Use Communications and Social Media to Change the Narrative during a Crisis: A case study from Target’s security breach

Dustee Tucker Jenkins is the global head of communications for Spotify, the world’s largest music streaming service. She leads all external communications, public affairs, media relations and enterprise-wide internal communications across 78 global markets. Since joining Spotify, Jenkins helped shepherd the company’s public listing on the NYSE; launched the brand’s external-facing content hub, For the Record; managed high profile reputation-based issues; and reimaged the internal communications strategy for global employees. She has almost two decades of experience in communications, media relations, executive positioning, government affairs, community relations and reputation management. Prior to Spotify, Jenkins was the senior vice president and chief communications officer at Target. Under her leadership, Target established a new organizational structure, enabling her team to deliver campaigns that included designer collaborations such as Missoni and Lilly Pulitzer, as well as the launch of the multi-billion dollar brand, Cat & Jack. She also guided the company through high-profile challenges that included a highly publicized data breach, the exit of Target’s Canadian business and the restructure of its global workforce. Before Target, Jenkins was a director at Public Strategies (now Hill+Knowlton Strategies), specializing in crisis and financial transactions. There, she managed issues such as high-profile bankruptcies, insider trading, activist challenges and executive shake ups. She also served as the director of communications of the Department of Housing and Urban Development, as an appointee of President George W. Bush. Prior to that, she was press secretary for U.S. Senator Kay Bailey Hutchison.