Corporate to Start-Up

A Roundtable Discussion


This will be a highly interactive session that explores real-world experiences from savvy Austin execs who have lived on both the Corporate and Start-Up sides of the business world.


Heidi A. Johnson, Co-Founder and Principal, Virtual PR Director
Heidi Johnson has served more than 20 years as a technology executive, helping drive marketing and PR momentum for publicly held enterprise software companies and several start-up ventures. Before founding Virtual PR Director, she directed analyst and media relations efforts at Question Technologies and Ventix Systems, two successful Austin-based technology start-ups. She came to Austin to manage public relations activities at Tivoli Systems, a $1.5 Billion division of IBM, where she drove worldwide communication efforts for e-business and security technologies. Prior to moving to Austin, Ms. Johnson spent many years directing worldwide public relations efforts and managing a mix of marketing activities at MRO Software (formerly PSDI) in Cambridge, Massachusetts. Her efforts helped the company generate in excess of $7 million per annum. MRO Software, which develops enterprise maintenance management applications to more than 8,000 global companies, grew from a small privately held company to a publicly-traded firm with revenues of more than $100 million during her tenure. Ms. Johnson has a bachelors in business administration from Hartwick College in Oneonta, New York, and a CSS in Administration and Management from Harvard University.

Joan Osleeb, VP Marketing, RF Code
Ms. Osleeb has 25 years of experience in all facets of corporate marketing strategy and execution for high technology companies. She joined RF Code from Austin Logistics, a leading predictive analytic solutions provider. There, she directed the company’s corporate marketing efforts, which included brand management, website and interactive, demand generation, press and analyst relations and events. Before that, Ms. Osleeb led corporate communications for a number of companies, including NetBotz (bought by American Power Conversion), Resolution EBS and Works (bought by Bank of America.) In 1998, Ms. Osleeb headed the successful effort to establish the Austin office of Lois Paul & Partners, a national high tech PR firm. There she drove new business efforts, strategic account direction, team building and operations. In addition, Ms. Osleeb managed executive and employee communications for Agfa Corporation (US) as well as served as editor of Boston University’s award-winning weekly newspaper. She earned her master’s and bachelor’s degrees from State University of New York at Buffalo and did graduate work at Boston University’s College of Communication

As co-founder and chief executive officer for On Networks (ON), Jen Grogono is focused on defining and bringing to market new forms of digital video programs across all screens, platforms and mobile devices. In just over two years, ON has established relationships with blue-chip brands, video publishers, as well as thousands of independent content creators. Prior to ON, Ms. Grogono spent more than 16 years managing strategic marketing for a range of consumer, public service and technology organizations. She was vice president of corporate marketing at Motive Inc. (now part of Alcatel), where she oversaw the company’s PR, investor communications, and lead gen programs – pre- and post-IPO. She also held senior management positions at Porter Novelli, an Omnicom-owned worldwide communications firm, and Kurion, a digital content and application syndication company acquired by iSyndicate (now Yellowbrix). Ms. Grogono is a cum laude graduate of Boston College, and currently resides in Austin, Texas with her husband and three children.