1. Jeffrey K. Pederson
7336 Horizon Wood Lane, Colorado Springs, CO 80927 • Cell: 719-659-6790 • jped56@gmail.com
www.Linkedin.com/in/jped56
__________________________________________________________________________
VALUE TO THE ORGANIZATION
A results-producing sales, marketing, and communications director offering a distinguished career
in developing and implementing sales and marketing strategies that create visibility and produce
revenue in the organization. Proven record of accomplishment of continuous growth designing and
leading innovative and successful market specific plans, strategies and tactics. Ambitious motivator
adept at inspiring teams to execute projects, garner market share and expand markets. Build and
foster client relationships, open up new accounts, maximize new client engagement, and help
maintain efficient team structure and performance through analytics, processes, and other tools.
Manage and complete projects, manage people to excellence, and develop and execute programs
that differentiate, grow revenues, and build successful corporate brand awareness and enthusiasm
in the marketplace.
PERFORMANCE SUMMARY
Exceptional Sales and Marketing leader with a distinguished career and demonstrated positive
success with multi million-dollar contributions to large matrix-based organizations. Adept at
developing and maximizing profitability, building and/or restoring market share, driving customer
loyalty in highly complex and competitive business climates. Formulates unique solutions for large
day-to-day initiatives and the tenacity to attract, recruit, manage, and retain high-level talent and
develop teams that restore market share in both stable and unstable environments. A loyal,
energetic, accomplished, and upbeat communicator instilling customer confidence and promoting
internal and external relationships that have proven to fortify, drive, and sustain sales.
CORE COMPETENCIES
Strategic Business, Marketing and Sales Planning; Product Innovation; Competitive Analysis;
Positioning and Pricing; Sales & Business Development Strategies; Public
Speaking/Presentations/PR; Quantitative and Qualitative Research; Branding, Forecasting, and
Budgeting; Excellent Communications Skills; High Attention to Detail
SKILLS & HIGHLIGHTS
• Extensive and consistent knowledge and experience in marketing and sales strategy, pricing
models, consumer packaging, channels of distribution, technology trends, customer buying patterns,
budgeting, public relations, advertising, statistics and analysis, direct marketing, database
marketing, event marketing, channel marketing, merchandising, product marketing, product sales
management, and team management.
• Loyal and upbeat team player with excellent interpersonal and communication skills
(written/verbal/presentations) demonstrated with passion and energy.
• Continual Learning: Understands that things are always changing and seeks new information to
help better serve clients and the overall organization. Insightful, tempered by experiences that have
contributed value in developing cutting-edge thinking and continued learning in order to lead
effectively. “If you want to keep leading, you must keep learning. Yesterday’s growth will not
suffice for today.”
SUMMARY OF ACHIEVEMENTS
Publishing
• Changed the pricing status quo for a publishing company, and developed and directed a unique
marketing and sales strategy based upon multiple copies purchased per consumer, referral

2. marketing strategies, targeted national advertising messaging, and sales vendor partnerships,
helping one (1) book title achieve an additional $8 million of profit in 23-months.
• Directed all marketing activities including product definition, product positioning, market
communications, competitive market and product analysis, and pricing. Assisted with intellectual
property development for 320 unique and individual authors and their written messages.
• Project managed and marketed over 200 new products over a two-year period – with one
product exceeding the norm and achieving immediate and profitable national market success –
generating $4.5 million in cumulative revenues and adding $2 million to bottom line profitability.
• Developed a national book merchandising strategy by placing permanent book fixtures in over
400 retail stores. Made quarterly changes of 60-second video author presentations of each book
title displayed resulting in increased product placement, sell through, and helping leverage new
author contract signings.
• Worked closely with the Vice President of Sales and with internal sales teams and key industry
national retail buyers, playing a pivotal role to deliver on the sales targets through enhanced
business relationships, increased marketing promotions, and in-store product positioning, while
supporting the sales distribution plans with evolved marketing tools and programs.
• Led the development of a new company logo and positioning statement. Developed a new book
design strategy making changes to covers and interiors in order to enhance product marketing and
brand messaging.
• Taught branding discussions, marketing strategies, and market research techniques to
international audiences as part of an International Certified Educational Course Program.
Retail
• Directed sales, marketing, inventory purchasing, and store operations for a 72-store chain.
Closed 16 stores, relocated 14 stores, and achieved a $4 million profit turnaround in eighteen
months.
• Made a systemic organizational change by developing and implementing a chain-wide product
knowledge, sales training, and testing program for 630 store staff in ten states, realizing direct
positive sales increases of 15% to 22% across four regions on $35 million of retail sales.
• Developed new pricing and merchandising strategy and sold advertising space to vendors.
Designed a new layout for a quarterly flyer mailed to over 1.5 million customers nationally.
Increased product sell-through in stores, profit margin on vendor products advertised in flyer, and
achieved advertising flyer profitability on its own.
• Using strong communication, interpersonal and leadership skills, a solid business education and
thorough understanding of organizational behavior, work force planning, sales, merchandising, and
marketing, led revenue growth from $33 million with 72-stores, to $35 million with 56-stores
within eighteen months.
• Taught merchandising staff different buying strategies, product positioning enhancements, and
inventory turn impact on profitability. Improved chain inventory turn from a 1.7 to 2.6 over 18
months.
• Coached national retail dealer networks how to market their locations. Trained manufacturer
reps on strategies to expand their channels of distribution through various marketing and
advertising efforts, including both B2B and B2C.
Marketing Agency Work
• Lead Client Discovery Meetings: Developed a proprietary Business Needs Assessment tool
and Brand Discovering Day process and led dozens of CEO’s and business leaders through a brand
architecture review and self-evaluation and rating of their business performance. This unpacked
the secrets of an organization’s brand resulting in a more clearly understood, compelling and
differentiated end product for both internal and external stakeholders of the organization.
• Ongoing Marketing Coaching: Bi-weekly or monthly process for re-focusing and continuing
the learning process for the client that started with the discovery and ran through development of
the plan.
2

3. • Overseeing the Creative: Ensured the strategy carried through to the design of the client.
• Project Management: Collaborated with the team on writing the timeline, serving as the main
point of contact for the client through the project. Communicated timing, set up meetings, gathered
information, kept on top of all deadlines, managed the scope awareness of the client, and
coordinated on approval of additional fees outside of the scope as necessary.
• Problem Solving: Developed new processes and procedures to help clients and team members
identify problems and take initiative to find a solution.
• Ability to see past what the client is asking for by assessing the situation and recommending a
customized solution that best meets their needs and budget.
• Seamlessly merged two marketing agency acquisitions into a single organization adding $2
million in annual revenue, while introducing a complete new suite of marketing services that
substantially increased overall revenues.
• Developed and maintained respectful, trusting, and professional relationships with clients,
sponsors, and stakeholders helping clients to translate their marketing and communications
strategies into marketing projects, campaigns, and activities.
• Consulted with leaders from leading companies and facilitated an advisory board of directors
called Decision Point. Helped these companies develop job descriptions, employee manuals, and
brand strategic growth plans in order to help improve their company’s profitability and brand
enthusiasm.
• Used personal selling skills and sales principles of ethical influence to develop over $1 million
per year of business for two different full-service marketing agencies.
• Led the re-branding process and development of new logos, positioning statements, websites,
marketing collateral and strategic business marketing and sales plans, for dozens of organizations
changing the way they branded and addressed their customers.
PROFESSIONAL EXPERIENCE
MARCOA Media, 9955 Black Mountain Road, San Diego, CA, 92126
May 2015 – December 2016
Project Manager for Colorado Springs – USAFA, Peterson AFB, Ft. Carson
MARCOA Publishing is the nation's leading publisher of military relocation directories, base maps
and telephone directories. Worked under the direction of the Commanders and the Public Affairs
Offices for Ft. Carson, Peterson AFB, the USAFA. Managed a team of sales representatives using a
CRM system to help them sell advertising in military base projects. The process included a three-
pronged marketing approach using a mobile phone application, military international website, and
a printed base relocation guide to bring brand exposure to thousands of Army and Air Force
personnel and their families on base as well as those relocating to the bases.
• Coached and developed sales staff, collaborating effectively with management.
• Provided oral and written feedback to direct reports on a regular basis.
• Conducted outside sales calls and presentations to customers.
• Established and maintained a high level of customer satisfaction in all sales transactions.
• Consistently met or exceeded weekly and monthly sales activity goals.
• Demonstrated excellent organizational and problem solving skills.
• Provided daily leadership, coaching, training and direction to sales team to help them achieve
revenue goals.
• Coached and trained staff on sales and presentation skills, product knowledge, planning and
tracking tools, etc.
Vinea Group, 6170 Lehman Drive, Suite 101, Colorado Springs, CO, 80918
January 2015 to April 2015
Relational Marketing Specialist
3

4. Sold on behalf of an IT infrastructure provider specializing in hybrid storage solutions. Identified
decision makers at companies, asked questions about their business environment, and sought a
commitment to engage with the client’s sales team. Followed a lead management formula using an
integrated marketing approach to build rapport, verify data, establish new relationships, manage
on-going relationships, and gain commitments on behalf of a technology client.
JPED Consulting LLC. 9625 Hollyleaf Ct., Colorado Springs, CO, 80920
January 2009 to April 2015
Marketing, Sales, and Management Consulting
Established strategic client partnerships, created effective brand growth strategies, and led clients
through a proprietary strategic planning and brand discovery process. Helped clients formulate
vision, improve operations and develop a more effective strategic direction. Consulted on major
financial management and new business development initiatives, and provided guidance for
operations.
• Developed and coordinated means to seek regular input from the client’s key customers
regarding quality of products and services and the organization’s relevance.
• Built the SEO, SEM, web design and development strategy for dozens of clients and continued to
leverage evolved technology and internet marketing tools for revenue growth.
• Developed, implemented and coordinated media advertising plans, collateral plans, and internal
initiatives.
• Monitored and analyzed market and competitor activity, and recommended the right course of
action for clients.
ZEAL Marketing Agency, 1920 Vindicator Drive, Colorado Springs, CO, 80919
November 2006 to December 2008
President/CMO
While at this integrated brand marketing agency, I was involved in all aspects of strategic decision
making, operations, building the right team, identifying and pursuing market segments, and selling
through distribution relationships and direct to market. Led the company’s strategic planning
process, formulated the company vision and strategic direction, initiated operational and brand
growth strategies, approved all major financial management and new business development
initiatives, and provided strategic guidance on overall operations.
• Created company Best Practices, spearheaded the development, implementation and
dissemination of effective growth strategies and processes.
• Worked with CEO to identify and evaluate both internal and external business development and
improvement opportunities to increase revenue. This included identifying and planning new offices
in new and existing markets, and analyzing possible acquisition targets.
• Identified and exploited new markets and distribution channels of high value and importance.
Led efforts to identify and select new verticals for expansion based on market size, market
attractiveness, company capabilities, and competitive positioning.
• Actively monitored sales and marketing results, budgets and revenue forecasts to ensure
achievement of goals and forecasts.
EDUCATION
San Diego State University – B.S. Business Administration • Mt. San Jacinto Community College •
University of Wisconsin Stout
Proficiency in MS Office products (Outlook, Excel, Word, PPT) Slesforce.com and ZOHO CRM
Jeffrey K. Pederson - 7336 Horizon Wood Lane, Colorado Springs, CO 80927 • Cell: 719-659-6790
jped56@gmail.com • www.Linkedin.com/in/jped56
4