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Patti Balbas

Patti Balbas

Director of Business Development

Straightline International

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Straightline International

Director of Business Development

I nurture relationships with potential clients by advising them on brand building opportunities. This role requires me to work closely with potential clients to thoroughly understand the intricacies of their business and industry. I then use my background as a strategist and business professional to identify bespoke and effective solutions to market problems as well as recommendations for growth to maintain competitive advantages. This function requires me to stay abreast of the latest business issues facing today's leaders, and appropriate solutions that Straightline can incorporate into our offerings to address those issues.

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Career

CEC Entertainment

Hostess and Manager

Humana

Strategic Communication and Global Health Initiatives Consultant

I worked with the marketing and government relations teams to evaluate the effectiveness of Humana's messaging and improve the brand equity among key stakeholders, including the federal government.

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the Centers for Disease Control and Prevention

Marketing and Communication Analyst

I represented Humana on secondment for six months at the CDC where I created an agency-wide internal brand engagement strategy to drive behavior that created a culture of innovation and agility. To complete the work I identified key audiences and conducted stakeholder interviews (including CDC senior executives), developed communications that were relevant in tone and content, and executed collateral production.

Career

Humana Europe, Ltd

Founding Member

Hand selected by the Chief Innovation Officer as one of five employees to start up Humana's first international subsidiary and was the only non-director chosen to participate on the team.
I collaborated across business disciplines to produce a winning multi-million dollar bid to the English Deptartment of Health while overseeing daily activities of the start-up including the interviewing and training of new staff members.

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Humana

Underwriting Analyst

InterbrandHealth

Brand Strategy Consultant

In my role as a brand strategy consultant I identified, analyzed, and creatively solved strategic brand challenges to improve client business results and create brand value. This role required me to run client workshops, conduct management interviews, and carry out market research to develop strategic brand platforms.

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MillerCoors

Marketing Insights Intern

I utilized qualitative and quantitative research to craft a profile of the Bicultural Hispanic key beer drinker and applied this research to recommend a targeted brand strategy. The data was sourced from domestic focus groups, ethnographic research, and statistical analysis of a Miller Coors segmentation study.

I also collaborated with the CL and ML brand teams and agencies to create screeners for focus groups and conducted qualitative and quantitative ad testing to ensure that key messages resonated with the target audience and supported the brand strategy.

Career

Straightline International

Associate Director of Strategy

Led client brand engagements and advised junior members of the strategy team on deliverables, including brand positioning, architecture, and brand guideline development. Maintained up-to-date on business, consumer, and marketing trends to deliver relevant and unique recommendations. I also created original IP content to establish Straightline as a thought leader.

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Straightline International

Senior Strategist

I helped my clients achieve their business goals through the power of brand. Nearly all of the work I did was at the C-suite level, working closely with executive leaders to develop smart and nimble brand strategies that allowed them to compete and win in today's fierce marketplace. On a day-to-day basis I led brand strategy engagements with Fortune 500 clients in a variety of industries, with a variety of needs. Within this year I developed a brand strategy for a healthcare start-up, rationalized a nomenclature strategy for a global technology company with a wide portfolio of brands, conducted a global internal brand audit for a recently-merged organization, created a brand architecture strategy for a multinational hospitality firm, and used brand to create an effective customer acquisition strategy for a prominent New York art gallery.

Career

Straightline International

Strategist

In this role, I continued to become an expert practitioner of brand strategy by working closely with the Executive Director of strategy and the creative team to reach client goals such as raising brand awareness, increasing share of market and wallet, growing brand equity among new target markets, and expanding into adjacent markets. Day-to-day work focused on client discovery such as internal communication audits, external digital strategy, competitive audits, best practice case studies, internal and external stakeholder interviews, resulting in findings with strategic recommendations.

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Humana Europe, Ltd

Stakeholder Relations Manager

I led efforts for writing and pricing several bids for market research and wellness programs, developed Humana Europe's stakeholder segmentation model, and created social marketing campaigns promoting healthy behavior.
Key work contributions included organizing 15 exhibitions to raise awareness of the firm among key stakeholders, planning market and public opinion research, conducting focus groups, and analyzing surveys in the health industry. Lastly, I managed our brand, communications and public affairs agencies, totaling eight people, on a daily basis.

Career

University of Chicago

Master of Business Administration, Marketing Management

London School of Economics and Political Science

International Marketing

Yale University

Bachelor of Arts, Psychology