Paving the Way: Public Affairs Strategies for New Market Entry
March 21, 2012 – Public Affairs Council – Washington, D.C.
Executive vice president
Chris Hayes is executive vice president and head of the international affairs group in Edelman’s Washington, D.C., office and also heads Edelman’s market-entry consulting and services group, PERISCOPE. With 20 years of experience in foreign policy, politics, market entry, marketing and communications, Mr. Hayes focuses on implementing international communications campaigns for governments, global NGOs and multinational corporations. He previously worked for six years at The Rendon Group, implementing communications campaigns for corporations and governments in the Middle East and Asia. As vice president of marketing for Primeshot.com, he managed a seven-person team handling the company’s public affairs, branding, advertising and communications.
At PERISCOPE, Mr. Hayes and his team help companies enter new markets, drawing on the firm’s market-entry communications and engagement experience, the local expertise and global insights of 60 offices around the world and the knowledge of seasoned international counselors. Edelman’s market-entry experience includes supporting Harley-Davidson’s introduction to India, assisting Starbucks’ entry in Argentina, mapping stakeholders for TATA Motors’ move to China and engaging stakeholders upon De Beers’ return to the U.S.
Catherine P. Bennett
Vice president, global public affairs
Catherine Bennett is vice president, global public affairs, for Tyco International and leads the company’s federal, state and international government relations functions. She joined Tyco International in October 2008 from the National Foreign Trade Council. Prior to that, she worked for nearly 30 years for Pfizer Inc., where she served as vice president of government relations and had global responsibility for issues relating to international trade, taxation and intellectual property protection. Ms. Bennett also served on the National Security Council staff at the White House and as an aide to then-Rep. Peter H.B. Frelinghuysen.
Ms. Bennett has a law degree from the Georgetown University Law Center and a master’s degree from the Johns Hopkins School of Advanced International Studies. She is also a graduate of Smith College and a member of the D.C. bar. Ms. Bennett serves on the boards of the Ripon Society, the Public Affairs Council, the National Foreign Trade Council and the Prevent Cancer Foundation. She is also a member of the Ford’s Theatre Board of Governors.
Global director, trade and investment policy
The Dow Chemical Co.
Lisa Schroeter is the global director of trade and investment policy for The Dow Chemical Co. As part of the corporate government affairs and public policy team, Ms. Schroeter has direct responsibilities for defining and managing the company’s trade agenda as well as developing strategy on the international aspects of key corporate issues. Her focuses are on trade policy and legislation, trade negotiations and investment issues that foster growth in Dow’s global businesses through identification of policies facilitating market access and reducing global distribution costs.
Before joining Dow, Ms. Schroeter was executive director of the TransAtlantic Business Dialogue (TABD), where she was responsible for working with the issue committees to develop and promote their recommendations, and facilitating business and government interaction. Previously, she was director of European policy for EDS Corp. In that capacity, she developed corporate strategies and responses to legislative initiatives related to Europe.
Head of public affairs and communications
Novozymes North America
Chris Bender is the head of public affairs and communications for Novozymes North America. He leads an innovative and forward-leaning team responsible for the company’s integrated public affairs and communications work across the United States and Canada.
Mr. Bender divides his time between the company’s regional public affairs and public relations strategy — aligning that strategy with those of the company’s operations in Europe, Brazil, India and China — and working with his team on real-time legislative, regulatory and communications needs.