The walls between internal and external comms are coming down, creating stronger, more human brands, according to Saatva Vice President of Corporate Communications Caroline Johns.
Caroline Johns is the vice president of corporate communications at Saatva, the luxury mattress and home furnishings brand, where she leads organizational communications and corporate brand strategy with a focus on authenticity, alignment and purpose-driven storytelling.
A 2024 Ragan & PR Daily Top Woman in Communications honoree, Johns brings experience from Oracle and Thomson Reuters, where she elevated executive visibility and helped transform global workplace culture. Guided by her background in art and design, she approaches communications as both craft and strategy — shaping cohesive narratives that connect people to purpose and strengthen trust across audiences.
Outside of work, the comms leader channels her creativity and curiosity into mentoring students, serving on advisory boards for Mercy University’s Women in Leadership program and Change Engine, and volunteering with New York City public schools.
Outside of work, the communications leader channels her creativity and curiosity into mentoring students, serving on advisory boards for Mercy University’s Women in Leadership program and Change Engine, and volunteering with New York City public schools.
You’ve built a career around connecting people to purpose. What tips can you share that help you uncover that core purpose when developing a communications strategy?
When I develop a communications strategy, I always look for ways to weave a larger narrative into every message. While each communication may serve an immediate purpose, it should also subtly reinforce the company’s broader story — whether that’s our guiding principles, long-term goals or company mission.
People are inundated with messages every day. To create meaning and alignment, it’s important that each message connects back to something bigger: a shared purpose or overarching theme that unites audiences, whether they’re employees, customers or stakeholders.
That consistency is how you build a brand that feels authentic and lasting, both internally and externally. The mission, vision and values of a company may not always be the headline, but they should be present in the tone, intent and outcome of every message we send.
As someone who integrates PR, social, employee, executive and investor communications, how do you ensure consistency without losing authenticity across different audiences?
For me, authenticity begins with consistency. When your core message is clear and connected to purpose, it easily adapts to different audiences, whether employees, investors or consumers. People today can sense dissonance immediately; they expect alignment between what a brand says and what it does. That alignment is where authenticity comes to life.
The real challenge doesn’t come from defining the story, but from ensuring that every channel tells it in harmony. I’ve learned that when communications functions operate in silos, you get fragmented storytelling. But when PR, internal, social, content and executive communications work together, the message gains multiplying power. Integrated communications don’t just add up — they amplify one another, creating a narrative that’s stronger than the sum of its parts.
Collaboration also drives efficiency. When teams are aligned around one core story, content can be adapted — not reinvented — for each audience and platform. The result is a unified voice that resonates across every touchpoint, staying credible, consistent and undeniably authentic.
What leadership lesson stands out most in your career journey?
The leadership lesson that has most shaped my career is learning to balance excellence with agility. Great leaders know when something needs to be perfect and when it simply needs to move. Striving for excellence is essential to building credibility and trust, but perfection at the expense of progress can stall innovation and momentum.
In today’s fast-moving environment, success often depends on the ability to deliver strong, thoughtful work quickly, learn from it and evolve. Not everything needs to be flawless on the first pass. What matters is creating clarity, moving ideas forward and continually refining along the way.
The art of leadership is knowing the difference: when precision drives impact, and when speed unlocks opportunity. The best leaders strike that balance with clarity and conviction, enabling their teams to act decisively while still holding themselves to a high standard.
What trends or shifts are you most excited — or concerned — about in the future of brand and corporate communications?
One of the most exciting shifts I’ve seen in recent years is the evolution toward a “mixternal” communications model — the breaking down of traditional silos between internal and external communications, and across paid, earned, owned and social channels. The lines have blurred, and that’s a great thing for communicators as well as for brands.
We’re no longer managing separate streams of content; we’re shaping one unified narrative that flows seamlessly through every touchpoint. Employees have become some of the most trusted brand storytellers, and social and influencer voices often carry more credibility than traditional advertising. The rise of AI and large language models has only amplified the importance of alignment, giving communicators an even greater opportunity to demonstrate the power of integrated storytelling.
My background in art and design taught me to see how disparate pieces come together to form a cohesive whole — and that’s exactly what’s happening in communications today. The best stories aren’t told in isolation; they’re built through connection, weaving together culture, leadership, customer experience and social impact into one authentic, living brand narrative.
Communicators now sit closer to the center of business strategy than ever before. With AI reshaping how messages are created, shared and consumed, we have a unique opportunity to guide not just how organizations speak, but how they’re understood — ensuring authenticity and human connection remain at the heart of transformation.
The more integrated our approach becomes, the more credible, powerful and enduring our storytelling will be. In a time of constant change, authenticity is every brand’s greatest competitive advantage.
Who has been the most influential communicator or mentor in your life, and what did you learn from them?
I’ve been incredibly fortunate to work with strong, inspiring women leaders throughout my career — women who’ve shaped not only how I lead, but how I communicate. These mentors have modeled lessons you simply don’t learn in school: how to compartmentalize when necessary, how to lift others up as you rise and how to drive meaningful business impact with both confidence and grace.
Across every company and every role, the female leaders I’ve encountered have impressed me most — not only for their constant drive toward excellence, but for their ability to uplift their teams, maximizing impact while shaping enduring, world-class culture. They’ve shown me that leadership isn’t just about setting direction; it’s about creating space for others to grow, ensuring people feel seen, valued and part of something bigger.
The lesson I carry from their leadership is that great communication and great leadership are inseparable. Both are rooted in authenticity, empathy and intelligence — and when those qualities come together, they have the power to transform organizations.
How do you stay grounded and inspired?
Outside of work, I stay grounded by maintaining perspective, both mentally and physically. Exercise is a big part of that for me. It helps alleviate stress, clears my mind and often sparks unexpected “aha” moments while running or lifting weights. It’s a time for me to disconnect, which is often when I find inspiration. Taking that time to detach is essential not only for my mental health but also for my creativity and focus at work.
As a creative person, I’ve always needed outlets beyond my professional life. In recent years, photography has become that space for me — a manageable but fulfilling way to stay inspired and connected to storytelling from a different lens, literally and figuratively.
Finally, and perhaps most importantly, being a mother has been one of my greatest teachers. It’s taught me time management, focus and the value of being fully present in whatever I’m doing. Motherhood has made me a better leader and a stronger visionary — more disciplined, more empathetic and more grounded. Those lessons carry into my professional life every day.
Isis Simpson-Mersha is a conference producer/ reporter for Ragan. Follow her on LinkedIn.
The post From sleep to storytelling: How Saatva’s VP builds brand connection appeared first on PR Daily.
