Section I: The Student

•  Student Description
•  Leadership Philosophy
•  Personal Vision
•  Curriculum Vitae

Section II: Leadership Course Objectives &

Competencies

Section III: Leadership Project Overview

Section IV: The Work

Section V: Bibliography
•  I am Olivia Scott-Perkins, a New York City-based marketing and
management executive with experience in advertising agencies, media and
entertainment companies.

•  Throughout my 16-year professional journey, I kept waiting to ascend to

the next level in the hope that I would witness ethical leadership that truly
helped people grow as individuals - beyond fiscal growth.

•  In year 13 in my career, in a senior executive role, I realized that I had to

be the change I wanted to see. It was up to me to become the servant
leader that I felt would have real meaning in others, and my own, lives.

To whom much is given, much is required. (Luke 12:48)

“I assume that you are resolved
to use your lives well and to
contribute more than you take
out of life because you are
among the more favored. And
any civilized society requires
that the more favored carry
more than their share of the
burdens,” (Greenleaf, 1977).
 Olivia Scott-Perkins olivia@omergealliances.com ! 646.325.3201
Who I Am:
An intelligent, assertive, resourceful, experienced and creative business leader with proven ability to deliver effective business and management solutions

Key Attributes:
! dynamic, motivational leader ! 16+ years of integrated marketing communications expertise ! strategic partnership strategy and cultivation
! keen eye on efficiency & productivity ! varied product category experience ! creative problem solver ! multi-platform program producer

Professional Experience:
Carol’s Daughter (March 2011- Present)
Chief Marketing Officer
! Lead 2011 brand relaunch and three critical 2011 product launches.
! Develop new marketing strategies to more impactfully engage the target audience in more meaningful customer relationships.
! Reorganize and focus a heavily compartmentalized and self-managed team.

Omerge Alliances, LLC (September 2009-Present) New York, NY

Principal
! Functioned as Chief of Staff at Translation managing recruiting, leadership management matters, and people affairs.
! Led partnership marketing practice, HIP Genius, for the nation’s leading entertainment media planning firm, Media Storm, including
developing entertainment partnerships for clients such as WE tv, CMT, FX, GSN, Flip Video and USPS.
! Led sponsorship marketing efforts for Phunkstock 2012 and The Breakthrough Student of the Year Awards 2011.
! Designed and implemented a 2010 communications employee audit at Media Storm and Translation resulting in executive change.
! Led the development and execution of the first-ever McDonald’s Sports Immersion Workshop.

Vibe Media Group (VIBE Magazine, vibe.com and The Most!) (July 2008- July 2009 – Company Folded) New York, NY
Associate Publisher/Head of Marketing
! Directly reported all facets of VIBE marketing, PR, research efforts to CEO, and accountable for all marketing, research and PR budgets.
! Restructured VIBE’s marketing department, including successful transitions of new and old team members realigned to their core
strengths to maximize resources towards optimal effectiveness and impact.
! Developed four new sellable properties to drive new streams of revenue to the company within first seven months: VSessions Artist
Showcase, NextGen Entrepreneurs, VBuzz and VInsider Newsletters.
! Initiated branded marketing partnerships to maintain awareness in light of a 60% marketing budget cut via Rock The Bells, VH1 Save The
Music, Soul Summer Music Festival, SESAC Music Awards, among others.
! Led team to develop and execute VIBE’s 15th Anniversary Party within first three and a half weeks of employment. Event was a high-
end, red-carpet affair with numerous celebs that garnered over 40MM PR impressions in over 50 varied media outlets.

New York University (January 2009-Present) New York, NY

Adjunct Instructor, Events Marketing & Strategic Partnership Marketing Courses

Live Nation, Alliances Division (May 2004-June 2008) New York, NY

Vice President, Sponsorship Management
! Directed all aspects of eight-figure, 10-year Hilton Hotels Corporation’s sponsorship of the largest NYC Broadway Theatre, the Hilton
Theatre, including signage design, production and installation, PR, and Hilton room sales activation, and delivered at an 89% profit margin.
! Chartered new territory for Live Nation by clearing rights and implementing Wrigley’s seven-figure deal granting exclusive gum, mint and
confection rights in all Live Nation amphitheatres, clubs and four national tours.
! Led sponsorship strategy and implementation for 20-city, 2006 and 2007 Juntos en Concierto Tour (featuring Marc Anthony and Jennifer
Lopez) for ING, the exclusive, presenting sponsor, and delivered at a 63% profit margin.
! Functioned as the Marketing Director for the 2007 Download Festival with VW, Wrigley, Adidas, Nikon, W Hotels, and Gibson Guitar.
! Developed the first-ever Music Biz 101 Contest & Symposium for Motorola and Boost Mobile. Led event production, media planning,
microsite development and talent booking of ?uestlove, Timbaland, MC Lyte, and MTV, Vibe, Rolling Stone, XM Radio, Sony BMG execs.
! Managed multi-venue deals for Blimpie, Comcast & Carbolite including branded box offices, content, sweeps, pre-sales and activation.
! Guided on-air and off-air implementation of Russell Simmons’ Def On Demand Channel integration with Coke, GM and Reebok.

iN DEMAND Networks (May 2001–April 2004) New York, NY

Director, Strategic Partnerships and Promotions (newly created position)
! Built corporate practice of strategic partnerships for iN DEMAND by developing strategies for all PPV, VOD, HD programming, incl:
! Seagram’s Ginger Ale, a value-added PPV movie offer featured on 15MM bottles, 25K in-store POP units which garnered 126K media
impressions through trade press.
! Terra Chips, a value-added movie promotion featured on 600K packages and 50K in-store POP units.
! Pizza Hut, a value-added VOD promotion implemented via Time Warner Cable Minneapolis driving VOD trial and awareness, and Pizza
Hut sales (3% increase during promotion window).
! Acclaim Entertainment, an MLB video game gift-with-purchase offer resulting in 14% redemption rate (2-4% avg.).
! Ghirardelli, a direct mail campaign offering product exposure for Ghirardelli’s Hot Chocolate in Time Warner Cable New York’
February ’04 Movies On Demand mailer to 150K HHs.
! Spearheaded and supervised all network added-value and sweepstakes promotions for NBA, MLB, NHL and NASCAR subscription
packages, and all tentpole and monthly movie promotions.
! Managed two departments and professionally developed staff of four.

Firmly committed to integrity, ethical leadership, creativity, and results.

DDB Advertising Agency, Beyond DDB (February 2000-November 2000) Chicago, IL
Account Executive, Entertainment Marketing Accounts
! Led team of 20 research, creative, production and media professionals to develop the award- winning international ad campaign for the
“Michael Jordan to the Max” IMAX film. Management required integration of consumer & trade advertising, promotion and sponsorship.
!

! Managed development of launch campaign for new TV programming brand, Network Chicago for Chicago’s PBS’ affiliate station
(WTTW-TV). Elements included on-screen mnemonics and graphics, and tune-in ads.
! Directed development of integrated communications campaign to reposition historical National-Louis University. Campaign included
transit, radio, print, online and direct mail.

Ogilvy Action (formerly 141 Worldwide during my tenure) (September 1998-February 2000) Chicago, IL
Entertainment Marketing Manager (newly created position)
! Diversified and expanded Agency entertainment resources by developing over 200 new relationships with event producers, media
companies, record labels and talent agencies. Increased agency revenue by $500K in year one.
! Secured six-figure contract for “Monica” as spokesperson for Oscar Mayer’s 2000 Jingle Jam Talent Contest.
! Negotiated artist association and managed logistics for Keebler’s Q4 ’99 on-pack promotion with Big Bad Voodoo Daddy.
! Negotiated songs and rights fees with labels for premium CD development for “Shout 2000” Gospel Tour.

Arc Worldwide (formerly Frankel during my tenure) (April 1996-August 1998) Chicago, IL
Assistant Account Executive
! Hand selected (in my second year) by senior executives to transition into the Agency’s highly regarded 15-person Short-Term Account
Team (STAT), out of 705 staff members, to lead accounts needing leadership due to new business, maternity leave, firing, or competency.
! Managed the Oldsmobile Intrigue/Fox Television X-Files 10-city Expo including radio promotions, events and $1.5 million direct mail.
! Implemented the Oldsmobile Silhouette Q4 ’97 direct mail program yielding 4.10% redemption.
! Executed USPS test market retail promotion which increased revenue by 23%.
! Led partnership and collateral material development for Encyclopaedia Britannica’s promotion of IMAX ’s “T-Rex.”
!

Additional Experience:
DraftFCB (March 2001-May 2001) New York, NY
Freelance Account Executive
! Directed, streamlined and overhauled creative and print production efforts on the Q3 Verizon Wireless national direct marketing.
! Managed seven-figure budget and liaised with client and internal team on daily basis regarding project status.

Leo Burnett Company, Inc. (May 1995 - April 1996) Chicago, IL

Corporate Affairs Associate (One-Year Intern Program)
! Wrote executive promotion announcements and press releases, and designed, wrote and edited Agency bi-weekly newsletter, Leoline.
! Conducted media pitch calls for various public relations campaigns and events.

AOL Time Warner, Atlantic Records (May 1994-August 1994) New York, NY
Intern, Promotions & Publicity Department
! Created publicity collateral for Atlantic artists’ concerts, record releases and events.
! Pitched and secured on-site media interviews for label artists.
! Interpreted weekly music charts (Billboard) to gauge Atlantic’s market share in various categories.

Community Involvement:
! Chairwoman’s Circle, Iris House for Women with AIDS (2007-Present)
! FreeArts Bicycling Fundraiser (2010) – Raised $ for charity via 42-mile bike ride effort
! Children’s Aid Society, Frederick Douglass Community Center - 2002-2006 (NYC), Mentor to teen girls
! Directions for Our Youth (in-class motivational speaker in NYC public schools) – 2003-2004 (NYC)

Education:
! Gonzaga University, M.A. in Organizational Leadership – May 2011 (in-progress)
! University of Missouri School of Journalism, Bachelor of Journalism – Advertising, May 1995

Honors:
! Selected for profile feature by VH1-TV for their “Future Leaders” 2009 TV Campaign
! Speaker on Event Marketing Sponsorships at EPM Entertainment Marketing Conference - 2005
! Speaker at Promotion Mktg. Association Conference re: Live Nation’s Hilton Sponsorship - 2005
! Recipient of Reggie Award for Michael Jordan to the Max advertising campaign – 2000
! Resume creativity featured in Wall Street Journal Business Section cover story– December 19, 2000

Professional Associations:
! Board Member, Step-Up Women’s Network Connections Committee
! Member, University of Missouri-Columbia Alumni Association, NYC Chapter
! Member, Advertising Women of New York
! Member, National Association for Multiethnicity in Communications (2001-2004)

Firmly committed to integrity, ethical leadership, creativity, and results.

1.  Individual Development Plans (no prior history)

2.  New Employee Goal Setting Plans (no prior history)

3.  A participative interview process

4.  Employee orientation (no prior history)

5.  Initiating and hiring an official HR person

6.  Initiating and hiring an agency project manager

7.  Establishing a sense of order and concern with my presence

Background

Situation
Olivia Scott-Perkins To The Rescue:
My Approach To Contributing
 Steps in My Leadership Evolution

Step 1 Step 2 Step 3 Step 4

5
4
3
2 Measurement
1 of Olivia's
0 Leadership
My Credibility

Others Feel

Commitment
to Something
Others Grow

Evolution
Establishing
Establishing

Helping

Valued

Helping
Step 1: Establish My Own Voice & Credibility
Step 2: Helping Others Feel Valued
Step 3: Helping Others Grow
ORGL 500 – Organizational Introduction
American Psychological Association.! (2001). Publication Manual of
the APA, Fifth Edition.! New York: APA.
Eliot, Thomas Stearns. (1964), Murder in the Cathedral. New York:
Harvest.
Freire, Paulo (2000) . Pedagogy of the Oppressed. New York: Continuum,
2000.
Kouzes, J. M. & Posner, B. Z. (2003). The Leadership Challenge. San
Francisco: John Wiley & Sons.
Palmer, Parker . (1997) The Courage To Teach. Hoboken: John Wiley &
Sons, 1997.
Spears, Larry (1997). Insights on Leadership. Hoboken: John Wiley &
Sons.
Yukl, Gary A. Leadership in Organizations. Paramus: Prentice Hall,
2006.

Films
Zinneman, F. (Producer & Director). (1966). A Man for All Seasons
[Motion picture]. USA: Columbia Tri-Star.
Asseyev, T. & Rose, A. (Producers) & Ritt, M. (Director). (1979).
Norma Rae [Motion picture]. USA: 20th Century Fox.
Miall, T. & Albert, A. (Producers) & Luhrman, B. (Director). Strictly
Ballroom [Motion picture]. (1992). Australia: Miramax.
ORGL 501 – Organizational Research
Hoyle, R. H., Harris, M. J. & Judd, C. M. (2002). Research Methods in
Social Relations, 7th Ed. Belmont, CA: Wadsworth.

ORGL 502 – Leadership & Imagination

Fry, Timothy. (Editor). (1998). The Rule of St. Benedict. New York:
Vintage Books.
Kabat-Zinn, Jon. Wherever You Go There You Are: Mindfulness Meditation
in Everyday Life. New York: Hyperion, 1995.
Pickerin, Ken. Key Concepts in Drama and Performance. New York:
Palgrave Macmillan, 2005.
Wheatley, Margaret. Leadership and the New Science: Learning About
Organization from an Orderly Universe. New York: Berrett-Koehler Pub,
1994.

ORGL 503 – Organizational Ethics

Fonda, H & Rose, R. (Producers), Lumet, S. (Director). (1957). 12
Angry Men. United States: United Artists.
Johnson, C. (2005). Meeting the ethical challenges of leadership.
Thousand Oaks, California: Sage Publications.
Kouzes, J. M. & Posner, B. Z. (2003). Credibility: How leaders gain and
lose it, Why people demand it. Jossey-Bass: San Francisco.
Nicholi, A. M. Jr. (2002). The question of God. The Free Press: New
York.
Spitzer, R. (2000). The spirit of leadership: Optimizing creativity and
change in organizations. Provo, Utah: Executive Excellence
Publishing.
ORGL 504 – Organizational Communication
Conrad, Charles and Marshall Scott Poole. Strategic
organizational communication. New York: Harcourt College
Publishers.
Davis, J., Pollack, S. & Rudin, S. (Producers), & Pollack, S.
(Director). (1993). The Firm [Motion picture]. USA: Paramount.
Howard, R. (Producer), & Blum, D. (Director). (1986). Gung Ho!
[Motion picture]. USA: Paramount Pictures.
Asseyev, T. & Rose, A. (Producers) & Ritt, M. (Director). (1979).
Norma Rae [Motion picture]. USA: 20th Century Fox.

ORGL 505 – Theory

Howard, R. (Director). (1995). Apollo 13 [Motion picture]. USA.
Bolman, L. & Deal. (2008). Reframing Organizations: Artistry, Choice and
Leadership.!(4th edition) San Francisco: Jossey-Bass.
Helgesen, S. (2005). The Web of Inclusion: A New Architecture for
Building Great Organizations. New York: Currency/Doubleday.
Morgan, Gareth. (2006). Images Of Organization. Thousand Oaks: Sage
Publications, Inc.
Collins. (2002). Good To Great. New York: Harper Collins.
ORGL 506 – Diversity
Allen, B. (2004). Difference matters: Communicating social identity.
Longrove, IL: Waveland Press.
Barratt, W. (2005). Social class privilege. Retrieved from http://
wbarratt.indstate.edu/ socialclass/ SocialClassPrivilege.pdf.
Bordas, J. (2007). Salsa, soul, and spirit: Leadership for a multicultual
age. San Francisco, CA: Berrett Koehler.
ORGL 506 – Diversity (cont’d)
Caputo, J.S., Hazel, H.C., McMahon, C., & Darnels, D. (2002).
Communicating effectively: Linking thought and expression (3rd ed.).
Dubuque, IA: Kendall-Hunt.
Haggis, P. (Director). (2004). Crash [Motion Picture]. USA: Lions Gate
Films.
Hall, B. J. (2004). Why do so many people get treated so poorly? In
Among Cultures: The challenge of communication (2nd ed.) (pp.
187-222) [Photo-copy].!New York, NY: Harcourt.
Hooks, b. (2000). Where we stand: Class matters. New York, NY:
Routledge.
Gorski, Paul (2008) Poverty for profit: Elements of oppression in Ruby
Payne's framework Equity & Excellence in Education, 41(1),
130-147.
Muccino, G. (Director). (2006). Pursuit of Happyness [Motion Picture].
USA: Columbia Pictures.
Jeffcoat, J. (Director). (2006). Outsourced [Motion Picture]. USA:
ShadowCatcher Entertainment.
Law, E. (1993). The wolf shall dwell with the lamb: A spirituality for
leadership in a multicultural community (pp. 1-33) [Photo-copy].
Danvers, MA: Chalice Press
Paronnaud, V. (Director), & Satrapi, M. (Director). (2007). Persepolis
[Motion Picture]. France: 2.4.7. Films.
Payne, R. K. (2004). The role of economic diversity in employee
retention, promotion, and training [Web page]. Accessed January
17, 2006 from http://ahaprocess.com
Samovar, L., Porter, R., & McDaniel, E. (2009). Intercultural
Communication: A Reader (12th ed.). Boston, MA: Wadsworth.
ORGL 522 – Leadership & Community
Block, P. (2008). Community: The Structure of Belonging. San
Francisco: Berrett-Koehler Publishers, Inc.
Casey, M. (1999). Living In The Truth: Saint Benedict’s Teaching on
Humility. Liguori, Missouri: Liguori/Triumph.
St. Benedict. (1981). The Rule of St. Benedict. T. Fry (Ed.). New York:
Vintage Books.
ORGL 532 – Leadership, Forgiveness & Justice
Ferch, S. (2010). Servant-Leadership and the Interior of the Leader: Facing violence with
courage and forgiveness. Gonzaga University.
Lee, C., & Zemke, R. (1995). The Search for Spirit in the Workplace. In L.
Spears (Ed.), Reflections on Leadership (pp 99-112). New York: John H.
Wiley & Sons.
Lopez, I. (1995). Becoming A Servant-Leader: The Personal Development Path.
In L. Spears (Ed.), Reflections on Leadership (pp. 149-160). New York:
John H. Wiley & Sons.
McGhee-Cooper, A., & Trammell, D. (1995). Servant-Leadership: Is There Really
Time for It? In L. Spears (Ed.), Reflections on Leadership (pp 113-120).
New York: John H. Wiley & Sons.
Peck, M. S. (1995). Servant-Leadership Training and Discipline in Authentic
Community. In L. Spears (Ed.), Reflections on Leadership (pp 87-98).
New York: John H. Wiley & Sons.
Spears, L. (1995). Servant-Leadership and The Greenleaf Legacy. In L. Spears
(Ed.), Reflections on Leadership (pp. 1-21). New York: John H. Wiley & Sons.
Tarr, D. (1995). The Strategic Toughness of Servant-Leadership. In L. Spears (Ed.),
Reflections on Leadership (pp 79-83). New York: John H. Wiley & Sons.
Raiser, C. (1995). Claiming Servant-Leadership as Your Heritage. In L. Spears
(Ed.), Reflections on Leadership (pp 49-60). New York: John H. Wiley & Sons.
Wiesel, E. Night. (1972). New York: Hill and Wang.
Wiesenthal, S. (1997). The Sunflower. New York: Schoken Books.
ORGL 530 Servant Leadership
Greenleaf, R. K. (2002). Servant leadership: A journey into the nature of
legitimate power and greatness. New York: Paulist Press.
Greenleaf, R. K. (1998). The power of servant leadership. San Francisco:
Berrett-Koehler.
Hesse, H. (1988). (Hilda Rosner -Trans.). The journey to the east. New
York: Noonday Press. !
Lennick, D., & Kiel, F. (2005). Moral intelligence: Enhancing business
performance & leadership success. Upper Saddle River, NJ: Pearson
Education Wharton School. !
Sipe, J. W. & Frick, D. M. (2009). Seven pillars of servant leadership:
Practicing the wisdom of leading by serving. Mahwah, NJ: Paulist
Press!
Thompson, M. C. (2000). The congruent life. Hoboken: Jossey-Bass.

Films
Capra, F. (Producer & Director). (1946). It’s a wonderful life [Motion
Picture]. USA: RKO Radio Pictures.
Sargent, J. (Director). (2005). Something the Lord Made [Motion
Picture]. USA: Warner.
Ghia, F. & Puttnam, D. (Producers) & Joffe, R. (Director). (1986). The
Mission [Motion Picture]. UK: Warner.
ORGL 516 - Organizational Development
Gallos, Joan V. Ed. (2006). “Organization Development – a Jossey-
Bass Reader” San Francisco: Jossey-Bass.

ORGL 680 – Leadership Seminar

None