About
Meet Trailhead Communications
Trailhead Communications helps organizations chart a clear, confident path through transformation by aligning people, purpose, and strategy.
Founded by Barbara Roos (pronounced “rose”), Trailhead brings more than 25 years of experience in strategic communications, change leadership, and marketing, including senior roles at Intel. Barbara blends empathy with structure to help organizations turn complexity into clarity and move forward when the path feels uncertain.
Trailhead works at the intersection of strategy and story, helping leaders anticipate resistance, uncover hidden dynamics, and create messages that truly resonate across teams. When employees connect to the “why,” transformation becomes not just achievable, but energizing.
About Barbara
Barbara Roos is a strategist, storyteller, and trusted guide for organizations navigating complex change. She is known for bringing clarity to ambiguous situations, creating alignment in challenging environments, and helping teams regain momentum when progress stalls.
Her strength lies in synthesis: distilling complex information into clear direction, transforming scattered inputs into cohesive strategies, and connecting dots that others overlook. Barbara has a unique ability to earn trust quickly—across executives, peers, and teams—and to bring people together around a shared narrative, even in moments of stress or uncertainty.
A natural builder, she has created high-impact programs, frameworks, and systems throughout her career, from global customer advocacy engines to enterprise-wide change playbooks and leadership alignment workshops. She is equally comfortable navigating executive decision rooms, coaching teams through resistance, and creating tools that make transformation feel tangible and actionable.
At Intel, Barbara led transformation initiatives affecting thousands of employees, stood up a global change champion network, and helped leaders drive clarity through rapidly shifting priorities. Her work is grounded in a rare blend of analytical rigor, emotional intelligence, and a consistent talent for seeing the human dynamics that determine whether change succeeds.
Based in the Pacific Northwest, Barbara brings the spirit of the trail into her work: curiosity, resilience, and a commitment to helping others move forward with confidence. Through Trailhead Communications, she helps leaders and teams navigate uncertainty, find shared footing, and build the clarity they need to lead meaningful change.
Testimonials
Mark Hocking
Former VP of Sales Excellence, Intel
Barbara is an excellent leader. She quickly learns issues from all sides and builds change and communication strategies that align business goals with what people on the ground truly need. Her team consistently gave her top scores because she created clarity and support in an environment of rapid change. Barbara brings people together, builds trust quickly, and drives high-quality work to completion.
Laura Barbaro
Former VP of Customer Experience, Intel
Barbara was brilliant in building our customer advocacy and customer-first culture strategies that inspired our customers as well as our employees. Her staff and co-workers consistently raved about her leadership style and coaching. She’s collaborative, always looking for ways to build a win-win, and she listens and follows through on her promises.
Amit Perry
CEO & Co-Founder, ApplAI
Barbara has been a game-changer for our team. She excels at turning complex ideas into clear, actionable strategies and communicating them even to those unfamiliar with the subject. She’s a strategic thinker, a strong leader, and someone who improves outcomes simply by being in the room. Her impact on our group’s success cannot be overstated.
Lina Stukov
Former Senior Sales Leader, Intel
Barbara led change initiatives with exceptional skill and dedication. What stood out most was her ability to connect with sellers in a way that made complex changes easy to understand and adopt. Her clarity, empathy, and communication style helped build trust and engagement across teams.
Gareth WIlliams
Digital Transformation Consultant
Barbara is that rare partner who thinks strategically and can also activate that strategy with effective change management and communications frameworks. She turns complex, enterprise-scale change into something people can understand and act on. Barbara brings sharp thinking, clarity, and incredible stakeholder focus. If you need a strategic partner to clarify and lead major change that sticks, she’s exactly who you want.
Isabella Villegas-Torres
Global Sales Enablement, Civica
Barbara has a natural talent for organizing large, complex teams and objectives with remarkable clarity. Her attention to detail, people-first approach, and ability to streamline processes while keeping morale high make her an invaluable leader.
Explore Barbara’s Latest Articles
Discover insights on AI adoption, organizational change, and the human side of transformation.