Most communication experts are rather isolated from the business, positioned at the central level of the organisation. This leaves them with two options: showing best leadership skills with a view to embark their counterparts in the different services, or hiring external people who can complement scared resources and add more ambition to the project, sustainably preparing the ground for the change.
Since you considerably reduce a number of risks (dependency, turn-over, change of priorities, lack of expertise in that field, lack of credibility, etc.), the second option is best and increases your chances to succeed in any of your change management projects.
Over the past years, I have invited a great number of experts from all over Europe into my discussions. I am always eager to find out about new names in the domain of digital transformation. Feel free to contact me !