Steven Petroff

Experience

Santiago ROI – Business, Marketing & Growth Strategy Consultancy Los Angeles, CA

Vice President of Strategy and Client Services May 2008 to Present

Senior integrated marketing & communications professional with expertise in branding and strategic planning. Focus on target segmentation in healthcare, biotech, financial and professional services segments.

• Manages client interaction to ensure clear communications, quality service and deepen relationships
• Oversees strategic planning and development of integrated marketing programs
• Leads creative strategy development; Directs media planning group and evaluates performance

Strategic Planning and Development

• Directed development & execution of Hispanic marketing program for Chicago-based national construction manufacturer US Gypsum. Long-term strategic planning identified existing and potential opportunities within US Hispanic market. Forecasted future growth by product sales and region. Developed multi-phased strategy with 3-year roadmap to achieve growth and detailed tactical programs to meet goals.

Cause-Related Marketing

• Manage Chivas Regal cause marketing initiative to key Hispanic target. Develop & launch integrated campaign from Retail to website & Facebook. Direct creative, media planning & optimize radio, print and online. Manage NPO participation, media coverage & track engagements. Results achieved 82% improvement in brand perception and 68% increase in brand recognition. Chivas Regal is continuing program into its third year.

Boyd Communications Integrated Marketing Los Angeles, CA

Account Director 1997 to May 2008

• Integrated Marketing expertise: strategic planning through tactical development, implementation and hands-on project management. Comprehensive Brand Planning from concept through design & execution, including:

- Corporate Identity and Communications: Integrated collateral systems, Annual Reports, Signage, Trade show

- Advertising (Broadcast, Online, Print, OOH) and Direct Marketing (Online, Print)                                                   – Integrated collateral system                                                                                                                                                                                                                                                                                                                 – Advertising & Direct

• New Product and Service Launch from Naming to Sub-Brand development, Packaging and Promotion
• Website Strategy, Design and interactive Branding
• Oversight and Management of all daily activity, budgeting, production and planning for key client through three year relationship, with annual billing in excess of $2.7 million

Branding

• Managed multiple projects for biomedical client CryoLife, Inc.: product marketing and corporate communications from trade show exhibit design and production of educational films; developed materials for market verticals from sales collateral, trade advertising and demo kits for surgical audience, to educational collateral for tissue donors.
• Re-positioned Health Net of California to both local and Wall Street audiences as a stable and growing health insurer. Solution included integrated media campaign of print, radio and out-of-home targeted to trade and business media outlets. Unaided brand awareness jumped by 30% in post campaign measurement.
• Developed advertising support for Health Net of California’s Latino programs. A three year relationship spanned launch of an East LA office to support of statewide healthcare programs in the Central Valley. Managed the planning, development and production of Spanish-language broadcast, print and OOH.
• Directed marketing program to enhance the corporate image of WellPoint Health Networks. Managed implementation of ongoing campaign that humanized the WellPoint brand through actual testimonial stories.
• Managed brand rollout for Delaware-based financial services firm, Wilmington Trust, including applications to corporate identity, collateral, facilities, digital branding, consumer and internal communications. Also directed strategic planning for website repositioning, from information architecture to design.
• Directed international communications project for TRW, from design through translation and production of consistently branded, multi-unit collateral system into 10 languages.
• Supervised comprehensive re-branding of Snapware Corp., a California CPG manufacturer with national distribution. New corporate identity and redesign of product packaging resulted in a 37% increase in sales.

New Product Launch

• Supervised international rollout of biomedical product for CryoLife, Inc. Project included product sub-brand development, packaging design and production, advertising and direct marketing.
• Managed development and execution of integrated advertising campaign to launch new Medicare product for Health Net of California. Projected sales goals were exceeded by more than 42% and new business leads surpassed target by over 20%. Using in-market focus groups, communications platform was developed to resonate with senior audience. Creative execution included integrated campaign of broadcast, print and direct.
• Managed comprehensive launch of new Deloitte & Touche cost reduction service from naming and sub-brand development to rollout event promotion and support materials, with both traditional and digital applications.

Strategic Planning

• Developed and implemented marketing communications plan for Children’s Hospital Central California. Activity ranged from research and strategic planning through execution. Plan included revised identity and brand positioning, collateral, integrated advertising for print, outdoor, radio, as well as media planning.
• Created strategic market positioning plan for new business intelligence service offered by Deloitte & Touche. The plan clearly articulated key descriptors of the new service including benefits, competitors, target audiences and message platforms. Plan was instrumental in introducing the service to Deloitte sales Partners.

AOM French Airlines (former largest privately-owned French airline)                           Los Angeles, CA

Manager – Public Relations and Promotions 1996 to 1997

• Developed joint marketing programs with Continental Airlines, Club Med, Air New Zealand
• Managed annual advertising/promotional budgets of up to $1 million
• Supervised development of print ads in national consumer and trade press
• Liased with various foreign government tourist offices on mutual promotional opportunities

Garuda Indonesia Airlines (National airline of Indonesia) Los Angeles, CA

Assistant Marketing Manager for the Americas 1992 to 1995

• Coordinated and co-managed public relations activities for North America
• Co-managed in-house advertising agency to include: Advertising and collateral, Media planning and placement, Reader response and Direct Marketing
  • Co-managed Strategic Planning to research, identify and develop new market segments
  • Coordinated development and execution of partnership marketing programs and barter agreements

Education

Georgetown University Graduate School, Washington, DC

Master of Science, Hispanic Literature and Linguistics, 1992

- Graduate Teaching Fellow, 1989 to 1992

Oakland University, Rochester, MI

Bachelor of Arts, Spanish Language and Literature, 1989

Center for Cross-Cultural Studies, Seville, Spain

Coursework in Spanish composition, economics, literature, politics, history and art, 1986 to 1987

Additional Skills

• Bilingual – Spanish
• Creative and Analytical Writing
• Proficient on both Mac and PC operating platforms, MS Word, PowerPoint, Excel and MS Outlook