Continental Tires EMEA Appoints Alena Bauer to Lead Unified Communications

In a move to strengthen both organizational culture and brand presence, Continental Tires EMEA has appointed Alena Bauer as the new Head of PR and Internal Communications. The appointment, effective June 1, 2025, marks the completion of Continental’s integration of its internal and external communications teams across Europe, the Middle East, and Africa.

Egemen Atış, Head of Strategy, Analytics & Marketing at Continental Tires EMEA, explained the significance of the restructuring: “By combining our internal and external communications, we are creating an integrated communications structure that optimizes synergies. Under Alena’s leadership, the team will communicate our content consistently, efficiently, and effectively across all channels, both internally and externally.”

Bauer brings 15 years of international experience to her new role, having served in senior communications positions at MTU Maintenance, RICOH Germany, and Redaktionsnetzwerk Deutschland. Most recently, she was responsible for internal communications at Continental Tires EMEA. Her diverse background in media relations, internal messaging, and marketing makes her well positioned to lead the newly unified communications function.

This strategic appointment reflects a broader trend in corporate leadership: treating communications not as a support function, but as a central driver of trust, credibility, and employee engagement. For executives, the alignment of internal and external messaging is critical to ensuring employees and stakeholders receive a unified, consistent narrative. Companies that embrace this integration strengthen culture while building brand reputation across markets.

Organizations that unify communications functions position themselves for stronger trust and clarity. When internal and external voices align, companies amplify credibility and create lasting cultural impact.