Siebel hires Tenderich away from Applied

SAN MATEO, CA: Burghardt Tenderich has left Applied Communications to take the new role of VP of public relations at Siebel Systems.

SAN MATEO, CA: Burghardt Tenderich has left Applied Communications to take the new role of VP of public relations at Siebel Systems.

The appointment of Tenderich, who was SVP and partner at Applied, follows the arrival of Jeff Pulver, who joined Siebel as VP of worldwide marketing last month. Pulver left Epiphany in December as EVP of marketing, a few months after Epiphany switched PR firms, from Blanc & Otus to Applied.

Tenderich will report to Pulver. Siebel also recently changed PR firms, from Access Communications to PR.com.

With the arrival of Pulver and Tenderich in two of the top communications positions, they stand to redefine and refocus Siebel's communications goals.

"One of my first goals was to find a top-notch PR professional to bring into Siebel," said Pulver of Tenderich. "I wanted someone with proven experience, who could help tell Siebel's story."

"I want to focus on increasing Siebel's visibility in the business and trade press," added Tenderich, who worked at Applied for eight years, developing its global strategy and opening its Amsterdam office. "I want to establish their leadership position. I also want to align all the voices at Siebel, and help extend the brand into other countries."

At Applied, Kelli Tejada is joining as EVP, and will oversee client services in the San Francisco office. This marks the first time one person will oversee client services, said Applied president and CEO Alan Kelly. Tejada will help Applied further develop its strengths in the hi-tech sector, while also building the life sciences and policy communications practices.

She will oversee client program design, strategy, and execution, and will supervise all San Francisco account leads and practice group heads in media relations, analyst relations, and policy.

Tejada was previously a communications partner at Crosspoint Venture Partners. She has also held communications and marketing positions at USWeb/CKS, Veritas, Niehaus Ryan Wong, and Novell.

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