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Thursday, October 12, 2017 - 11:00 AM - 11:40 AM

How Walmart is rethinking branded content: The “eternal” lifecycle

The walls are down. What’s internal is external and opportunities to tell your brand story are endless. Welcome to the “eternal” world of content. In this session, Tracy will share how Walmart is creating compelling and relevant brand content to reach audiences where they are by branching out through a variety of connected channels. From strategic initiatives and news to brand reputation narratives, Tracy’s team is looking at content through a lifecycle lens – beyond the beginning and the end.

During this session you’ll learn how to:

  • Apply a lifecycle approach for your branded content
  • Create compelling and relevant “eternal” content
  • Effectively use current and develop new channels to reach your audiences where they are


Tracy Harlow
Vice President, Digital Strategy & Brand Engagement

About your Presenter

Tracy Harlow, Vice President, Digital Strategy & Brand Engagement, is an Accredited Business Communicator (ABC) with more than 24 years of corporate communications experience. She’s responsible for developing and delivering integrated digital and engagement strategies for campaigns designed to enhance Walmart’s reputation and connect associates to the business strategy.

Prior to this role, Tracy served for two years as Vice President, Global Internal Communications and was responsible for enabling Walmart’s reputational advocacy by connecting 2.3 million associates worldwide to the business, the business to associates and associates to each other through effective internal communication.

Tracy served for more than two years as Senior Director, Global Ethics Communication & Education, and was responsible for delivering comprehensive ethics and compliance awareness and training programs globally. She also served as Senior Director, Global Associate Communications.

Before joining Walmart in 2011, Tracy served as Director, Communications for ConocoPhillips in Bartlesville, Okla., where she managed internal and external communications for the company’s Global Shared Services Division. Prior to joining ConocoPhillips, Tracy served as Supervisor, Internal Communications and then Business Partner - Strategic Communications for Williams in Tulsa, Okla. Previously, Tracy was a Communications Consultant for Arkansas Blue Cross & Blue Shield and ALLTEL in Little Rock, Ark.

Tracy’s work has garnered 25-plus professional awards, including "Communications Professional of the Year" from International Association of Business Communicators (IABC) Tulsa. She is a graduate of Oklahoma State University with a BA in journalism and board member of United Way and Girls on the Run, Northwest Arkansas.


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