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Softwood Lumber Board adds new education and communications capacity

September 30, 2022  By Softwood Lumber Board

The Softwood Lumber Board (SLB) recently welcomed two new members to its team: a director of education and manager of communications.

Reed Kelterborn joined as the newly appointed director, education. In this role, Kelterborn will define and advance the strategic direction of the Wood Institute, the SLB’s online education portal, and manage and grow the SLB’s partnerships with university faculties, administrators, and students. A registered professional engineer, Kelterborn most recently led efforts to expand wood education in Canadian colleges and universities as the national education manager for the Canadian Wood Council. Previously, he gained firsthand experience designing residential and commercial wood structures while working at Blackwell, a Toronto-based structural engineering firm, and in market development and commercial sales with FII China and MetsäWood, respectively.

Concurrently, Jeff Lee joined the SLB as its manager, communications, supporting content and strategy development and execution for both the Think Wood campaign and SLB industrywide communications. Lee, a seasoned journalist and communicator, comes to the SLB from media and data firm Zonda, where he served as senior content director for Zonda Marketing. Previously, he covered residential and commercial construction as an editor for Architect, Building Forward, Architectural Lighting, Eco-Structure, EcoHome, Building Products, and other trade publications.

“Reed and Jeff bring experience and new perspective to the SLB education and communications teams, enabling both programs to deepen their engagement with a maturing wood products market,” said Ryan Flom, SLB’s chief marketing officer. “We look forward to greater results and accomplishments by the new team on behalf of the industry.”


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