JARED PETERSON jaredp@covalant.com

646.283.2888-

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INTEGRATED MARKETING PROGRAM MANAGER

Social Media Strategy (Highlights)

• Up The Ladder: Building an integrated market strategy for this career services site with a focus on Social Media.

• ASMMI: Board of Directors and Corporate Policy Committee chair for the American Social Media Marketing Institute; drafting the Social Media Body of Knowledge.

• BlueFish and Mélange: Drafted a Social Media Marketing plan and integrated with internet and offline ad campaign.

Program and Operations Management

• 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.

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 driving revenue recognition, public value perception, and improved sales-to-delivery processes.

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 technologist; leveraging IT solutions and online communities to enhance the effectiveness of traditional marketing tactics, drawing upon nearly 15 years progressive experience spanning B2C and B2B markets in the SMB and Fortune 500 segments. ROI focused success leader with a consultative approach to process improvement and value enhancement.

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Program Management

Social Media Strategy

Product Management

Channel/Direct Sales

Integrated Marketing

Brand Development

Risk Management

P&L Accountability

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

Project Management Portfolio

• 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--Continued

Practice Manager/Principal Marketing Consultant 2007 – 2008 “Professional Marketing Services – NYC” (Contract/Partnership) Management consultant leveraging creativity and marketing background to positively impact clients’ businesses. Drafted go-to-market/business plans for start-ups; conducted field-research to generate innovative ideas and approaches for a CPG executive at Coca-Cola, Pepsi-Co, and Snapple. Directed the Personal Marketing Services practice; created branding strategies for independent professionals. • Created/launched a go-to-market plan and operations strategy; negotiated raw-material sourcing

contracts for s semi-durable consumer product, reducing forecasted production costs by 15%. • Boosted energy drink distribution in NYC 10% by identifying and targeting a key demographic. • Formulated strategies to increase distribution for a major iced-tea brand based on data analysis

and field assessments of retail shelf-space allocation. • Created MRD/PRD documents for a premium bottled water venture in Boulder, CO. Partner Program Director and MSP Product Manager 2005 – 2007 Clerity Solutions – Chicago/NYC/Phoenix ($25M privately held IT solutions provider)

~.Attacked the competitive landscape head-on through reputation branding and innovative revenue and demand generating offerings and practices. Owned key partner and customer relationships; ensured successful delivery of services and created new distribution outlets. Built and led a services PMO. • Forged and nurtured strategic partnerships accounting for ¼ of revenue in 2005; led cooperative

marketing and blended-team sales programs with Avnet, McKesson, GE Healthcare, and Fuji. • Flushed out a $1M/year pilot-program with McKesson to validate the MSP business strategy. Director of Business Services/Marketing Program Manager 2002 – 2005 Regional Sales and Marketing Manager (Promoted to VP/Director) 2001 – 2002 Hydra Network – NYC/Tampa (IT solutions provider, Acquired by Clerity in 2005) Recruited by CEO to lead the Southeast market expansion. Promoted to VP, leading full lifecycle product development and marketing programs, and developing and integrating MSP offerings and delivery strategies. Drove product and white-label services sales through self-built channel; positioned company for rapid scalability through flex SLAs and lean JIT outsourcing.

• Created a new profit center that increased revenue by 35% in year one. • Captured 14% local market share in Chicago with no marketing budget (just exceptional creativity). • Converted business model from B2C to B2B, shifting focus from retail to wholesale in 1.5 years. • Boosted conversion rate of channel-identified leads by implementing a blended solutions team of

internal sales engineers and partner reps. • Responsible for 90% revenue growth in 2003, exceeding target by 40%. • Conceived/launched an alternative marketing campaign producing 200% increase in direct leads.

Network Operations Manager 2000 – 2001 Nextrade, Inc. – Tampa (Start-up) Assured 24x7 systems availability and scalability to meet increasing stock transaction volumes. Re-designed infrastructure to maximize ROI/efficiency. Led the IPO audit support team.

Early Career – Independent Consulting Project Manager/Infrastructure and Process Consultant – Tampa 1998 – 2000 Fortis Investors Agent: Independent Investment Rep and Business Consultant – Chicago 1997 – 1998 Consultatively sold and delivered technical solutions that generated cost savings and competitive advantage. ~Developed technical strategy and led integration projects and efficiency/work-flow assessments for Case Corp, Chase Manhattan, NetFlix, and Bankers Insurance. Sold investments and financial consulting to SMBs, branching into market strategy and operations consulting. Education Bachelor of Arts in Finance, University of Illinois, Champaign, IL 1997 Computer Science courses, 1998-2003 4.0/4.0 in all collegiate level classes

Strategic Summary for “Up The Ladder”

Before the Social Media bubble, there was “guerilla marketing”. Long before that, there was the common PR/publicity stunt. The basic truth is that marketers are always looking to create or exploit a new approach to reaching customers.

But fads come and go; and like that turtle in the famous fable, a consistent and balanced approach usually wins out in the long run. Effective marketers today will implement an integrated strategy in order to compete and capture impressions, mind-share, and traffic.

That’s what we did for “Up The Ladder” (career-services start-up). We used their resume service and free resume critique as a foundation for the SM campaign in multiple forums, each one cross connected to the other, to triangulate and engage the target audience (building relationships and brand awareness). We formed partnerships for targeted advertising and lead generation, and created an invisibly affiliated “career services portal” to be used as a landing page for our clever (controversial) publicity generation tactic (think Lane Bryant’s recent “too hot for prime-time” commercial controversy, only without the ‘risqué’ aspect).

Through outdoor ads, print, and press promotions we drove 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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