CorpComms Magazine

Charlotte Sjöberg's meteoric career progression has continued even since her selection as CorpComms Awards Young Achiever 2011, with a recent promotion to head of media relations for Lloyds TSB and Bank of Scotland from senior manager of corporate communications at Lloyds Banking Group. She has been with the banking giant for less than two years, and has tackled some of the thorniest issues to have ever hit the financial sector.

But her boss, head of corporate communications Ed Petter, who describes Charlotte as a 'highly regarded and essential member of the team', says: 'Tactically, Charlotte is always happiest at the 'eye of the storm' taking calls and handling difficult issues.'

Her career path is a rather different one from that envisaged by the recent English Literature graduate who joined Nationwide Building Society as assistant editor of the in-house magazine in June 2002. Within a year, Charlotte had joined the corporate team with a broad remit ranging from finding cost savings and efficiencies to developing Nationwide's 'Free ATM Usage Campaign'.

Within three years, she was promoted a further three times eventually taking the role of campaigns manager, where her work delivered real results for consumers. For example, savers are now automatically notified when their introductory offers are due to expire as a direct result of one of Charlotte's campaigns.

She joined Lloyds Banking Group in early 2010 as senior manager in the retail press office, managing its consumer banking agenda which encompasses more than 30 million customers, 3,000 branches and three brands. Within six months, she was transferred to the corporate communications team to manage its position on key strategic issues, such as the divestment programme, where she had responsibility for internal communications, customer communications and public affairs.

Petter adds: 'Strategically, Charlotte works hard to get under the skin of the business and construct a programme or handling plan which helps the group leverage or defend its position. She is an excellent team member and mentor.'

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Shortlisted candidates

Caroline Parr, head of digital and corporate communications, Action for Children

Louise Berktay, communications manager, Heart of England NHS Foundation Trust

Libbie Jellie, marketing executive, Westminster City Council