Melissa Arnoff is a strategic communications professional with nearly 30 years of proven success creating and protecting international organizations ranging from global corporations to nonprofits. Her track record in brand development, brand protection, and marketing communications for diverse clients includes raising awareness around key issues to motivate change, responding to and recovering from crisis situations, and developing messaging that resonate with target audiences.
Melissa’s experience crosses a wide range of industries, including energy, biotechnology, pharmaceuticals, agrichemicals, healthcare, and telecommunications. She helped change public perception for CITGO Petroleum to be seen as the “most caring oil company” among top competitors through a multi-tiered outreach program in local communities across 27 key U.S. markets, including the use of Facebook, Twitter, traditional media, and print and digital advertising and engaged the corporate office, the three U.S. refineries, and the network of more than 2,400 independent station owners.
She also managed multiple campaigns for a global telecommunications leader involved in intellectual property litigation in several countries against Apple and Samsung, among others. Melissa guided the communications strategy to help position the company better in the U.S. where several of the lawsuits were taking place so that American audience better understand the long history of innovation that the company has. She was able to break down complex legal and technology concepts into simple ideas that mattered to consumers to help reach a settlement in all the lawsuits that benefited the client.
Melissa’s work with nonprofits such as the World Bank and the Health and Environmental Sciences Institute (HESI) as well as the corporate social responsibility arms of major corporations have honed her skills in analyzing audiences, finding consensus on key concepts, and turning corporate facts into positive stories.
As the promotions and marketing director for WHFS 99.1 FM in Washington, D.C., Melissa helped launch the “’HFS-tival,” an annual concert that grew in attendance from 6,000 to 65,000 in the first four years. She also led a campaign to re-launch a Czech radio station nationwide after it was purchased by an international media consortium. She honed her Czech language skills teaching English to high school students in a small town in Southern Moravia prior to her move to Prague.
A recognized industry expert on communications strategy, Melissa has been interviewed about branding and corporate identity for a range of topics including around gender issues and political topics to offer insights on how companies being perceived by the public.
She earned a B.A., summa cum laude, Public Relations and English/Professional Writing from Capital University and is an active volunteer at the Smithsonian’s National Zoo in Washington, D.C. where she promotes wildlife conversation issues and research science while discussing armadillos and anteaters.
One last thing…Melissa is on a secret mission to make red pandas as famous and well-known as their black and white cousins.