi-orbit capabilities, and a range of additional initiatives to connect the unconnected and solve communication challenges for businesses, people, and governments and NGOs around the world.
We see so much conflict and insecurity in the world today, and Intelsat is an indispensable partner to those seeking to make us safer and more connected to and with each other. Within the marketing and communications function, we will focus on continuing to tell stories that illustrate how the people of Intelsat are supporting customers and partners in their missions, all while further deepening our reputation as a leader in an emerging and dynamic space environment.