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Border States Electric Names New Leaders in Digital Strategy and Industrial Market

Border States Electric (BSE)(Fargo, N.D.): BSE hired Jonathan Axtman as digital strategy manager. Axtman will lead BSE’s efforts to better serve customers online. The company also promoted Bruce Penas to market director – Industrial.

Originally from Minot, N.D., Axtman is a 1990 graduate of Minnesota State University Moorhead. Prior to joining BSE, he was the director of digital operations for Microsoft within the Dynamics business group.

In his new position, Penas is responsible for the development of BSE’s industrial sales and marketing strategy. Penas will also develop BSE’s annual sales and marketing plan, manage relationships with key vendor partners and negotiate supplier agreements and vendor programs. Penas joined BSE in 2008 and was the industrial market manager prior to this promotion. He has held positions as northwest region business development manager, northwest region industrial sales manager and industrial market manager. He currently serves on a number of vendor distributor advisory boards and is a network delegate to Affiliated Distributors.

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