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Response Expo 2013 Speakers

Conference sessions sponsored by:


Jason Baron

Jason Baron is senior vice president, direct response, for Turner Broadcasting Sales. In this role, he has oversight of all direct response advertising across all Turner networks and digital platforms of branded news, sports, animation and entertainment, including CNN, TNT and NBA TV. Under his leadership, the DR division has implemented new strategies resulting in significant revenue growth across all categories. By initiating an integration of the direct response teams across linear and digital groups, Baron led the division to double its direct response ad revenue by 2012. Hebegan his career at Turner as an account executive on CNN in 1997, holding ascending positions until his promotion to senior vice president in March 2011.

Boutros Peter Boutros is founder and CEO of Fairfield, N.J.-based Quten Research Institute, maker and marketer of leading CoQ10 supplement Qunol. A former regional vice president for Rite-Aid, as well as a marketing and retail leader for supplement brand Trim Spa, Boutros is also the CEO of Mina Inc., a marketing and consulting company that provides brokerage services to other suppliers and category advisement to many retail buyers in the supplement market.
Jim Caldwell After hosting mainstream TV shows in Boston, New York and in syndication, Jim Caldwell discovered infomercials in the spring of 1986. He hosted a few for Kevin Harrington in the fall of 1986 and 1987, executive produced 35 infomercials for Harrington in 1988, started Future Thunder Productions Inc. in 1989, and hit his first home run in the fall of 1991 with The Flying Lure. The likes of Carl Daikeler, Sam Catanese, Collette Liantonio and a few other luminaries in the business got their start in the world of infomercials with him during those frontier days working with Harrington. Caldwell went on to win more than a dozen ERA awards as writer, director and producer, including Infomercial of the Year in 1999 for the RotoZip Spiral Saw. According to Catanese, Caldwell has hosted more infomercials than anyone else — nearly 100.
Jeff Campbell Jeff Campbell, executive vice president, brings more than 15 years of direct marketing and direct response experience to SENSA. With an accomplished track record of developing successful marketing campaigns across multiple media channels, he has played a key role in the company's substantial growth. Using multiple acquisition channels, he has taken the brand from its infancy into the largest grossing sales division. Prior to joining SENSA, Campbell served as vice president of business development for the Midwest Center for Stress and Anxiety, where he developed and executed a multi-channel media strategy and oversaw expansion of the company's nutraceutical line into new direct-to-consumer channels. He also served as the chief operations officer for Dermacia and US Capital. He earned a BA from the University of California, Berkeley, and an MBA from UCLA.
Frank Cannella Frank Cannella is the founder of Cannella Response Television LLC. He pioneered the long-form DRTV industry in 1982 when he capitalized on a marketing opportunity that helped launch the multibillion-dollar industry. Later, in 1984, Cannella presented an interpretation of the FCC’s deregulation report to rep firms, propelling the rapid growth and acceptance of the long-form advertisement. Today, his company, Cannella Response Television, is celebrating its 28th anniversary, specializing in direct response television long-form media placement on national cable networks, local broadcast stations and on several Cannella-controlled, dedicated, linear channels.
Ferraro Vince Ferraro is a general management and marketing executive and, most recently, was the vice president of global strategy and marketing for Kodak’s Consumer Digital Group and Corporate Marketing. As the marketing leader for one of the most iconic, recognized brands in the world, he was responsible for branding, communications, PR, social media,, and the E-commerce store for the company. He also provided oversight and marketing leadership to their Consumer Business. He was previously vice president of global marketing for Hewlett-Packard’s LaserJet business unit, where he was responsible for development and launch of some of the most successful and iconic technologyprinting and imaging products in the world. Ferraro has more than25 years of experience building, managing, and growing a variety of lines of high technology hardware, consumables, and software businesses both domestically and internationally. He authors his own blog ( and recently co-authored a book, "In it To Win It: Strategies for Winning in Business and Life.” Ferraro sits on the North American Board of Advisors for the CMO Council, San Diego State University Business School Advisory Board, and is a domain expert in the Connect Springboard Program.
Fiorentini Deputy Attorney General Judith Fiorentini is a graduate of the University of San Diego School of Law. She has worked in the Consumer Law Section of the California Attorney General’s Office since July 2001, serving as lead attorney on complex cases concerning unfair and deceptive business acts or practices in violation of California’s Business and Professions Code sections 17200 and 17500, et seq. Prior to her time with the Attorney General’s Office, she worked for the Legal Aid Society of San Diego Inc
Flicker Jonathan Flicker is the CEO of New Vitality, one of the fastest-growing direct-to-consumer companies in the health, wellness and anti-aging industry. Prior to joining New Vitality, he was executive vice president of marketing and product development at Guthy-Renker Corp., where he successfully launched many new brands. Flicker has held many executive-level positions in the direct response industry, including vice president of marketing/marketing services at Time-Life, vice president of operations and customer retention at BMG Music Group, and senior director of business planning at the National Geographic Society and Book of the Month Club.
Jill Fochs Jill A. Fochs is senior marketing manager for Green Bay, Wis.-based Ameriprise Auto & Home Insurance. Her 15-year marketing career also includes a stint at American Express. She has vast experience in mulit-channel prospect and client marketing and was recently responsible for lauching her company’s social media efforts.
Peter Graseck Peter J. Graseck is senior vice president of direct response and paid programming advertising sales for Viacom’s Entertainment and Music Networks. He oversees all DR sales and paid programing for 16 networks including MTV, VH1, Comedy Central, Spike, CMT and TV Land. Graseck’s team also handles all direct response VOD and digital sales for those networks. Graseck joined Viacom in 2006 as vice president of advertising sales marketing for Comedy Central. His career has included senior roles in ad sales, marketing and branded entertainment.
Hawley Blake Hawley is the brand marketing director for Meda Consumer Healthcare, whose portfolio spans a range of OTC drugs and dietary aupplements (Vivarin Alertness Aid, MidNite Sleep Aid, Geritol Multi-Vitamin, Feosol Iron Supplements, Contac Cold & Flu). Prior to Meda, Hawley worked in brand marketing with CIBA Vision on the global AIR OPTIX brand, and with SC Johnson and Son Inc. in the home cleaning division. She also spent four years with the Zyman Group in brand and consumer marketing consulting across a wide range of industries and clients.
Steve Heroux Steve Heroux has spent his entire career in the consumer goods industry, founding Hampton Direct in 1995 in Connecticut and later moving the company to Vermont in 1997. As the CEO and president of Hampton Direct, Heroux oversees all aspects of the thriving business built around innovative products. Many of these products have been developed by Hampton’s own product development team, as well as inventors around the globe. Hampton Direct has produced some of the most successful products in “As Seen on TV” history and has become an industry leader in direct response. Its product line includes PajamaJeans®, Twin Draft Guard®, Wonder Hanger®, Total Pillow®, Furniture Fix® and InstaHang™. Heroux earned his bachelor’s degree in economics and political science from Columbia University in New York.
Betty Jamieson-Dunne Betty Jamieson-Dunne is a strategic marketing executive whodelivers ongoing success with consumer packaged-goods, both domestic and international. She is a recognized leader in the direct response industry for her ability to drive both direct and mass retail sales through building a sustaining consumer brand. She helped Space Bag grow to a more than $100 million dollar brand by utilizing DRTV while building retail sales. Now CEO of Marketing That Works, a marketing company that helps small- to medium-sizedcompanies build brands utilizing direct response.   
Barbara Kahn Barbara E. Kahn is the Patty and Jay H. Baker Professor of Marketing and the Director of the Jay H. Baker Retailing Center at the University of Pennsylvania’s Wharton School of Business. Kahn is an internationally recognized scholar on variety seeking, brand loyalty, retail assortment issues, and patient decision-making whose research provides marketing managers with a better understanding of the consumer choice process. She has been quoted or featured in the New York Times, Wall Street Journal, Financial Times, Washington Post, USA Today, NPR’s Marketplace, and elsewhere.
Maria Kennedy Maria Kennedy is senior vice president, direct response/paid programming, for Discovery Communications in New York. She manages one of the largest direct response/paid programming teams in the industry. Kennedy oversees all paid-programming time and short-form direct response sales efforts for the company’s 13 networks across the U.S. She joined Discovery in 1990 and was an integral part of launching its paid-programming division, serving as the first account executive for the company in that area.
AJ Khubani AJ Khubani founded TELEBrands Corp. in 1983 with his life-savings of $20,000. This year, TELEBrands is celebrating its 30th anniversary in business and is thriving as a nearly $1 billion marketing giant well known for such hit products as the PedEgg, OrGreenic, Olde Brooklyn Lantern, Rabbit TV, InstaBulb, Sticky Buddy, Who Knew and Aluma Wallet. Using DRTV to build brands, TELEBrands’ products are placed in every major retail chain including Wal-Mart, Target, Bed Bath & Beyond and Walgreens, as well as Petco, AutoZone and 7-11. Khubani has become a media regular with a multitude of appearances on ABC, CBS, NBC, CNN, MSNBC, CNBC, Fox News and more. He travels across the country with TELEBrands Inventors Days, meeting at-home inventors via consumer product pitch-a-thons. In 2009, TELEBrands received Vendor of the Year Awards from Target Stores and CVS Pharmacy, alongside such legendary companies as Procter & Gamble and AstraZeneca.
Kevin Lyons Kevin Lyons is CEO and founder of Opportunity Media Inc., and represents A&E Networks for long-form direct response. Heading that effort for 10 national cable networks — including Lifetime, A&E, History, Lifetime Movie Network, Bio, H2, and Crime and Investigation, along with multiple digital properties — Lyons is a consistent contributor to direct response publications and has been a panelist at several industry events. He is also responsible for the international long-form expansion of those networks and serves on the Response Magazine Advisory Board as well as the Board of Directors for Friends of OHEKA.  Prior to Opportunity Media, Lyons led a national sales and marketing organization at AT&T that had sales in excess of $200 million. A graduate of Fordham University, he also holds an MBA from Columbia University.
Kevin Joseph Lyons Kevin Joseph Lyons has nearly 40 years of experience in media sales and marketing. He has held sales and executive positions in local and national radio and television and was on the team that launched Lifetime Television in 1984. After serving as Lifetime’s executive vice president of ad sales, he formed Opportunity Television as an independent company in 1986 in order to build the direct response business in national cable. Lyons was an original member of NIMA – now known as the Electronic Retailing Association (ERA) – and has helped shape the direct response television business of today. He has four children, including three sons who are all in the advertising business, and nine grandchildren.
Mallen David G. Mallen is the deputy director of the National Advertising Division (NAD), the investigative arm of the advertising industry’s self-regulatory organization (ASRC), administered by the Council of Better Business Bureaus. He is responsible for the review of a broad range of national advertising campaigns in traditional and new media. In the course of analyzing legal, communication and claim substantiation issues, he has resolved hundreds of advertising disputes and provided legal guidance to industry on the advertising of food and drug products, telecommunication services, computer and Internet technology, environmental claims and consumer household products. Mallen is a popular public speaker and frequently lectures on advertising self-regulation, green marketing, scientific claim substantiation and sensory testing, international advertising issues and ethics.  Before joining NAD, he practiced law at Kensington & Ressler LLC in New York, specializing in litigation. He graduated from Cornell University, where he majored in biology and society, and Albany Law School of Union University.
Mooney Charles Mooney has enjoyed more than 25 years of experience in direct-to-consumer sales. For the past 20 years, he has served as vice president of marketing for Vitaquest Intl., the world's largest custom contract manufacturer of dietary supplements and personal care products. With a vast understanding of direct marketing in all channels of sale, Mooney aims to provide his customers with true turnkey product development, guiding each project from concept to design, to manufacturing, and ultimately to retail distribution. By combining his hands-on expertise in direct response marketing together with the unmatched resources of the industry's premier contract manufacturer, he is uniquely positioned to help empower marketers by developing winning products that are designed not only for maximum consumer appeal, but also to be able to navigate today's complicated regulatory environment.
Joe Pedott While attending University of Illinois in 1952, Joe Pedott co-founded Pedott & Peters Advertising in Chicago, writing hundreds of live television commercials before moving to San Francisco in 1958. He then founded Joseph Pedott Advertising & Marketing Inc., offering complete sourcing, sales, distribution, marketing and advertising services. Clients such as Gillette, Parker Pen and Vitamix were successful with Pedott's innovative retail promotions using television. Television advertising extended product longevity for clients such as Garden Claw, making it the No. 1 selling garden tool for 17 years. Pedott then established Joseph Enterprises Inc. in 1981 and – spurred by the power of television advertising – developed its own iconic brands such as the Chia Pet and The Clapper, holiday staples now for more than 30 years.
Ron Popeil Ron Popeil is a famed American inventor, pitchman, television star, and the creator of the television infomercial. At 16 years old, he began to sell products his father’s factory produced in the Chicago flea markets. By age 17, Popeil had amassed enough of a savings to set up a stand at the flagship Woolworth’s store in Chicago. In the early 1950’s, after discovering the reach and power of the television, he – along with his partner at the time, Mel Korey – produced the first one-minute long, black-and-white infomercial for the Ronco Chop-o-Matic. Some of Popeil’s other hit products include: the Popeil Pocket Fisherman, the Veg-O-Matic, the RONCO Food Dehydrator, the RONCO 6-Star Plus Knives, and the Showtime Rotisserie. His product sales have grossed in the billions. Many of the phrases and pitches Popeil has used in his infomercials have become an inseparable part of America’s vernacular including: “Set it and forget it,” “But wait, there’s more,” “Now how much would you pay?” and, of course, “Less shipping and handling.”
Craig Taylor Craig Taylor has been using the power of direct response media to drive retail sales and accelerate product launches in the competitive hardware industry for more than five years.  He has first-hand experience energizing retail-only businesses using DR to expand distribution and create consumer demand. Taylor is currently vice president of marketing at Positec USA, an innovation-driven marketer of home improvement products.
Click here to view the moderator biographies.