UNDER 40 ANDOVERLY AMBITIOUSRECIPIENTS OF THE DIRECT MARKETING NEWS 2014 40 UNDER 40 AWARDS REPRESENT THE MOST ACCOMPLISHED YOUNG TALENT IN MARKETING.

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The emails start like this:“It’s my honor to nominate…”“There’s no one…more deserving of this recognition.”“He is a young and amazing leader and overall industry talent, well beyond his years.”

“A bold leader who’s driven outstanding results…”“He’s an incredible marketer.” “An amazing leader who makes an impact every day…”“She’s a model candidate for 40 Under 40…a fantastic, up-and-coming inspirational marketer; an inspiration to us all here every day.”

Attached to those nearly 200 emails were nomination forms for the Direct Marketing News 2014 40 Under 40 Awards. The achievements cited within them were abundant. So much so, that there were several rounds of tie-breaking judging. After we tallied the final scores, 40 accomplished marketers had risen above a galère of amazing talent.

So, who exactly are the Direct Marketing News 2014 40 Under 40 Award winners?

They’re a group of young, standout marketers whose work has already left an indelible mark on their organizations, clients, and the industry as a whole. They’ve launched and led initiatives that have helped to significantly grow their companies; devised creative and strategic plans that have made a major impact on their clients’ businesses; and influenced the industry in numerous ways—from reinventing marketing strategy, to advancing measurement, to hatching new technologies, and much more.

Their inspirational work is helping others in marketing to go beyond simply conquering the challenges of ever-increasing customer expectations, integrating digital and traditional marketing, using cross-channel data to inform marketing decisions, and building loyalty at a time when customers churn at the click of a mouse. Instead, their handiwork is helping their organizations and clients create a sustainable competitive advantage in a time of rapid change uncertainty. Their stories are ones of determination, creativity, and adaptability. –GINGER CONLON

CONTENTS 2 Table Of Contents

3 Introduction

4 Greg Alvo, CEO and Cofounder, OrderGroove

5 Jenne Barbour, Solutions Strategist, Markerting Applications, Teradata

6 Jared Belsky, President, 360i

7 Josh Blacksmith, VP/Management Director, FCB Chicago

8 Ryan Bonifacino, VP, Digital Strategy, Alex and Ani

9 Bryan Brown, VP, Product Strategy, Silverpop, an IBM Company

10 Cari Bucci, EVP/General Manager, MARC USA Chicago

11 Melissa Burdon, Director of Marketing Optimization, Extra Space Storage

12 Michael D’Adamo, CEO, T.O.P. Marketing Group Inc.

13 Zak Garner, VP, New Media, DWA Inc.

14 Scenes from the Awards

15 Darr Gerscovich, VP of Marketing, Ensighten

16 Lee Goldstien, President, DiMassimo Goldstein

17 Jeannie Green, VP, Fundraising and Nonprofit, Epsilon

18 Matt Greitzer, Cofounder & COO, AccordantMedia

19 Uwe Gutschow, VP, Digital & Engagement Strategy Director, INNOCEAN USA

20 Amy Hoopes, CMO & EVP, Global Sales, Wente Family Estates

21 Kristen Kaefer, Senior Director, Digital Marketing, NetApp Inc.

22 Nataly Kelly, VP, Marketing, Smartling Inc.

23 Michelle Killebrew, Program Director, Strategy & Solutions— Social Business, IBM

24 James Kugler, Director, Global Digital Marketing, Sigma-Aldrich

25 Scenes from the Awards

26 Kim Land, Marketing Director, Herald-Journal

27 Amanda Levy, SVP, Managing Director , Critical Mass

28 Sean Lyons, Global Chief Digital Officer, Havas Worldwide

29 Josh Martin, EVP, ZenithOptimedia Direct

30 Matt, Mierzejewski, EVP of Client Service & Delivery, RKG

31 Sally Mundell, Senior Director, Direct to Consumer Marketing & CRM, Spanx

32 Iryna Newman, Head of Mobile Growth, OpenTable

33 Amber Olson Rourke, Cofounder and CMO, Nerium International

34 Carina Pologruto, GM, EVP Client Services, Marketsmith Inc.

35 Dwayne Raupp, Executive Creative Director, Organic Inc.

36 Scenes from the Awards

37 Kane Russell, VP of Marketing , Waterfall

38 Adriel Sanchez, Head of Marketing, Americas, CommVault

39 Mike Santoro, President, Walker Sands Communications

40 Leerom Segal, Cofounder and CEO, Klick Health

41 Ron Selvey, VP of Marketing, WebDAM, a Shutterstock Company

42 Erik Severinghaus, Founder and CEO, SimpleRelevance

43 Julie Smith, VP of Technology, Epsilon

44 Lauren Tetuan, EVP, Director of Digital Media, Deutsch LA

45 Mitch Wainer, CMO, DigitalOcean

46 Jacqueline Yu, Senior eCRM Manager, LG Electronics USA

47 40 Under 40 Awards Recap

GREG ALVOFounder & CEO, OrderGrooveWinning ways: Sharp focus on lifetime value guides Alvo’s strategy at OrderGroove, a subscrip-tion-purchase platform for more than 75 major con-sumer brands. Delivering strong, ultra-loyal customer segments for brands and raising $10 million in venture capital have kept OrderGroove at the forefront of the scheduled-payment discussion. He was twice before honored by Direct Marketing News and received the eTail Rising Stars honor in 2013, but is kept grounded in re-ality by wife Caroline and dog Bleecker.Defining moment: “The day I quit my job at liq-uidation.com to start OrderGroove in 2008. I knew I wanted to get back to building businesses, and letting go of the comfort of a paycheck forced me to get going.”Words to live by: “Surround yourself with people you love and who are smarter than you. You spend more time in the office than you do at home, and life’s too short not to be around people you love to work with.”Head swivel: “Over the past 12 months there’s been a surge in our industry, and there was a moment that I realized that if we kept everything as-is, we might risk being behind the wave. I saw the proliferation of sub-scription services and realized that we needed to tri-ple-down on product and innovation, and that heavy R&D is fueling our growth.”

JENNE BARBOURSolutions Strategist, Marketing Applications, TeradataWinning ways: Barbour knows that personal data is the way to a cus-tomer’s heart. She’s on a mission to inform marketers how customer data builds loyalty. She says it’s data that allows marketers to find meaningful insights about their customers; and that information enables brands to develop personalized campaigns that promote loyalty. For the past decade Barbour has worked to launch and reimagine loyalty programs for several major brands. Among them is 7-Eleven, with its Digital Guest Experience program that promotes customer loyalty through targeted digital promo-tions, coupons, payments, and rewards. Barbour has also helped to trans-form the loyalty programs of JC Penny—which drove millions of dollars in incremental revenue with its rewards program—and rental car company Hertz, with its data-driven, real-time loyalty program that does everything from providing customized receipts to sending reminders that a driver’s license is set to expire.Defining moment: “Surviving the dot-com bubble burst in the early 2000s. For me, the burst encouraged me to return to a more traditional view of marketing and allowed me to get re-grounded. But my love of technology gave me the ability to slingshot past what our predecessors had done [in marketing] for years. That’s when I when I really understood that you could use technology to drive a deeper, better customer experience.” Words to live by: “You must concentrate upon and consecrate your-self wholly to each day, as though a fire were raging in your hair.” —Taisen Deshimaru, Buddhist teacher Head swivel: “For such a long time data has been siloed between de-partments and platforms. Love the trend that information is being lever-aged and shared. By bringing all of that together, you have a more insight-ful, deeper understanding of the customer. Then you’ll be able to better serve that customer.”

ON MY NIGHTSTAND

The Hard Thing about Hard Things, by Ben

Horowitz. “It’s easy to celebrate the great

times, but it’s those moments of struggle

where the magic hap-pens. They really define

a person and help propel the business and

themselves to the next stage in their career.”

FIRST JOB“At 13 I started Voteq

and build and sold computers for more

than 100 clients in South Florida. I learned

that I didn’t like com-puter hardware and

I loved entrepreneur-ship. I also learned the importance of keeping

customers happy.”

TOP MOBILE APPSpotify. “Music gets me energized and focused,

and keeps me going throughout the day.”

ON MY NIGHTSTAND

Carry On, Warrior: Thoughts on Life

Unarmed by Glennon Doyle Melton

FIRST JOB “Cleaning my dad’s

office. It taught me the value of hard work and

to appreciate even the small things.”

TOP MOBILE APPS“Facebook, so that I can interact with my family and friends. Twitter for

professional use.”

JARED BELSKYPresident, 360iWinning ways: 360i has grown dramatically since Belsky became its president five years ago. He’s col-lected a shelf full of awards both personally and on 360i’s behalf for the campaigns that stand behind $18 billion in e-commerce client revenue. Under Belsky’s leadership the company has focused its capabilities in programmatic buying, search, and social on helping cli-ents to create cost-efficient real-time campaigns—which helps to explain how the firm now earns $700 million in annual billings.Defining moment: It’s clear now that joining 360i was a huge moment that changed my mind-set and brought me back to the late 1990s, when we believed that anything is possible. Words to live by: My 90-year-old grandpa remind-ed me this weekend that character is everything. You need to hire for character and lead for character.Head swivel: When Facebook changed its algo-rithm and dramatically lessened organic search, it was a clarion call, and very scary while it was happening. But it gave us a huge opportunity to organize around success and live up to our motto of bringing paid and earned media together, and we snatched opportunity from the jaws of chaos.

JOSH BLACKSMITHSVP, Management Director, FCB GlobalWinning ways: Josh Blacksmith has rocketed through the ranks since joining FCB (then Draftfcb) in 2012. Reigning over FCB’s CRM practice, he helps guide strategy for such leading brands as Jack Daniels, Lexus, Sears, State Farm, and Toyota. His leadership extends outside of the agency, as well, as a member of the boarwd of directors for the Chicago Association of Direct Marketing.Defining moment: “I’d had my eye on DraftFCB, now FCB, since I was in college. Moving to Chicago and joining FCB was truly like realizing a dream—I’m surrounded by brilliant people ev-ery day. I now lead a team of professionals across several accounts who are dedicated to relationship marketing and we’re excited to be paving the way for the future of CRM within the agency.”Words to live by: “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”—Maya AngelouHead swivel: “Relationship marketing is typically heavily fo-cused on touchpoint planning, but we as an agency have started placing increasingly more emphasis on what it means to create good experiences for consumers. When predetermined communi-cations streams are augmented by behavioral cues, you can begin to build deeper, more meaningful relationships. Every moment in front of a consumer is valuable; while developing email programs for clients our teams treat each touchpoint with the same rigor as other teams might treat a 60-second spot.”

ON MY NIGHTSTAND

Collapse: How Soci-eties Choose to Fail or Succeed by Jared

Diamond

FIRST JOB “My first company was iballs in the late 1990s.

That was our Wood-stock. It gave me a pio-

neering spirit and the sense that everything

was possible if you fight for it—and years

later I still believe that experience was forma-

tive. More important, I met my wife there,

who’s had the biggest influence of all.”

TOP MOBILE APPS“I absolutely love Uber

and our Wake up & Smell the Bacon app,

but my real answer to this question is to get off the phone and get

in front of your clients and employees, and

remember who’s doing the hard work.

ON MY NIGHTSTAND

“I’m reading Blink by Malcolm Gladwell. An understanding

of the subconscious and unconscious is

incredibly important in relationship marketing.

Blink does a great job of demonstrating how complex human behavior truly is and

why we’re able to make some decisions

so effortlessly; it’s a fun study in behav-

ioral psychology. I’m a strong believer in

making decisions simpler for our brands’

consumers and work-ing to achieve that by creating meaningful

experiences and using behavioral economics to drive engagement.”

RYANBONIFACINOVP of Digital, Alex and AniWinning ways: For Bonifacino, digital isn’t just a marketing ac-cessory; it’s a necessity. His steadfast digital marketing and e-com-merce focus has helped Alex and Ani grow its revenue to more than $240 million in less than four years. He’s also introduced the company to marketing innovations. For instance, Alex and Ani was the first fashion retailer to implement iBeacons nationwide.Defining moment: Being the first to centralize digital within the jewelry category. “[It was] bringing together customers’ infor-mation, product information, sales information—that’s what digi-tal really became. It was the centralization of digital that was the hardest thing to do and not [doing it by] looking at one use case, any book, or learning something in business school.”Words to live by: “It’s all about the team.” Head swivel: “Beyond the records we’ve been setting…it was more of a validation of what we were doing, which allowed us to reinvest in the process. When you’re right all the time, it becomes a little easier.”

BRYAN BROWNVP Product Strategy, SilverpopWinning ways: Oracle, Adobe, Salesforce—every big multi-channel marketing services provider has added a marketing auto-mation component over the past few years. The most recent to do it was IBM, whose acquisition of Silverpop this year brought with it the evolved version of Vtrenz, an early MA company Brown co-founded when he was 26. He was the mastermind behind the first scoring model that included both implicit and explicit customer/prospect preferences—a feature now standard in digital marketing technology. One of Brown’s guiding imperatives is to get his cus-tomers from startup to success in the quickest way possible and, in that regard, he spearheaded the formation of the Silverpop Evan-gelist team that meets with hundreds of clients each year.Defining moment: Cofounding Vtrenz, which was acquired by Silverpop in 2007. “This ultimately led to my original vision of bringing the first truly unified, behavior-based marketing automa-tion platform to B2B and B2C marketers and our acquisition by IBM in 2014.”Words to live by: “Trust. With it we align, we build, we over-come, and we thrive. Without it we fail.”Head swivel: Brown’s market view was altered when Silverpop made a philosophical change and began marketing new offerings by accentuating outcomes over features. “Rather than giving [cus-tomers] the keys to the car and walking away, we jump in the car and drive with them on their first road trip. It shifts the emphasis from selling to success.”

ON MY NIGHTSTAND

“The Art of War by Sun Tzu and Built to

Last by Jim Collins and Jerry I. Porras: Those are two foundational

[books]. Built to Last… summarizes absolutely

everything that you’ld ever learn in business

school…. [The Art of War is about]

understanding the combination of politics

and business.”

FIRST JOB “My first job was with a think-tank that focused

on artificial intelli-gence and predictive

analytics. That was called Quantum Leap Innovations and gave

me a foundation for the heavy tech side.”

TOP MOBILE APP“It’s Uber. I’m an addict.

It’s been so disruptive for the industry.

It’s equally disruptive for me in terms

of convenience.”

ON MY NIGHTSTAND

Benjamin Franklin: An American Life by Walter Isaacson. “He

rarely at first succeed-ed, but had an uncanny

ability to rearchitect his views until he was

successful.”

FIRST JOB As a kid, Brown worked

on his dad’s construc-tion site, progressing

from clean-up chores to demolition to work as a builder. “I would see business opportunity that went beyond the

work and the pay-checks. While I enjoyed

earning money, it was the ideation and com-

pletion that hooked me.”

TOP MOBILE APPSDelta and Concur.

“I like apps that simplify life without attempting

to consume it.”

CARIBUCCIEVP/General Manager, MARC USA ChicagoWinning ways: Let’s put this on the table straightaway: Cari Bucci rose to her position at MARC USA not because her father, Tony Bucci, is chairman of the board. Tony was against Cari working at the family company, so Cari proved herself by joining Leo Burnett after college. Next she moved on to DraftFCB, where a submission for her client Qwest was short-listed at Cannes—rare for a DRTV campaign. She’s kept on proving herself at MARC. Her Easter season efforts for Payless ShoeSource, for example, saw double-digit sales growth and her search campaigns for TrueValue led to a 3X gain in return on ad spend.Defining moment: “The summer I was 12 I worked for a week at the MARC USA office in Pittsburgh. At the end of the week I an-nounced to my dad that I planned to work at MARC when I grew up. His response was: ‘I don’t hire family.’ [After joining,] I wasn’t sure I wanted to be considered ‘Tony’s daughter’ after all of my efforts, but I had worked in advertising long enough to appreciate working in a place that’s independent in practice and in spirit.”Words to live by: “Work as if you live in the early days of a better nation.” –Alisdair Gray, engraved on the walls of the Scot-tish Parliament.Head swivel: “I recently read the stat that 60% of people say they are better-than-average drivers. This shows the real discon-nect between what people say and what they actually do.”

MELISSA BURDONDirector of Marketing Operations, Extra Space StorageWinning Ways: Burdon likes to make an impact—with market-ing, that is. Burdon caught the industry’s tilt toward mobile early and has since helmed a responsive-focused mobile redesign at Ex-tra Space Storage based on personas, resulting in a 23% increase in mobile conversion rate. She also led the strategy and execution to improve website performance, which bolstered the conversion rate for shopping visitors to the site by 62%.Defining moment: “There wasn’t one situation or event that got me here, but I’d say it was when I started working in the con-version rate optimization space.” Words to live by: “I always ask, ‘Who’s the who?’ It’s about understanding people and not just shoving information down their throats.”Head swivel: “The move to mobile. I started seeing it happen-ing when I was doing consultant work. Mobile was one of the first things I addressed at Extra Space.”

ON MY NIGHTSTAND

Focus: Use Different Ways of Seeing the

World for Success and Influence by

Halvorson and Higgins

FIRST JOB “I was a triple threat—cleaning lady, cashier,

and cook at a local deli—all for $1.50 an

hour. I worked for an older couple who had

put their lives into the business. I really respected them, and

I saw firsthand the need to work hard for

something that matters to you—especially if it’s

your own.”

TOP MOBILE APPInstacart. “I can be

sitting on the tarmac at O’Hare ordering

groceries and they’ll be at my house when

I return from my trip. Without it, my family

probably wouldn’t eat.”

ON MY NIGHTSTAND

Call to Action: Secret Formulas to Improve

Online Results by Bryan Eisenberg and

Jeffrey Eisenberg.

FIRST JOB “I worked at a clothing

store when I was 14. I was always interested in getting to know people.”

TOP MOBILE APPS“I use Google Hangouts

the most, but I’m on Facebook and Insta-

gram a lot, as well. I also really love Timehawk.”

MICHAEL D’ADAMOFounder and CEO, T.O.P. Marketing GroupWinning Ways: D’Adamo went straight from the school of hard knocks to door-to-door sales, a “make it or break it” industry if there ever was one. D’Adamo made it. His sales and marketing talents would manifest as T.O.P. Marketing, where D’Adamo helps direct sellers develop and run their own business, as well as launches pro-grams with clients that help end consumers save on preferred prod-ucts. On his own since he was 14, D’Adamo became a millionaire at 22 and has only seen success in his 18 years as head of T.O.P. Marketing, growing from one office to more than 60 across the U.S. Defining moment: “Becoming a leader was the defining mo-ment of my career. Not just being called a leader, but realizing that I am a leader. I began to develop our company’s vision then.” Words to live by: “Lead me, follow me, or get out of my way.” –General George Patton. Head swivel: “Rules, regulations, and policies. They give con-sumers protection and hold companies to high standards. Like anything else there are positives and negatives, but we focus on being proactive and thoroughly learning all compliance measures. We develop our systems around these measures.”

ZAKGARNERDirector of Customer Success, 6SenseWinning Ways: As media director at gyro, Garner helped client VMware boost brand awareness from about 18% to over 86%. At DWA, he built a team of media planners and analysts who contrib-uted to a growth rate of 400% in billings and fees. This year Garner transitioned from agency aficionado to software shark. His favorite thing about the new gig? Shifting from “guessing to testing.”Defining Moment: “I was a few months into my job [at gyro], and they proposed that I move to San Francisco and start up the media department. From a growth perspective, it was really good because I began working much more closely with all of the senior decision makers at the agency and all of our clients. It forced me to think about how to hire people, how to manage a team, and build out that management experience that I really didn’t have…. [It] also put me a lot closer to the innovation [and] technology coming out of Silicon Valley.” Words to live by: “I’m focused on being curious, constantly trying to learn as much as possible, and never being afraid to ask questions.”Head swivel: “While [working] on the agency side, something that really stopped me in my tracks was coming across this emerg-ing category of predictive intelligence [and] predictive analytics…. In that capacity as a strategist and media planner, I continuously met with companies that were trying to solve a lot of the same problems, many of which were experiencing similar frustrations in their inability to solve those things…. I ended up moving from my agency role to my current company, which is a software company that’s helping companies take advantage of this technology.”

ON MY NIGHTSTAND

Think and Grow Rich by Napoleon Hill

FIRST JOB “Door-to-door sales.”

Enough said.

TOP MOBILE APP“I like WhatsApp, but

I’m still old school when it comes to apps

and technology.”

ON MY NIGHTSTAND

“The Lean Startup by Eric Ries. That was really an eye-opening

and amazing book…. It gave me a critical eye for why I’m working,

how I’m doing the things that I’m doing, and why…. I couldn’t

read 10 pages without putting the book down

to type up a note to myself about what it

made me think of for my personal and pro-

fessional life. It inspired me to keep thinking

and keep trying to look for creative approaches

to solving problems.”

TOP MOBILE APP“Evernote is probably

my favorite mobile app. I’m a really big to-do

list person. I’m starting to use Evernote a lot

more to help me stay organized. Beyond that,

[it’s] having something handy that I can use to

capture any idea that pops into my head or any action item that I

might forgot about.”

DARR GERSCOVICHVP Marketing, EnsightenWinning Ways: Gerscovich graduated business school in 2005, joined Yahoo, and has been leaving his mark all over the digital world since. He took Advertising Analytics, Yahoo’s platform for Fortune 500 advertisers, from a skunk works project to an industry mainstay. On the marketing solutions team at LinkedIn, he devel-oped advertising solutions for enterprises that helped double ad rev-enues. Landing at Ensighten, he helped reposition the company as a leader in tag management, culminating in the acquisition of compet-itor TagMan in March.Defining Moment: Joining Yahoo in its heyday. “In 2005 it was a media powerhouse with extremely talented individuals,” Gerscovich says. “In 2008 when things started to go south, many of my col-leagues went off to start or join soon-to-be hot companies. It was a sad time for Yahoo, but the exodus led to an instant network of top talent working across Silicon Valley and New York, and the continu-ing bond of the Yahoo diaspora is impressive. Every position I’ve held since then was the result of the Yahoo network.”Words to live by: “Say it like a human. We layer too many con-cepts onto our messaging to out-differentiate the competition. The result is overly dense language that no one understands.”Head swivel: “The ever-growing Internet of Things is incredibly challenging for marketers. More digital touchpoints and more data in more silos mean less x-channel actionability. The easiest solution is for marketers to start using a single technology everywhere.”

ON MY NIGHTSTAND

“I’m a prolific reader. On any given night I’ll consume three to five

books. I’ll even read the same book several

times. Most of the books are in English, but I

always read them out loud in Spanish. I gravi-tate toward the classics,

such as Goodnight Moon, The Very Hun-

gry Caterpillar, and Green Eggs and Ham.

If it’s not readily appar-ent, I have two adorable

young children.”

FIRST JOB “As a tour guide at the

University of California, San Diego. The college

applicants hid in the back while their parents

bombarded me with questions in the front.

It taught me about communicating with

different audiences that had disparate interests.

It also taught me to walk backwards, which hasn’t

served me as well.”Top left: Nerium International cofounder Amber Olson Rourke celebrates her big win; top right: Direct Marketing News Editor-in-Chief Ginger Conlon welcomes guests to the awards luncheon; bottom: guests enjoy the awards luncheon.

LEE GOLDSTEINPresident, DiMassimo GoldsteinWinning ways: Lee Goldstein has done more in 18 years than some marketers do in a lifetime. Since being named partner at DiMassimo Goldstein at age 24, Goldstein has helped grow the agency into a $30 million company by engaging with top disrupters such as eBay and Netflix. In the past year alone Goldstein’s strategies resulted in new accounts and contributed to a 34% growth in revenue.Defining moment: “Meeting Mark DiMassimo when I was 21 after I graduated. I was blown away by his creativity and charisma. We’ve been working together for 16 years.”Words to live by: “Work hard to play hard.”Head swivel: “The revolution in data and technology has changed the way we do business. Five years ago we started a media division and proved to be a really good in-vestment. We can see exactly where spend is going.”

ON MY NIGHTSTAND

Bringing Down the House: The Inside

Story of Six M.I.T. Students Who Took

Vegas for Millions by Ben Mezrich.

FIRST JOB “I sold vacuums door-

to-door, which defi-nitely prepared me for

the job of selling, and marketing is selling; it’s

just more sophisticated. That [door-to-door] job

taught me to stay off a high horse.”

TOP MOBILE APPS“The apps that I’m most into improve productiv-

ity and make it easier for me to do what I do.

Uber, my airline app, things like that. I’m also a fan of my Texas Hold

‘Em app.”

JEANNIE GREENVP, Fundraising and Nonprofit, EpsilonWinning ways: In the past four years Green has doubled the size of Epsilon’s nonprofit customer segment both in number of accounts and in revenue, making it the company’s fastest-grow-ing vertical in history. And her consultative approach to build-ing the business means that Epsilon’s nonprofit clients are seeing improved response rates and average gift sizes with lower donor acquisition costs.Defining moment: Green started her career at a digital mar-keting company that was one of the many casualties of the 2001 tech collapse. The shift to data-driven, results-oriented strategies was a wake-up call she’s never forgotten. “When digital started it was cool technology but no one knew how to execute. Now it all goes back to client ROI and the value you can create behind it.”Words to live by: “I drive for excellence. I’m always looking for ways to improve things for my clients.”Head swivel: “I’ve been seeing my clients’ budgets shift dra-matically to ‘latest and greatest’ technologies when performance hasn’t really warranted it. That’s caused me to take a step back and evaluate the best ways to test new channels for optimized per-formance, rather than just moving to new technologies without thinking it through first.”

ON MY NIGHTSTAND

“I just finished Lean In. What I took away

is that, for women, it’s not about just having

one seat at the table but having multiple

seats at the table, and how important it is that

we have a network to support each other.”

FIRST JOB “Right out of college I

worked for a company called MatchLogic. It

grew so rapidly that I moved into a manage-ment role very quickly. That exposed me to all aspects of the business and helped me under-

stand product strategy and how to develop

the next generation of talent. That’s where I found my passion, and every position I

took after that was in a management role.”

MATTHEW GREITZERCofounder and COO, Accordant MediaWinning ways: Being a great marketer is a challenge on its own. Being an apt businessman? That’s a whole other talent, and that’s Matthew Greitzer’s skill. Greitzer, a 15-year digital market-ing veteran, helped launch the agency trading desk ATOM at Ra-zorfish when the practice was in its infancy. He left Razorfish to start Accordant with a former colleague and has helped double the programmatic buying company’s year-over-year revenue each year for the past three years.Defining moment: “I left Razorfish (then Avenue A) back in 2004 to start something like a Yelp. I made every mistake you could make over 10 months, but I came back to Razorfish with a very different perspective.”Words to live by: “Anybody can do something well, but start something if you really want to stick out.” Head swivel: “We saw the media buying landscape going through a profound change and felt like in order to navigate that change you really have to know something special about data and technology. We’re still changing, but macro-level change is what drove what we’ve done over the past four years.”

ON MY NIGHTSTAND

Collapse: How Societies Choose to

Fail or Succeed by Jared Diamond

FIRST JOB “I washed pots and

pans at a ski resort. I got to ski for free!”

UWE GUTSCHOWVP, Digital Strategy and Engagement, INNOCEAN USAWinning ways: Gutschow is a digital deity. He launched digital agency Saatchi & Saatchi AtPlay in South Africa and pioneered digital and social integration at Saatchi & Saatchi LA. At INN-OCEAN, he helped lead strategy for Hyundai’s Walking Dead Chop Shop app—a zombie apocalypse survival car builder—which result-ed in a 150% traffic increase to Hyundai.com in three months.Defining moment: “As part of trying to attract clients [to Saat-chi & Saatchi South Africa], we started to develop digital pieces of communication [in the early 2000s]…. I approached the CEO and said, ‘This is an opportunity to start a company.’ He said, ‘OK maybe.’ After a while, [the managing director] didn’t think that there was anything there, so I went back to the CEO and said ‘I still think that we can make it happen; I want to start it up, and I want to run it.’ [He said], ‘The first person to give me a business plan that we can sell to the board will run it.’ So I pulled it out of my back pocket and handed it over to him because I had already done all the work.”Words to live by: “What we do here is not as important as who we do it with.”Head swivel: “We’re testing the brain and physiological re-sponses to advertising…. What we’re trying to understand is what kinds of storytelling is really connecting with people emotionally.”

TOP MOBILE APP“Right now, I’m ob-

sessed with Whisper…. I like the app because

it’s based around anonymity. We

brought in someone from Whisper—one

of their development guys—to come and talk

to us at the agency. He had an interesting statement about how this app helps people

who are lonely feel less lonely. They can share

without any fear of people looking at your feeds and going, ‘Why

did they post that?’ When you’re posting

something on social media, [there’s] this

continuous judgment. Whisper is free from

any of that. It’s just about that anonymity

and responding to people, helping people,

and seeing how other people respond to you.”

AMY HOOPESCMO and EVP, Global Sales, Wente Family EstatesWinning ways: Raise a glass to Amy Hoopes, the wunderkind of wine. She started her career at the wine industry’s version of a CPG company, E&J Gallo, where she quickly rose through the marketing ranks and played a pivotal role in delivering Italian im-port Ecco Domani to a wide audience. She took her flair for social media promotion to Wente, where she highlighted National Char-donnay Day with a Live Toast for Wente family members that sparked a million tweets in two hours. When Wente introduced entwine, a brand co-developed with The Food Network, it was Hoopes who imbued the rich aromas of Wente wine placements on the network’s TV shows and in its magazine.Defining moment: Helping to create the Ecco Domani Fash-ion Foundation. “The mission was to connect an Italian table wine with high fashion and be the first brand in Gallo’s import portfo-lio to make imported wines accessible. The program was a game changer for marketing premium-priced imported wines in the U.S. and still inspires me to this day. One of my greatest learnings was that people make the difference. It truly was a team effort.”Words to live by: “We don’t lose. We either win or learn.”Head swivel: “More-faster-better is always around us. From a broad scope, this type of ‘I want it now’ mentality is counterintu-itive to wine. We watch these trends and learn from them so that we can continue to deliver access to our wines in new and creative ways, but we always remain committed to our core brand identity throughout all touchpoints.”

FIRST JOB “I can’t remember

my first job. I’ve always been moti-

vated to work, from extra chores at home to

cleaning out the neigh-bors’ closets, mowing

lawns, and babysitting. But my first official

paycheck came from my role as an expeditor

at a white tablecloth restaurant. My sister

Dawn begged me to take the job because it

was the only way she could get promoted to full waitress. I simply

don’t view working hard as hard work.”

TOP MOBILE APP“My United Airlines

app. It keeps me knowing which city I’m

headed to.”

KRISTEN KAEFERSenior Director, Digital Marketing,NetApp Inc.Winning Ways: It takes a special level of discipline and drive to complete one marathon. Kristen Kaefer has completed five. It’s no surprise then that Kaefer had worked her way up to senior director of digital marketing at a Fortune 100 company by age 35. She has successfully managed teams of more than 100 people, across multiple job roles and six countries. Kaefer’s expertise in creating digital experiences has influenced more than 70% of sales opportunities at NetApp.Defining moment: “Making the move to NetApp. At the time, there was no email marketing program at all and I was asked to make one from scratch. That propelled me into the digital space.” Words to live by: “Work extremely hard and smart, and try not to be a jerk while you’re doing it.” Head swivel: “Mobile has taken off significantly over the past several years. Not only do we need to respond, we need to get ahead. We were in the forefront for building out a paid search program made specifically for mobile and tablets. We overhauled our entire site to be more mobile responsive.”

ON MY NIGHTSTAND

Leading with Ques-tions: How Leaders

Find the Right Solutions By Know-ing What To Ask by Michael Marquardt

FIRST JOB“I sold shoes at

Koplin Sports. I quickly learned to speak to my audience in a way that resonates with them. If they were interested in running shoes, I made

sure to cross-sell and upsell clothes and ac-

cessories for running.”

NATALY KELLYVP of Marketing, SmartlingWinning Ways: Kelly’s first name, Nataly, ends in “y” be-cause her mother didn’t want “all of those extra letters” getting in the way. Now, as Smartling’s VP of Marketing, Kelly continues to make ease of communication a priority. For instance, her lat-est book, Found in Translation, explains how global marketers can better represent brands across various language and geographic borders. She also increased her company’s lead flow by more than 700% in a three-month period through new programs, email, and content marketing campaigns. Defining moment: “My first job out of college was with AT&T as a telephone interpreter. I was constantly volunteering to do things...and my boss invested in me, sent me to management training, and basically created a new role for me.... I worked with my boss to define the role and define what I would be doing.... That was the opportunity that helped me the most, because just the sheer knowledge that you can have a lot of creativity and input in defining your role [and] in helping a company was something that I would have never dreamed was possible.” Words to live by: “‘Just get it done,’ and ‘Do less, but do better.’” Head swivel: “The future of marketing is publishing, and to-day, a lot of the tools and processes in the online world make it easier for us to publish more content. So, that has actually affected the way I hire, have been building my team, and we invest in our marketing budget.”

FIRST JOB “A lifeguard. Being a lifeguard actually

gives you a lot of good experience because you

have to keep a careful eye on the big picture

while looking at the details. There’s a lot of activity going on, and it’s also quite a big re-sponsibility.... People’s

lives are in their hands. That did teach me to

look out for others and to take responsibil-

ity seriously.

TOP MOBILE APPS “It’s the TED Talks app

[TED]. I use that all of the time.... There’s

always something new that I love. I also have

the Poetry Foundation app. It’s basically a po-

etry app [I use] if I need a little bit of inspiration or a thoughtful, insight-

ful quote on a topic.”

MICHELLE KILLEBREWProgram Director of Strategy and Solutions, IBM Social BusinessWinning Ways: Killebrew is all about optimization. With ana-lytics as her guide, Killebrew led and launched the first integrated digital campaign across the IBM Smarter Commerce portfolio, in-troducing role-based messaging and providing best practices and Web analytics globally to in-country marketing teams. Addition-ally, her data-led work has resulted in revenue increases across several areas of the business.Defining Moment: “It’s been a number of progressive expe-riences that have built on themselves. The biggest opportunity is taking advantage of them…. [First], I was the director of market-ing for an online retailer. I was able to tinker around with Goo-gle Analytics, really look at the user flow and what was made to optimize that user flow, and increase revenue significantly. Then in my next role working for Coremetrics…[I] implemented cam-paigns with more sophisticated digital analytic capabilities and looked at optimization and trends in a much more sophisticated way. When that company was then acquired by IBM, I was able to pilot specific trends that I had learned from Coremetrics and apply those on a much larger scale with IBM.” Words to live by: “Concentration is my motto—first honesty, then industry, then concentration.” –Andrew CarnegieHead swivel: “When I rolled up my sleeves and really delved into the discussions around content marketing, I realized that this is something that we had already figured out, to some de-gree, and were implementing it in some of our customer engage-ment strategies.”

FIRST JOB “My very first job was

babysitting. My first official pay-check job

was in a shop in a retail environment. Both of those really teach you

to be patient and think about others’ people’s needs first. In the first

instance, it’s the child. In the second instance, it’s the customer. It’s really

putting that end-user hat on when you think

about how you approach different problems.”

TOP MOBILE APPS“Right now, I’d have to say TripIt because I’m

traveling so much. It real-ly [keeps me] on the ball

as to where I’m supposed to be next. If I’m thinking

about engagement, it’s probably Hootsuite in

that it allows me to stay engaged on a variety of

different social fronts and understand how I

can engage with my au-dience while I’m sitting in

the airport or traveling in a car on the go.”

JAMES KUGLERDirector, Global Digital Marketing at Sigma-AldrichWinning Ways: Few know that digital is where it’s at more than Kugler does. Traditionally, direct marketing has relied heav-ily on print communications, but Kugler has led the charge in the life-science company’s shift to Web- and data-driven marketing. After a complete overhaul, Sigma-Aldrich’s flagship e-commerce site earns a reported $1 billion in annual revenue. And the results don’t stop there. In fact, Kugler’s major initiative to shift from print to digital marketing has culminated in doubling the sales growth for the biology portfolio in the company’s research and applied business units.Defining Moment: “My defining moment came up kind of serendipitously. I was intent on completing a doctorate program…. But while in college I took a class in bio-entrepreneurship that re-quired us to give a presentation at the end. The vice presidents of Sigma-Aldrich were there, and they came up to me afterwards and asked if I wanted to try something very different in corporate strategy and planning. I jumped on it. So I took a completely dif-ferent path that was very much in the moment…. It’s been a great adventure.”Words to live by: “Be relentlessly curious. And my dad used to always say, ‘Creativity is the search for something that doesn’t exist and sometimes finding it.’”Head swivel: “I think a major trend is the use of in-memory computing [or the ability to store information on dedicated serv-ers, which results fast response times for searches]. It allows us to look at truly massive amounts of information. Data is no longer the limiter. You aren’t limited by the types of data-related ques-tions that you can ask and you can now focus on what you can find from it.”

FIRST JOB“I handed out towels

at a pool in Cape Cod; there’s a lot of tourism there. It had a huge in-fluence on me because

there was so much focus on the lifetime

value of a customer—in this case the tourist who

you wanted to keep coming back.”

TOP MOBILE APPCirca, a news app that

pares stories down to headlines.

Clockwise from left: Herald-Journal Marketing Director Kim Land celebrates with her family; Organic Inc. Creative Director Dwayne Raupp snaps some photos with his tablemates; Direct Marketing News Senior Editor Natasha Smith happily announcing a group of winners; awards waiting to be awarded.

KIM LANDMarketing Director, Herald-JournalWinning Ways: Few marketers can match Kim Land’s love for her company. Land has worked with the Herald-Journal since she finished college, and has developed a keen understanding of almost all aspects of the paper’s business. As a true omnichan-nel marketer, Land manages the branding efforts for four papers, using multiple channels to reach customers and increasing brand affinity as a result. She helped develop and execute a Member Rewards program that achieved a whopping 80% open rate and resulted in more than 800 sign ups within four days.Defining Moment: “Meeting my mentor David Roberts when I got my job at the Herald-Journal. He imbedded me in several de-partments of the organization. I came out with a thorough under-standing of how all the parts of the company work together.”Words to live by: “At the end of your life, you will never regret not having passed one more test, not winning one more ver-dict, or not closing one more deal. You will regret time not spent with a husband, a friend, a child, or a parent.”—Barbara BushHead swivel: “Everything in marketing is continuous and nothing is stagnant. We’ve been working on social media. We’re growing social media by training employees to interact, not react, and we’re making sure we put stories out as soon as they happen.”

ON MY NIGHTSTAND

The 7 Habits of Highly Effective People:

Powerful Lessons in Personal Change by

Stephen Covey

FIRST JOB“I started working in

my senior year of high school. I worked a com-mission-based position

at JCPenny. Before that, I once got paid $50 to be a model at a Belk’s

fashion show.

TOP MOBILE APPS“I really love my Kindle app. I’m a huge sports fan, so I use my ESPN

app a lot.”

AMANDA LEVYSVP & Managing Director, Critical MassWinning ways: As manager for e-commerce at Dell, Levy di-rected website overhauls that increased conversion rates by nearly 25%. Striking out into the agency world, she established the digital practice for OMD West, growing the office’s footprint from four to 40 staffers in just two years. Her work for Nissan at Critical Mass has shown similarly quick and awe-inspiring results: 25% conver-sion rates for the Nissan Rogue test drive campaign and a 40% increase in leads for LEAF vehicle purchasers by having current owners answer questions from prospects.Defining moment: “At only 25 I was given responsibility for redesigning Dell’s cart and checkout experience. I went on to man-age the Dell consumer site and be responsible for driving more than $50 million per day in revenue. Later, I managed a $100 mil-lion online advertising budget. This education was more valuable than anything I learned in a classroom. I learned to work hard, have confidence, and leverage the smart people around me.”Words to live by: “If you tell the truth, you don’t have to remember anything.” –Mark TwainHead swivel: “Numerous developments in the financial space are changing how we complete transactions. Square, digital wal-lets, Visa Checkout, and many more companies are removing fric-tion from purchases. I think this is a very exciting space and will provide a lot of opportunity.”

ON MY NIGHTSTAND

A Million Ways to Die in the West by Seth

MacFarlane

FIRST JOBWorking for her father at his lawn and garden distribution company.

“I learned a lot about integrity, customer

service, and hard work. I also learned to smile

no matter how tired you are or how tough

your day has been.”

TOP MOBILE APP“Uber. It makes travel-

ing much easier and the rating system encour-ages the drivers to be

polite and keep their ve-hicles well maintained. I love that they found a way to reinvent a very

old industry.”

SEAN LYONSGlobal Chief Digital Officer, Havas WorldwideWinning ways: If there’s one brand slogan that applies to Ly-ons’ career it’s “Just do it.” While working at R/GA, Lyons headed the Nike account and led the development of global platforms in-cluding NikeStore, Nike+, and Nike iD. Over the past year Lyons led a brand transformation for Havas client Keurig that included overhauling Keurig’s e-commerce site, which generates millions in sales each year. Now Lyon’s team is helping Keurig to redesign its corporate headquarters, as well as conceive new possibilities for the Keurig brewer.Defining moment: “It was being able to shift from a technolo-gy role into a business role. I was managing the technology aspects of the Nike app, and I was given the opportunity to manage the entire account. [It was] someone having the trust in me and the faith in me to not only handle the whole technology side of the business, but then [also] be able to oversee the larger relationship.”Words to live by: “You have to empathy—empathy for clients, people who work for you, people you work for, the consumer.” Head swivel: “For us, it’s remembering how we use our phones every day for everything from booking a car to buying groceries, doing email, calling family, video conferencing—everything under the sun. Those little activities are how we can engage with consum-ers. But that mobile device is so personal that it’s not easy to get in front of them with messages.... It makes us much more careful and considerate of how we’re going to engage consumers on mobile be-yond just interrupting them with an advertisement model.”

ON MY NIGHTSTAND

“One book that stuck with me...is Where Good Ideas Come

From by Steven John-son. The interesting

thing about that book is that it’s about innova-

tion and where individ-ual ideas come from. It’s not what you’d expect in terms of having that one

inventor come up with an idea in his or her

workshop. It’s actually more about the envi-

ronment that you need to create for good ideas

to flourish. It’s really important for any agen-

cy. You need to think about the environment

that you set up—the physical environment,

the emotional environ-ment, how people work

together, what things you expose them to. And

that environment, and obviously a larger cul-

ture, has a huge impact on where those great

ideas come from.”

JOSH MARTINExecutive Vice President, Zenith Optimedia DirectWinning ways: Identifying marketing trends is one thing. Capitalizing on those trends—well, that’s quite another. Martin has managed to zero in on and then take advantage of some of today’s major shifts in direct marketing. Leading the company’s change in focus from DRTV to digital, programmatic, and mobile, Mar-tin has increased revenue by more than 20% in his first year of leading ZODirect, the company’s direct media agency. A problem solver, Martin continues to create innovative solutions that are focused on maximizing customer response and reducing costs for clients. One of his most recent examples: a media lab that allows clients to test campaigns to determine which perform the best.Defining moment: “Scary, but the defining moment for me was when I marched into the CEO’s office at ID Media and gave her a job description that I had written up for a role that I felt was missing in the company: director of emerging media. It didn’t ex-ist before. It was something I wanted to see in the company, and before I left the office she said, ‘I think it’s a great idea. The job is yours.’ It allowed me to research and develop opportunities for our clients through a direct response lens.”Words to live by: Plan today for tomorrow. It’s always better to be proactive rather than reactive.Head swivel: I think phone response, or DRTV, is decreasing. There’s this proliferation of digital, online banner ads, program-matic, and mobile. So with those channels, comes new ways of measuring data and consumer response. Nowadays, consumers click the mouse rather than dial the phone.

ON MY NIGHTSTAND

The Spectacular Now, by Tim Tharp

TOP MOBILE APPS“Verizon Fios. I can record on my DVR

with my app…I love NFL games.”

MATTHEW MIERZEJEWSKIEVP of Client Service and Delivery, RKGWinning ways: Mierzejewski loves golf. It’s a game of patience and strat-egy, not unlike marketing. Mierzejewski uses this patience to successfully oversee 160 digital marketing specialists in providing performance-based pro-grams for more than 150 clients. Speaking of digital marketing, Mierzejewski has made a name for himself as one of the industry’s premier search market-ing provocateurs, helping the SEO department grow revenue 80% in the past year as a result.Defining moment: “Having an opportunity to work on research for Goo-gle’s bit simulator. It helped to dissect Google’s ad auction system. I found an extraneous factor that Google was enforcing that no one knew of. It forced Google to reveal some stuff behind the scenes.”Words to live by: “The cost of an opinion is supporting data.”Head swivel: “There’s a huge demand for content strategy for every brand and an absence of link building. It’s been great to be a part of building a pro-cess for this on our side. We’ve merged two worlds by bringing our feeds and paid search teams together.”

ON MY NIGHTSTAND

HBR’s 10 Must Reads on Managing Yourself by Harvard

Business Review.

FIRST JOB “I waited tables when I was 16.”

TOP MOBILE APPS“I use the Twitter app

daily. I really like the Dilbert app.”

SALLY MUNDELLSenior Director of Direct to Consumer Marketing and CRM, Spanx Inc.Winning ways: When it comes to shaping Spanx’s marketing, Mundell produces results that are anything but slim. Mundell not only launched Spanx’s catalog business, but also grew it to a cir-culation of six million that drives 30% of the company’s Web vol-ume. Furthermore, she led Spanx.com’s redesign, which resulted in a 20% increase in organic search revenue and a 25% mobile conversion lift.Defining moment: “It was probably launching the catalog business for Spanx. I didn’t necessarily have a background in print. I was more on the digital side. So, it showcased my ability to learn a business quickly and build a successful program. I’ve [applied] that to other areas of the business…. I now run the digital marketing programs and expanded the website worldwide.”Words to live by: “You win some, you lose some. By that I mean, don’t be scared to ask questions or to present ideas—some will be great and some will be learning experiences.”Head swivel: “A lot of people are adjusting to the shift to mo-bile, and that trend has definitely made us rethink the Web expe-rience and how it plays an advertising, educational, experiential, and transactional role. We’re currently exploring how all of these pieces play together.”

FIRST JOB. “I have a history in startup companies. One of my first jobs [out of college] was a startup that had a technology that

allowed people to filter out their direct mail.

That really fueled my entrepreneurial spirit; Spanx is very

entrepreneurial and an empowerment-ori-ented company. It was

a great fit for fueling that spirit of mine. Also

having been on the direct marketing side of things and under-

standing the consumer was actually [a good] fit to start the catalog

program, as well.

“[In terms of my first job], my parents own

a pediatric health center—my dad is

a pediatrician—so I would work the front

desk. That taught me a lot about how to work

with people.”

IRYNA NEWMANDirector of Mobile Marketing, OpenTableWinning ways: A self-professed data junkie, Iryna Newman says it’s her passion for numbers and information that fuels her excitement for all things mobile. Newman heads mobile marketing at OpenTable, a popular app that allows users to make restaurant reservations in real time. She insists that it’s the right information that feeds the continual growth of the direct mobile marketing community. With a background in finance, Newman says her ability to talk numbers enables her to speak the language of CFOs and make clear the importance for marketers to increase spend on mobile initiatives. Newman increased accretive monthly mobile spend at OpenTable by more than 16X within the first two quar-ters of her tenure as director. Her efforts have driven a more than 30% quarter-over-quarter increase in app installs and downloads; under Neman’s direction, OpenTable launched an international mobile marketing campaign in Germany, Japan, and the UK that’s contributed to more than 80% of total app installs.Defining moment: “Growing up, even as a child, I really liked working with numbers. So my first job out of college was in finance, but I didn’t like the rigid, stringent environment. So I moved away from that but learned that I can channel the same passions through performance and direct response marketing.”Words to live by: “Whatever you are, be a good one.” —Abra-ham LincolnHead swivel: “A recent trend that I’ve noticed is that marketing is increasingly becoming a profit center. Before, companies would invest with no certainty or expectations about outcomes. Today we can track most of our campaigns online and through mobile. So we can invest and then know what the ROI will be.”

ON MY NIGHTSTAND

Top Dog: The Science of Winning and Los-

ing, by Po Bronson and Ashley Merryman

FIRST JOB “My first job was as

a waitress at a small bistro. It pushed me to

find what I was good at. I was awful, and after that job, I was determined to land

a position that I was gifted at.”

TOP MOBILE APP“OpenTable, of course.”

AMBEROLSONROURKECofounder and CMO, Nerium InternationalWinning ways: To Olson Rourke, beauty is not merely skin deep. As the person in charge of branding, PR, events, digital, and social at a company pegged to the proposition of making people look younger, she cites as her chief accomplishment a fundraising effort that has raised nearly $1 million for Big Brothers and Big Sisters of America. She urges businesswomen to put their callings before comfort. Oh, and her marketing prowess has helped the makers of Nerium AD Age Defying Treatment reach more than $400 million in sales over the past three years.Defining moment: “Being willing to jump in headfirst to help start a company because I believed in the products. In an economy where few new businesses were succeeding, we focused on our mission and vision for the company and have now created that reality. To keep up with the growing demand for our products, my team has grown from one person to more than 50 in less than three years. This has challenged me as a leader to keep the origi-nal culture and mission alive.”Words to live by: “Success is nothing more than a few simple disciplines, practiced every day.” –Jim RohnHead swivel: “The increasing difficulty of delivering a message via email. With the clutter of inboxes and the increasing likeli-hood of an email going to spam, we had to find other ways we could effectively communicate our message. We’ve revamped our communication to more heavily leverage text messages, social me-dia, and mobile apps to communicate with our customers.”

FIRST JOB “I was an account

executive for Raymond James Financial’s in-

house marketing agen-cy. The major influence

it had on where I am today is that I found a

true mentor in my boss. She was a successful

woman who balanced her career and family,

was a respected expert in a heavily male

finance world, and was passionate about giving back to the community. We still keep in contact

today and she still serves as on ongoing mentor in my career. I believe mentors are

hugely important in de-veloping your career.”

TOP MOBILE APPS“Uber and Open

Table. They fulfill a real everyday need that was

unfulfilled before they created the app.”

CARINA POLOGRUTOGM & EVP of Client Services, Marketsmith Inc.Winning ways: Direct response marketers promise the mirac-ulous: a cleaner that makes your ’98 Taurus look showroom new; grass that needs less mowing and weeding; glasses that give you night vision. Marketsmith, an adviser to brands that use DRTV, is equally bold in its claims: It guarantees clients a 25% revenue increase. One of the reasons it can do so is Pologruto. She led a turnaround for Lillian Vernon from negative to positive cash flow in 12 months. For Philosopy skincare, she reversed double-digit declines with a return to DRTV. She also helped build out the UX for i.Predictus, a demand-side TV platform that has delivered dou-ble-digit gains to direct response companies including Euro-Pro and Tristar Products.Defining moment: The economic downturn of 2008 had an uplifting effect on Pologruto’s career. “Budgets were cut, catalogs were eliminated, businesses were shuttered. We needed to help cli-ents diversify their businesses. What was once a single channel and single client focus for me became omnichannel.”Words to live by: “Never let success get to your head and nev-er let failure get to your heart.”Head swivel: “We were spending 60% of manpower on churn-ing data manually. That prompted our CEO to spin off i.Predictus, [a] demand-side television platform. Data that once took us seven days to churn now takes seven minutes and allows us to drive strat-egy based on real-time data insight.”

ON MY NIGHTSTAND

David & Goliath by Malcom Gladwell

FIRST JOBDuring high school, as

a file clerk in a doctor’s office. “The environ-

ment was so fast-paced. I was enlisted to answer

phones, deal with patients, even process accounts receivable. It was my first exposure

to customer service. You were dealing with

people who are ner-vous or scared and had

to find the right way to communicate clearly

and respectfully.”

TOP MOBILE APP“BuzzFeed, hands

down! News, culture, business, and humor

all in one place.”

DWAYNE RAUPPExecutive Creative Director, Organic Inc.Winning ways: To Raupp, the word creative is hardly limited to imagining standout campaigns. He’s done that, snaring some 18 industry awards in the past three years. He’s also been award-ed $100,000 in venture capital for a location-based mystery game called Gumshoe, and spends off-duty time crafting non-digital things in his woodworking shop. “The smell of fresh sawn wood is the best antidote to recycled meeting room air,” he says. What he builds for clients like Kimberly-Clark is business. His launch of new online ads and social media for Poise liners increased sample requests by more than 300%, and his Big Kid Academy mobile app for Pull-Ups potty training pants was downloaded 170,000 times.Defining moment: Founding two startups while on the job at Organic “gave me exposure to aspects of business and marketing that were outside of my daily creative role. It forced me to un-derstand financial prioritization, corporation structures, business plans, marketing an idea while testing it on the fly.”Words to live by: “Treat others how you would like to be treated.” –Penny Raupp, Duane’s motherHead swivel: “It’s staggering to think how many devices are collecting data and communicating with customers without even the need for a screen. We’ve begun to think in terms of service design. We’ve been collaborating with our marketing intelligence team and creative technologists to get out of Photoshop, proto-type earlier, and even stage the environment the customer will be experiencing.”

ON MY NIGHTSTAND

“My temptation to use mathematics as a meth-od for design has always

intrigued me and fuels a desire to read random blogs, GitHub branches,

and old mathematics and physics books from

high school.”

STEPPING STONES TO MARKETING

SUCCESS . “It was as a petroleum

transfer agent or, I guess you could say, a gas pumper. It was a job about reading

people and having micro-relationships

with them. If you made a great impression, a

tip was often awarded. My relentless attention to detail propelled me

to be the best petroleum transfer agent around.”

TOP MOBILE APPS“NPR One. I love its sim-plicity and the design of its interface. I also can’t

stop playing the Two Dots app. The design is

impeccably crafted and the game play is quick,

but strategic.”

KANE RUSSELLVP of Marketing, WaterfallWinning ways: As something of a networking guru, Russell turned a talent for developing strong, authentic relationships into a passionate and successful career in marketing. Russell, and all of his savvy, joined Waterfall to build a marketing organization from the ground up. He focused his efforts on creating a content marketing engine that includes a resource library, complete with blogs, case studies, eBooks, and webinars. Russell’s analytical mind and emphasis on company culture helped Waterfall acquire clients such as Mastercard, PETA, and Pizza Hut. The company has grown from 10 employees to 40 during Russell’s tenure.Defining moment: “My college had a campus recruitment week and I set up as many meetings as I could fit in that time. I met the CEO of my current company during that week.”Words to live by: “My lacrosse coach used to tell us to go out and make as many mistakes as we could, but only make them once.”Head swivel: “Everyone in mobile is talking about personaliza-tion, but 95% of them actually mean segmentation. Changing the name in an email is segmentation. We saw this and decided we need to provide our customers with more than demographic data.”

ON MY NIGHTSTAND

When Genius Failed: The Rise and Fall of

Long-Term Capital Management by Roger

Lowenstein

FIRST JOB “I was a dishwasher at a resort that had

2,000 to 5,000 people eating dinner every

night. I cleaned floors and developed the best calluses you could ever

possibly develop.”

Clockwise from left: Winner Amy Hoopes Wente Family Estates’ CMO and EVP, Global Sales, celebrates with her family; happy guests; winner Sally Mundell, senior director of direct to consumer marketing and CRM for Spanx makes her point; Organic Inc. Chief Creative Officer Dwayne Raupp takes an on-stage selfie with DMN’s Editor-in-Chief Ginger Conlon; panel discussion on marketing leadership with winners Ryan Bonifacino, Amy Hoopes, Kim Land and Sally Mundell.

ADRIEL SANCHEZHead of Marketing, Americas, CommVaultWinning ways: Sanchez is a man in a hurry. He was a market-ing practitioner while still in school. Addressing email phishing concerns at Citibank early in his career, he created the Email Se-curity Zone, a simple tool that appears in all Citi Cards emails to this day. And in just the past year at SAP he swelled the company’s social media following from 10,000 to 180,000 and created an in-bound marketing demand generation engine that tripled the num-ber of sales-accepted leads. “Adriel epitomizes the modern market-er,” says Christopher Powell, SVP of the Worldwide Marketing Initiatives Office at SAP, where Sanchez was VP of demand gen-eration before joining CommVault. “Classically trained in direct response, he’s constantly evolving himself to changing customer preferences, while never forgetting his foundations in delivering business results.”Defining moment: Holding down a full-time marketing job during his last two years of college and gaining early access to global accounts “gave me an excellent perspective on how to engage across cultural boundaries and helped round me out as a professional.”Words to live by: “Not everything that counts can be counted, and not everything that can be counted counts.” –Albert EinsteinHead swivel: A report released by MIT Sloan Management Review and Cap Gemini last year altered Sanchez’s perspective on driving digital transformation in large organizations. “Compa-nies have connected digital transformation to soft incentives such as recognition and personal advancement rather than to financial rewards. This caused me to step back from traditional quantitative metrics and consider more qualitative drivers when motivating be-havior change.”

ON MY NIGHTSTAND

The J-Curve: A New Way to Understand

Why Nations Rise and Fall by Ian Bremmer.

“To move from a closed society to an open

society, a period of intense instability is re-quired. You don’t have

to stretch your mind very far to apply this

principle to the state of marketing today.”

FIRST JOBCold calling high-net-

worth individuals for a large investment bank.

“It taught me an in-credible amount about

direct marketing before I knew what direct

marketing was, like the importance of a good

quality list and a good, concise hook. It also

taught me that, even if only three percent of

the people you contact buy something, you can

make a lot of money.”

MIKESANTOROPresident, Walker Sands CommunicationsWinning ways: Whether he’s running a half marathon or flexing his PR and digital marketing muscles, Santoro knows the value of grit. His commitment to testing, measuring, and learning has helped Walker Sands earn two Golden Trumpet awards in the marketing category and grow company revenue from $700,000 to $3.8 million in four years.Defining moment: “One of the biggest opportunities that I had was when I was right out of college. I joined this company called Technology Advisors as a Web copy intern. It was a short gig where they said, ‘Here, we need you to write some Web copy.’ And I said, ‘Well, I still need a job after this internship.’ So I ag-gressively took the approach to learn as much marketing as I pos-sibly could during that internship [through] reading articles and books and then proposing and suggesting things to the company...I learned the value of constantly learning, constantly updating your skill-set, and experimenting with marketing.Words to live by: “Take chances. Make mistakes. Get messy.” –Ms. Frizzle, The Magic School BusHead swivel: “For us, it’s been the trend of measurement. We’re known as a public relations firm and public relations is difficult to measure.... So we really placed a heavy emphasis on integrating PR and digital so [clients] can get solid ROI out of [their] activities via website visits and online conversions, but [we’re] also trying to learn some more innovative measurement techniques.”

FIRST JOB “I was a busboy at the Classic Corner Café at

age 14. I learned that you should work hard,

always have a smile, and be proactive.... That was my introduction to

the services business, and I still use a lot of

those lessons today as I talk to clients.”

TOP MOBILE APPS“Uber is something that I use constantly. I travel a lot so any city [where] I need to get around it’s

the fastest way to grab somebody. I also do a

lot of running. I just fin-ished a half marathon...so I use Endomondo for

tracking runs, especially in different locations.”

LEEROM SEGALCofounder and CEO, Klick HealthWinning ways: While most 12-year-old boys were playing ball or hanging around an arcade, Leerom Segal was running his first business writing code. Segal would later cofound Klick Health at age 18 with mentor Peter Cordy. Segal’s ambition and marketing savvy has helped Klick grow at least 30% every year for the past 17 years. Under his leadership, Klick launched Digital Clinical Trial Recruiting campaigns, which have helped its clients experience a more than 130% lift in clinical trial registrations.Defining moment: “Meeting Peter Cordy when I was 13. I managed to convince him to give us a shot at solving a problem with his source code and he did.”Words to live by: “Today’s problems cannot be solved with the same thinking that created them.” –Albert Einstein.Head swivel: “Look at everything that’s happening in the con-sumer Web. Organizations that win are disrupting marketing and are doing things better than everyone else. The mental model we use is similar to what these tech companies have used to transform the way people interact with them.”

ON MY NIGHTSTAND

The Practice of Management by Peter F. Drucker

FIRST JOB “I started my first com-

pany when I was 12, but I also did a lot of stuff like lawn mowing and shov-

eling before that. My first ‘real’ job was with

[Klick Health cofounder] Peter [Cordy].”

RON SELVEYVP of Marketing, WebDAM, a Shutterstock CompanyWinning ways: Efficiency runs in Selvey’s blood. Earlier in his career Selvey worked at the U.S. Government Printing Office, where he’d identify how government agencies could be more effi-cient, and recommend technology for them to deploy. He now ap-plies that same mentality to WebDAM: Since joining the company in 2011 he’s grown inbound leads by 802%.Defining moment: “Everyone’s afraid of change…. This fear really burdens many organizations—millions of dollars of lost op-portunity—and also provides a growth barrier. In most organiza-tions that I’ve worked in, I’ve been able to find opportunities to reduce these barriers to entry and build confidence in others that change is a great thing.”Words to live by: “It’s so important to hire people who are really nice and really smart.”Head swivel: “[When I first started at WebDAM,] I noticed that our competition’s growth rates were fairly stagnant when it came to year-over-year traffic and sales; yet our industry was growing like crazy. There was a lot of significant brand dilution in the space because everyone was doing the same thing…. We had to stop and say ‘We’re not going to follow our competition. We’re going to be completely different, try to be the misfits, and disrupt the space. If we do that, we’re going to grow faster than everyone else.’”

ON MY NIGHTSTAND

One book that really helped me that I read

probably 10 years ago…is called Monday Morning Leadership.

It’s by David Cottrell. It’s a quick read. One of my old mentors [from] when I used to work in

the federal government gave it to me. He said

that it helped him quite a bit and that he loved it. I read a portion of it

for about 10 minutes every morning before I went to work, and it would really help me

get in that mind-set of trying to apply new

things on a day-by-day basis. It’s a quick read

and it’s all about build-ing effective teams,

employee engagement, and just becoming a better manager and

person as a whole.”

ERIK SEVERINGHAUSFounder & CEO, SimpleRelevanceWinning ways: The sim-ple truth behind Severinghaus’s success is that he was an email service provider who felt he wasn’t providing enough ser-vice. It spurred him to develop a technology that enables email marketers to combine their own customer data with third-party data on a single plat-form to personalize their emails. The innovation won his startup, Sim-pleRelevance, election to TechStars Chicago 2013, giving it entrée to sever-al national enterprises. One of those firms, Gannett, has seen a 7% increase in click-through rates and 16% higher revenue per delivered email since engaging SimpleRelevance to personalize content for its daily deal site.Defining moment: Raising the first round of institutional capital for SimpleRelevance. “At that point, I moved from a guy with an idea to a professional entrepreneur with all the risks and opportunities that go along with it. Getting investment from many of Chicago’s best-regarded venture capitalists served as validation of our team and idea.”Words to live by: “It is not the critic who counts; not the man who points out how the strong man stumbles, or where the doer of deeds could have done them better. The credit belongs to the man who is ac-tually in the arena, whose face is marred by dust and sweat and blood.” –Theodore RooseveltHead swivel: “The proliferation of technology companies that claim to personalize digital marketing led me to realize that we need to be more spe-cific in how we define SimpleRelevance, making it clear that we’re unique because of our artificial-learning capabilities.”

ON MY NIGHTSTAND

Serpent of Venice by Christopher Moore. “Moore is my guilty

pleasure for mindless, hilarious reading to

de-stress.”

FIRST JOB “My first real software job was helping a cou-ple of friends build an

email service provider called iContact. It gave me capital, a network,

and knowledge that I continue to use daily.”

TOP MOBILE APPCharlie. “It helps

me make sure I’m prepared and have the proper context for any

meeting I’m about to walk into.”

JULIASMITHVP, Technology, EpsilonWinning ways: Today technology is at the fore of most every marketing campaign. And few understand the importance of mar-keting tech more than Smith does. She says the most effective cam-paigns are enabled by technology—which can curb costs, expand reach, and allow immediate customer response. Each day Smith attempts to transform traditional campaigns by infusing them with modern technology, such as real-time tools. She says technol-ogy is at the core of some of today’s most successful strategies and boosts the effectiveness of dynamic content, loyalty programs, and incentive offers. The technological savant played a vital role in the creation and launch of Walgreens’ Balance Rewards program, the nation’s largest loyalty program and a conduit for Walgreens to market to its customers in real time on a national scale.Defining moment: “I would say the defining moment in my professional life came when I got a chance to lead the team sup-porting our work [at Epsilon] for FedEx. We got a chance to build technical solutions to support their campaigns and marketing ini-tiatives. That was the moment that I got a chance to really build up my experience and reputation as the go-to person to implement tech solutions.”Words to live by: “Don’t ask others to do what you wouldn’t do yourself.” —4th grade teacherHead swivel: “A trend in the market that I’m pretty excited to be a part of is the constant push for brands to use data and tech-nology to be more relevant to customers. Data and technology allow brands to interact with customers on the right channel, [at the right] time, and with the right message.”

ON MY NIGHTSTAND

Igniting Customer Connections: Fire

Up Your Company’s Growth by Multiply-

ing Customer Experi-ence & Engagement

by Andrew Frawley

FIRST JOB “Diary Queen. I served

up soft serve. I can hon-estly say that’s where I

first learned about good customer service.”

LAUREN TETUANEVP, Director of Digital Media, Deutsch LAWinning ways: Senior executives often exhibit their fair share of ego. Not Lauren Tetuan. She shares credit for the consider-ably successful direct marketing strategies of Deutsch LA. Still, it was Tetuan who grew its media team from one person to 10; and Tetuan who was among the first adopters of native advertising. Tetuan’s digital inclination, bent for collaboration, and creative emphasis has helped drive highly successful digital marketing initiatives for clients such as HTC, Playstation, Pop Secret, and Rotten Tomatoes.Defining moment: “It was making the move to specialize in digital media [more than] a decade ago, when the space was just taking off. My timing really helped establish me early on as a lead-er in the space.”Words to live by: “Don’t compromise yourself. You’re all you’ve got.”― —Janis JoplinHead swivel: “We constantly change our marketing tactics. Most recently, we’ve been using new technology to measure online video viewability and that’s resulted in a lot of shift to our online digital approach.”

ON MY NIGHTSTAND

Lean In: Women, Work, and the

Will to Lead by Sheryl Sandberg

FIRST JOB “I taught arts and craft

to young children at parks. My next job was

a bank teller.”

TOP MOBILE APPS“I use so many! I use

my social media apps a lot, but I really like

Amazon. I do a lot of shopping there. I love

music, so I use Songza often.”

MITCH WAINERCofounder and CMO, DigitalOceanWinning ways: Wainer isn’t a dreamer; he’s a doer. Since co-founding DigitalOcean, the cloud computing company has gained 150,000 customers in a half year and one million website visits per week. In addition, 60% of its customers come from word of mouth.Defining moment: I was 26 at the time, and I was working for an ad agency as the director of marketing. I was working from home…and I just felt lost and confused. I clearly wasn’t happy, [and] I wasn’t learning. I called the show This Week in Startups, and [host] Jason Calacanis gave me some great advice: “It’s better to be the worst benchwarmer on the Knicks than to be the best player at the YMCA rec. center.” He basically encouraged me to take a risk and to go out and start a company of my own…and join an accelerator program.… I actually took his advice and did that.Words to live by: “‘Always be testing.’ I also like the motto ‘Iterate faster.’”Head swivel: “After doing an analysis recently we found that a majority of our new customers come in through the referral pro-gram. So, we’re currently in the midst of revamping it and enhanc-ing the program to drive more referrals.”

FIRST JOB “I was selling things

when I was five years old; I used to collect

four leaf clovers, laminate them, and sell

them to kids at school [for $5 a piece].

“My first summer job [was at 13] working as

a Web designer/de-veloper for a baseball

software program. I built and designed its

website. That’s when I really started to learn

about website develop-ment and design…. That

was the foundation I needed [in terms of]

designing and building the first DigitalOcean website. Not only did

I do the marketing for digital ocean, but I also

designed the website.”

JACQUELINE YUSenior Manager, CRM, LG Electronics USAWinning ways: Yu knows that satisfied customers are the backbone of any successful business. That’s why she’s spent the past two years revamping LG Electronics’ entire approach to cus-tomer relationship management—from the CRM tools to the com-pany’s creed and philosophy. In this overhaul Yu defined new cus-tomer segments and created loyalty, customer service, and brand advocacy programs for LG’s electronics, appliance, and mobile businesses. In fact, Yu helped LG Electronics set records for lead generation and repeat purchases through refurbished, segmented newsletters and with LG’s first multichannel e-commerce pro-gram. Her efforts have led to new heights in customer satisfaction and engagement, which have translated to improved retail sup-port and boosted revenue.Defining moment: “I realized that I liked communicating with customers one-to-one while working in various marketing roles at Volvo. One-to-one communication is more unique; it’s more relevant to the person. That’s something that people react better to—not those general communications that are out there. That even applies to me.”Words to live by: “In matters of style, swim with the current; in matters of principle, stand like a rock.”—Thomas JeffersonHead swivel: “I recognized that personal data leads to a direct relationship with the customer. We’re making sure with this data movement that LG communicates directly with customers.”

ON MY NIGHTSTAND

The Gift Is You, by Dr. David L. Wolf

It’s not every day that many of the most brilliant young marketers gather in one place to discuss and celebrate excellence in marketing.This week Direct Marketing News hosted its third annual 40 Under 40 Awards event at the Dream Downtown hotel in New York; and what an event it was.After weeks of build up, the festivities kicked off proper Tuesday afternoon with a swank awards luncheon, during which nearly 30 of the winners accepted

their awards in person, joined by a roomful of almost 150 colleagues and other supporters.Check out what some of the attendees had to say about the event and their congratulations for the winners.

#DMN40U40 kicking off now w a welcome from Ginger Conlin

pic.twitter.com/gSpp8RtTau— Michelle Killebrew (@shellkillebrew) September 30, 2014

Amy Hoopes: work/life bal-ance is all about making

“choiceful decisions” as a working Mom @wente #rightongirl #DMN40U40 @dmnews— Jenne Barbour

(@jennebarbour) September 30, 2014

Direct Marketing News 40 Under 40 Panel: Marketing Leadership in The Age of the Customer #dmn40u40

#congrats pic.twitter.com/6WLA0IsNtb— Rina Cook (@BKVrina) September 30, 2014

Incredibly proud of my daughter & #CMO, @

AOlsonRourke on mak-ing the #DMN40U40 list !! http://t.co/YQ6W3Sux-gM pic.twitter.com/

l2bbu4nVS4— Jeff Olson (@JeffOlson_)

September 30, 2014

So proud of you, Jacqui Yu of @LG on your #DMN40U40 award and recogni-tion! pic.twitter.

com/s7qbrFtqyL— Manuelita6

(@Manuelita6) September 30, 2014

Our @SPANX @BKVadvertising

team in NYC #dmn40u40 pic.twitter.com/yRutX8NPtD— Virginia Doty (@VaDoty)

September 30, 2014

At the DMN 40 Under 40 Awards luncheon in NYC! #dmn40u40 pic.twitter.com/

I4Wn8J4Dtu— Kim Land (@Berly77)

September 30, 2014

@sallymundell marketing vision shift from revenue to customer experience. So true! #DMN40U40

— Bryan Brown (@getvision) September 30, 2014

Great to meet you both @michaelsan-toro and @getvision today! Congrats on your #DMN40U40 recognition and thanks for sharing a cab!

— Jenne Barbour (@jennebarbour) September 30, 2014