Hayley Berlent

Senior Strategy Director, Brand development, based in New York

Hayley brings many talents and a wealth of experience to her leadership of brand strategy programs, buoyed by a passionate commitment to her clients, a tireless work ethic and an abundance of optimism.

Hayley has led numerous nonprofit, higher education and healthcare brand revitalization efforts, including Aetna, the Y, Columbia Women’s and Children’s Health, The Florida State University, Phoenix House and Turnaround for Children. Additionally, she’s served as lead strategist on brand strategy, architecture and naming engagements for AARP, Walgreens, KeyBank, Breastcancer.org and DeWitt Stern as well as the launch of the King Abdullah University of Science and Technology and Navilyst Medical, a Boston Scientific spin-off.

Before joining Siegel+Gale, Hayley was a strategist with SinekPartners, a boutique consulting firm, where she provided strategic and marketing solutions to a diverse set of clients, including GE, AOL and the New York City Ballet. And before venturing into branding, Hayley was the public affairs manager for Columbia University School of Law. While there, she was responsible for developing communications plans, overseeing proactive and reactive media relations and penning copy for a variety of media (publicity materials, feature articles, marketing collateral and the web) on issues ranging from human rights to corporate governance.

Early in her career, Hayley worked at several public relations agencies in the healthcare, crisis and consumer groups. Projects of note include: crisis work for the British Tourist Authority, product testing and launches for Procter & Gamble; thought leader outreach for Unilever, and education awareness and advocacy programs for Sanofi Pasteur and GlaxoSmithKline.

Hayley holds an MS in strategic communications from Columbia University and a BS in marketing from the University of Maryland. She serves on the advisory board of the Masters of Science in Communications Practice program at Columbia University and is a regular guest speaker on strategic communications topics at both Columbia and New York University.