Marketing, Branding & Corporate Communications Executive

ROB A. SEIDE

**** ***** ****** #*** *** Francisco, CA 94117

415-***-**** (C) 415-***-**** (H) Email: *****@***.***

Work Samples: www.RobSeide.com

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ACCOMPLISHED MARKETING, BRANDING & CORPORATE COMMUNICATIONS PROFESSIONAL

Entrepreneurial, results oriented marketing professional adept at strategically developing, managing, measuring and

analyzing B2C and B2B marketing initiatives, resulting in bottom-line growth and organizational transformation. Background

in healthcare, medical devices, financial services, insurance, utilities, retail, non-profit associations, professional services,

philanthropic and online industries. Develops and maintains corporate brand identity. Manages corporate communications

campaigns to various internal and external audiences. Accustomed to enterprise-sized organizations as well as “start-up”

environments, having held several newly-created positions in newly-formed departments; adept at building and managing

diverse internal teams and agencies. Responsible for budget, P&L and stimulating on-going financial growth. Creates

nationally award-winning, multi-media marketing and sales materials.

PROFESSIONAL EXPERIENCE

Manager, Marketing Communications and Global Branding

ABBOTT VASCULAR, Santa Clara, CA: September 2014 to Present (Contract position)

Abbott Vascular, a division of Abbott, is a global leader in cardiac and vascular care, producing cutting-edge devices for

coronary artery disease, peripheral vascular disease, carotid artery disease and structural heart disease.

• Develop digital and print downstream marketing materials for new global product launches in support of sales team

• Partner with cross functional teams to develop tools for physicians, hospital administrators, clinicians and patients

• Lead market research among KOLs and sales team

Senior Manager, Marketing Communications

NATUS MEDICAL INCORPORATED, San Carlos, CA: April, 2013 to August, 2013 (60+ jobs eliminated)

Natus Medical is a leading provider of medical devices, software and services for the Newborn Care, Neurology, Sleep,

Hearing and Balance markets. Natus products are used world-wide in hospitals, clinics and laboratories in over 100 countries

for the screening, detection, treatment, monitoring and tracking of common medical ailments.

• Managed development of U.S. and international sales and marketing collateral, websites and trade shows

• Responsible for new product launch campaigns, featuring assorted print and digital collateral

• Built and launched revamped sales website

• Developed and maintained corporate brand and style guide

• Managed and mentored geographically diverse team of professionals

Regional Manager, Marketing and Communications

SUTTER HEALTH, San Francisco: 2004 to 2013

WEST BAY REGION, 2012 to 2013; CALIFORNIA PACIFIC MEDICAL CENTER (CPMC), 2004 to 2013

Sutter Health’s West Bay Region is an integrated healthcare delivery system serving five counties in Northern California.

CPMC is a four-campus 1,254 bed, $984 million medical center in San Francisco. Marketing, brand development and

communications to consumers, staff and referring physicians, employees, media and national medical device companies.

• Create B2B and B2C campaigns, employing strategic planning, market research/analytics and segmentation

Specialty service lines included cardiology, orthopedics, GYN, cancer, pulmonary medicine, robotic surgery,

neurology and surgical education; Responsible for new product and service launches

• Created traditional and new media campaigns: multi-cultural/language print, direct mail and sales collateral,

International webinars, events and advertising – TV, radio, print, outdoor and digital

Managed and developed website and social media

Increased social media fans, likes and shares

Employed SEO and SEM tactics, resulting in 500% increase in Google ranking,

nearly 400% increase in

Internet traffic and 100% increase in You Tube views

• ROI analysis of tactical initiatives showed 100+% net profit return on investment

• Developed and oversaw new, system-wide brand

Conducted market research to determine market equity and new brand positioning

• Oversaw creation and implementation of brand infrastructure and identification

system and developed $4 million multi-media campaign across all marketing channels, including TV and radio; out of

home, print advertising and publications; website, social and digital media; internal marketing and signage; and

collateral architecture

• Responsible for physician and employee relations (St. Luke’s Campus), including print and electronic

newsletters, special events and creation of employee intranet

Responsible for community outreach

• Developed, marketed and coordinated community educational events and health fairs

• Produced e-newsletter and quarterly tri-lingual community magazine reaching 180,000 homes

Handled local, national and international media relations, including crisis communications (St. Luke’s Campus)

ROB A. SEIDE PAGE 2

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Manager, Marketing

PACIFICARE BEHAVIORAL HEALTH, Santa Ana, CA; 2002 to 2003

Development and implementation of strategic and tactical marketing plans for national insurance company

• Developed segment marketing strategy by business channel and created associated CRM programs

• Built database of sales leads and developed successful direct marketing lead generation programs

• Increased sales pipeline leads by over 70%

• Created multi-media sales and consumer collateral

• Conceptualized and built online fulfillment service center

• Created new corporate brand: value proposition, messaging, positioning and collateral architecture

• Managed participation in a dozen international trade shows, including producing VIP events, displays, sales collateral

• Lead team of professionals responsible for development and maintenance of three websites, newsletters & trade

shows

Manager, Commercial Marketing

BLUE SHIELD OF CALIFORNIA, San Francisco, CA; 1999 to 2001

Developed and implemented strategic and tactical marketing plans for state and national B2B and B2C business

• Achieved 24% increase in customers and increased sales of ancillary products

• Built new collateral architecture and integrated new corporate brand into marketing strategy and communications

• Created multi-media marketing campaigns for new product launches

• Developed broker retention strategy and created enhanced sales tools and training

• Provided competitive analysis, conducted business needs assessment and developed marketing and sales database

• Managed $10+ million budget and, as “change agent,” built new marketing infrastructure through process mapping

President

ROB A. SEIDE CONSULTING, San Francisco, CA/ Baltimore, MD; 1996 to 1999

Strategic planning, marketing and project management for local/national/international B2B and B2C

companies in:

financial services; internet services; utilities; healthcare; retail; and biotech/pharmaceutical/medical

devices

• Produced record-setting annual conferences and trade shows

• Increased consumer membership to organization by developing enhanced customer benefits

• Created revenue-generating products and services

• Developed e-sales initiatives, leveraging on-line community-building success for off-line success

• Set measurable strategic direction for PR programs, securing media placements in The Wall Street Journal,

Washington Post, NPR, NBC/CBS Evening News, Good Morning America, CNN, national magazines & trade publications

• Clients included: Charles Schwab & Co., Inc.; OnLine Partners/Gay.com; Sempras Energy: The Gas Company;

Real Estate America; Regulatory Affairs Professionals Society

Vice President, Communications and Marketing

PA RURAL ELECTRIC ASSOCIATION; ALLEGHENY ELECTRIC COOPERATIVE, INC., Harrisburg, PA; 1991 to 1996

Strategically and economically grew two multi-state organizations; developed a separate for-profit

subsidiary

• Created B2B and B2C marketing & communications strategies targeting rural residents, business

leaders, government and regulatory agencies, politicians and media on behalf of 14 electric

companies in PA, NJ and MD

• Increased product/service sales with successful multi-media marketing, advertising & Internet

campaigns

• Published monthly, income-generating magazine; Achieved 140% increase in advertising sales

• Successfully handled crisis communications

• Produced corporate videos for marketing, sales, education, promotion, fundraising, training,

broadcast TV

ADDITIONAL RELEVANT EXPERIENCE

TV Producer/Anchor/Reporter/Talk Show Host: WFMZ-TV; WLYH-TV (CBS), PA

Public Relations Director; THE ASSOCIATED: JEWISH COMMUNITY FEDERATION, Baltimore, MD

EDUCATION

Bachelor of Arts Degree MUHLENBERG COLLEGE, Allentown, PA MAJOR: Marketing/Communications

CAREER HIGHLIGHTS

• Wrote and had published: a series of humorous articles in Instinct, a monthly international lifestyle

magazine; several articles for the national magazine group Specialty Publications

• 60+ Awards of Distinction from: American Cancer Society Association Trends

Communications Concepts Cooperative Communicators Assoc. Council of Rural Electric

Communicators Healthcare Marketing Report Healthcare Today Hermes Creative Awards

Hospital Association of PA International Assoc. of Business Communicators MarCom Awards

Marketing Healthcare Today PA Society of Association Executives Public Relations Society of

America Service Industry Advertising Awards United Way Women In Communications, Inc.

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