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Rob A. Seide


1464 Grove Street #302
San Francisco, CA 94117
Cell: 415-730-8721
Work Samples:


Entrepreneurial, results oriented marketing professional adept at strategically developing and tactically creating, managing, measuring and analyzing B2C and B2B marketing initiatives, resulting in bottom-line growth and organizational transformation. Experience developing corporate brand identity. Accomplished in leading integrated internal and external communications, executive communications, measuring effectiveness and cultivating professional relationships. Background in healthcare, medical devices, financial services, insurance, utilities, retail, non-profit associations, professional services, philanthropic and online industries. Accustomed to highly matrixed, enterprise-sized organizations as well as startup environments, having held several newly-created positions in newly-formed departments; adept at building and managing diverse, high performing teams and agencies. Responsible for budget, P&L and stimulating on-going financial growth. Creates nationally award-winning, traditional, digital and social marketing, communications and sales materials.


Marketing Manager

SAN FRANCISCO FEDERAL CREDIT UNION, San Francisco, CA; August 2018 – Present
San Francisco Federal Credit Union is a $1.2 billion financial services organization, serving 49,000 members at seven branches in San Francisco and San Mateo counties.

  • Reporting to the President/CEO, lead team responsible for content creation for multi-channel marketing: social media, digital, web, print, broadcast, video, direct mail, PR and POS; Google paid and organic search; and email automation
  • Create marketing and advertising campaigns for lead generation, member acquisition and a variety of financial products: credit cards, checking, personal and debt consolidation loans, auto loans, mortgages, HELOCs, CDs, etc.
    • Results of up to 238% increase in funded loan amounts
    • Over 140% increase in Facebook followers; 400% increase in engagement
    • Nearly 200% increase in Instagram followers; 2,800% increase in engagement
    • 180% increase in Google My Business reviews; 126% increase in LinkedIn followers
  • Handle communications planning and marketing for major projects: new digital banking system, new core system and mergers with other credit unions
    • Responsible for rebranding new merged branches
  • Create and oversee year-long series of events and promotions for 65th anniversary
  • Lead Product & Pricing Group, comprised of senior leadership team

National Director, Communications – Finance and Shared Services

Kaiser Permanente is a $70 billion integrated managed care consortium with 40 medical centers and more than 670 medical office buildings nationwide. With nearly 12 million members, 19,000 physicians and 200,000 employees, it is the largest managed care organization in the United States.

  • Provide executive communications and change management support and counsel to CFO and senior-level executives by designing and delivering strategic communications plans and leadership messages to connect, inspire and engage
  • Oversee communications and change management team providing campaigns and tactical solutions for enterprise-wide initiatives and large programs for finance and shared services executives
    • Responsible for contributing to organizational business goals through implementation of programs and campaigns that build consensus with internal and external stakeholder groups, including national media and investors
  • Develop change management and communications plans and tactical solutions for over 30 key enterprise-wide initiatives critical to project success
    • Ensure proper enterprise-wide stakeholder support and socialization of projects, including the financial leadership for all of Kaiser’s regions and national business units
  • Responsible for contributing to organizational business goals through implementation of programs and campaigns that build consensus with internal and external stakeholder groups, including national media and investors
    • Accountable for Quarterly and Year-End financial Results reporting
    • Develop and maintain digital communications, including new online self-service toolkit; new interactive information portal, combining 80+ disparate websites into one; and informational and educational videos and podcasts
    • Produce Town Hall meetings for 3000+ people and monthly meetings for top KP leadership across the country
  • Build and manage communications team and Community of Practice to serve national functions, including: Office of the CFO, Controller’s Office, Treasury, Capital Planning, Actuarial, Financial Planning & Analysis, Revenue Cycle, and Shared Services including National Facilities Services, Pharmacy Operations, End-User Services and Procurement, Supply and Sourcing
  • Serve on National PR and Communications senior leadership team

Manager, Marketing Communications and Global Branding

ABBOTT VASCULAR, Santa Clara, CA; September 2014 to February 2015 (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 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
    • Tools include mobile advertising, infographics, demo kits, and iPad presentations
    • Lead market research among KOLs, physicians/customers 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.

  • Manage development of U.S. and international sales and marketing collateral, websites and trade shows
  • Responsible for new product launch campaigns, featuring assorted print and electronic collateral
  • Built and launched revamped 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, CA; 2004 - 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.

  • Create B2B and B2C marketing, brand development and communications 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 for medical device companies; Responsible for new product and service launches
    • Created traditional and digital media campaigns: multi-cultural/language print, direct mail and sales collateral, International webinars, events and advertising – TV, radio, print, outdoor and digital
    • Managed, developed and increased traffic on website and social media
      • 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)

Additional Relevant Experience

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



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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