Exciting news! Three senior hires have recently joined the Minneapolis office, deepening our expertise in public affairs and change management.

  • Rachel Zakariasen, former director of change communications for Medtronic, joined as senior vice president, change management and internal communications, United Minds in March.
  • Strategic communications and public affairs veteran Ted Davis, of Davis Communications Management, joined as senior vice president, public affairs in April.
  • Laura Cederberg, former assistant chief of staff to Minnesota Governor Mark Dayton, joined as vice president, client experience, public affairs in February.

“Rachel, Ted and Laura are savvy communicators and strategists, who are helping us deliver meaningful, high-impact solutions for our clients,” said Lorenz Esguerra, executive vice president and general manager, Minneapolis. “Each has brought a wealth of knowledge and experience in their respective fields, as well as strong ties to the dynamic community in which we live and work. The Twin Cities team is thrilled that they have joined us.”

Throughout her 20-year career, Zakariasen has driven business transformation and change initiatives for some of the world’s most recognized brands, including Nike, WebMD, and several large pharmaceutical and biotech companies. In her previous role at Medtronic, she led change communications for a $3 billion global transformation program. At United Minds, a Weber Shandwick consultancy, Zakariasen will lead change management and internal communications strategy for key accounts, while building the firm’s presence in Minneapolis and the broader Midwest.

Davis brings more than 30 years of experience in communications strategy, advocacy, media relations and public affairs, counseling business and community leaders across the state, including the University of Minnesota, Fairview Health Services and Ramsey County. He has also served as adjunct faculty at the University of Minnesota and Metropolitan State University. In his role at Weber Shandwick, Davis will lead the public affairs practice for Minnesota and the Midwest, providing strategic counsel for key accounts and broadening the firms’ engagement in public affairs.

Over the past decade, Cederberg has demonstrated leadership in C-suite positioning, integrated marketing campaigns and strategic communications, with previous roles at UnitedHealthcare, the Office of Governor Mark Dayton, and EMILY’s List. She was named a national “Next Generation” leadership award finalist by Route Fifty Magazine in 2018. At Weber Shandwick, Cederberg will advise clients on public affairs matters, manage key accounts, and help expand the firm’s public affairs practice in the Midwest.