Joseph Panetta

Joseph Panetta was born in Panama’s Canal Zone into an Air Force family and was bilingual from birth. Moving to Mississippi offered him an experiential understanding of America—how people think, feel, and shop. Educated in Stockholm and Paris, his worldview expanded along with his language skills, particularly his understanding of the female consumer. Raised by a woman, he viewed his experience through the female lens.

The combination of language skills and female influence served as a springboard for communications and marketing where he has spent the bulk of his career. At every juncture, from New York City marketing agencies to global positions in China, London, and Geneva, Joseph’s innate storytelling ability—rooted in his Southern heritage—combined with a deep understanding of cultural and linguistic drivers to shape brand campaigns and lead to retail breakthroughs, sell-outs, and more.

At the forefront of Gen X, Joseph straddles Boomers and millennials and spotted a growing trend: thanks to technology, the 21st-century consumer seeks to “belong.” They seek products that not only answer problems or provide a service, but brands that connect them to a community. Connecting brands to personal experiences serves as the premise for Left of Center Consulting (LOCC) where ideas are less tried, but no less true. If Joseph has a superpower, it is his ability to synthesize large amounts of data and quickly catalyze it into a sound bite.

After 30 years in New York, London, and Paris, Joseph lives in Los Angeles, though he retains the spirit of a New Yorker.

Expertise:

Brand development, brand strategy, marketing communications, revitalizing dormant brands, connecting marketing with sales, team building

Sectors:

CPG/FMCG, SaaS and PaaS technology, legal, med tech

Roles:

Chief Marketing Officer, Strategist-Activist, Brand Ambassador, Spokesperson

Traits:

Unconventional, creative, analytical, data-driven, articulate

Location:

Los Angeles, CA and New York, NY