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 companys 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 clients 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 Presidents 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 Divisions 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