Direct Impact promotes Connie Partoyan to top job

The seven-year veteran of Direct Impact was upped to CEO last month.

Connie Partoyan
Connie Partoyan

WASHINGTON: Direct Impact, Burson-Marsteller’s grassroots public affairs firm, has promoted Connie Partoyan to CEO.

She began working in the position last month, based in the firm’s Washington, D.C. office.

Her new role is an extension of her duties as president, focused on client service, growing the firm’s client roster, and building and maintaining its nationwide network. Partoyan said she is also focused on using technology to target the right audiences for clients.

"Today’s consumer focus is local. They want to buy from someone they feel is part of their community," she said. "We’re looking at how can we use tech to better target the right influencers at the local level."

Partoyan has worked at the firm for seven years and was most recently president of Direct Impact. She was promoted to that role when Nicole Cornish, former Direct Impact CEO, was named Burson’s COO in late 2014.

Both Partoyan and Burson-Marsteller U.S. CEO Michael Law, to whom she reports, emphasized the importance of employee culture at the firm.

"What [Partoyan] has done with her team and her people exemplifies everything I aspire to with this firm," Law said.

Before joining Direct Impact, Partoyan was a staffer for several members of Congress and a counselor and senior adviser in the U.S. Commerce Department’s Technology Administration. In the private sector, she has also held roles at law firm Preston Gates, TechNet, and the Information Technology Industry Council.

"Direct Impact has done well in the past decade figuring out how to apply the political grassroots model to corporate work," Partoyan said. "People say all politics are local, and businesses are moving that way, too."

This story was updated to correct Law's title. He is U.S. CEO.

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