Rosanne Siino is the retired former Vice President of Communications for Netscape (Communications Corporation). Siino is responsible for crafting the 1990s message that "the web is for everyone", as well as making the pivotal decision to turn Marc Andreessen in to a "rock star," and creating the publicity strategy which landed Andreessen, barefoot, on the cover of

Time Magazine ''Time'' (stylized in all caps) is an American news magazine based in New York City. For nearly a century, it was published weekly, but starting in March 2020 it transitioned to every other week. It was first published in New York City on Ma ...

. She spent 16 years in

corporate communications Corporate communication is a set of activities involved in managing and orchestrating all internal and external communications aimed at creating favourable point of view among stakeholders on which the company depends. Riel, Cees B.M. van; Fombru ...

, 13 of which were in high-tech public relations. Siino retired from Netscape after the 1998 acquisition by AOL and returned to graduate school. Since retiring, she has consulted for numerous high-tech and Internet companies, such as AOL,

Google Google LLC () is an American Multinational corporation, multinational technology company focusing on Search Engine, search engine technology, online advertising, cloud computing, software, computer software, quantum computing, e-commerce, ar ...

Shutterfly Shutterfly, LLC. is an American photography, photography products, and image sharing company, headquartered in Redwood City, California. The company is mainly known for custom photo printing services, including books featuring user-provided im ...

, Qualcomm, and

PlanetOut PlanetOut, Inc. is an online media company or entertainment company exclusively targeting the lesbian, gay, bisexual and transgender (LGBT) demographic. Originally founded as an early internet-based media company by Tom Reilly in 1995, it opera ...

. Siino is also known for her philanthropy and interest in

developing nation A developing country is a sovereign state with a lesser developed industrial base and a lower Human Development Index (HDI) relative to other countries. However, this definition is not universally agreed upon. There is also no clear agreem ...

s. As of 2009, Siino teaches and conducts research for the

Management Science Management science (or managerial science) is a wide and interdisciplinary study of solving complex problems and making strategic decisions as it pertains to institutions, corporations, governments and other types of organizational entities. It is ...

and

Engineering Engineering is the use of scientific principles to design and build machines, structures, and other items, including bridges, tunnels, roads, vehicles, and buildings. The discipline of engineering encompasses a broad range of more speciali ...

Department at Stanford University. Her research focus is in the socio-emotional effects of digital technologies on how people work and interact." Her past research topics specifically include work-role enactment over geographic distance, and interaction rituals on distributed management

team A team is a group of individuals (human or non-human) working together to achieve their goal. As defined by Professor Leigh Thompson of the Kellogg School of Management, " team is a group of people who are interdependent with respect to inf ...

Early life

Rosanne Siino was born on March 29, 1962. The daughter of an

Italian Italian(s) may refer to: * Anything of, from, or related to the people of Italy over the centuries ** Italians, an ethnic group or simply a citizen of the Italian Republic or Italian Kingdom ** Italian language, a Romance language *** Regional Ita ...

immigrant and first generation

Italian-American Italian Americans ( it, italoamericani or ''italo-americani'', ) are Americans who have full or partial Italian ancestry. The largest concentrations of Italian Americans are in the urban Northeast and industrial Midwestern metropolitan areas, ...

, she was raised in the East Bay (San Francisco Bay Area),

California California is a state in the Western United States, located along the Pacific Coast. With nearly 39.2million residents across a total area of approximately , it is the most populous U.S. state and the 3rd largest by area. It is also the m ...

United States The United States of America (U.S.A. or USA), commonly known as the United States (U.S. or US) or America, is a country primarily located in North America. It consists of 50 states, a federal district, five major unincorporated territori ...

. After graduating from a

Catholic The Catholic Church, also known as the Roman Catholic Church, is the largest Christian church, with 1.3 billion baptized Catholics worldwide . It is among the world's oldest and largest international institutions, and has played a ...

high school, she earned a degree in

Communication Communication (from la, communicare, meaning "to share" or "to be in relation with") is usually defined as the transmission of information. The term may also refer to the message communicated through such transmissions or the field of inqui ...

s, with minors in

Sociology Sociology is a social science that focuses on society, human social behavior, patterns of social relationships, social interaction, and aspects of culture associated with everyday life. It uses various methods of empirical investigation an ...

and

English English usually refers to: * English language * English people English may also refer to: Peoples, culture, and language * ''English'', an adjective for something of, from, or related to England ** English national ide ...

, from University of the Pacific and began her career in

journalism Journalism is the production and distribution of reports on the interaction of events, facts, ideas, and people that are the " news of the day" and that informs society to at least some degree. The word, a noun, applies to the occupation (pro ...

and

television Television, sometimes shortened to TV, is a telecommunication medium for transmitting moving images and sound. The term can refer to a television set, or the medium of television transmission. Television is a mass medium for advertisin ...

Career

In the early 1990s, Siino began advising Jim Clark at SGI. She was a key founding team member for Netscape, creating the Netscape brand and lifting the company into high public visibility. She is responsible for creating and initiating the education campaign that promoted Internet access for the public and made the now-ubiquitous

web browser A web browser is application software for accessing websites. When a user requests a web page from a particular website, the browser retrieves its files from a web server and then displays the page on the user's screen. Browsers are used o ...

a household word. Siino created the communications team that led Netscape in the 1990s

browser war Browse, browser or browsing may refer to: Programs * Web browser, a program used to access the World Wide Web *Code browser, a program for navigating source code * File browser or file manager, a program used to manage files and related objects * ...

Post-Netscape

Following Netscape, Siino pursued a PhD in

and

in the

Organizations An organization or organisation (Commonwealth English; see spelling differences), is an entity—such as a company, an institution, or an association—comprising one or more people and having a particular purpose. The word is derived from ...

Technology Technology is the application of knowledge to reach practical goals in a specifiable and Reproducibility, reproducible way. The word ''technology'' may also mean the product of such an endeavor. The use of technology is widely prevalent in me ...

, and

Entrepreneurship Entrepreneurship is the creation or extraction of economic value. With this definition, entrepreneurship is viewed as change, generally entailing risk beyond what is normally encountered in starting a business, which may include other values t ...

research area at Stanford University. She obtained her PhD in 2008. Her doctoral research studied managers at work via

video conferencing Videotelephony, also known as videoconferencing and video teleconferencing, is the two-way or multipoint reception and transmission of audio signal, audio and video signals by people in different locations for Real-time, real time communication. ...

. Her past research topics specifically include work-role enactment over geographic distance, and interaction rituals on distributed management teams. Siino remains deeply committed to philanthropy and serves on multiple corporate and non profit boards. As of spring 2009, she was teaching courses in organizational behavior at Stanford University.

References

* * * American computer businesspeople American women business executives American business executives Netscape people 1962 births Living people Women corporate executives Corporate executives 20th-century American businesspeople 20th-century American businesswomen 21st-century American women {{US-business-bio-1960s-stub

Early life

Career

Post-Netscape

See also

References