In episode two of the new season, Shahar Silbershatz speaks with Jill Meiburg, Head of Group Communications and Brand at GEA Group, one of the world’s leading technology suppliers for the food, beverage, and pharma industries.

Based in Düsseldorf but global in scope, Jill shares what it means to lead with purpose, navigate complexity, and prove the impact of communications in a data-driven, always-on world.

From building a custom impact score across 20+ KPIs to storytelling about cows that outperform all other content, Jill blends strategic clarity with grounded insights into what it takes to communicate effectively — and creatively — in today's fast-moving environment.

Jill also opens up about the role of sustainability, the importance of stakeholder alignment, and why communicators must learn to speak both the language of business and authenticity.

🔑 What you’ll learn in this episode:

🧭 Why having a clear purpose is the best defense against an unstable, noisy world
📊 How GEA built its own “impact score” — measuring internal and external comms equally
🐄 Why cow content crushes it on engagement (yes, really)
⚖️ How to balance speed with strategic focus when reacting to external developments
🧠 Why every communicator today needs a data scientist — and a deep understanding of sustainability
🗣️ What makes CEO visibility effective — and why “weighing in” isn’t always the right move
🎯 How to claim a seat at the table with the right data, format, and persistence

Timestamps

00:00 Introduction and Guest Welcome

01:02 Meet Jill Meiburg: Personal and Professional Background

02:21 Life in Germany as an American

03:42 Journey into Communications

06:24 Evolution of Corporate Communications

08:18 Strategic Communication in a Complex World

10:23 Data-Driven Communication Strategies

14:23 Impact Measurement and Tools

18:35 The Secret to Successful Internal Dashboards

19:32 The Importance of Internal Data Scientists

19:48 Reputational Risks in the Industry

21:49 Leveraging Data to Anticipate Risks

23:16 Defining and Engaging Stakeholders

24:20 Communicating Complex Engineering Solutions

25:57 Structuring the Communication Team

27:37 The Role of Creativity and AI in Communications

30:11 CEO Visibility and Communication Strategy

32:51 The Evolving Role of the CCO

34:52 Achieving a Seat at the Executive Table

37:00 Balancing Work and Personal Life

Music

Alex Guz from Pixabay

To stay current with corporate reputation trends and track perceptions of global companies and industries, visit groupcaliber.com.

GEA's Jill Meiburg on the Power of Purpose-Led Comms