Genentech’s Senior Communications Manager Alexis Barnes shares her secret sauce that keeps her strategy sharp.
Before entering the workforce, Alexis Barnes, senior communications manager at Genentech’s Oceanside site, was on track for med school before a twist of fate (and a journalism professor mom) nudged her toward storytelling. Today at the pharmaceutical company, she uses data, storytelling and culture to connect employees to purpose and business goals. Barnes’ career spans fashion, design, healthcare and now biotech.
What was your first job in comms?
It was for a men’s fashion trade magazine in New York City called MR Magazine. At the time, it was all about the hip-hop brands—Jay-Z had his brand, Diddy had a brand called Enyce. I was a young urban contemporary men’s fashion reporter. It was kind of cool, kind of not. Men’s fashion can be just as cutthroat as the women’s side. I was in my early twenties, and it was a lot to take in all at once. But it was a good company and helped lay the foundation for my future work.
How long were you there?
About two and a half years. Then I transitioned into home design—still in the design space, but specifically kitchen and bath. That job was amazing. I got to travel the world, look at tiles in Italy and experience hand-painted sinks in Spain. It was eye-opening and added a whole new layer of world experience to my background.
They were both interesting (roles). Fashion was cutthroat—it forced me to grow up fast. You had to be sharp with your questions and follow-ups because no one had time to waste. This was all before social media, so everything was slower and traditional: meetings, face-to-face
Thought leadership is also part of your role, right? What makes a leader’s message land with employees?
The leaders who are most effective stay true to themselves. They avoid corporate speak and share real stories, like something they heard from an employee that shifted their thinking. Being vulnerable, honest and authentic is key.
I also push back when needed. If a message feels too polished, I’ll ask, “Is that really how we want to say this? Will people believe it?” You don’t want employees to feel like they’re hearing just another corporate line.
Can you share an example of when that worked?
When I worked at UC San Diego Health, the CEO did monthly “Hearts and Minds” messages. She was transparent—talked about how the business was doing, what employees were saying, and even addressed concerns she couldn’t solve immediately. Those messages were incredibly well received.
Where do you find storytelling inspiration outside of work?
Swimming. I grew up a swimmer, and funnily enough, the UCSD CEO was a swimmer too—we’d sometimes swim together. Some of my best ideas come while swimming. Or running—I run without headphones because it helps me think clearly. I usually rush home after a run and jot everything down.
What’s a small but mighty habit that keeps your strategy sharp?
Staying curious. That’s something a journalism professor drilled into me. I read and listen to everything—good, bad, trashy and highbrow. I even listen to Netflix while I work—not for the plot, but to hear how sentences are structured. I absorb language and tone constantly. I’m quiet in meetings, but I’m always listening—that’s my secret sauce.
What’s something about employee communications that people still underestimate, but really shouldn’t?
I’m old-school… think newsletters. I know everyone’s into instant communication now: “Send it in a chat,” or “Let’s make a TikTok video,” but there’s something about a newsletter. All the information is in one spot.
You can include videos, photos and it doesn’t have to be complicated. It doesn’t have to be long—just a photo, five sentences and a link. It keeps things clean. People don’t have to dig through chats or multiple platforms to find what they need. It’s just… there.
And if you make it interactive—like adding likes, comments, or other feedback tools—it becomes a two-way street. That’s even better.
To learn how Alexis Barnes uses newsletters as a tool for a centralized, low-friction way to deliver information that sticks, join Ragan’s Revitalizing Newsletters and Town Halls to Drive Engagement webinar on Tuesday, Aug. 12. Register here.
Isis Simpson-Mersha is a conference producer/ reporter for Ragan. Follow her on LinkedIn.
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