Christa Carone’s Twitter identification describes her as a “Curious marketer & communicator; on the hunt for cut-through creative, simple yet relevant messages…” According to her peers, this is only the tip of the iceberg.
Her Internationalist of the Year nominations underscore how Xerox’s “Ready for Real Business” campaign is not simply about advertising. (“Real Business” cleverly demonstrates how Xerox helps companies handle their back-end operations so they can focus on their core business or what they do best.) This landmark Xerox initiative is certainly a global, integrated platform, but it is also a rallying cry for the company that comes to life across all marketing and communications initiatives. Christa Carone’s drive for consistency of message and the need for flexible integration have been paramount in creating the program’s success, as well as the redefinition of the Xerox brand, both internally and externally.
The 2-year-old “Ready for Real Business” campaign is now evolving to highlight more services, while it continues to present its message through a variety of channels ranging from event sponsorships to social media. In fact, its two-minute Web video called “A World Made Simpler by Xerox” recently won Gold in The Internationalist Awards for Innovative Marketing Solutions. The video has received more than 650,000 views.
Ms. Carone is responsible for global marketing strategy and initiatives that include advertising, experiential marketing, public relations, internal communications, integrated campaigns, interactive and social marketing, and the Xerox Foundation. She is also the steward of the company's brand, leading global activities that serve to protect the value of the Xerox name and multibillion-dollar brand.
She joined Xerox in 1996 as Communications Manager for the company's manufacturing and supply chain division. Her various communications, public relations and media relations roles over the years ultimately led to her CMO title in 2008. She was appointed a Vice President of the corporation in May 2010.