CV - Philip Hoberg

01/02/2015
CURRICULUM VITAE
Philip Hoberg________________________________________
Cell: (734) 972-8039
Email: [email protected]
Education
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University of Michigan
WI Indianhead Tech College
Ann Arbor, MI
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Bachelor of Science with Distinction
(April 2006)
Major: Highest Honors in Biopsychology & Cognitive Science
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High School Equivalency Diploma
(2000)
Professional, Management, and Other Working Experience_________________________________
06/2007-Present

Founder
Ideas Laboratory
Duluth, MN
I collaborate with people to design projects, solutions, and companies I am passionate
about.
11/2008-02/2014
Co-Founder, President
Hoberg-Shatto Group, Inc.
Superior, WI
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Challenge: To completely redesign the call center business as well as how telecommunications
products are marketed.

Purpose: Create fun local jobs to combat the lowest point of the recession.
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Solution: We grew from just a few people on a limited budget to a major employer with almost
exponential annual sales growth. Our teams sold ~$55,000.00/month in sales for clients like AT&T
and Verizon. We also helped politicians like Al Franken and Barack Obama get elected. We added
~$1,000,000.00/year in payroll to the local economy. We employed an average of 60 people and
over 1,300 individuals during my tenure.
06/2007-06/2012
Founder/President
NorthlandSMS, Inc
Duluth, MN

Challenge: What kind of fun can our team have using local talent, design thinking and high
technology in a low-tech town?

Purpose: The Twin Ports trade community loses most of its youth to larger cities. How can
we make the Twin Ports a more vibrant, livable place for young people?

Solution: For citizens, Northland SMS makes healthy, fun and inexpensive events easier to
find through customizable and convenient text-message alerts. We offer businesses the most
affordable and effective way to reach "text generation" wherever they are, whenever the
business wants. Northland SMS is easier, more effective, and more accountable to the client
than other advertising.
01/2005-05/2007
Area Coordinator
Biopsychology/Behavioral Neuroscience Dept.
University of Michigan
Ann Arbor, MI
Responsibilities:
Primary point of conduct for compliance and regulatory matters; general assistance
between labs, etc.
05/2005-06/2007
Researcher1/Laboratory Manager2
Kent Berridge Affective Neuroscience Laboratory
Department of Biopsychology
University of Michigan
Ann Arbor, MI
Responsibilities:
1
I advanced a project which merged immunohistochemistry (IHC), immunoflorescense,
graphic design, photography, and advanced imaging software to develop 2D and a 3D
visual map of drug ‘plumes’ -- the shape of drug microinjection within brain sites (like an
fMRI for rodent brains). My work is acknowledged in scientific journals like Nature and
Neuroscience.
2
I provided general laboratory coordination and technical research support for affective
neuroscience and hedonic psychology studies involving emotion, motivation and reward;
brain systems for liking and wanting sensory pleasures; disorders such as addiction and
eating disorders; appetite, and executive brain systems and neuroethology; decision
making.
 Provided front-line laboratory management for all studies.
 Chemical hygiene officer; safe handling of controlled/scheduled substances
 Served as primary point of contact for compliance, security, and regulatory issues, etc.
 Developed and repair research equipment.
 Manage lab inventory and budget; animal study breeding colony
 Coordinated training of new students.
 Mentor students through animal surgeries, experiments, data analysis and writing, etc.
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Provide professional written and verbal communication to external agencies, vendors,
review boards, professionals, etc.
Performed rodent brain surgeries; behavioral tests; as well as histological and
immunohistochemical treatments of brain tissues; microscopy; data analysis and
presentation.
2004-2006
Organizational Researcher
(jointly funded through Employer / UM Business School)
Michigan Microtech
Novi, MI
2002-2004
Installed Satellites (summers in college)
Michigan Microtech
Pontiac, MI
2001-2002
Supplement to Medicare Insurance Intermediary (summer job)
United American Insurance Company
Waukegan, IL
*Earned top ten in regional sales award- youngest in the state
2000-2001
Caretaker for Developmentally Disabled Adults (summer job)
Trillium Services
Duluth, MN
2000-2001
YWCA Front Desk Reception (summer job)
Duluth, MN
2000-2001
Heavy Equipment Operator and Commercial Driver
(summer job)
Earthburners
Duluth, MN
Awards/Grants/Funding/Scholarships___________________________________________________
2012
2011
2010
2009
2007
Best Employer
Presented to me by co-workers at annual holiday event.
19th annual Joel Labovitz Entrepreneurial Success Awards Nominee
Duluth, MN
Best Employer
Presented to me by co-workers at annual holiday event.
Best Employer
Presented to me by co-workers at annual holiday event.
Tanner Memorial Award
Ann Arbor, MI
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Research Grant to conduct research while helping an employer with business
expansion and a merger.
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2007
2006
2006
2006
2006
2006
2005
2004-2006
2004-2006
2004
Chief of Police Civilian Hero Award
Ann Arbor, MI
Awarded “Distinction” on B.S. Degree
Based on GPA
Awarded “Highest Honors” on B.S. Degree

A distinction given to the top 1-3% of Honors Students, a prestigious group to
begin with.
UM Business School Research Grant
Funding for Industrial/Organizational Research Project
UM Honor’s College Research Grant
Funding for Industrial/Organizational Research Project
Best Undergraduate Poster Presentation ($200)
Michigan Society for Neuroscience Annual Meeting, Lansing MI
Perfect 4.0 GPA Letter of Acknowledgement
Honors Program
University of Michigan
Michigan Grant for Independent Studentship ($31,741)
University of Michigan
Coleman, Jonathan, & Baehler Scholarship ($10,000)
University of Michigan,
J. Boyce Scholarship ($957)
University of Michigan, LSA
Talks/Presentations___________________________________________________________________
2009-2014
Annual Company Banquets - - Hoberg Shatto Group, Inc
I give a short presentation that includes a video montage of our year and a speech
Duluth, MN
2013
Wisconsin Indianhead Technical College
Answered questions from a class of undergraduate business students
Superior, WI
2007
Washtenaw Community College
Spoke about my successful transfer to Michigan and promoted Michigan
Ann Arbor, MI
2006
University of Michigan
Spoke to a group of undergraduate students to promote the new biopsychology degree
Ann Arbor, MI
Undergraduate Extracurricular Activities________________________________________________
2004-2007
Urban Exploring
Group Activity
Detroit, MI
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2002-2007
LGBT Events
Provided assistance and coordination for informal off-campus events
Ann Arbor, MI
2004-2006
Official LSA Honors Program
University of Michigan
Ann Arbor, MI
2004-2006
Brazilian Jiu Jitsu Club
Club Sport
University of Michigan
Ann Arbor, MI
2003-2004
African American Student Association
Club Activity
Washtenaw Community College
Ypsilanti, MI
Undergraduate Research Activities______________________________________________________
Biopsychology
University of Michigan
 Click to View Senior honors thesis: “Neurochemical Mechanisms of Food Reward in Ventral
Striatopallidal and Extended Amygdala Output Structures: GABA and Opioid Regulation of
‘Liking’ in the Ventral Pallidum and Eating in the Bed Nucleus of the Stria Terminalis.”
o Methods: taste reactivity analysis, food intake paradigm, video recording, offline
behavioral scoring, immunohistochemistry.
 Experiment 1: Investigated the behavioral correlates of drug microinjections to a
posterior portion of the Ventral Pallidum (VP) to test a hypothesis that the neural systems
underlying ‘liking’ and ‘disliking’ are dissociable and can be switched ‘on’ or ‘off’ by
inactivation or activation of important brain sites. By deactivating the posterior VP, with
a GABAA agonist, subjects lost normal pleasure of sweet taste, demonstrating anhedonia.
By activating the same sites with a μ opioid receptor agonist, subjects liked sweet tastes
more. Thus, I could bidirectionally modulate how much subjects liked tastes by
manipulating VP neurochemicals.
 Experiment 2: The involvement of opioids and GABAA in eating behaviors mediated by
the Bed Nucleus of the Stria Terminalis was investigated to reveal novel information
about this little known brain region, recently implicated in reward/motivation processing.
Our hypothesis was that activation of this brain site may be involved in food reward. I
found that activation of the BNST enhanced consumatory eating behaviors in a gradient
fashion, strongest in the anterior portion of the BNST and weakest in the posterior
portion. I was able to show hetereogeneity of function along an anterior-posterior
gradient through advanced immunohistochemistry techniques to show that drug had not
diffused more than ~0.5mm in radius from microinjection site at each injection site.
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Carried out all stages of experiment: chose target brain structures and stereotaxic
coordinates (multiple sites for BNST), performed surgeries, experiments, histology,
immunohistochemistry, video scoring, Fos plume figures, data analysis and
interpretation, as well as manuscript writing and formatting.
Applied for and received funds through honors program to cover senior research costs
and through a private donor for travel to 2006 Society for Neuroscience where thesis
findings were presented to scientific community.

Industrial/Organizational Psychology
University of Michigan
 Independent work to assist local businesses with growing issues.
 Employees from a mid-size local business completed a written survey assessing a number
of psychological variables related to work effectiveness and job satisfaction.
 Administered surveys, analyzed data, and created a report for the company.
 Awarded honorary 2nd-year PhD level thesis credit for the innovation research idea and
creating positive and lasting change at the company. (Psych 719; received A+).
 Received funding for research costs through honor’s college and business school.
Conference Abstracts_________________________________________________________________
1. Hoberg P.D., Smith K.S., Berridge K.C. Neurochemical mechanisms of food reward:
GABA and opioid regulation of ‘liking’ in the ventral pallidum. Society for
Neuroscience. Abstract, 2006.
2. Hoberg P.D., Smith K.S., Berridge K.C. Neurochemical mechanisms of food reward:
GABA and opioid regulation of ‘liking’ in the ventral pallidum. Michigan Society for
Neuroscience, 2006.
3. Faure, A., Hoberg, P.D., Berridge, K.C. Motivational ensembles in nucleus
accumbens: dopamine-glutamate interaction.
 Presented by A. Faure at the University of Paris
Click to View Acknowledgements in Science Journals______________________________________

Appreciation for assistance with: surgery, experiments, histology, immunohistochemistry (cfos Gfab, c-jun, substance p, leu enkephalin, ecc), graphic design, e.t.c.
Mahler, .V, Smith K.S., and Berridge, K.C. (2007) Endocannabinoid Hedonic Hotspot for
Sensory Pleasure: Anandamide in Nucleus Accumbens Shell Enhances 'Liking' of a Sweet
Reward. Neuropsychopharmacology. 32, 2267–2278, 2007.
Peciña, S., Schulkin, J., & Berridge, K.C. Nucleus accumbens CRF increases cue-triggered
motivation for sucrose reward: paradoxical positive incentive effects in stress? Biomed
Central Biology, 4(1):8, 2006.
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Peciña, S., & Berridge, K.C. Hedonic hot spot in nucleus accumbens shell: where do mu opioids
cause increased hedonic impact of sweetness? The Journal of Neuroscience, 25(50):1177711786, 2005.
Smith, K.S., Berridge, K.C. (2007) Opioid limbic circuit for reward: interaction between hedonic
hotspots of nucleus accumbens and ventral pallidum. The Journal of Neuroscience, 27(7):
1594-1605, 2007.
Faure, A., Reynolds, S., Richard, J., Berridge, K.C. Mesolimbic Dopamine in Desire and
Dread: Enabling Motivation to Be Generated by Localized Glutamate Disruptions in Nucleus
Accumbens. , 9 July 2008, 28(28): 7184-7192.
S.V. Mahler’s PHD Dissertation
Click to view Press___________________ ________________________________________________
2013
Positively Superior Business Magazine (p. 32-39)
 Making a big splash in a small community—becoming a major employer
2013
Northland Foundation Newsletter
 How venture capital helped to grow our business
2011
BusinessNorth.com
 Nomination for an entrepreneurial award
2010
Duluth News Tribune
 How the call center business impacts election outcomes
2009
Superior Telegram
 Two friends start a business in the bottom of the recession
2008
Duluth News Tribune
 Starting an innovative text-message marketing & internet application service
2007
Ann Arbor Chief of Police Civilian Hero Award
 Helping officers in need
Volunteer Activities__________________________________________________________________
2013
Giving Christmas Presents to At-Risk Youths
Duluth, MN
2013
Habitat for Humanity Vehicle Donation
Duluth, MN
2010-2012
Habitat for Humanity Home Building
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Duluth, MN
2009-2012
Foster Care for Cats
Critter Harbor
Superior, WI
2005-2006
Peer Mentor
(Two consecutive semesters)
University of Michigan
Ann Arbor, MI
Responsibilities:
Mentored a student from a small liberal arts school while she studied for one semester at the
University of Michigan. This mentorship extended to the following semester as she worked under
my supervision, assisting with my I/O psych research.
2002-2004
African American Student Association
Washtenaw Community College
Ypsilanti, MI
Professional Memberships_____________________________________________________________
2014-present
American Woodcock Society
2014-present
Ruffed Grouse Society
2011- present
P.A.D.I.
2010- present
A.A.O.P
05/2006- present
Society for Neuroscience
05/2006- present
Michigan Alumni
Certifications/Licensures______________________________________________________________
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Private Pilot’s License (in progress)
PADI
Commercial Driver’s License (All Vehicle Classes)
U M UCUCA and MIOSEH classes for Lab Operations (certificates on request).
Graphic Design, Fine Art, and Other Experience__________________________________________
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Executive Music Album Producer – Worlds Within CD Album by Christine Hoberg
General Graphic Design Skills: logos, flyers, posters ,etc
Basic web design
Wordpress Website
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Clay making and Potter’s Wheel
Writing for Press Releases/ Grants/Scholarships/Awards
Finished Protocols & Manuals
Finished Business Plans
Finished PowerPoint Presentations
With Collaborators:
o Cutting edge web applications; web sites; server and data mining systems.
Other Points_________________________________________________________________________
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Secondary Languages: Limited Working Proficiency (2/5 ILR) in Italian & Spanish.
Limited Proficiency with SPSS Statistical Analysis Software.
Proficient with Adobe Illustrator limited proficiency with Photoshop and InDesign.
Proficient with basic video and music editing software: Premiere, Final Cut Pro, NCH, etc
Type 80 w.p.m.
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