stevedeGrasse

** ****** ****** *** *********, CA 94114 T: 415-***-**** C: 415-***-**** E: abpptw@r.postjobfree.com

OVERVIEW More than three decades marketing communications experience, including ten years with worldwide advertising

agencies in the U.S. and Europe, six years agency ownership, eight years in management positions with leading life

science and high-tech enterprises, and eight years consulting for technology companies in the San Francisco Bay Area

and around the world.

SUCCESS STORIES

Critically tuned and redefined Affymetrix and GeneChip brand and communications strategies to improve the

Strategy Development

company s somewhat negative attitudes and perceptions among global life science prospects and customers.

Implemented more congenial, business-driven initiatives to generate interest and qualified leads, and solidify

brand loyalty among valued early adopters. Annual brand studies subsequently showed increasing favorability across

target audiences, particularly against valued attributes and those previously identified as needing improvement. The

company s refreshed style guides earned a place in the 2006 Creative 35 Annual for logo systems and trademarks and

top honors from the Biomedical Marketing Association.

Flexibility Held positions of increasing responsibility with Netscape Communications Corporation. Hired to lead Area Marketing

for Netscape's Western Region. Promoted to direct Worldwide Field Communications, a team of 11 professionals, and

web-based and direct communications targeted to the 2,500 employees of iPlanet (the Sun-Netscape Alliance).

Subsequently, chosen to direct Executive Communications for President and staff.

Entrepreneurship Founded and operated a successful marketing communications agency which provided innovative advertising, public

relations, direct marketing, sales promotion, event marketing, and telemarketing services for technology and telecom-

munications clients including MCI Telecommunications Corporation, Hewlett-Packard Company, Motorola, and Apple

Computer, Inc.

Won Apple Vice President's Award for developing promotional materials for the Educator Advantage Group Purchase

Sales Generation

Program which generated $2 million in Apple Macintosh product sales from administrators and educators. Also

won Regional Manager's Award for development and implementation of regional product intro events for three new

Macintosh computers. Three-city tour attracted nearly 3,000 customers and prospects in a single week.

Project Management At request of CEO, championed industrial redesign of the company s flagship microarray scanner, the Affymetrix

GeneChip Scanner 3000. In collaboration with DesignContinuum, Boston, the redesign yielded Affymetrix the Product

Development & Management Association s (PDMA), Outstanding Corporate Innovator Award for 2004 and honors

from iD Magazine. Concurrently directed development of new product naming architecture for Affymetrix entire

product line. Projects completed simultaneously, on budget, within a six-month timeframe.

Team Leadership Championed a three-day celebration co-sponsored by Apple Computer, Inc. and partners ABC News Interactive and

the Smithsonian Institution to introduce a videodisc on the life of Dr. Martin Luther King, Jr. Events featured a press

conference, exhibits at three, high-traffic national museums, and presentations by ABC News anchors.

Developed and executed $1.5 million advertising campaign and press introduction for American Cyanamid's Tramisol

Campaign Management

levamisole gel dewormer which captured 20% market share in the product's first year on the market.

Adaptability Performed comfortably in multilingual client, agency, and vendor environment using English, French, and Greek

language skills, while managing Pan Arab marketing communications.

Creativity Personally conceived, wrote, art directed and produced sales incentive programs for MCI Business Markets, Hewlett-

Packard, Thermo Scientific Corporation, NuGEN and others, and created multi-million dollar media plans for Bio-Rad

Laboratories, Exiqon (Denmark), et al.

BACKGROUND

Languages English (Native) French (Conversational) Greek (Conversational) Spanish (Elementary)

Interests Languages, international travel and culture, acrylic painting.

Education Bachelor of Science: Iowa State University, Ames, IA

Major: Journalism

Minors: Marketing & Graphic Design

WORK EXPERIENCE

Currently providing marketing communications consulting services to life science and high-tech inno-

Consultant

vators in California s Silicon Valley, Europe, and life science-focused advertising agencies. Clients

July 04 - Present

include Affymetrix, Inc., Bio-Rad Laboratories, Carnegie Mellon West, Didimi, Exiqon, NuGEN,

Phylotech, Thermo Scientific Corporation, The Linus Group, and others. Disciplines include market

research development/management, marketing strategy development, company and product naming,

messaging, copywriting and art direction for advertising and web-based materials, global media direction

and planning, webinar management, e-mail blasts and newsletters, advertising agency searches,

public relations and more.

n Directed and planned multi-million dollar print and digital media campaign for Bio-Rad Laborator-

ies. Worked with senior management and product managers to plan 13 global advertising campaigns:

Interviewed more than 100 biotech sales representatives and their annual offerings, integrated them

into brand campaign and dozens of product-specific launches, negotiated advantageous rates, built

workable templates for each, and presented campaign plans to senior management.

n Delivered creative strategies and copy/art direction executions for print and digital campaigns for

NuGEN Technologies, ThermoScientific, and The Linus Group (advertising agency) including two

campaigns for Dionex Corporation.

n Collaborated with NuGEN Technologies senior product marketing director to deliver quarterly

technical webcasts, monthly digital newsletters, public relations outreach, and three years of print and

digital advertising campaigns.

n Worked closely with venture capitalists to name four biotech companies. Held naming workshops

with capitalists and senior executives, and provided creative services for naming new ventures which

included corporate and proprietary web names.

As Senior Director, Marketing Communications, reshaped the corporate identity of biotech pioneer,

Senior Director

Affymetrix, Inc., which included crafting new communications strategies, engaging a new life science

Affymetrix, Inc.

agency partner, launching new global multi-media campaign initiatives (brand research, print, broad-

April 01 - June '04

cast, web-based, event marketing, direct marketing, collateral, and product naming architectures, and

packaging), and leading a team of eight professionals. Was subsequently tapped to head Corporate

Communications. Worked directly with CEO, President, and Sr. VP, Corporate Affairs on messaging,

strategic announcements, and the company s Annual Report.

Wrote and produced presentations and critical communications for the chief executives of iPlanet (the

Senior Director

Sun-Netscape Alliance), specifically, for the president, senior vice presidents of product marketing,

Netscape Communications

chief marketing officer, and vice president of marketing communications.

( America Online)

August '98 - June '00

Previously directed a team of 11 web and sales communications pros who built and populated a

family of organs designed to keep the iPlanet worldwide sales and marketing force and channel

partners informed. Vehicles included a sales intranet, a weekly e-mail newsletter, webcasts, countless

e-mail communiqu s, a monthly partner newsletter and more. Served as featured speaker at iPlanet

reseller events in the U.S., Europe, and Asia.

Founder and president of a successful marketing communications agency created to provide high-tech

Founder and President

and telecom companies with focused strategies and carefully implemented campaigns. Management

Strategies in Marketing

functions included new business development, contract negotiation, corporate finance, accounting

Communications, Inc.

and vendor selection, client contact, strategy planning, campaign development, creative supervision,

October '91- December '97

and production management.

Served as marcom manager for the $200 million region's education, business and reseller districts.

Field Marketing Specialist

Charged with marketing direction, advertising, sales promotion, event management, public relations, and

Apple Computer, Inc.

dealer co-op functions for Apple Computer's Mid-Atlantic Region (MD, VA, DC)). Led regional introduction

May '88 - September '91

of new products, rollout of corporate-driven communications, creation and implementation of regional

events, trade shows, campaigns and public relations.

Successfully completed European assignment with Athens-based Horizon-Meamco, an affiliate of FCB,

Account Supervisor

and a leading Pan Arab agency with six offices worldwide. As primary contact with client-side product

Horizon Advertising/

marketing managers for Saudi Arabia, the Gulf States, the Near East and North Africa, duties included

Foote Cone Belding

supervision of key agency accounts Kent, Viceroy, Lucky Strike and Barclay (cigarettes), and

Middle East

the Wm. Wrigley Company (chewing gums).

February '85 - February '88

Primary contact and advertising strategist for AMF Head Racquet Sports account: tennis, squash,

Senior Account Executive

racquetball, and shoe products. Responsible for planning and administrating the $2.7 million national

The Earle Palmer Brown Cos.

print advertising and spot/network television campaign.

May '83 - February '85

Responsible for managing $3.5 million American Cyanamid Animal Health Products account; Tramisol,

Account Supervisor

Aureomycin and others. Held concurrent management responsibilities for Prince Tennis Racquets' Pro,

Richardson, Myers & Donofrio April

Woodie, Graphite and Classic. Administrated budgets for $3 million account.

'82 - May '83

Account management and campaign strategy planning responsibilities for Eli Lilly's Treflan herbicide,

Account Executive

specifically, for the wheat, sunflower, and more than 50 western specialty crop markets. Managed $1.5

CMF&Z/Young & Rubicam

million of the $5 million account.

January '80 - April '82

Launched career with account management and copywriting responsibility for a small agency.

Account Executive

Clients included agriculture, industry, and insurance companies.

Wesley Day Advertising

June 77 - December 79

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