Our Team

Big Agency Experience. Hands On Engagement.

Our teams come from big agencies and the client side, with backgrounds in
brand advertising and direct response marketing. We’re selective—we only work with the highest level experts in our core competencies.


Mic Feld

Mic has spent 40 years in brand advertising and direct marketing. He began his career in retail marketing as advertising director for a 40-store chain of discount department stores. He moved to the agency side in 1980, working at Ogilvy&Mather and J. Walter Thompson in New York; then Foote, Cone & Belding in San Francisco, where he was the GM of west coast direct marketing operations. He went to the client side in 1997 as CMO of The Money Store, a national brand spending over $100 million a year on DRTV. In 2001 Mic founded FELD DIRECT and its in-house production company, GRAPHITE FILMS.

He has helped architect the DRTV launches and rollouts for dozens of national clients including Abbott Diabetes Care, AT&T, NewDay USA, zulily, Bank of America, 21st Century Insurance, Anthem Blue Cross/Blue Shield, MoneyMutual and Match.com’s OurTime.

A graduate of The Wharton School of the University of Pennsylvania, Mic was a three-time member of the United States Rowing Team, winning the gold medal at the World Championships in Switzerland in 1974.  He is married with two sons and lives in Tiburon, California.


Dash Thompson

Dash has 15 years of professional experience in public accounting and private industry finance. He began his career in retail banking with Washington Mutual Bank, where he sold a variety of loan and investment products in a fast-paced and growing sales environment. He then worked as a cost accountant on various projects, including a large hotel construction in Kapalua, Maui. He moved into public accounting in 2007 with Eckhoff and Company in San Rafael, where he became licensed as a CPA and worked his way up to Director of Audit and Accounting, dramatically improving audit department profitability along the way. His role also included significant consulting with small businesses on financial reporting, cash flow, and income tax strategy and compliance.

Dash joined Feld Direct as full-time CFO in 2015, after serving for many years as an external consultant and tax advisor for the company. He manages all aspects of the agency’s finances and serves as a close advisor to the CEO in matters of agency management.

Dash graduated summa cum laude from the Baskin School of Engineering of the University of California at Santa Cruz. He lives with his wife, son, labrador, and two cats in Novato, California. His hobbies include poker, golf, cigars, and camping—as long as showers and restaurants are nearby.

Brand Response Investment Director

Tom Pearson

Tom’s path in advertising has led down the station side of the TV business, working for clients direct and agency sizes ranging from top 10 to startups with a handful of employees.
With 15+ years of agency experience, Tom specializes in planning and buying DR/Hybrid Media. Hitting cost per goals using national cable, spot market stations, syndication, VOD and broadcast TV has been his passion for the last 15 years.
Always an eternal student, Tom believes the journey to a successful DR campaign is to learn and exploit the ever changing media river of new platforms, viewership trends and data driven optimization.
His client categories have included weight loss, online gaming, mortgages, drive to web exclusive, and spot market retail/services.
In his time off, Tom loves to be in the outdoors skiing, biking, kayaking and traveling the globe with his wife Bettina.
Media Strategy Manager

Corey Feld

After a six-year stint in New York City, Corey is thrilled to finally be back home in the Bay Area. Corey attended NYU where he majored in economics at the College and minored in business studies at the Stern School of Business. After graduating in 2015, he started working for Turner Broadcasting selling media to DRTV advertisers across all nine of their properties. Corey continued working at Turner for two years before moving back to San Francisco to follow his true dream of working for a TV commercial production agency.

When he’s not in the office, you’ll most likely find him at AT&T Park, scouring the city for the best carnitas burrito, hiking in Muir Woods, or sitting in a local coffee shop with book in hand.

Senior Analyst

Caitlin Smith

Hailing from the lush rainforests of Oregon, Caitlin graduated with honors from Pacific University and now she brings over a decade of experience in media analysis.  She has worked with a variety of clients, from pharmaceutical giants like GlaxoSmithKline and Pfizer, to the financial companies, to online start-ups, providing data analysis and steady guidance throughout the process of brand-response advertising.


With a wealth of experience, a fine eye for details and a tremendous sense of humor, Caitlin works hard to develop creative solutions that provide actionable insights, and lead to increased response.


But it’s not all glamour, in her spare time Caitlin enjoys cooking, making sure her 133 year old house doesn’t fall over, cheering wildly at Portland Timbers games and playing with her two cats, Frank Bullitt and Lisa Carol Fremont.

Associate Director Marketing Analytics

Dan Tarr

Dan has over 20 years of experience developing actionable multi-channel marketing analytics with an emphasis on predictive modeling, attribution and lifetime value. He has worked for a wide array of consumer-focused national brands including Gap, Athleta, HSN Networks, The Territory Ahead and U.S. Sales. He has successfully built and implemented targeting models for catalog, email, and retail multi-channel national marketing campaigns.


A graduate of U.C. Riverside with a B.S. in Statistics, Dan is an accomplished artist specializing in landscape oil painting. He enjoys indoor/outdoor running (in good weather), road biking, and surfing (away from sharks). He lives with his fiancé in San Jose, California.

Associate Director, Data Governance

Eric Hill

Eric brings over 14 years of experience in the Direct and Brand response advertising space.  Having started his career in New York city, at Zenith Direct, Eric has worked with a wide variety of well-established brands, including Abbott Labs, T-Mobile, Astra Zeneca, HP, Chase, Wells Fargo, Jenny Craig, and Zulily.  His strong analytical skills and keen sense for noticing the intangibles that impact campaign performance ensures a seamless process for clients.


A graduate of Michigan State University with degrees in both Advertising and Marketing, when Eric is not finding ways to improve campaign efficiencies, you can find him shredding waves off the Florida coast or being a jungle gym for his two children.

Media Coordinator

Alyssa Sontag

Alyssa always wanted to work in advertising and remembers watching the Super Bowl every year with her family, just for the ads. She completed her Bachelor’s of Science at New York University where she majored in Media, Culture, and Communications. During her time at NYU she studied how the world understands and reacts to media, and traveled to Buenos Ares, Argentina on an Honors Research trip to study just that.  Prior to starting at Feld, Alyssa worked at several start-up tech companies in NY and SF and offered her professional skills as volunteer PR coordinator for Silicon Valley start-up, Ice911. At Feld, she is the Media Coordinator, and helps the senior buyers as they successfully allocate client’s media dollars with the TV network media buys.

When not in the office, Alyssa spends her time playing volleyball on Saturdays with a co-ed intermural team, cuddling up with her cat Luna, and drinking iced coffees aplenty in Marin County, where she lives.

Senior Account Executive

Tyler Valzania

Originally from a far-off land known as Connecticut, Tyler joins the Feld Direct team with a passion for advertising and a can-do attitude. He is a graduate of the University of Connecticut, earning a degree in communications with a focus on advertising and public relations. Tyler has been involved in almost every aspect of the marketing sphere over the course of his career, spending time as a copywriter as well as a digital analyst before finding his niche on the account team at Feld.


In his role as Account Coordinator, Tyler is able to put his knack for creative marketing to good use through team collaboration and project management. Few things in this world bring him more satisfaction than taking an idea and helping mold it into a reality.

While off the clock, Tyler enjoys writing, exploring his adopted home, and getting over-competitive on the basketball court.

Account Executive

Wesley Lu

Originally from Orange County, Wesley moved to San Francisco in 2012 to attend USF, where he graduated with a degree in Marketing and a minor in psychology. After graduation, he worked with two early-stage fashion companies as a marketing manager, playing a crucial role in bringing both companies to market. Wesley recently moved to the agency side with Feld Direct, where he looks forward to being involved in the creative and strategy side. In his free time, Wesley plays lacrosse for the San Francisco Lacrosse Club and when he’s not at his desk you can find him surveying the company snack cabinet.

Human Resources Manager

Stephanie LaRue

In 2014, Stephanie moved to the Bay Area from the Pacific Northwest to attend San Francisco State University. Although she studied print and online journalism, her main interest was video production. She worked as a freelance documentarian and line producer before joining the Feld Direct team as their office coordinator.
Stephanie’s idea of a perfect Saturday is going to the beach or on a hike with her dog, Vinnie, followed by a board game night with friends. She’s also a shameless boy band fanatic, and is holding out for One Direction to get back together.
Post-Production Manager

Ryan Thompson

Ryan made the jump from the Bay Area suburbs to the city of San Francisco to pursue a degree in Cinema at San Francisco State University, where he fed his fascination for film history. His college experience culminated in a self-run film discussion website and a lengthy senior thesis on George Lucas and the defense of the Star Wars Prequels. For his next adventure, Ryan has joined the Feld Direct team as the Post-Production Manager, where he works directly with clients to create projects that both parties can be proud of.

In Ryan’s free time he wears fun Hawaiian shirts, eats churros at Disneyland, and debates both classic and new films with friends. If you went to the movies or spent the weekend binging Netflix, no matter what you watched, Ryan can’t wait to hear about it on Monday.

Senior Editor

Ronna Malson

Ronna Malson has always had a passion for film. She has strong editing skills, a great music sense, and a wide range of experience that she brings to Feld Direct. She has edited everything from commercials, television, trailers, documentaries to music videos. She has worked on many TV series for Investigation Discovery, Travel Channel and HGTV, along with commercial brands like Proactiv, LifeLock, and Meaningful Beauty. She studied film and photography at the School of Visual Arts in NYC. She got a summer internship working on the documentary film Roger and Me as an assistant editor and fell in love with editing. After school she moved to the Bay Area to pursue her passion and found her home here. She has since gotten married and has two amazing kids.

Her hobbies include performance arts, belly dancing, and Bikram yoga. She loves hanging out with her family, exploring the city, and taking advantage of all the culture, festivals and arts that San Francisco has to offer.

Assistant Editor

Totianna Weekly

Totianna is originally from Colorado Springs, Colorado and visits home and her family throughout the year. However, she definitely doesn’t miss the snow! She has a background in journalism, market research, and post-production, but picture editing, motion graphics, and special effects pique her interest the most. Totianna earned an MFA degree in post-production from the Academy of Art University in 2016, and has covered a wide range of genres from stop-motion animation to independent documentaries as a freelance video editor. Previously, she has written articles for a local San Francisco newspaper and produced insight reels for Fortune 500 Companies.

Practically every weekend, Totianna goes to the movie theatre and watches the newest flicks. Outside of media production, she enjoys attending stand-up comedy shows, street festivals, amusements parks, traveling, and seeing the Bay.

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