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VP Marketing Business Development in Santa Rosa CA Resume Reed Klanderud

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Reed Klanderud is an entrepreneurial marketing and business development executive with 15 years of experience in developing new revenue-generating opportunities.
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  Reed Klanderud Business Executive Santa Rosa, California, 95405 Cell: (707) 479  –   3441 E-mail: reed.klanderud@gmail.com LinkedIn: www.linkedin.com/in/klanderudreed Summary : An entrepreneurial marketing and business development executive with 15 years of experience in developing new revenue-generating opportunities. Verifiable record for identifying new revenue streams,  business models, branding opportunities, and managing partnerships. A leader who brings new ideas to life. WORK EXPERIENCE Krames StayWell, Yardley, Pennsylvania 08/1998  –   06/2014 Senior Vice President, Strategic Services    Supervised content development, delivery platforms, marketing and communications to accelerate sales for the company’s premier strategic accounts for leading association clients    Formulated and implemented business development strategy including identifying, initiating, developing, negotiating and closing new strategic partnerships increasing revenue 12%    Directed marketing and communications management including strategic planning, market research and analysis, integrated B2B marketing programs, product launches, web site development, and other forms of management    Created business plans including product positioning and value propositions    Created analytical reports and evaluated the financial aspects of new opportunities, such as budgets, expenditures, feasibility studies, return-on-investment and overall P&L responsibility Vice President, Marketing Communications    Managed comprehensive, agency-style marketing communications team servicing American Red Cross national headquarters (client) and its 700 chapters nationwide in support of its $150 million health and preparedness business    Expanded the account by securing new programs and increasing revenue by navigating a changing client landscape and understanding the mission, culture, and customers of the American Red Cross    Administered multi-million dollar budget, consistently operating under budget year-over-year, while exceeding marketing operational and business performance targets    Motivated client to get onboard with changes based on market trends, including the transformation from print-only to an online and mobile facing orientation, through influence management Executive Director, Marketing and New Development    Planned and executed integrated digital and print marketing collateral system, web site development, marketing communications campaigns, and new product development    Overcame slow product adoptions by providing customer base with easy, convenient access to online  program updates, tools and resources that received a 97% satisfaction rating, increased new product adoption rates, and increased program revenue    Executed a consistent branding system across the entire portfolio resulting in a visual identity to match the client’s reputation as a world -renowned non-profit organization Director of Marketing    Conceived and implemented new media marketing by introducing the first Web Expo in partnership with the American and Canadian Red Cross resulting in more than 2,500 health and wellness  professionals attending a virtual event including a large number of Fortune-1000 companies,  increasing revenue and market share, reducing the costs of in-person training and setting the groundwork for growth with 20,000 professionals attending a future online event    Provided leadership to create multi-channel web site, digital and print lead generation campaigns, trade show strategies, media relations and high-impact marketing collateral materials    Supervised customer communications for 200,000 training professionals Sales Consultant    Provided consulting services to strategically important clients including development and delivery of corporate training programs on sales, marketing and customer service    Cultivated and maintained relationships with internal customers and external executive-level clients driving new business and growth    Received first “President’s Club Award” for sales, service and relationship -building excellence EDUCATION Middlebury College Middlebury, VT Master of Arts (M.A.) Augustana College Sioux Falls, SD Bachelor of Arts (B.A.) ACCOMPLISHMENTS    Improved EBITDA by 6% and increased revenue by 35% through effective strategic sales and marketing plan development and implementation    Exceeded the Division’s net income goals by managing key initiatives that reduced marketing expenses, increased profitability and focused on smart, affordable digital innovations to generate leads and stimulate sales    Proven strategic thinker: redirected business resources into projects with larger payback, increasing revenue
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