WHIPPANY, NJ — Bayer has hired Nicole Hayes as director of US external communications.

Hayes, who joins from The Bountiful Company, is responsible primarily for media relations. She is charged with developing and driving an integrated strategy that leverages a compelling narrative, executive visibility and thought leadership to generate positive content in paid, earned, shared and owned channels.

Hayes is one of the Bayer’s top external communications leaders in the US and will report directly to US VP and head of external communications Christopher Loder. She succeeds Dan Childs, who is now Porter Novelli’s senior VP of healthcare communications.

Before joining Bayer, Hayes helped lead external communications for The Bountiful Company, developing corporate and brand PR strategies and leading acquisition communications. She also supported internal communications efforts and served as an executive media trainer.

Earlier, she spent more than five years at Toys “R” Us in senior leadership positions, which included managing media relations for the company’s bankruptcy and liquidation.

“We are fortunate to have someone of Nicole’s knowledge and experience join our Bayer team,” Loder said. “Nicole has done stellar work overseeing high-profile consumer brands, and she will bring innovation and creativity to Bayer.”