Episode 40: Path to CCO+ with Laura Duda

Welcome to the Communications Business Advisor™ podcast with host, Tara McDonagh. In this episode, Tara continues the Path to CCO+ series with Laura Duda, Senior Vice President and Chief Communications Officer at Goodyear. Laura shares what it really means to lead communications at the enterprise level, how she built her path from "writer first" to executive leader, and what communicators need to develop if they want a true seat (and voice) at the decision-making table.

From navigating matrixed teams and "shadow communicators," to earning authority through stakeholder insight, to leading through volatility, AI, and modern crisis dynamics, this conversation is packed with practical guidance for directors, VPs, and emerging comms leaders.

In this episode, Tara and Laura cover: What the CCO role looks like at Goodyear The scope of Laura's remit across internal + external comms and closely adjacent functions Team size and global structure How to lead in matrix environments and work effectively with "shadow communicators" Laura's career path: from writer to executive leader, including a pivotal industry switch What "authority" really means in communications: shaping decisions, not just messaging The uniquely cross-stakeholder lens communicators bring to the leadership table The CCO skills that matter most: business fluency and humility (especially across generations) Navigating today's reality: AI, volatility, and modern crisis dynamics Why data-driven response protects leaders from overreacting to "viral" noise Advice for directors/VPs who feel stuck: assess your readiness, pursue stretch work, and evaluate whether your environment will sponsor your growth Laura's message is clear: authority is earned daily through credibility, stakeholder insight, and business fluency. Leadership at the CCO level requires both confidence and humility. The path isn't always linear, but communicators who keep learning, keep showing up, and choose growth-oriented environments give themselves the strongest chance to rise.

Visit taramcdonagh.com to learn more about working with Tara or sign up for her newsletter on advancing as a Communications Business Advisor:, Level Up: Be Extra and her Raise the Tide™ emails for women in the field Raise the Tide emails for women in the field.

This episode is sponsored by Raise the Tide™, a professional development ecosystem for women in communications - helping them grow, connect, and lead with confidence through mentorship, coaching, professional development and community.

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Until next time, keep advising. Always keep advising.

Meet Laura Duda

Laura Duda is Senior Vice President and Chief Communications Officer of The Goodyear Tire & Rubber Company. As the Chief Communications Officer, Duda leads all internal and external communications for the company, including public and media relations, employee communications, corporate reputation management, philanthropy and community relations, as well as Goodyear's fleet of world-famous airships.

Duda joined Goodyear in 2016, serving as Vice President of Communications for the company's Americas business unit. Before joining Goodyear, Duda led corporate, utility and commercial communications for Chicago, Illinois-based Exelon Corporation and corporate and utility communications for Tampa, Florida-based TECO Energy, Inc.

Raised in St. Petersburg, Florida, Duda attended Western Carolina University, earning a Bachelor of Arts degree in Writing & Editing. She later received her Master of Arts degree in Mass Communication from University of Florida and her Master of Business Administration degree from The University of Tampa. She is accredited in Public Relations, is a member of the Arthur W. Page Society and is a graduate of Leadership Tampa, Leadership Greater Chicago and Leadership Akron.

In 2023, Duda was named a Top 50 Chie