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Work experience

Apr 2011Present

President & CEO

Refined Branding
We help our clients determine who they are, what they do, why they are in business and how to communicate that message to their customers Phase I – Brand Audit & Assessment We will meet for a four hour interview session to uncover the brand foundation of your company. We will define your competitive positioning, describe your target market, how your product/service solves problems, your value proposition and how you’ll position your value against your competitors. We will also uncover and document your brand identity; in other words, describe your brand promise, what it means to prospects & customers, and the emotional human traits that you want to convey. Then we’ll explain how you’ll ensure that everything your company says, shows and does, will be consistent with this identity. The deliverable for this initial phase will be a 20-25 page document outlining your Brand Audit and Assessment, as well as discussion points for potential Phase II business development tasks and marketing campaigns which can be used with your internal or external marketing resources. Phase II – Brand Project Manager & Advisor We become your Brand Project Manager and Advisor; we stay involved with you to manage the brand and make sure every marketing medium you decide to use and campaign you launch maintains your brand identity and message. Refined Branding can bring together the appropriate marketing media and resources to help you plan your long-term marketing strategy and short-term marketing campaigns.
May 2005Mar 2011


Refined Technology Solutions, Inc.

Marketing “General Contractor”

Deliver and implement creative marketing resources to the small and medium size business community through the use of conventional and online marketing solutions and services.

Business Development Consulting

  • Develop Value Proposition, Brand Architecture, Theme and Story
  • Sales Development - Direct, Channel, Reseller, Alliance
  • CRM Set-Up and Implementation (, ZOHO, SugarCRM, Goldmine)
  • “Ghost Authoring” Whitepapers, Articles and Blogging

Marketing Campaign Development

  • Focus on Automation; Web-to-Print, Print-On-Demand, Targeted Email, Interactive/Personal URLs, Call Campaigns, Online Promotions, Social Media and Networking, etc.
  • Campaign creation, implementation and metric measurements
  • Utilized conventional and online marketing mediums
  • Develop detailed marketing budgets and tactical campaign documentation
  • Marketing Collateral Development

Speaking Engagements

  • Marketing On-Demand and Automation
  • What is a Marketing General Contractor?
  • The Entrepreneurial Experience

Project engagement examples include:

NOW Technology Group, Maryland (May 2005 – Present)

Role - Business Development, Marketing, Sales and Account Management

  • Marketed, sold and implemented customized online, web-to-print software solutions. Managed marketing budget, creative process, and individual campaign metrics.
  • Developed, trained and launched Sales Channels within Fortune 500 companies. 70% increase in one sales channel alone.
  • Developed product literature and collateral, corporate and product presentations, corporate brochures, newsletters, white papers and case studies. Managed the offline and online print publishing of product collateral. Worked closely with third party vendors. Managed the creative process of corporate branding; collateral, internal and external websites, style guides, wrote press releases and article content in trade publications.
  • Developed training collateral and processes, presentations, user guides and assisted with technical documentation. Created and enhanced new and existing training processes, training collateral and training metrics to solidify software application knowledge and expectations within the client and end user base.
  • Helped create content and messaging to drive lead generation activities. Used existing on-demand and conventional reporting tools to track lead generation metrics and analytics.
  • Managed lead generation programs through targeted telemarketing, email (Constant Contact & iContact), direct mail, pURLs and trade events. Email campaigns consistently attained a 25%+ open rate. Experience testing with A/B Split campaigns to generate best possible scenarios.
  • Developed and managed corporate Social Networking initiatives; experience launching and managing applications such as FaceBook, Twitter, Blogspot, WordPress, WuFoo and LinkedIn.
  • Experience developing focus groups through social media applications such as Twitter and LinkedIn. Participated in multiple focus groups through interaction with local market research firm.
  • Helped develop and create a competitive landscape comparison sheet for company knowledge base.
  • Designed and configured online surveys with applications such as, iContact, Survey Monkey and LinkedIn Polls. Utilized responses to target appropriate next course of action.
  • Managed Web content, both internal and client-facing, in collaboration with internal web design and technical resources.
  • Experience designing, implementing and utilizing multiple customer relationship management (CRM) systems, such as, GoldMine, SugarCRM and ZOHO. Migrated 1,000+ records from GoldMine into and then into SugarCRM.

Practice Partners, LLC, Maryland (January 2010 – Present)

Role - Business Development, Marketing

  • Developed company value proposition, brand architecture, theme and story which provided a clear foundation for on-going marketing campaigns.
  • Developed a four drop marketing campaign utilizing conventional and online mediums. Directed the client and vendors, both conventional and online, through a smooth, integrated campaign process.
  • Kept campaign under budget through use of a fiscally conservative strategy.

High Mountain Signs, Maryland (February 2010 – Present)

Role - Business Development, Marketing

  • Developed company value proposition, brand architecture, theme and story which provided a clear foundation for on-going marketing campaigns.
  • Tasked with developing client database business intelligence, post-sale account management retention process, social networking strategy and tactics, product development and bundling packages.

Phoenix Filtration, Maryland (February 2010 – Present)

Role - Business Development, Marketing

  • Developed company value proposition, brand architecture, theme and story which provided a clear foundation for on-going marketing campaigns.
  • Tasked with developing and redesigning current sales and marketing collateral, migrating customer database to web-based Customer Relationship Manager.

American Built Arms, Maryland (July 2010 – Present)

Role - Business Development, Marketing

  • Developed company value proposition, brand architecture, theme and story which provided a clear foundation for on-going marketing campaigns.
  • Tasked with developing and designing current sales and marketing collateral.
  • Tasked with developing and implementing sales distribution program.

Silverstone Innovations, Maryland (October 2010 – Present)

Role - Business Development

  • Developed company value proposition, brand architecture, theme and story which provided a clear foundation for on-going marketing campaigns.
May 2004May 2005

Continental Broadband Communications, Inc.

General Manager

  • Managed strategic and day-to-day tactical decision making with staff of 23 employees.
  • Managed the overall transition from the old owner to the new parent company. 
  • Responsible for overall P&L, company revenue growth, customer retention and network stability. 
Feb 2002May 2004

Refined Technology Solutions, Inc.


Provide technology solutions to the Service Provider community by increasing average revenue per user and/or decreasing internal costs and risk. Projects included:

  • Sentinel Technology Group, Inc. - Provided marketing resources to develop a presentation and business plan for delivery to Grant and other financial funding. Gathered raw corporate data and informational material to produce a strategic presentation for delivery to state-wide grant offices. Client won a grant in excess of $200,000 and is waiting on word from a second grant provider. Project was completed on-time and on-budget.
  • 4th and D dba CharmNet – Worked with CEO to refine their ISP product offering and other aspects of their business development process.
  • Antek Healthware – Worked with the Group Marketing Manager to create a VAR Referral Channel for their DAQBilling medical software solution.
  • Managing Director for ToadNet Internet Services providing day-to-day tactical decision making and on-going strategic analysis for the CEO. Helped launch new services and consolidate existing services to maximize revenue. Involved in all aspects of the company.
  • Agent Representative for SwapDrive’s Online Data Backup and Recovery Service. Helped create and brand online backup services for a variety of Internet Service Providers and Network Integrators.
  • Agent Representative for Comtech’s ComSecure Suite of Security Solutions for small and medium size businesses. Consulting with Comtech to launch a Reseller Channel to sell into the SMB marketplace.
  • Consulting with the founders of Zippy Communications of Sunnyvale, California, to help test and launch an easy-to-use solution for combining messaging, organized sharing, and personal information management.
Feb 2001Jan 2002

Global Account Manager – Service Provider Division

Responsible for managing and growing Managed Security Providers through sales of Nokia’s high-end security appliances.

  • Introduced and sold new Nokia security appliances during a period of high inventory challenges.
  • Managed and coordinated sales, marketing and development efforts between Global Security Service Providers and Nokia Internet Corporate entities.
  • Consulted with high-level Executives within accounts to create strategic and tactical sales solutions.
  • Strong personal interaction with industry leading security companies: Checkpoint Firewalls/VPN, ISS Intrusion Detection and McAfee Anti-Virus.
Oct 1998Feb 2001

Covad Communications

National Channel Manager - (October 1998 - February 2001)

Responsible for managing and growing Digital Subscriber Line Services through Regional and National ISP’s and CLECs.

  • Responsible for $5,300,000 in annual revenue
  • Acting Director of Sales (May 2000 – July 2000)
  • Managed and coordinated sales, marketing, provisioning and networking efforts between ISP/CLEC Channel Partners and Covad Corporate entities
  • Created strategic relationships between Covad Wholesalers and Federal Government System Integrators providing the Federal Government Agencies with DSL Enterprise Solutions
  • Consolidated 30+ regional ISP’s under one regional CLEC providing better utilization of company resources
Jul 1997Oct 1998

Charter Communications

Regional Sales Manager - (July 1997 - October 1998)

Responsible for managing and selling enhanced voice, data, Internet and video products and services throughout the Eastern Seaboard of the United States and Latin America via International Private Line satellite solutions. Coordinated sales efforts between U.S. offices and Latin American peers.

  • Sold services to Fortune 1000 high level, multi-national decision makers. Developed working pipeline in excess of $2,500,000 per month.
  • Created, developed and managed working partnerships with major telecommunication carriers and strategic agents.
Jul 1995Jul 1997

Sprint TeleMedia

Account Manager - (July 1995 - July 1997)

Responsible for selling and managing enhanced voice services (Interactive Voice Response, Custom Toll Free Solutions, Prepaid Calling Cards and SprintFAX) through partnerships with the Business Services Group/Government Systems Division and by uncovering independent opportunities.

  • Grew base $2,000,000 on a $1,400,000 quota.
  • Uncovered and created two new services for Sprint; Capitol Hill Direct and the FTS2000 Prepaid Card; estimated 1997 revenue for Sprint over $3,000,000.
  • Interacted with, helped manage, trained and supported over 70 Business and Government sales reps and account managers in the states of Maryland, Virginia, West Virginia and Washington, D.C.
  • Brought Sprint Business Reps into competitive accounts by uncovering creative applications through non-telecommunication decision makers.
May 1987Jul 1995

Voicecom Systems, Inc.

Senior Account Executive - (April 1993 - July 1995)

Responsible for marketing, promoting and selling voice processing services through integrated programs to mid-size and Fortune 1000 companies.

  • Account Executive of the Quarter, 1995

* First Quarter

  • Account Executive of the Month, 1995

* January

  • Account Executive of the Month, 1994

*July, August and November

  • 239% of quota for 1994
  • Achievers Club Award Winner - 1994
  • Responsible for a four-state sales territory
  • Met with high-level Financial, Marketing and Information System executives

Account Manager (July 1991 - March 1993)

Responsible for selling new accounts and managing a $934,000 annual existing account base through competitive marketing strategies and voice processing expertise.

  • Grew revenue base by 85% in 1992
  • Account Executive of the Month, 1992:

                * February, May, June, July, September

  • Account Executive of the Quarter:

        * 2nd Quarter, 1992

  • Gold Club Winner - 1991 (126% of Quota/Year)       

        * Ranked 8th in 1991 out of 55 Account Executives

  • Gateway Getaway Winner - 1991 (691% Growth in 4th quarter)

        * Assisted Account Executives in competitive wins

  • Expanded revenue base by 52% in the last 6 months of 1991

Area Marketing Representative (January 1990 - June 1991)

Acted as a field resource to the service center management team, ensuring optimal sales employee utilization and minimizing attrition for the South Carolina - Massachusetts region. Helped to establish goals and business plans for marketing representatives.

  • Maintained attrition rate below company average

Marketing Representative (May 1987 - December 1989)

Implemented and trained all new accounts. Proactively guided the Account Executives in the Baltimore area by providing strategies for long-term business growth.  Established company standards for account management.

  • Employee of the Quarter - 3rd Quarter, 1989



BS in Marketing

University of Maryland - Robert H. Smith School of Business

Business Administration

Member of the NCAA Division III Men's swim team. Lambda Chi Alpha fraternity member.


Governor Thomas Johnson High School

Member of the Monocacy Aquatic Club, a US Swimming sanctioned team.


Entreprenurial Mind-Set
Understands the value of leading a business unit as a seperate profit center while focusing on the strategic vision of the company as a whole. Big fan of Guerilla Marketing; leveraging low-cost (i.e. free) applications and connections to further promote a brand or cause.
Interpersonal Skills
Strong interpersonal skills to coordinate resources across marketing, sales, and technology support functions.    
Multi-Tasking Projects
Capable of managing and executing multiple simultaneous marketing projects.
Working with Sales Teams
Strong background and experience working with Sales to create collateral, presentations, proposals and other sales tools.
Lead Generation
Experienced with B-to-B lead generation, direct marketing programs, including database marketing, direct mail, telemarketing, email and Web-based marketing.
Verbal and Written
Excellent verbal, written, training and presentation skills, with ability to understand and translate technology offerings into compelling messages, as well as laymen’s terms.

Collateral and Published Article

Marketing Medium Experience

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Author of the Marketing On-Demand blog. The blog is helping to define the relationship between marketing and on-demand technologies.

The blog's address is


Adam Edelman is a marketing and business development professional with over 23 years of experience across a wide variety of industries, including non-profits. Adam takes a consultative approach to understanding technology and its relationship with different marketing media and how it relates to a company’s brand. Adam is a graduate of the University of Maryland at College Park with a Bachelor of Science Degree in Marketing. Adam works with the organization’s owner and executive team to create their Brand Audit and Assessment document; he facilitates a four hour interview session to uncover the different elements that communicate their brand. He then delivers a 20-25 page document outlining their Brand Audit and Assessment, as well as project manages the action items for next-step business development tasks and marketing campaigns.


Business development, brand audits, brand clarification, marketing automation, marketing and sales, bringing together the right marketing resources to help a business grow


Competitive swimming, space exploration and red wines


Help companies develop a market niche and assist in the revenue growth of their company through that niche.