(S)VP Marketing/Strategist

SCOTT JOSEPH PETINGA

Minneapolis, MN / Los Angeles, CA 612-***-**** *****@*******.***

LinkedIn www.scottpetinga.com

PROFILE

Forward-thinking and mission-driven chief strategy officer with significant achievements in various industries. Driven and ambitious change manager dedicated to continuous improvement, enhancing revenue, and streamlining business operations. Diligent in driving profit maximization through multifaceted approaches. Author of a personal memoir and numerous articles in publications such as Forbes, Thrive Global, New York Times, Fast Company, Esquire, Huff Post, and Entrepreneur. EXPERIENCE

CO-FOUNDER, EVP OF STRATEGY present

VISIBL Minneapolis, MN

• Serve in leadership capacity and provide consulting services to companies that range from Fortune 100 to startups that seek to innovate, scale, and capture market share rapidly. FOUNDER & CHIEF STRATEGY OFFICER — HEALTHCARE 2016 – 2023 REVITALLY — GENELOCKER — AIRGUARD Minneapolis, MN

• Formed strategic partnerships with healthcare providers to enhance the patient experience; improved the health of populations, and reduced and controlled per capita costs

• Established a new start-up R&D operation to promote sandbox and think-tank activities to disrupt the personal genomics industry

• Invented a simple-to-use product to address the challenges and inability to safely perform pulmonary function testing during COVID.

FOUNDER/MANAGING DIRECTOR & CHIEF STRATEGY OFFICER — ADVERTISING/MARKETING 2007 – 2023 ADTITUD Minneapolis, MN

AELIN LABS Minneapolis, MN

• Led the growth of two marketing agencies from inception to maturity, achieving combined gross billings exceeding $100M

• Directed onshore and offshore teams to drive over $3B in sales for a portfolio of iconic brands, including Harley-Davidson, PUMA, Indian Motorcycle, and Pfizer, while managing marketing budgets of $5-10M

• Spearheaded localized addressable marketing efforts, consistently achieving sales growth between 15-30%

• Mentored team members to foster their professional growth, enhance problem-solving capabilities, and ensure the effective application of their skills

• Built long-term client relationships by anticipating needs, addressing concerns, and aligning on strategic objectives to ensure satisfaction

• Developed comprehensive business and marketing strategies, including market research, competitive analysis, audience segmentation, brand positioning, and detailed plans for content, brand and demand generation campaigns for both new and existing products

• Collaborated with creative teams to ensure campaign execution aligned with strategic goals and delivered measurable results

• Proactively resolved unforeseen challenges and urgent issues related to client projects, internal processes, or team dynamics

ACCOUNTABILITY DIRECTOR 2006 – 2007

CARMICHAEL LYNCH Minneapolis, MN

• Provided analysis and consistency across projects and accounts in terms of how the agency set strategy, defined the target audience, and the manipulation of data for omni-channel consumer engagements

• Created testing matrix for all measurable communication campaigns

• Defined and implemented process improvements based on a solid business case

• Directed analytical and statistical resources in modeling, segmentation, and scoring

• Clients included Porsche, American-Standard, Cargill and Tractor Supply Company STRATEGIC PLANNING DIRECTOR 2004 – 2005

RMG CONNECT – J. WALTER THOMPSON Minneapolis, MN

• Uncovered breakthrough customer insights that inspired impactful cross-channel marketing programs and drove the application of customer insights into the marketing program development process

• Identified, developed, and drove longer-term direct response strategies and initiatives for clients that resulted in profitable growth for their company

• Generated knowledge about trends and anticipated social movements

• Managed the resolution of strategic initiatives for clients including identification of key issues, management of customer research, analysis, development of conclusions, and presentation of findings. Clients included 3M, Pfizer, US Bank, Thompson West And Polaris

VICE PRESIDENT, SEGMENTATION MANAGEMENT 2003 – 2004 SANTANDER (SOVEREIGN BANK) Wyomissing, PA

• Worked directly with senior management to understand needs, issues, and trends of target markets and then determined how to tailor (or create) products, distribution, and operations to meet the market’s unique needs so they could grow a disproportionate market share

• Built a customer acquisition program that aligned customers and potential customers’ current and future life-stage needs for products and services with the resources and capabilities of the organization

• Developed a comprehensive loyalty strategy that addressed the needs of all customer segments and focused on increasing Sovereign’s share of wallet

• Identified client interactions, product and service solutions that impacted satisfaction, drove retention, revenue, and profitability

CRM STRATEGIST 2000 – 2002

J. WALTER THOMPSON (FORD MOTOR COMPANY) Detroit, MI

• Identified ways to bring in new customers and nurture existing customers, communicating to Ford owners with one brand message; developed ongoing dialogue with owners utilizing multi-channel strategies

• Revolutionized the breadth and depth of the owner experience via a personalized website

• Increased repeat and referral sales and service retention and made known Ford's promise of quality service

• Devised, conducted, reported on, and monitored survey results

• Simplified the analytical process by composing a step-by-step guide on reporting sales results MARKETING CONSULTANT 1993 – 2000

• Advised and assisted in the research, analysis, design, and implementation of several retention / acquisition efforts and web solutions. Translated findings into meaningful, prosperous long-term customer relationships. Clients include:

o Lowe's Home Improvement and Bank of America, Charlotte, NC o Sand's Casino Hotel and Harrah's Entertainment, Inc, Atlantic City, NJ o Apple Vacations and Celebrity Cruises, Newtown Square, PA o Tenet Healthcare, Philadelphia, PA

o The Wharton School of the University of Pennsylvania and Saint Joseph’s University, Philadelphia, PA o Microsoft, Redmond, WA

ADJUNCT PROFESSOR 1993 – 2002

• Delivered professional development classes and ensured success of students in the mastery of course material; played a key role in the development of new and customized classes, and updates of individual course materials. Taught at:

o College for Creative Studies (CCS), Detroit, MI

o King's College, A Bradford School, Charlotte, NC o Stockton University, Pomona, NJ

o Montgomery County Community College, Blue Bell, PA o Atlantic Cape Community College, Atlantic City, NJ LICENSES & CERTIFICATIONS

Board Certified Patient Advocate – BCPA, PACB 2020 Strategic Healthcare Advisor, Cornell University 2019 SKILLS

Marketing & Business Strategy Brand & Product Development Vendor Management Stakeholder Engagement Budgeting Thought Leadership Strategic Planning Revenue Generation Process Improvement Advertising Competitive Intelligence Contract Negotiation P&L Management Compliance Operations Management MILITARY EXPERIENCE

UNITED STATES MARINE CORPS Virginia Beach, VA 1991 – 1993 HONORS & AWARDS

• Recognized in 2022 by the Mayor of Minneapolis with an official proclamation for over a decade of exceptional achievement

• Joined the Young Entrepreneur Council (YEC) in 2013 – an invite only organization comprised of the world's most successful young entrepreneurs

• Selected as one of 10 semi-finalists for Entrepreneur® magazine’s Entrepreneur of 2013

• Earned a spot on the 2012 Inc. Magazine list of fastest-growing private companies in America VOLUNTEER EXPERIENCE

• TH!NK DIFFERENT Foundation, Founder

• Masonic Cancer Center, University of Minnesota, Board Member

• CancerHacker Lab, Advisor

• Fairy Foundation, Founder

SPEAKING ENGAGEMENTS

• Goering Center, University of Cincinnati

• Close School of Entrepreneurship, Drexel University

• Keck Medicine, University of Southern California

• Take A Knee Podcast – Episode 117 hosted by Adam Carolla

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