Orlando Veras is the senior director of external communications at Macy’s and an established communications leader with 25-plus years of experience. Throughout his career, Veras has developed teams, crafted compelling corporate and consumer-focused narratives and executed strategies that bolster brand reputation and awareness. His expertise spans consumer media relations, corporate communications, CEO and chief-level leadership positioning, integrated marketing, reputation and crisis management, brand and event marketing, diversity, equity and inclusion (DE&I) initiatives and digital and technology communications.
In his current role, Veras oversees chief-level executive positioning and corporate reputation. He is also responsible for consumer and business media strategy focused on Macy’s customer initiatives, digital business and technology initiatives centered on omnichannel and enterprise-wide infrastructure. For over two decades, he managed media strategy for Macy’s iconic events, including the world-famous Macy’s Thanksgiving Day Parade.
Veras began his communications career at two New York City-based entertainment public relations agencies, working primarily with film, music and theatrical clients.
Preferred pronouns?
He/Him
Sexual orientation?
Gay
How did you come out at work? What was most challenging about it?
From the start of my career, I have been extremely fortunate to work for agencies and brands that have been inclusivity leaders. Coming out was never in question for me. And while working for much of my career at Macy’s, a company that truly embraces what it means to live authentically and celebrates acceptance and inclusion, I have learned that being my authentic self is an asset that could bring a different and valuable perspective to the work. As communicators, we must help reflect and reach the spectrum of our audiences and do so as genuinely as possible.
How can colleagues be true allies all year round, not just in Pride Month?
Whether colleague to colleague, friend to friend or any other combination of engagement, it is important that our allies show up year-round and never let microaggressions stand. Sometimes, the smallest actions or words can create an environment that is unwelcoming. I will always advise our allies to call out these aggressions and help educate each other on why certain words, phrases and actions may contribute to the denigration of not only our community, but also all marginalized people.
How should brands engage with LGBTQIA+ issues as part of their communications and marketing?
It’s important for brands to commit to authentically engage with the community every day. We exist beyond Pride Month, and consistently connecting through inclusive marketing, targeted communications and activations that empower and support the community throughout the year will be noticed.
I’m proud to say that at Macy’s we strive to achieve this level of commitment every day, it’s part of our DNA. Brands that take similar actions will help strengthen their brand equity while protecting their reputation from complaints of performative engagement when a brand seems to crop up out of nowhere during Pride Month.