JARED PETERSON

jaredp@covalant.com
646.283.2888-

I NTEGRATED M ARKETING P ROGRAM M ANAGER

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Product Innovator | Strategic Director | Execution Specialist | Profit Driver
Program Manager and Marketing Director crafting and executing integrated campaigns and
product strategy to drive revenues and introduce innovative solutions to market. Visionary
¾ Program
technologist; leveraging IT solutions and online communities to enhance the effectiveness of
Management traditional marketing tactics, drawing upon nearly 15 years progressive experience spanning
¾ Social Media B2C and B2B markets in the SMB and Fortune 500 segments. ROI focused success leader with a
Strategy consultative approach to process improvement and value enhancement.

¾ Product
Social Media Strategy (Highlights)
Management
• Up The Ladder: Building an integrated
¾ Channel/Direct
market strategy for this career services
Sales site with a focus on Social Media.
¾ Integrated
• ASMMI: Board of Directors and
Marketing Corporate Policy Committee chair for
the American Social Media Marketing
¾ Brand
Institute; drafting the Social Media
Development
Body of Knowledge.
¾ Risk Management
• BlueFish and Mélange: Drafted a Social
¾ P&L Accountability Media Marketing plan and integrated
with internet and offline ad campaign.
Marketing and Product Strategy
• ENY: Developed a consistent and
compelling brand-strategy to command
a 20% premium on pricing with retailers
like Costco and Wal-Mart.
• MoodzDesignz: Re-invented brand
identity; created a premium product
targeted at a more profitable segment.
• Coca-Cola: Conducted field research to
identify strategies to increase
distribution within major retailers.
• Alex Bradley Certified Copy Writer

Program and Operations Management Project Management Portfolio

• Created innovative revenue and demand
generation programs that grew sales
300% in two years at Hydra Network.
• Instituted a better-than-best-practice PMO
organization and delivery methodology,
streamlining processes to shorten sales
cycles and create competitive advantage.
• Defined and executed the go-to-market
strategy transitioning Hydra from a
struggling boutique IT consultancy to a
profitable Managed Services leader.
• Chase/WaMu branch conversion and
Denver-area hardware refresh.
• Xcel Energy data-center relocation.
• $20MM NYSE mainframe migration.
• $18MM NY Presbyterian Hospital
Systems SAN/NAS integration.
• ASMMI web-dev/strategy project.
• Case Corp Y2K remediation project.
• Bankers Insurance Y2K remediation.
• IMSG process re-engineering effort.
• IMSG intranet portal integration.

Career History
Marketing Services Director/Sr. Project Consultant 2009 – Present
Covalant Enterprises – Denver (Partnership/Contract Work)
Leading the product development and go-to-market plans for customers [Up The Ladder (career
services), BlueFish Technology (IT), Mélange Collection (specialty retailer), and ASMMI (non-profit
industry association)]; assisting with expansion into the Social Media Services space and
directing Social Marketing initiatives for a variety of product lines and causes.
• Crafting an integrated marketing plan combining social media, print/online ads, alternative
media, and PR releases to triangulate the target market and drive explosive web traffic.
• Driving demand for a new product-varietal expected to create an entire spin-off industry.
• Developing a series of SEO optimized sites to support sales, clients, and partner accounts.

Sr. Services Project Manager 2008 – 2009

EMC2 – NYC, 1 year then volunteered for layoff package ($23B Global Enterprise)
Hitachi Data Systems – NYC, 3 month contract ($2.5B Global Enterprise)
Skillful leader of high-profile projects for some of the most recognized business names; directed
a $1M per-quarter revolving portfolio of sold-services at both EMC and Hitachi, with a focus on
Page 1 of 2 driving revenue recognition, public value perception, and improved sales-to-delivery processes.
Career History--Continued

Practice Manager/Principal Marketing Consultant 2007 – 2008

“Professional Marketing Services – NYC” (Contract/Partnership) Strategic Summary for
Management consultant leveraging creativity and marketing background to positively impact clients’ “Up The Ladder”
businesses. Drafted go-to-market/business plans for start-ups; conducted field-research to generate
Before the Social Media
innovative ideas and approaches for a CPG executive at Coca-Cola, Pepsi-Co, and Snapple. Directed
bubble, there was “guerilla
the Personal Marketing Services practice; created branding strategies for independent professionals.
marketing”. Long before
• Created/launched a go-to-market plan and operations strategy; negotiated raw-material sourcing that, there was the
contracts for s semi-durable consumer product, reducing forecasted production costs by 15%. common PR/publicity stunt.
• Boosted energy drink distribution in NYC 10% by identifying and targeting a key demographic. The basic truth is that
• Formulated strategies to increase distribution for a major iced-tea brand based on data analysis marketers are always
and field assessments of retail shelf-space allocation. looking to create or
• Created MRD/PRD documents for a premium bottled water venture in Boulder, CO. exploit a new approach to
reaching customers.
Partner Program Director and MSP Product Manager 2005 – 2007 But fads come and go;
Clerity Solutions – Chicago/NYC/Phoenix ($25M privately held IT solutions provider) and like that turtle in the
~.Attacked the competitive landscape head-on through reputation branding and innovative revenue and famous fable, a consistent
demand generating offerings and practices. Owned key partner and customer relationships; ensured and balanced approach
successful delivery of services and created new distribution outlets. Built and led a services PMO. usually wins out in the long
• Forged and nurtured strategic partnerships accounting for ¼ of revenue in 2005; led cooperative run. Effective marketers
marketing and blended-team sales programs with Avnet, McKesson, GE Healthcare, and Fuji. today will implement an
• Flushed out a $1M/year pilot-program with McKesson to validate the MSP business strategy. integrated strategy in
order to compete and
Director of Business Services/Marketing Program Manager 2002 – 2005 capture impressions, mind-
Regional Sales and Marketing Manager (Promoted to VP/Director) 2001 – 2002 share, and traffic.
Hydra Network – NYC/Tampa (IT solutions provider, Acquired by Clerity in 2005) That’s what we did for “Up
Recruited by CEO to lead the Southeast market expansion. Promoted to VP, leading full lifecycle product The Ladder” (career-
development and marketing programs, and developing and integrating MSP offerings and delivery services start-up). We
strategies. Drove product and white-label services sales through self-built channel; positioned company used their resume service
for rapid scalability through flex SLAs and lean JIT outsourcing. and free resume critique as
• Created a new profit center that increased revenue by 35% in year one. a foundation for the SM
• Captured 14% local market share in Chicago with no marketing budget (just exceptional creativity). campaign in multiple
• Converted business model from B2C to B2B, shifting focus from retail to wholesale in 1.5 years. forums, each one cross
connected to the other, to
• Boosted conversion rate of channel-identified leads by implementing a blended solutions team of
triangulate and engage
internal sales engineers and partner reps.
the target audience
• Responsible for 90% revenue growth in 2003, exceeding target by 40%. (building relationships and
• Conceived/launched an alternative marketing campaign producing 200% increase in direct leads. brand awareness). We
formed partnerships for
Network Operations Manager 2000 – 2001 targeted advertising and
Nextrade, Inc. – Tampa (Start-up) lead generation, and
Assured 24x7 systems availability and scalability to meet increasing stock transaction volumes. Re- created an invisibly
designed infrastructure to maximize ROI/efficiency. Led the IPO audit support team. affiliated “career services
portal” to be used as a
Early Career – Independent Consulting landing page for our
Project Manager/Infrastructure and Process Consultant – Tampa 1998 – 2000 clever (controversial)
Fortis Investors Agent: Independent Investment Rep and Business Consultant – Chicago 1997 – 1998 publicity generation tactic
Consultatively sold and delivered technical solutions that generated cost savings and competitive (think Lane Bryant’s recent
advantage. ~Developed technical strategy and led integration projects and efficiency/work-flow “too hot for prime-time”
assessments for Case Corp, Chase Manhattan, NetFlix, and Bankers Insurance. Sold investments and commercial controversy,
financial consulting to SMBs, branching into market strategy and operations consulting. only without the ‘risqué’
aspect).
Through outdoor ads,
Education print, and press
Bachelor of Arts in Finance, University of Illinois, Champaign, IL 1997 promotions we drove
Computer Science courses, 1998-2003 4.0/4.0 in all collegiate level classes explosive traffic to the
landing page and
converted 36% of that
traffic into sales leads
through opt-ins and direct-
link sales.
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