Genevieve Haldeman

Genevieve Haldeman



Reputation Management

M&A Communications

Team Leadership/Development

Event Planning/Management

Media Relations

Financial Communications

Executive Communications

Crisis Communications

Work History

Work History
May 2012 - Present

Vice President, Global Communications


  • Rebuild the Communications function including public relations, analyst relations, and employee communications.
  • Work with the leadership team to develop strategic positioning for the company to compete in a saturated market.
  • Develop and execute a worldwide communications strategy to re-establish Webroot in the global marketplace.
  • Work with the marketing organization to develop and execute integrated marketing programs to help set customers on a path to revenue, starting with thought leadership and awareness campaigns.
  • Re-establish the Webroot brand after the company re-invented itself with a new strategic direction and product line.
Jul 2011 - May 2012

Vice President, Global Communications

  • Develop and execute a strategic executive communications plan to position SAP and co-CEO Bill McDermott in the global marketplace.
  • Provide counsel to senior management regarding strategic opportunities to extend the company's thought leadership to a global audience.
  • Manage the resources to develop speeches, presentations, and other messaging materials designed to persuade, inspire, educate, and inform both internal and external audiences.
  • Unify and align resources to drive proactive and creative plans to consistently position the co-CEO and the company as innovators and leaders within the technology marketplace and beyond.
Sep 2005 - Jun 2011

Vice President, Corporate Communications

  • Led a team of approximately 60 (12 direct reports) global internal and external communications professionals responsible for corporate affairs, financial communications, executive thought leadership, mergers and acquisitions, strategic alliances, executive communications, corporate intranet, human resources communications, and enterprise product public relations.
  • Developed and articulated strategic, global positioning for the company.
  • Managed an annual global budget of more than $24 million.
  • Served as the voice and the conscience of the company representing the needs of various internal and external constituents and bridging that with the needs of the company.
  • Re-established an effective infrastructure that could scale with the needs and expectations of the evolving communications team in a fast-growing company.
  • Led an employee engagement effort to re-engage more than 17,500 employees after the significant impact of the merger that transformed the company.
Oct 2004 - Sep 2005

Senior Director, Corporate Public Relations

  • Coordinated the submission process that resulted in Symantec’s debut on Fortune Magazine’s 100 Best Companies to Work For listing published in January 2005.
  • Managed the integrated communications efforts from all functions to internal and external constituents regarding the merger between Symantec and VERITAS, the second largest software merger at the time ($13.5 billion announced and $10.3 billion at close) spanning a period of more than 7 months.
  • Drove the communication strategy around the acquisition of Brightmail for $370 million.
  • Pitched and secured two positive CEO profiles – one on the front page of the Marketplace section of the Wall Street Journal, one on the front page of the Money section of USA Today, both of which ran within two months of each other.
Jul 2002 - Sep 2004

Director, Corporate Communications

  • Established and executed the communication strategies surrounding mergers, acquisitions and divestitures, including Symantec’s $925 million acquisition of AXENT Technologies in 2000 and the $375 million acquisitions of Riptech, Recourse Technologies, SecurityFocus and MountainWave, simultaneously in July 2002.
  • Oversaw the placement of all corporate speakers in strategic speaking events, worldwide, with a particular focus on vertical industries including healthcare, financial services and oil and gas.
  • Managed the execution of strategic programs directed at specific audiences including strategic channels and public sector sales, resulting in two cover stories in CRN and VAR Business.
  • Established and maintained relationships with all top-tier business outlets including Wall Street Journal, BusinessWeek, Fortune, Forbes, Business 2.0, CNN, CNBC.
May 1999 - Jul 2002

Group Manager, Corporate Public Relations

  • Managed the long- and short-term activities of a public relations team to meet the general objectives established by senior management.
  • Oversaw the long-term development of a public relations team to ensure career growth for individual contributors.
  • Managed the functional direction of a public relations team to meet the ever-changing needs of the group’s internal and external customers.
  • Developed strategic, public relations objectives and recommendations to support the ongoing initiatives from the product groups and the region.
  • Provided strategic, public relations counsel to other senior managers and executives within Symantec.
Aug 1999 - Jun 2002

Manager, Product Public Relations

  • Managed crisis communications response to various virus outbreaks, including the Melissa virus, generating national print and broadcast coverage, including The Today Show, CNN, CBS Evening News, NBC Nightly News, ABC World News Tonight.
  • Raised the general consumer awareness about computer viruses through coverage in non-traditional press including Glamour magazine, Nickelodeon News, Working Woman, Diversions magazine
  • Elevated the public perception about the Symantec AntiVirus Research Center through targeted campaigns surrounding the group’s expertise and knowledge, which resulted in consistent coverage in publications including USA Today, New York Times, Orange County Register, CNN
  • Developed strategic public relations plans for the quarterly activities surrounding the Norton AntiVirus product line, which accounted for more than 30 percent of the company’s revenue.
  • Developed public relations activities for more than 10 products targeted at both retail and corporate audiences.
  • Managed two public relations agencies on the implementation of all program activities.
  • Developed and fostered relationships between key Symantec executives and influential industry analysts.
Jun 1996 - Aug 1997

Account Supervisor

Golin/Harris Communications
  • Supervised an account staff of nine professionals and support personnel.
  • Managed the day-to-day implementation of all program activities for the Canon Computer Systems, Inc. account, billing more than $2 million annually.
  • Interacted with high-profile consumer and business media including the Wall Street Journal, New York Times, USA Today and Inc. on behalf of Canon.
  • Worked regularly with trade and enthusiast media including PC Magazine, WINDOWS, PC/Computing, Computer Reseller News, PC Week, HFN, PC World, Windows Sources, etc.
  • Maintained relationships on behalf of Canon with key market analyst firms.
  • Conducted strategic grassroots media programs in addition to large-scale special events and multi-city event tours.
  • Developed and managed strategic plans and budgets for all activities.
  • Worked closely with the agency’s upper executives on pursuing new business opportunities.
Feb 1995 - Jun 1996

Account Supervisor/Account Executive

The Bohle Company
  • Generated significant coverage for the launch of compression technology start-up Johnson-Grace Company, including features in EE Times and numerous graphics publications, which contributed to the acquisition by AOL within six months.
  • Negotiated on-site demonstration of DMA’s 3D-projection technology at one of the largest electronic trade shows, E3, the Electronic Entertainment Expo, in Los Angeles, earning the only Los Angeles Times feature for the entire show.
  • Supervised an account staff of up to four professionals and support personnel.
  • Managed multiple high technology accounts in areas including the Internet, hardware, software, networking and graphics, billing more than $350,000 annually (such as Tricord Systems, Inc.; Global Village Communication Inc.; Johnson-Grace Company; Dimensional Media Associates).
  • Worked with the president to develop public relations programs for existing clients and new business proposals.
  • Directed day-to-day implementation of program activities.
  • Maintained constant contact with editors at key trade, consumer and online media.
May 1992 - Jan 1995

Account Executive

Lapin East/West
  • Secured four-page feature in Sports Illustrated magazine profiling one of Toyota’s championship off-road racers.
  • Facilitated the agency’s highest profile account (Toyota), billing more than $250,000 annually.Managed multi-faceted national accounts with duties including: strategic and creative planning, implementation, delegation and extensive media interaction.
  • Supervised integrated international media relations campaigns among five Asia-Pacific countries.Coordinated various aspects of celebrity events from planning, recruitment, media facilitation and logistical organization.
  • Worked with clients including Toyota, PGA of America, Interactive Services Association and Indianapolis Motor Speedway Properties.
May 1989 - May 1992

Director of Publications

College of Education, University of Oklahoma
May 1991 - Aug 1991

Communications Coordinator

Phillips Petroleum Company