NANCY PEDERSEN

*** ** ***** ***** 515-***-****

Ankeny, IA 50023 abh1ld@r.postjobfree.com

PROFILE

Results-driven communications professional with broad expertise in marketing, branding, public relations,

and communications for complex organizations. Extensive experience developing and implementing

strategic marketing plans to build brands and drive sales in business-to-business and business-to-

consumer markets. Unique background across sectors, including insurance and financial services,

Governor’s programs, and agency clients from a range of industries. Reputation for:

• Working closely and effectively with highly visible corporate and government leaders on complex

or sensitive business communications.

• Consulting on marketing and brand strategy to quickly analyze needs and design sustainable

solutions.

• Managing and mentoring ability, with a focus on getting results with positive impact.

• Leading projects from inception to completion, on time and within budget. Examples include:

articles and presentations for CEOs and executives, branding for the State of Iowa, media relations

for Vision Iowa, and benefits communication for Fortune 500 companies.

PROFESSIONAL EXPERIENCE

ESSMAN COMPANIES, Des Moines, IA Present

Research, branding, and marketing communications firm serving clients ranging from small to large

businesses in both public and private sectors.

Consultant for PR, advertising, and communications services for clients, including media relations and

news conference at Capitol for Iowa Chamber Alliance, Iowa’s 16 largest economic development

organizations, focusing on legislation to improve Iowa’s business climate.

WELLMARK BLUE CROSS BLUE SHIELD, Des Moines, IA 2006 – 2010

Provider of consumer and commercial health insurance to approximately 2 million members in Iowa and

South Dakota.

Team Leader (Individual Market)

Managed staff of 5 and budget of $5 million, promoting 25-30 products to customers and prospects. Led

strategic planning and implementation of marketing plans for consumer markets sold through multiple

channels. Proficient in all aspects of producing targeted communications, including online marketing,

advertising, direct mail, PR, and presentations. Reported to VP of Corporate Communications.

• Rebuilt input processes and led communications teams through analysis, planning, and

implementation of key initiatives, including Web-based communications, online sales tools, and agent

training.

• Created consumer marketing and retention strategy for launch of new product portfolios annually

to build product awareness and generate leads. Exceeded new sales goals under competitive market

conditions four consecutive years, the most successful individual marketing program to date.

• Selected for a premier assignment to launch an innovative division for an alliance of 6 Blue Cross

Blue Shield companies targeting senior consumers in 7 states.

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NANCY PEDERSEN (cont. from p.1)

• Successfully designed a multi-level comprehensive marketing plan, hired and managed staff, and

completed more than 100 projects over six months. Enrolled approximately 150,000 new customers

over first two years.

• Saved $100,000-200,000 and ensured consistent compliance with federal and state requirements

by developing process to meet complex approval and documentation needs and streamline audit

reviews.

ESSMAN COMPANIES, Des Moines, IA 2003 – 2006

Research, branding, and marketing communications firm serving clients ranging from small to large

businesses in both public and private sectors.

Senior PR Executive

Managed client accounts, including implementing research, branding, and marketing initiatives to achieve

objectives.

• Selected to lead communications for statewide organization representing 16 Iowa communities,

representing more than 2,000 business members. Involved local, regional, and statewide

communication, working with high profile state leaders and the media. Recognized by professional

association for comprehensive statewide PR on issues affecting Iowa communities.

• Generated revenue and successfully met the needs of the firm’s largest and most complex accounts,

such as Iowa CEOs, B to B industrial manufacturer, legislative alliance of Iowa chambers, State

agencies, financial services firms, architects, and non-profits.

STATE OF IOWA -- IOWA DEPT. ECONOMIC DEVELOPMENT, Des Moines, IA 2001 – 2003

Division of 100 employees responsible for administering local, national and international business and

community development jobs, training and assistance programs, including tourism and workforce

recruiting.

Communications Manager

Directed Communications staff and managed $4M budget, building new strategies and creating

consistent, quality internal and external communications.

• Reduced costs by $75,000 by developing research-based brand identity for all divisions.

• Earned $1M/year in national media exposure, building state’s image as a great place to live and

conduct business. Served as Department spokesperson.

• Selected for premier role as communications liaison to key boards, committees, community initiatives,

and communications on behalf of Director.

• Served key role for various government programs, including Governor's communications for $346M

program, affecting 224 communities in 93 counties (Vision Iowa).

STRATEGIC AMERICA, Des Moines, IA 1998 – 2000

Senior PR Executive

Created communications programs for national and state clients, including: Iowa Dept. Economic

Development, Clifton Gunderson and GuideOne Insurance.

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• Managed and executed GuideOne merger/acquisition PR, crisis communications, and national

foundation campaign, generating $1.5 M in PR value.

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NANCY PEDERSEN (cont. from p. 2)

CMF&Z, Des Moines, IA 1998

Senior PR Executive

Planned and executed media relations for several clients, including a national media tour for CEO of

GuideOne Insurance.

MARSH (previously J&H/KVI), Des Moines, IA 1995 – 1998

Communications Manager

Managed staff and executed communications plans offering voluntary employee benefits for Fortune 500

companies, with outstanding average return of 10%.

EDUCATION

Journalism/Communications Graduate Program, Drake University, Des Moines, IA

B.A. English/English as Second Language, Spanish minor, University of Northern Iowa, Cedar Falls, IA

PROFESSIONAL DEVELOPMENT

Annual Blue Cross Blue Shield Marketing Conferences Leader Onboarding

Coaching and Feedback Developing Others

Crucial Conversations Mentored Emerging Leader program

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