Barbara Schädler

Head of Group Communications
Roche
Germany

Barbara Schädler joined Roche in October 2019, just a few short months before COVID changed the world. Nonetheless in her first foray into pharmaceutical comms, she garnered real insight into her new sector and the multiple global communications challenges around the development of vaccines and treatments during the pandemic impressively quickly.

Schädler seems to impress wherever she goes: as she left her previous role at European electric company E.On, chief executive Johannes Teyssen said she had “significantly enhanced the company‘s public reputation as well as employee involvement” in her three years with the firm. Schädler had joined E.On from Lufthansa, where she spent three years as SVP of communications. Before joining the airline, Schadler was global communications SVP at SAP. She was also the CEO and founder of Impact Consult, and has worked at Fujitsu Siemens and the German Ministry of Finance.

As head of global communications at the world’s largest biotech, Schädler is a member of its Extended Executive Committee, and is also a founder member of Global Women in PR Deutschland.

Can you share a moment in your career when you saw PR's direct impact on business performance?
Yes, rebuilding Lufthansa's reputation after the GermanWings crash.

What are the communications industry's biggest challenges and opportunities in the year ahead?
Differentiating between short-term trends and sustainable themes.

What have you most admired about this industry over the past year?
The ability to manage global crisis in a pretty well-organized way.

What has most disappointed you about this industry over the past year?
That we contribute so much to the noise in the world addressing short-term and trendy topics.

How have you switched off from work and maintained wellness over the past year?
Sports, friends and family and travel.

Which book/movie/TV show/podcast/playlist/other cultural source has helped you get through the past year or provided inspiration?
Many books, most recently ‘Madame Picasso’ by Anne Girard.

If I wasn't working in marketing/communications, I would be...
 A chef in a great restaurant.

Sum up 2022 in one word.
Challenging.