Jenna Petroff

Jenna Petroff is the Public Relations and Social Media Manager for Hardee’s Food Systems, Inc., a subsidiary of CKE Restaurants (also parent company to Carl’s Jr.), and one of the largest quick-serve restaurant chains in the U.S. Jenna spearheads publicity efforts for the chain, is part of the company and agency team leading community optimization, directs regional Facebook communications, manages the Flickr site and is the voice of the brand on Twitter. Jenna is also administrator and executor of Stars for Troops, the national charitable program of Hardee’s, Carl’s Jr., the Star Franchise Association and the Independent Hardee’s Franchise Association. Launched in May 2011, the program raised over $1 million during its inaugural fundraising campaign.

Specializing in influencer relations, project development and management, emerging media strategy/tactics, integrated marketing programs, and planned giving administration, Jenna also has an extensive marketing, sales, sponsorship and fundraising program development, event production and promotions background in radio and television that provides a unique insight into journalist relations and consumer marketing communications. Inspired by the new opportunities presented in the digital space during her tenure as web copywriter and editor and convinced of the power of search engine optimization, peer-to-peer marketing, emerging digital networks, organic social media, and mobile technology, Jenna was part of a team of early thought leaders in the quick-serve restaurant (QSR) industry. QSR Magazine awarded CKE Restaurants with a Best in Social Media (2009) honor “for being a “pioneer in restaurant brand-building through social media” and recognized that Hardee’s was “among the first to launch apps for the iPhone.” Jenna conceptualized strategy and led the implementation in support of the Hardee’s 50^th Anniversary campaign – a program that won “Best Social Media Campaign” from Exact Target during the Subscriber’s Rule Awards at Connections 2011 and finalist honors from OMMA for   “Best Integrated Online Campaign, Restaurants and Fast Food” (2011).

Jenna’s work been praised by such social media influencers as Sarah Evans and Peter Shankman during their speaking engagements. Evans commended Hardee’s for having great social media releases. Shankman Tweeted that Jenna has “forgotten more about brand promo than any of us will ever know,” and profiled her efforts for the chain as an example of what companies should be doing in his book, “Customer Service: New Rules for a Social Media World.” Jenna is herself an oft-requested corporate presenter and panelist, speaking at a variety of group and industry events, including: Social Fresh – St. Louis; RealTime NY 11; American Marketing Association St. Louis – 50^th Anniversary Conference; AMA Marketing Roundtable; Public Relations Society of America – St. Louis Tech Day; Ascension Health Communicators Conference; Exact Target’s Connections 2011; Vocus (webinar); and Lindenwood University.

In her spare time, Jenna is also Editor at Large and fashion contributor for Girls Guide to the Galaxy, a St. Louis women’s online magazine, a member of Social Media Club – St. Louis Chapter, Public Relations Society of America – St. Louis Chapter, and St. Louis Women in Media. As the current planned giving administrator for Hardee’s and having also previously served as a fundraising consultant for several local charities, she maintains close ties with the non-profit community and has been recognized for her contributions to such organizations as the Pujols Family Foundation and the local chapter of Autism Speaks, serving on the publicity committee for the latter. Jenna is also is an Executive Committee member on the Development Board for Cardinal Glennon Children’s Foundation, serving as Vice President of Events and Community Awareness, lends pro bono public relations services to her church and various local civic programs, and is a vocal cheerleader at her son’s soccer, basketball and baseball games.

Jenna is an admitted insomniac.