Offering a bench of direct response/ continuity marketing expertise you won't find anywhere else.
If you are engaged in online direct response, chances are you already know Jim Fosina. He's led a number of the biggest and best-known traditional direct marketing companies into building (or re-engineering) online businesses and generated hundreds of millions of dollars in the process—for companies like Gevalia, Tassimo, Gerber Life, Bertelsmann, Scholastic and more. And, as prior Chairman of the DMA Ethics & Policy Committee, he helped write the book on CANSPAM compliance. Prior to founding FOSINA Marketing, Jim served as SVP of Online Marketing for Scholastic, and in numerous marketing roles for Kraft's Gevalia Kaffe from its inception.
A seasoned CFO for some of the country's largest direct response companies, Ron Lichwalla is expert in knowing what it takes to build a profitable DR business, online or off. The financial models he developed for maximizing ROI on new product investment and campaign spending for continuity businesses have become industry standards. In his role as FOSINA COO, Ron employs his eagle eye, sharpened by 35 years experience, to watch the bottom line for our clients’ businesses and our own.
Diane Petruzzelli leads FOSINA’s Account Management team to ensure that Clients' sales are growing and that their best interests are always being served. Prior to joining the agency, she served over two decades as a Media Executive for leading continuity publishing companies, overseeing the buying of billions of impressions in Online, DM, enclosures, FSIs, space, DRTV and radio. Diane also launched the industry's first major pay-for-performance partnerships in the late 1990s, including Priceline and Cool Savings for Scholastic-at-Home.
In the hands of Glenn Peters are the creative strategies and creative assets that drive response for FOSINA clients. A veteran direct marketer with both agencies and client-side companies, he cut his direct marketing teeth in the club and continuity business as a Copywriter at Doubleday Book Clubs and Time-Life Books. As SVP Creative for what is now Draft Worldwide, he won Echo and Caples awards for his work on national accounts including Home Box Office, United States Navy, Avis, Colgate-Palmolive and others. Then, it was back to the client side, heading up Creative at Scholastic, and at BN.com, the Barnes & Noble online business. Whether the problem at hand is acquisition or retention, online or offline, response or branding, he calls on his eclectic experience for solutions that are both imaginative and effective.
Gary Krasnow is the man at FOSINA who finds meaning in the metrics. With nearly three decades experience planning, forecasting and analyzing online and offline campaigns at list segment level—for companies like Kraft, Scholastic, Bertelsmann and more—he provides our clients with expert guidance to align their offers with financial requirements including P&L deliverable and CPA allowable.
Barbara Nicotera provides keen fiscal vigilance, honed by 25 years Accounting and Finance management experience for Kraft Foods, Price Waterhouse Coopers, and others. Her particular expertise is increasing financial efficiencies—by streamlining and automating accounting systems, and developing and managing Marketing Expense Controls. At FOSINA, Barb is responsible for budgeting, financial forecasting, contracts, compliance, AR/AP and more. If you are an online media publisher, Barb is the one who ensures your timely payments. And if you are interested in working at FOSINA, Barb is the person to contact.
The architect of the Continuity Fulfillment Systems for former DM powerhouse Grolier Direct Marketing, and hands-on builder of all hosting and continuity fulfillment for FOSINA clients, Ken Sciuto's expertise in IT systems development specifically for continuity marketing is matched by few. More, Ken is the architect of FOSINA's unrelenting fraud screening and order verification. Though it can reduce order volume by as much as 50%, this quality control point can make the difference between positive and negative ROI for our clients.