JUDITH A. WILKS: Building Brands with Purpose

Versatile, creative, and dedicated to the art of communication, Judith A. Wilks brings over two decades of expertise in public relations, marketing, and strategic communication to the table. Her impressive career has taken her from journalism to senior roles in public relations and financial services marketing. Today, she excels as a Senior PR Consultant and Strategic Communications Expert. Judith has written compelling narratives, led crisis management strategies, and elevated brand profiles across industries.

In an exclusive interview with VBD Magazine, Judith shared her story of transitioning from accounting to journalism, and her journey to becoming a trusted expert in strategic communication and brand building. She discussed the lessons learned, the challenges faced, and her unwavering passion for storytelling.

Educational Foundation

Judith is committed to continuous professional growth, as evidenced by her impressive educational background. She earned a Commonwealth Executive MBA in Quality Management from the University of the Commonwealth Caribbean (UCC), equipping her with a solid foundation in business strategy and leadership. Additionally, she holds a Diploma in Business Administration from the same institution, which laid the groundwork for her expertise in managing complex projects and organizational dynamics. To further enhance her skill set, Judith has obtained certifications in strategic thinking, customer loyalty, digital marketing, and change management, all of which have been pivotal in her success. Her educational journey reflects a dedication to mastering both the theoretical and practical aspects of her field.

From Numbers to Words

Judith’s love for storytelling began at the early age of 10, where she found herself constantly immersed in books and writing. “I remember one particular story I wrote in high school that was so vivid, my literature teacher called to ask me if it was true. That experience cemented my love for storytelling,” Judith recalls. However, her career didn’t start with stories—it began with numbers. She worked in accounting, meticulously calculating time sheets and performing stock counts. Yet, she knew her true calling was elsewhere.

This realization grew during a short stint at Mutual Life Insurance Company as an alterations clerk, where she found herself drawn to creative pursuits. “I knew then that while numbers tell one kind of story, letters and words have the magic to create an entirely different narrative,” she explains. Her leap into journalism soon followed, with a six-and-a-half-year career at the Jamaica Information Service, where she covered Parliamentary news as a Senior Reporter. Her journalism career helped hone her ability to convey complex information clearly and concisely—a skill that has proven invaluable throughout her PR and marketing career.

Moving Forward

Judith’s transition from journalism to public relations was a natural progression, allowing her to blend creativity with strategy. In journalism, she mastered the art of clear, impactful communication. In PR, she built relationships and crafted stories that resonated with diverse audiences. “Each chapter of my career has added a unique flavor to how I approach strategic communications,” Judith reflects.