Karla Erovick, LEED AP

Objective Summary Key Skills Director Marketing Communications | PR

kderovick@onebox.com

415.609.1117

Over 20 years of marketing, communications, public relations and events Corporate Communications: content development for print & web Publish Weekly Travel Column for examiner.com and JetsetExtra.com Branding | Marketing Presentations | Presentation Coaching Team Building | Working Collaboratively Meeting Tight Deadlines Travel Writing: Examiner.com column, JetsetExtra.com and in flight magazines: June 2005 present Began writing travel articles for TangoDiva.com, an online womens solo travel website for destinations in Dubai, Panama, Costa del Sol Spain, and Portland, Oregon. Author of weekly travel column for Examiner.com, write 10 articles per month, to date have written over 250 articles; JetsetExtra.com write Insider weekly column and 5-6 feature articles per year covering destinations, wine, food and car events, completed 45 postings and 13 articles. Author of a dating book, Love to Date Date to Love: Unlocking the Secrets of Dating. Business Development Professional, Unisource Solutions, Haworth Dealer, San Francisco, California; October 2010 January 2012 Sales Leadership and Account Management, strategies to obtain new clients, develop and train sales team, oversee client and key decision maker presentations. Work with management to create streamlined business processes for customer service focused delivery methods for $80MM company. Served on Board of Directors for foundation and private business club. Active in professional organizations and networking events. Authored article for BOMA Earth Awards Supplement. Marketing & Business Development Consultant, San Francisco, California; April 2009 - October 2010 Marketing Consultant for real estate development, architecture, engineering, construction and emerging technology companies. Primary focus on emerging markets such as Latin America and Middle East regions. Develop marketing/sales strategies, strategic alliances, branding and communications. Provide presentation training and coaching for client/project interviews and basic networking training, as well as technical writing and proposal development. Business Development Manager, RGA ENVIRONMENTAL CONSULTANTS, San Francisco, California; January 2007 April 2009. {I knew the CEO for 10 years through my professional association. When the firm added a Sales/Marketing position, I was the only candidate interviewed} RGA Environmental, Inc is a $14M annual revenue firm with 100 employees, with offices in San Francisco, Los Angeles, and Seattle, providing environmental consulting services to the real estate industry. Services included environmental assessments of hazardous materials in both buildings and subsurface contaminated soils; they also provide construction safety and industrial hygiene services. Clients included real estate/property developers, large commercial building owners, general contractors, shopping centers, hotels, and educational facilities. Duties: Responsible for generating sales and developing new long-term clients, providing account management for shopping centers owners/developers, property developers, commercial building owners and construction firms in the California region. Coordinated with marketing team (6 people) for development of marketing materials for use on sales calls and trade shows. Developed marketing strategies to determine the best sources of revenue for firm and which industries and clients to target. Lead development, generation and qualification for project opportunities. Traveled to Los Angeles monthly for sales calls that I scheduled with the Director of Operations in Southern California office with potential new clients. Completed weekly marketing reports and sales plans; annual marketing budget; annual summary of results of client meetings and industry events generated the best results for gaining new clients in target markets. Attended networking events, real estate conferences and trade shows for new business and to stay informed of current real estate trends. Participated in monthly networking/leads group to share business opportunities. Achievements: Ran the San Francisco office; created new marketing collateral; developed marketing strategies for target markets; conducted hundreds of meetings with potential new clients resulting in 3.5% of new business including a major shopping center owner/developer, regional general contractor and several commercial real estate companies; close coordination with marketing team and provided marketing/sales support to Los Angeles office. Marketing Manager, JACOBS ASSOCIATES INC, ENGINEERS & CONSULTANTS, San Francisco, California April 2003 December 2006 {I found out about this position through my professional network. The company was waiting for major projects to commence so I worked as a consultant for six months before they offered me a full time job} Jacobs Associates Inc. is an $80MM international engineering consulting firm based in San Francisco with over 150 employees, specializing in engineering design and construction management services for the underground industry (tunnels). Services include geotechnical, civil and structural engineering design of highway, transit, water, wastewater tunnels as well as wine caves and pedestrian tunnels. The firm specializes in large-scale infrastructure projects valued at $400MM in construction value which often takes 5-10 years to design and construct. Duties: Responsible for revenue generation process which included responding to Request for Proposals from public and private agencies. Developed marketing strategy and proposal plans for each large ($400MM) pursuit, including a calendar of deadlines and

Experience

deliverables; outline of proposal writing assignments; composition of the project team including coordinating numerous subconsultants. Disseminated important information to the team regarding project background, intelligence, competitors, etc. Developed brand and key messaging to differentiate our proposal and team from our competitors. Responsible for writing proposals, editing technical write-ups and coordinating the development of graphics with marketing team (of 5) and overall layout. Scheduled Red Team meetings to review the draft and final proposal and receive comments and feedback from project principals and executives. Technical writing and proposal management to ensure proposal was completed to the specifications and delivered on time to the client. Directed interview practice sessions including developing the key messages and brand identity for the project and team, identifying who would have a speaking role and developing outline and presentation materials. Oversight of rehearsal sessions with key team members prior to the interview and provided coaching and feedback to the interview team. At any given time I coordinated 2-3 large scale proposals and presentations per month. Tradeshows: Attended industry conference and trade shows and coordinated the design and development of the marketing collateral and the booth. Represented the company at industry events and attended networking events with industry colleagues to stay informed of industry trends and upcoming engineering projects. Traveled to the Seattle office to coordinate proposal teams, marketing strategies for developing new work and scheduling sales calls to potential new clients and teaming partners.

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Event Planning: Responsible for Company Corporate events including annual Holiday Party for 200 people and the 50th Anniversary Party to which over 300 people attended. Developed Script for evening festivities, coordinated venue logistics, sit down dinner, entertainment and award of Proclamations from local and state legislature to the firm. As a Board Member and Co-Chair of Society for Marketing Professional Services of the Bi-Annual Founders Awards coordinated the Marketing Communications Awards for the industry culminating in a Gala Awards Dinner where the winners where announced and honored before 200 of their industry peers. Instrumental in the opening of Portland, Oregon office requiring coordination with the building landlord for the tenant improvements including office layout, selection of colors for carpet and walls; selection of office furniture; coordination of project photographs for wall display and design of company logo sign. Also coordinated the Open House party to which clients, colleagues and co-workers were invited to view the new office. Achievements: Successful coordination of large proposal/project teams resulting in award of $16MM in design fees from the proposals and interviews that I was directly responsible for. Worked closely with Seattle and Portland offices to win new work and grow the offices to ensure their success. Planned and executed successful corporate events: 2 Corporate Holiday parties, 50th Anniversary Party and numerous trade shows. BUSINESS CONSULTANT to A/E/C & Real Estate Industry, San Francisco, California; April 2000 April 2003 Duties: Provided marketing/branding, communications, public relations and sales for real estate clients including developers, architects, engineers and contractors. Worked closely with principals of firm to develop appropriate branding, messaging for collateral material, website development, technical writing and proposal production, and interview coaching and preparation. Developed marketing strategies, lead tracking systems, project debrief forms and procedures and facilitated good team communications and feedback. Attended industry networking events to develop new business for client firms and represented the firm at pre-proposal conferences. Achievements: Worked effectively with firms ranging in size from 15 employees to thousands of employees to provide marketing strategy, branding, communications, public relations and business development services. Developed strategy, gained principal support and created marketing deliverables all within marketing budgets which required working with all levels in a company. Active in the acquisition of 10,000 acres of real estate property in Republic of Panama as well as community and marketing planning. General Manager Marketing & PR, DUBAI FESTIVAL CITY, AL FUTTAIM INVESTMENTS PROPERTY DEVELOPMENT Dubai, United Arab Emirates, Middle East; January July 2001 { I met the President through my professional network and he recruited me to join the team to help announce the project in less than 90 days time per Sheikh Mohammeds directive} Hired by leading diversified Middle East Company, for the launch of Dubai Festival City, a 1,400-acre mixed-use, waterfront development; when complete DFC will be home to 20,000 residents and 4 million visitors annually. Joined a four-person internal startup team that managed over 200 international contractors to kick-off project development to create identity and interest within region. Hired initial marketing team and contractors; coordinated with governmental agencies; developed messaging, collateral material, PR plan, and website; coordinated media training and international press conference in dual languages; and managed the floating exhibit/sales center. Also coordinated $2 million Launch Event televised throughout Middle East, Asia & Europe during Annual Opening Ceremony for kick-off of Dubais retail season. Duties: Marketing/Branding: Worked closely with graphic designers to develop a logo which would communicate the brand identity of the project and later to develop collateral material which accurately reflected the brand. Jointly developed single brochure utilizing both English/Arabic, developed presentation folder for PR packages. Directed and coordinated PR consultant (JWT) to develop press strategy, calendar of events, releases, and press kits and to invite local and regional media to attend a press conference providing details regarding Dubai Festival City project. Held Press Conference for 200 international journalists at the Sales Center in which they were shown a 20-minute lifestyle video of the project, viewed architectural model and renderings, ask opportunity questions regarding the project and were treated to a sit-down lunch. Managed vendors for production of collateral (brochure, press folders and letterhead) and the translation of English to Arabic. Coordinated BTL vendor to create logo merchandise. Oversee and direct the web development firm located in the U.S. to communicate branding and content for the website and site navigation. Event Coordination: Worked closely with US vendor providing visual displays on the DFC project site with Air Tubes to decorate scaffolding and also used on the Sales/Exhibit Center during Opening Ceremony. Simultaneously the architects were designing a Sales/Exhibit Center on a Barge that would be part of the Opening Ceremony show and later serve as a focal point for the future development and project information. Coordinated with production staff developing music and script for project announcement to be

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incorporated into the Opening Ceremony event. Also coordinated with event production staff (Gearhouse) as well as team to approve music, use of live children actors, development of costumes and overall message and theme. Achievements: Met 90-day deadline for announcing Dubai Festival City project at Dubai Shopping Festival; Opening Ceremony which was televised throughout Pan Arab region, Asia and Europe; To meet deadline involved collaboration with internal team and prominent merchant family, marketing team, design and construction personnel, and various vendors in UAE and US during global business hours; cultural adaptation both personally and professionally upon arriving in Dubai. Director of Sales & Marketing, EHDD ARCHITECTS ($20MM), San Francisco, California; August 1999 March 2000 Firm founded by Joe Esherick, Father of California Modern Architecture. Primary responsibility to increase Silicon Valley private sector work; arranged meetings with key executives to pitch the firms services; tracked marketing successes; participated in awards programs and media tours to increase firm exposure; attended trade shows and networking functions. Director of Sales & Marketing, ALFA TECH CONSULTING ENGINEERS ($50MM); San Francisco & San Jose, California; August 1996 July 1999 Worked directly with CEO & principals to develop marketing strategies, developed new business and increased firm visibility within target markets. Primary responsibility included business development & sales: identified new market opportunities and actively networked to provide new business, made presentations to potential clients, technical writing and proposal production, coordinated events and attended trade shows. Marketing Coordinator, BKF ENGINEERS ($50 MM), Redwood City, California; May 1995 August 1996 Coordinated proposal production for 120-person firm with three regional offices, editor of company newsletter, planned events with budgets of $25K, developed marketing tracking reports, attended networking functions. Technical writing and proposal production, developed client presentations, created promotional materials and give-a-ways, and coordinated public relations activities. Marketing Coordinator, PARAMETRIX, INC. ENGINEERING ($50MM, Seattle, Washington; July 1994 May 1995 Responsible for marketing programs for ( transportation) discipline for three regional offices with 250 employees; technical writing, coordinated proposals and presentations for operating division; conducted marketing assessments, market research and debrief; and coordinated 70 person United Way campaign. Marketing Director, MAZZETTI & ASSOCIATES ENGINEERS, San Francisco, California; July 1992 November 1993 Prepared marketing budgets & marketing plans; generated sales in new markets; technical writing and proposal production; presentations, developed marketing tracking systems, active in networking associations, expanded client base by 30% and business by 20%. Marketing Coordinator, M+W ZANDER (formerly KELLER & GANNON ENGINEERS & ARCHITECTS), San Francisco, California April 1990 July 1992 Developed corporate brochure and collateral materials; technical writing, proposal production, and interview presentations; coordinated award program submittals; and Chaired Engineers Week Banquet 300 person event. Retail Management FEDERATED DEPARTMENT STORES (Macys), San Francisco Bay Area, California; July 1984 April 1990 Served as Assistant Buyer, Department Manager, and Assistant Group Manager for various US retail chains including: Macys California, Emporium Capwell (now owned Federated Department Stores) and separately with Petrie Stores Company. For Macys served as Assistant Buyer for 22-branch stores in hard lines division; promoted to Department Manger for mens division in San Francisco Flagship store. At Emporium Capwell, hired as Assistant Buyer for ready-to-wear division for 22 stores; At Petrie Stores, hired as Store Manager for junior womens specialty chain, promoted to Assistant Group Sales Manager for 7 stores in Northern California. Education B.S. Fashion Merchandising, Oregon State University, 1984 Macys Executive Training Program 1984 Toastmasters International, Competent Communicator, 2007 US Green Building Council, Leadership in Energy & Environmental Design (LEED) Accredited Professional, 2008

Associations Belden Club Real Estate Association (former Director) Commercial Real Estate Women CREW (former Chair) International Facility Management Association (former Steering Committee) International Advisor to EarthTrain www.earthtrain.org Society for Marketing Professional Services (Former Board) Urban Land Institute International Council of Shopping Centers/Middle East Council of Shopping Centres Building Owners and Managers Association Interests Writer & Author, International Travel, Sustainable Development, Architecture, Culture & Fashion