Tejada Joins Applied, Tenderich Heads for Siebel
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Tejada Joins Applied, Tenderich Heads for Siebel

Applied Communications has named technology communications veteran Kelli Tejada as executive vice president. The firm also announced the departure of senior vice president and partner Burghardt Tenderich.

Paul Holmes

SAN FRANCISCO—Applied Communications has named technology communications veteran Kelli Tejada as executive vice president. The firm also announced the departure of senior vice president and partner Burghardt Tenderich, who will join Siebel Systems as vice president of global public relations.

Tejada was formerly communications partner at Crosspoint Venture Partners, one of the leading technology venture capital firms of the Internet era, where she  was responsible for all marketing and branding strategies. Earlier, she served as managing director of USWeb/CKS’s public relations service practice and director of marketing communications at Veritas Software.

“Applied is growing and changing with the industry,” says agency president Alan Kelly. “With the addition of Kelli and other senior executives in recent months, we are meeting and exceeding client demands for seasoned experience, creativity and an increased sense or urgency. This means that we provide informed counsel and innovative techniques for winning the attention of customers, partners and influencers and converting it into competitive advantage.”

Tejada will oversee Applied’s San Francisco-based client services, reporting to CEO Kelly, and will serve as a member of Applied’s senior management team, working alongside chief operating officer Edwin Callahan, who is responsible for Applied’s business operations, analytics and European divisions. In addition, Tejada will oversee long-range client program design, strategy and execution, and will supervise practice group heads in media relations, analyst relations and policy.

Applied also promoted Sean Garrett to vice president. Garrett, who joined Applied two years ago, leads the firm’s VeriSign and Wind River teams, and runs its policy communications network.

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