Jonathan W.

Petersen, MBA, CeM
3289 Bentwood Drive SE • Grand Rapids, Michigan 49546 • 616.285.6182 (h) • 616.322.1712 (c) • • • (IM) See my "Social Media Marketing Skill" PowerPoint:

Professional Profile
 Accomplished and experienced senior director with more than 25 years of Internet marketing, general and direct marketing, strategic marketing, corporate reputation management, national network news editing, and voice talent experience. 22 years longevity at Zondervan, the international Christian communications company. Big picture/strategic thinking oriented. Creative initiator of national programs and campaigns. Experienced manager who helps people achieve their potential and succeed through positive reinforcement. Possess strong knowledge and experience of both paid and earned Integrated Marketing Communications. Strong proficiency and experience in Web 2.0 social media marketing strategy and techniques. Awarded letter of commendation from Rupert Murdoch, Chairman & CEO, News Corporation, and President’s Award from Bruce Ryskamp, President & CEO, Zondervan for extraordinary service. Trained national radio journalist with excellent writing, editing, and news skills. Trained and experienced voice-over announcer with excellent voice modulation. Professional audiobook narrator. Public speaker and seminar leader on a variety of public relations, integrated marketing communications, and Internet marketing topics. Knowledgeable of Christian retail market and evangelical Christian subculture, as well as general publishing market. Skilled in Word Of Mouth marketing best practices. Educator with The Council of Advisors, Gerson Lehrman Group, New York. Computer proficient in Microsoft Office Suite. Thrive in an open and collaborative environment where ideas are valued and team work is encouraged. Dedicated individual with a strong work ethic that combines energy, logic, and creativity. Myers-Briggs® Type Indicator: ENTP (Extraverted iNtuitive Thinking Perceiving). Strengths Finder® Theme Assessment: Connectedness, Strategic, Achiever, Intellection, Ideation.

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Certifications and Professional Associations

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Certified eMarketer with the eMarketing Association. Currently working toward certification as a Google Advertising Professional. Graduate of the Four Roles of Leadership training course. Graduate of the Seven Habits of Highly Effective People training course. Member: Online News Association, Public Relations Society of America, Audio Publishers Association. Exhibited vision and leadership by establishing Zondervan’s Web presence in 1995, after having been (since 1993) directing Internet bulletin board marketing campaigns and initiated and managed Zondervan’s award-winning Email Alert Service. Wrote 30 extensive creative briefs, working cross-departmentally, to plan and execute the $5 million restructuring of Zondervan’s entire multi-lingual complex website, from multiple database integration to decentralized CMS implementation to marketing-driven/user-centric operation. Initiated and grew each area of responsibility: Public Relations from one person to six, from one category of books to the entire corporation; Academic marketing from two people to ten, broadening it from the campus market to include the church market and involve direct marketing with sales of $5 million; Zondervan’s Internet presence from non-existent to robust and thriving for the desktop and mobile environments; and Internet marketing from one person to four, from narrow occasional online activity to broad strategic, continual, and award-winning online programs. Guest lecturer in Social Media Marketing at Western Michigan University. Created, managed, and maintained Zondervan Radio Network of 350 member stations representing 2,000 media outlets. Created, managed, and maintained Zondervan Press Syndicate of 430 member publications representing more than 20 million readers. Oversaw Zondervan’s donation budget disbursement to civic, cultural, and educational organizations. Judge for the Internet Advertising Competition by the Web Marketing Association. Former inductee nominator for the Radio Hall of Fame. Former judge for the New York Festivals International Radio Awards, New York. Former Print/Web news editor for Competent Toastmaster. Voice talent narrating non-fiction books for digital download Internet sales. Seven year columnist for Religious Broadcasting magazine. Writer of more than 15 magazine articles, the latest of which is Mobile, Glocal, & Evangelism ( 2


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Winner of numerous awards including Effie, Marketing Sherpa’s Silver Mouse, the Communicator Awards Crystal Award of Excellence, the Creativity in Public Relations Awards Certificate of Excellence, New York Festivals International radio Competition Silver Award, International Mercury Awards Gold Award, Public Relations Society of America West Michigan Chapter Honorable Mention, and Toastmaster International speech contest winner. Profiled in Marquis Who's Who in America, Who's Who in the Media & Communications, Who’s Who Among Young American Professionals, Who’s Who of Emerging Leaders in America, and Who’s Who in Advertising. Planned and executed national news conferences for such celebrities as Jimmy Carter, Dan Quayle, Rosa Parks, Tom Landry, Dave Dravecky, Oliver North, Dave Thomas, and Dr. C. Everett Koop. Have appeared on and been quoted by the Associated Press, Los Angeles Times, Dallas Morning News, Chicago Tribune, CBS Radio Network, Publishers Weekly, TIME, Newsweek, US News & World Report, Business Week, and others. Pioneered religion news service on United Press International Radio Network – anchoring, reporting, writing, editing, and producing stories for stations nationwide. MBA with an emphasis in Marketing, University of Phoenix, 2000-2008, GPA 3.91. BA in Mass Communications, University of Wisconsin—La Crosse, 1976-1978. Diploma in Broadcast Communications, Moody Bible Institute, 1973-1976. Zondervan, Grand Rapids, MI, 1986-2008. ▫ ▫ ▫ ▫ ▫ ▫ ▫ ▫ Senior Director of Corporate & Internet Communications, 2007-2008. Director of Internet Marketing, 2001-2007. Marketing Director of Academic, Reference, & Ministry Resources and Zondervan ChurchSource, 1999-2001. Chairman of Corporate Contribution Committee, 1994-2000. Marketing Director of Academic, Reference, & Ministry Resources and Director of Corporate Affairs, 1997-1999. Director of Strategic Marketing and Corporate Affairs, 1996-1997. Corporate Internet Director, 1993-1999. Director of Media Relations and Public Affairs, 1986-1996. Religion News Editor. Morning announcer, producer, news reporter, anchor, writer, network stringer. 3

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Professional Experience

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United Press International Radio Network, Washington, DC, 1984-1986. ▫ ▫ KTIG-FM, Pequot Lakes, MN, 1980-1984.

WIHS-FM, Middletown, CT, 1979-1980. ▫ Night announcer, producer, news reporter, anchor, writer, network stringer.

      Marketing: Internet, social media, mobile, viral, CGM, SEM, SEO, retail, direct. Public relations/corporate reputation management. Media coaching. Customer relationship management. Market research. Writing, editing, voice talent. Strategic planning. Branding. Permission Marketing by Seth Godin • Purple Cow by Seth Godin • The Tipping Point by Malcolm Gladwell • Blink by Malcolm Gladwell • The Influentials by Ed Keller and Jon Berry • The Long Tail by Chris Anderson (Anita Elberse's study notwithstanding) • Made to Stick by Chip Heath and Dan Heath • Creating Customer Evangelists by Ben McConnell, Jackie Huba, and Guy Kawasaki “I have had the pleasure to work alongside Jon both at Zondervan and more recently as a consultant to my company. In each and every business situation I found him to be extremely bright, uniquely gifted, and completely engaged. Jon's level of training, combined with time in grade, makes him a powerful resource for online as well as offline initiatives. His work is rock solid and often award winning. And his energy and willingness to do "whatever it takes" is tireless. Moreover, he is a true maven and life-long learner which makes his ability to research, assess, and teach a highly valuable asset to any project, team, or company. Finally, inside and outside the workplace, Jon is a man of integrity and a model of servant leadership.” Bill Oechsler, EVP of Marketing, Zondervan “I highly recommend Jonathan Petersen as a professional adept in the marketing disciplines of Internet marketing, corporate communications, and public relations. He truly understands the value of the Internet to connect people and to deliver messages of significance. Jonathan is customer service oriented and knows how important it is to stay on-budget and deliver what is promised ontime. Jonathan is a person of solid character and adds value to each project he works on.” John Topliff, VP of Marketing, Zondervan “I worked with Jonathan closely during the creation and implementation of our company's marketing and ecommerce website. He was dedicated to the mission of the company, the project, and to those that visited our site. Jon has a tremendous amount of experience in Web marketing and did an excellent job in managing and directing the tasks he was accountable for.” Sue Boylan, Sr. VP, Business Technology Services, Zondervan “Jonathan is totally on top of his field, and continues to impress me with his creativity and imagination. His contributions and reflections on twitter have 4

Books That Have Shaped My Professional Perspective


become indispensable daily readings for me, and he understands like few others the ways in which the Internet is the chief delivery system of the future in a Google World, while he also understands our Gutenberg World of the past 500 years. Jonathan thinks both/and naturally and is bilingual in both Gutenberg and Google.” Leonard Sweet, Author & Futurist

“For more than 20 years I worked with Jon Petersen at Zondervan Corporation. He was Director of Media Relations when he hired me to be his associate. We worked closely to not just pitch the media our products, but to serve their needs. No one can communicate the essence of a project better than Jon. He intuitively understands what customers need and stands ready to provide it to them. This skill epitomizes Jon’s servant leadership and has accompanied him on his rise to Senior Director of Corporate and Internet Communications. If you have an opportunity to work with Jon, take it.” Sandra Vander Zicht, Associate Publisher & Executive Editor, Zondervan “Jonathan was responsible for growing and developing Zondervan's Web presence. With his natural foresight and leadership, he was able to anticipate key developments in online communications. In addition to his professional expertise, Jonathan possesses genuine integrity and a true collaborative spirit.” Ben Irwin, Product Development Director, Zondervan “Jonathan was not afraid to lead the way when we worked together on a Web project. He was always asking good questions to push us to excellence. Jonathan does his homework and then applies his expertise.” Erick Mowery, Director, Organizational Effectiveness, Zondervan “Having worked directly with Jonathan, I experienced his keen creative ability as he imagined strategic "what ifs" while balancing careful thoughtfulness for the tactical "how tos." He is an active listener and insightful thinker. Bottom line, Jonathan gets the job done with excellent results.” Bonnie Schulte, Senior Director of Marketing, Zondervan “Jonathan foresaw years ago where Internet and mobile technology were headed and led Zondervan down the right path toward the future, pioneering mobile marketing to name just one of his many accomplishments. You’d be hard pressed to find a better tech-savvy visionary, copywriter, and editor, particularly one with Jonathan’s impeccable character. It was a pleasure working with him.” Keith Finnegan, Internet Marketing Manager, Zondervan “Jonathan is one of the most intelligent, motivated, and diligent men of integrity with whom I have ever worked. He loves challenges, exhibited by his mastery of Internet marketing, after becoming proficient in corporate communications, which came after his stint as a journalist. It's hard to define quality, but Jon is it.” Phil Bandy, Director of Marketing, Zondervan “Jon and I worked together in several different marketing positions over a 10year period. He has always been extremely diligent, well-organized, and effective. Jon was the first on our marketing team to understand the potential of digital marketing and help us exploit the Internet. He is a highly-skilled communicator in both written and verbal formats as well as a person of utmost integrity. I recommend Jon without reservation. He will be a tremendous asset to 5

any organization.” John Sawyer, Chief Strategy Officer, The Grey Matter Group

“Jonathan Petersen was a consummate professional in his role of marketing and public relations for Zondervan. For over 20 years, I've worked with him numerous times. Throughout each exchange, I found Jonathan was detailed and excellent at follow-through and completion of requests from outside the company for media placement. His communication skills are remarkable and he operates with the greatest integrity. If you have the opportunity to work with Jonathan, I urge you to take it.” W. Terry Whalin, Owner, Whalin & Associates “Jonathan is smart, intuitive, hard-working and completely trustworthy. We have worked together in several capacities and I would be happy to work with him again anytime. He doesn't just do his job – he goes above and beyond. He has my hearty recommendation.” Jeannette Taylor, Owner, JET Marketing “In the years I've known Jonathan, I found him to be an astute and gifted professional. From time to time he as given me valuable advice and insight when I was exploring various writing and publishing initiatives at The Dove Foundation. I would recommend Jonathan to anyone looking for a competent senior management professional/advisor with unquestioned integrity.” Dick Rolfe, Cofounder, CEO, The Dove Foundation “One of my "must read" items each day was the newsletter Jonathan produced for Zondervan -- I still miss it! He is a talented communicator and an able observer of trends.” Michael Duduit, Editor, Salem Communications “As one of Zondervan's authors, I found Jonathan to be responsive and enthusiastic in his promotion of my work. He was quick to address any questions or needs I had as an author. It has been a pleasure to work with him.” John Koessler, Chair & Professor of Pastoral Studies, Moody Bible Institute


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