S4E06: Tiffany Willis from Starbucks on Owning the Narrative and Compelling Storytelling in IR

IR is about more than just numbers–what turns an IR program from good to great is the ability to transform the numbers into narrative. In this episode of Winning IR, Mark Fasken sits down with Tiffany Willis, Senior Vice President of Investor Relations at Starbucks, to discuss the art of storytelling in investor relations. Tiffany shares insights from her extensive experience in IR and offers advice to IROs looking to build their storytelling abilities, successfully manage stakeholders, and become the bridge between corporates and The Street.

Listen to the full episode to learn more about:

• Developing storytelling skills
• Crafting a compelling narrative in IR
• Aligning with executives
• Consistency in messaging
• Balancing proactive and reactive communication
• Owning your narrative
• Advice to aspiring IROs

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Chapters

• 0:00 Tiffany Willis
• 1:51 Developing Storytelling Skills
• 3:20 Crafting a Compelling Narrative in IR
• 9:49 Aligning with Executives
• 11:27 Consistency in Messaging
• 15:08 Balancing Proactive and Reactive Communication
• 19:17 Owning Your Narrative
• 21:08 Advice for Aspiring IROs
• 23:28 Conclusion and Gratitude