RAYTHEON / EMPLOYER BRAND STRATEGY
When it Matters.
My role: Competitive analysis, audience insight, employer-brand positioning, and strategic platform development.
Raytheon at work · Current imagery from RTX Careers ↗
Aerospace and defense employers competed for engineers with visions of a distant technological future. Those promises left an immediate question unanswered: how will the work I do today make a difference?
The insight: Engineers want to see the connection between the work in their hands and its impact. I positioned Raytheon around that desire for visible, immediate relevance—the difference an engineer could help make now.
“When it Matters” made the connection concrete: a child looking out of an airplane window, people protected by a defense system, a satellite restored, a team celebrating a rover’s arrival on Mars. The platform linked technical achievement to the people and moments that gave it meaning.
The client selected the strategy. It gave the creative team a focused platform for showing engineers why their work mattered and whom it served.
“I worked on a critical pitch with Irina. A must-win.”
“By the way, we won the pitch.”
Rob Schwartz · Former CEO, TBWA New York
LinkedIn recommendation, January 2024 ↗