Gustner brings a unique and powerful combination of strategic and critical insight, creativity and financial services acumen to all of her clients and assignments. In her 11 years with Weber Shandwick, she has developed a deep knowledge and expertise in the electronic payments industry, banking and asset management sectors, and with the hard-to-reach unbanked/underbanked audience.
For the past four years, Gustner has led Weber Shandwick’s work for a Big 4 accounting client, managing a team that pairs financial services with social strategy professionals to produce hard-working digital content strategies for the client’s highly targeted B2B thought leadership. Under Gustner’s direction, the team has advanced video and animation-enhanced reports and surveys, infographics, and multi-pronged search-engine marketing and social media campaigns. Her leadership has resulted in impressive increases to the client’s website traffic and its reputation in influential financial circles.
Gustner has set precedents for new digital and social media best practices. She also played a key role in architecting the media strategy and programming model for the agency’s award-winning Go Direct campaign, a U.S. Treasury initiative aimed at encouraging federal benefit recipients to switch from paper check payments to an electronic option. The long-standing campaign is a sought-after case study in effective metrics-driven public relations.
“Jackie is an extraordinary asset to all of her colleagues and clients,” said Sara Gavin, president of the Minneapolis office of Weber Shandwick. “This promotion recognizes her deep subject-matter expertise, key account leadership and dedicated and innovative client work.”
Gustner co-leads the office’s “Making a Difference” program, and provides senior oversight for the current pro-bono account, Minnesota Teen Challenge. She is accredited in public relations (APR) by PRSA, and has worked closely with many over the years to share her wisdom and to help them become stronger strategic counselors, media strategists and writers in their own right.
Prior to Weber Shandwick, Gustner worked as an independent PR practitioner and as a public relations specialist at NordicTrack. She holds a bachelor’s degree in journalism and public relations from the University of Minnesota.