Ethena is a modern compliance training software startup focused on making training more engaging and effective for American businesses. Since launching in 2019, Ethena made early waves around funding announcements and its compelling founder story. But as the company sought to scale its enterprise business, it needed to build stronger brand awareness. Their core communication challenges included 1. creating a consistent drumbeat of PR momentum in between major news moments and 2. overcoming the media’s perception that compliance is dry.

CMAND jumped into its partnership with Ethena by building and executing a strategic communications program. We sought to recontextualize the compliance software market by aligning Ethena’s brand with a commitment to a higher standard, thereby elevating CEO Roxanne Petraeus’s profile as well as awareness of the company in order to drive customer and investor demand.

CMAND further inserted Ethena’s executives into timely national media conversations around the future of work, pay transparency laws, and performance reviews. CMAND also created a steady cadence of evergreen PR activities including podcast pitching, speaking engagements, awards and oped/byline placements.

CMAND consistently secured Tier 1 and HR trade media placements positioning Ethenaat the forefront of media conversations on topics relevant to its industry and positioning Roxanne and Ethena’s leadership team as experts while also securing bylines, podcast interviews, speaking engagements and awards opportunities to create a perception that Ethena was everywhere it needed to be.