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Spring 2021 Advisory

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Emphasizing Human Culture Amidst Digital Transformation

In our professional lives, we confront the tradeoffs between apparent “nice to haves” and “need to haves.” For example, it is nice to have a kitchen with snacks in the office, but we need to have a functioning monitor and keyboard to perform well.

As more companies enter digital transformations, whether for purposes of agility and efficiency, or by necessity as a result of the pandemic, workplace culture is often deprioritized. Promoting healthy cultures is more important than ever to accommodate the volume and pace of change in an automated or remote work environment.

This panel discussion will cover the rituals, priorities and behavior changes that leaders can implement to ensure all employees maintain a sense of culture and community amidst digital transformation. In an environment as dynamic as the present, culture is the new “need to have.”

What you may learn in this session:

● When it comes to agility and remote work schedules, how can you inspire employees to get the job done in a timely manner while they navigate at-home distractions and “life” getting in the way?

● Tips for maintaining emphasis on the humans behind the work when entering a digital transformation.

● Tactics and strategies for not only engaging employees throughout a transformation but actually listening to them.

● Covid accelerated digital transformation for many of us. What aspects of “culture” are you now realizing were not as beneficial before and have now been replaced?

● What about working virtually in 2020 and 2021 will forever change your organization's expectations of the workplace?

● In your personal professional roles, what’s your “nice to have” and your “need to have” to be successful? How can your teams and leaders help you satisfy both?


About the Speakers:

Tiffin Jernstedt, Communications Consultant

Tiffin Jernstedt is a communications strategist with 15+ years of experience leading communications for global fashion and lifestyle brands. She is currently a consultant advising brands on communications strategies and tactics.

Previously, she was Senior Vice President, Global Communications of PVH Corp., a role she held from 2013-2020. In this role, she created the first Corporate Communications function and led a team of 30 across all communications disciplines. Her work shaped the culture at one of the largest global apparel companies in the world, and her global team built PVH’s corporate brand and amplified its reputation. She oversaw a team responsible for a wide range of communications disciplines, including Corporate Branding, Storytelling, Executive, Public Relations, Internal, Employee Engagement, Crisis, Social Media and Archive Management.

A dynamic, results-driven and strategic executive, Tiffin has extensive experience in corporate, internal and marketing communications for global fashion and lifestyle companies. She has a consistent track record leading high-performance teams with an innovative approach.

Previously, she served as SVP, Global Communications for Tommy Hilfiger and held PR positions at Ralph Lauren and Calvin Klein. Tiffin is a passionate leader, connector and mentor within the communications profession.


Yana Krasnitskaya, Afterburner Communications & Enablement Lead, IBM Performance Marketing

As a Communications & Enablement Strategist at IBM, Yana is currently overseeing the communications and training for one of IBM Marketing's largest transformations. Her primary focus is on activating employees and driving cultural change that will inspire Marketers and endure past the technology implementations.

Previously, Yana helped build IBM’s first ever Client Advocacy program, which was externally recognized in 2018 and 2019 and established IBM as a leader in client experience management. Her passion for storytelling and building relationships comes from her past experience in social work and public policy.

Along with a BA in Social Welfare from UC Berkeley, Yana holds a Master’s degree from Columbia University’s School of International and Public Affairs. She has spent the last ten years on the East Coast convincing everyone she’s a New Yorker despite being a California girl at heart.


About the Moderator:

Ethan McCarty, Founder and CEO, Integral and Lecturer, Strategic Communication Program

Ethan is the founder and CEO of Integral, an employee activation agency serving leaders of Communications, HR, Marketing and Technology. Formerly the global head of Employee and Innovation Communications for Bloomberg LP and Global Director of Social Strategy for IBM, Ethan has more than 20 years of experience leading digital communications, engagement and marketing initiatives at scale. He is a lecturer at Columbia University on Employee Activation and Digital Media & Analytics.

For questions, please contact Charlene Perilla-Iqbal at cp2746 [[at]] columbia [[dot]] edu.

For additional information about program offerings at Columbia University’s School of Professional Studies, please contact an Admissions Counselor at 212-854-9666 or inquire [[at]] sps [[dot]] columbia [[dot]] edu.