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Jarad Petroske
Jarad Petroske
Helping Customers Succeed Through Storytelling & Proactive Engagement
Based in Eureka, CA
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Executive Summary
Executive Summary
Accomplished marketing and communications leader with over 20 years of experience driving strategic initiatives, donor engagement, and organizational impact in higher education and nonprofit sectors. Most recently, as Director of Marketing & Communications for the Humboldt Area Foundation + Wild Rivers Community Foundation, I led all communications efforts for a $200 million organization, overseeing a successful rebrand, launching major programs including the $12 million Klamath River Fund and Redwood CORE Hub, and directing donor stewardship, sponsorship, and community outreach strategies.
Earlier, I served as Public Information Officer and senior communications specialist at Cal Poly Humboldt for 10 years, managed a boutique marketing agency serving higher education clients, and led business development and customer retention efforts at Advanced Security Systems. Throughout my career, I have excelled at translating complex missions into compelling, heart-centered stories; building cross-functional teams; streamlining processes; and strengthening stakeholder relationships that drive long-term support and visibility.
I am now seeking a role in nonprofits, higher education, or mission-driven small businesses where I can apply strategic leadership, creative communications expertise, and proven relationship management skills to scale impact and foster sustainable growth.
Case Study #1: Revamping the Annual Report Process
Case Study #1: Revamping the Annual Report Process
Humboldt Area Foundation + Wild Rivers Community Foundation
Director of Marketing & Communications | 2021–2026
Focus: Operations/Infrastructure, Communications
Situation
The foundation’s annual report had evolved from a focused publication in the 1980s into a sprawling, 100+ page book that was difficult to produce, expensive, and ineffective at conveying impact across the four counties and two states we serve.
Task
Rebuild the annual report as a strategic communications tool that clearly demonstrated the foundation’s $13.5+ million in grantmaking impact while telling compelling, geographically balanced stories that resonated with donors, partners, and the broader community.
Action
I led the creation of a cross-functional Narrative Team that aligned programmatic, donor relations, and communications staff around unified messaging. I developed a new framework that paired financial data with targeted impact stories, ensuring balanced representation between urban and rural counties.
To elevate quality while controlling costs, I brought in specialized contractors (photographers, graphic designers, and a printing specialist) and managed the entire production process in-house using my expertise in content and email marketing. I also introduced structured timelines and MOCHA accountability models to streamline collaboration across departments.
Result
The redesigned report dramatically improved engagement and efficiency:
Digital version achieved a 64% open rate and 13% click-through rate (well above industry benchmarks for nonprofit emails), delivering meaningful impact stories directly to ~1,100 stakeholders.
Production timeline was cut in half — from 6 months to 3 months.
Print quality increased significantly while reducing costs through smarter vendor management and in-house digital execution.
This project not only strengthened donor trust and community perception but also freed up staff capacity for higher-value strategic work.
Case Study #2: Cellular Modem Upgrade & Customer Retention Campaign
Case Study #2: Cellular Modem Upgrade & Customer Retention Campaign
Advanced Security Systems
Business Development Manager | 2017–2021
Focus: Integrated Campaign
Situation
In 2019, Verizon and AT&T announced the shutdown of the 3G network, threatening service for more than 2,000 customers at Northern California’s largest security provider. Most customers had limited technical knowledge and were resistant to spending $150 on upgrades.
Task
Design and execute a comprehensive education and incentive program to drive timely upgrades, minimize churn, and protect recurring revenue.
Action
I developed and led a multi-channel customer education campaign using targeted email, direct mail, and personalized phone outreach. I created clear, accessible messaging that explained the technical changes in plain language while highlighting the benefits of upgrading. To ensure seamless execution, I built and managed a cross-functional team spanning sales, operations, technical services, and business development, establishing shared timelines, tracking mechanisms, and regular progress reviews.
Result
The campaign achieved exceptional adoption and retention outcomes:
Reached 100% of impacted customers within the first three months.
Secured upgrades from 17% of customers in the initial wave, scaling to nearly 70% completion by the time I left the company (about seven months into the project).
Protected significant recurring revenue and dramatically reduced potential churn during a high-risk transition.
This initiative demonstrated my ability to translate complex technical issues into customer-friendly communications, coordinate cross-departmental efforts, and deliver measurable business results under tight deadlines.
Case Study #3: Visual Identity Refresh & Website Migration
Case Study #3: Visual Identity Refresh & Website Migration
Humboldt Area Foundation + Wild Rivers Community Foundation
Director of Marketing & Communications | 2021–2026
Focus: Brand Transformation
Situation
Following a leadership transition and the full merger with Wild Rivers Community Foundation, the organization’s visual identity and digital presence remained unchanged since the 1990s — resulting in an outdated brand that no longer reflected its regional scope or modern operational needs.
Task
Create a unified visual identity that honored both organizations’ legacies while modernizing the foundation’s web platform to a more cost-effective, user-friendly, and technically robust solution.
Action
I led a cross-functional initiative with executive leadership and communications staff to develop a refreshed brand system, including a new logo lock-up, updated color palette, business stationery suite, and consistent brand voice that captured the natural beauty of the four-county, two-state service region. Design work was executed in-house for speed and cost control, while I sourced and managed specialized contractors for the website migration to a more scalable platform.
Result
The refreshed identity successfully bridged the two organizations, maintaining donor and partner trust during a sensitive merger while projecting a more contemporary and regionally inclusive presence. The website migration reduced annual hosting costs from $10,000 to $1,200 — an 88% savings — while dramatically improving usability, accessibility, and performance.
This project streamlined operations, strengthened brand recognition, and provided a scalable digital foundation that continues to support the foundation’s growth and community impact.
Case Study #4: 50th Anniversary Donor & Partner Recognition Campaign
Case Study #4: 50th Anniversary Donor & Partner Recognition Campaign
Humboldt Area Foundation + Wild Rivers Community Foundation
Director of Marketing & Communications | 2021–2026
Focus: Brand Transformation; Integrated Campaign
Situation
In 2022, the foundation marked its 50th anniversary while operating fully remote and without access to its community center due to COVID-19 restrictions. Leadership wanted to honor this milestone while meaningfully recognizing the donors and partners whose support had sustained the organization for five decades.
Task
Design and execute a thoughtful, high-impact recognition campaign that celebrated 50 years of impact, reinforced donor relationships, and maintained connection in a fully remote environment.
Action
I led a cross-functional team with the CEO, Vice President of Advancement, and Director of Donor Relations to develop a comprehensive campaign. This included a temporary 50th anniversary brand identity (logo and visual system), a retrospective annual report highlighting five decades of community impact, and personalized, locally-sourced gift boxes delivered to top donors, fund holders, and long-time partners.
Result
The campaign successfully strengthened donor relationships during a challenging period:
Delivered over 70 customized gift boxes featuring 50th anniversary-branded merchandise and local products, creating meaningful touchpoints that enhanced one-on-one stewardship interactions.
Introduced a fresh, regionally inspired temporary brand identity that celebrated the milestone while preserving trust among long-time supporters.
Generated positive feedback and continued engagement from key donors, reinforcing loyalty and goodwill at a time when in-person events were impossible.
This initiative demonstrated my ability to orchestrate creative, donor-centric campaigns under constraints while deepening relationships and advancing the foundation’s culture of gratitude and recognition.
Case Study #5: Klamath River Fund Launch
Case Study #5: Klamath River Fund Launch
Humboldt Area Foundation + Wild Rivers Community Foundation
Director of Marketing & Communications | 2021–2026
Focus: Brand Launch; Integrated Campaign
Situation
In 2023, the foundation received a $10 million founding gift from the Hewlett Foundation to launch the Klamath River Fund — a major new initiative requiring its own distinct visual identity, brand voice, website, and regional awareness campaign.
Task
Develop a comprehensive, cost-effective brand and launch strategy that positioned the fund as a high-impact regional program while maintaining consistency with the foundation’s overall identity.
Action
I led a cross-functional team with the Programs and Advancement departments to create a full identity package, including a custom visual identity, brand voice, business stationery, and a dedicated website. I partnered with a trusted local web designer for technical development and engaged a Bay Area PR firm to execute a targeted media outreach campaign. To amplify reach, I also developed shareable social content and a digital newsletter designed to engage regional and national philanthropic funders.
Result
The launch campaign successfully established the Klamath River Fund as a visible and credible force for regional restoration:
Generated 13 television news stories and 3 print features during the initial three-week period.
Attracted an additional $2 million in funding from other donors and partners.
Delivered a cohesive digital and print presence that strengthened the foundation’s reputation as a strategic regional leader.
This initiative demonstrated my ability to orchestrate complex, multi-channel launches under tight timelines while delivering measurable fundraising results and heightened community awareness.
Production Samples - Philanthropy
Production Samples - Philanthropy
I use Adobe Indesign, Photoshop, and MS Office products to complete complex and timely print and digital production projects. In these projects, I oversaw editorial, photography, design, production, and distribution.
Newsletter
Newsletter
I led graphic design and content development for this biannual newsletter.
impact report
impact report
I led graphic design and collaborated on content development for this regional impact report.
follow-up report
follow-up report
I led graphic design and collaborated on content development for this disaster aftermath report.
Editorial Samples - Higher Ed
Editorial Samples - Higher Ed
30 years of Sustainability
30 years of Sustainability
In this piece, we connected alumni readers with a decades-long experiment in sustainable living.
in-depth look at alumni outcomes
in-depth look at alumni outcomes
With thousands of alumni, this university's impact is felt globally. This piece investigates life after college.
the impact of a president's tenure
the impact of a president's tenure
This piece explores changes one individual oversaw fater 12 years leading a Northern California university.
Lead Generation and Digital Engagement
Through my boutique marketing firm, Petroske Marketing & Communications, I supported digital strategy for higher ed clients with lead generation emails and digital content. Here are a few examples.
More Quick Examples
More Quick Examples
Developed outreach campaigns for leadership change management
Saved significant costs and empowered more staff to get more done by optimizing tech stacks
Supported regionalisation efforts by carefully tracking amount of regional coverage and sponsorship support in rural vs urban enclaves.
Successfully launched and branded the foundation’s Redwood CORE Hub program.
Toolkit / How I Work
Toolkit / How I Work
Skilled in CRM, design software (Adobe Creative Suite, Canva, Affinity, Figma, etc.), MS Office suite, Google Productivity Suite, photography, website continent management systems.
Follower of Cal Newport’s Deep Work approach for strategic planning.
Execute projects using the MOCHA model for accuracy, equity, and accountability.
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