Strategic Marketing Communications
Yana Fleming
I’m a marketing communications specialist focused on small island developing states. My 20-year career is a testament to leveraging digital transformation for efficiency, advocating for climate resilience, and highlighting finance opportunities for small- to medium-sized enterprises. With a deep commitment to women’s empowerment and girls’ health issues, I craft communication strategies that aid governments, NGOs, and businesses in fostering sustainable development and lasting community engagement. My multilingual proficiency and leadership in cross-cultural settings assist me in driving meaningful initiatives and building the skills of local talent to create lasting impact in the evolving global landscape.
Embracing a Glocal Approach to Communication
With two decades of global communications experience across more than 35 countries, I bring a wealth of knowledge to the unique challenges of emerging markets, specifically Small Island Developing States (SIDS). I create culturally and technologically adept marketing communications plans for these diverse regions.
My approach merges international best practices with a deep understanding of local nuances. I help my clients navigate the complexities of climate change, promoting investment in women-owned enterprises and girls’ health education and nurturing the skills of local talent. My experience shows this approach contributes to the long-term sustainability of the interventions.
My commitment to these communities goes beyond professional consultancy; it is a passion driven by the desire to see nations thrive in a rapidly changing world.
Join me in fostering a communications landscape where resilience, empowerment, and growth are not just goals, but realities.
A Typical Engagement
I take a holistic approach to integrated marketing communications planning and evaluation—encompassing all aspects of an organisation’s marketing and communications goals. I work with internal and external stakeholders to develop a realistic communications calendar designed to continuously engage the target audience through key messaging tailored to their preferred media channels. My efforts consistently increase programmatic awareness, acquire new consumer bases, and assist in forging public-private partnerships.
%
Planning & Evaluation
- Strategic communications planning
- Market research
- Establishment of KPIs
- Real-time adjustment
- ROI and conversion assessment
%
Local Media Landscape
- Digital media assessment
- Putting journalism into context
- Understanding local preferences
- Influencer engagement
- Local language relevancy
%
Developing Content
- Original cross-media content
- A isn’t always for apple
- Consideration of local languages
- Understanding the audience’s literacy
- Stakeholder and brand requirements
I’ve worked with
My Work
Creating Benchmarks in a Nascent Market
Papua New Guinea, using traditional media to create an engaged digital audience
Working on the Australia Awards in Papua New Guinea program, I created a campaign hinging on earned traditional media and designed to reach the 87.3% rural and remote population. In the first six months, communications outputs rose over 150%. My work with private sector partners saw an increase in newspaper articles, radio programming, and television segments in recognition of their CSR programs’ support.
Capacity Building
Comprehensive communications training for professionals in Jenin
I ran capacity building workshops specifically designed for The Freedom Theatre staff in multiple departments. I trained the administrative staff on grant writing and how to evaluate and write annual report content. My workshops with the creative team focused on right-to-left and left-to-right design for digital and print content in Adobe Illustrator and InDesign.
Culturally Relevant Content
From Thailand to Brazil—engaging diverse audiences with events and media
My background includes extensive experience in creating print and digital media, website design, video production, event management, program development and journalism. I often collaborate with a talented group of international creative professionals to craft an array of multilingual innovative original content.
