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.

 

CEO

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.

CFO

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.

Executive Director of Integrated Media

Susan Rowe

Susan Rowe has 35 years of media strategy experience with senior level positions at both Ogilvy Neo and Carat. As Ogilvy Neo’s senior partner in the digital and direct response media practice, Susan oversaw performance marketing for a number of high-profile clients, including Allstate, Investools, TD Ameritrade, Select Comfort and Six Flags. She also ran NeoVideo, which was responsible for all forms of new video. While at Carat, as EVP of Integrated Media, she served on the US Executive team which grew the company from $450 million in annual billings to $6 billion serving high profile clients such as Papa John’s Pizza, Orbitz, Jenny Craig, Motorola, and E-Loan.
In 2008, she started her own consulting practice, Rowe Media, focused on delivering media strategy, driving the industry forward on offline attribution methodology to online, and employing brand response to build brands while simultaneously creating ROI. Clients include Best Friends, Brandman University, Mixbook, Campbell Ewald, Mitchell & McCue, Clarivoy, and Core Direct.

The achievement for which she is most proud, however, is her pro bono campaign for Save the Children shortly after a tsunami devastated seaside communities in Asia. Through her efforts and those of Carat, Save the Children raised more than $150 million. She also has hiked Kilimanjaro and the Inca Trail culminating at Machu Picchu. Having successfully trained her dog as a Therapy dog, Susan and Brody now visit area nursing homes, spend time with special needs children and attend the Kids Read to Dogs program.

Director of Investment

Tara Izzo

Tara Izzo brings 20 years of DRTV experience to the Feld media department. Her previous agencies range from very traditional DRTV agencies such as R2C Group (formerly Cmedia) to large Hybrid DRTV agencies such as Pathway, a division of Omnicom Media Group, where she became an expert in negotiating, buying, analyzing television media that consist of National and Local Cable, National and Local Broadcast, Syndication, and Hispanic TV. Categories include Insurance, Telecom, Consumer Package Goods, Healthcare, and Pharma.

From 2014-2016 Tara gave the “dark side” of the advertising industry a try and was a National Account Executive for Hispanic Networks Estrella TV and Univision Communications where she sold all media platforms for the O&O and affiliate stations in local markets. Having been on both sides of the business brings a level of knowledge and experience that is not seen in most agencies.

Besides enjoying wisely investing our client’s money on media, Tara enjoys Jamaica, Bourbon, Dogs of all kinds and a good piano bar!

 

Brand Investment Manager

Mike Cevoli

Mike Cevoli brings nearly a decade of direct response and branding experience to the Feld Direct team. He has worked with a wide range of agencies and advertisers while delivering the same expertise and guidance to each along the way. Mike has experience in leading $100+ million dollar annual campaigns and is passionate about ROI and maximizing each client dollar in order to grow each account.

Originally from New Jersey, he started his career in Los Angeles at more traditional agencies Media Stream Direct and True Image Entertainment to master the practice of DRTV negotiations in both short and long form television campaigns.

Several years later he returned to his roots in New York City at Performics (formerly ZenithOptimedia), part of Publicis Media. There, he on-boarded and led investments for large national hybrid campaigns in categories such as Travel, Insurance, Financial, CPG, Telecommunications, Non-profit, Medical Devices/Institutions, Beauty/Fitness, and Pharmaceutical.

He recently jumped coasts again and landed at his new home in San Francisco to escape the cold winters and return to the west coast lifestyle. You’ll mostly find him exploring hiking trails, beaches, and restaurants in his new home with his wife and puppy.

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.
Account Supervisor

Virginia Cardozo

Virginia is passionate about strategizing with clients to bring smart, effective, and successful marketing to life. A graduate of Boston University, she worked for 5 years in the art world in NYC managing artists, photographers, and their clients before moving back to SF, where she is from.

Her experience in client management, marketing strategy, photo and commercial production, studio management, set styling, and more helps her work at Feld where she loves teaming up with clients, creatives, and producers.

When not at work, Virginia loves visiting the SF MoMA and Alameda Flea Market, jogging around Buena Vista Park, playing with her two kittens (Johnny) Cash and Dolly (Parton), and discovering the latest cocktail spot.

Creative Director

Paul Garner

After earning a degree in Visual Communication, I started my career in the Bay Area as a Graphic Designer. Since then, I’ve worked at a number of agencies and top tier companies, designing print and digital communications for a range of clients from financial services to technology.

While my focus has always been multi-channel relationship marketing, my strengths are in direct mail and the digital space, particularly in e-commerce and CRM. I’ve also developed a keen interest in UX/UI and mobile first, responsive design.

I take pride in having the opportunity to develop creative for some of the top companies in the world. As an art director, I’ve always adhered to the idea that form follows function, and that great creative produces great results. My goal is to bring a brand to life visually, in order to engage and move people to action.

When I’m not working, I’m planning my next motorcycle adventure, leading Cub Scouts or coaching my son’s Little League team.

Agency Producer

Martin Risberg

Martin joins Feld Direct as Agency Producer where he liaises between the agency, production team, and client. Keeping the full production process under his umbrella ensures a consistent product and timely delivery.

Born and raised in Sweden, Martin studied film production in Santa Barbara. During college, he spent time in both San Francisco and Los Angeles working on film sets and commercial productions. Martin has also produced a number of short films that have been screened at film festivals in the US and Europe, and he currently has creative content up on both Steam Video and Netflix.

Outside of work Martin enjoys spending time with friends, discovering San Francisco’s diverse culinary scene, and unwinding at happy hour with his coworkers. When not between tall buildings, Martin can be found hiking or working on a new creative project.

Post-Production Supervisor

Taylor Feld

Taylor is Post Production Supervisor at Graphite Films and has worked on more than 30 projects in his 4 years at Graphite. Color grading, motion graphics, and design interest him in particular. Taylor received his degree in history from UC Santa Cruz, graduating cum laude with honors, and is an elected member of Phi Beta Kappa. He lives in San Francisco and like to draw, read and drink coffee. He always eats his vegetables.

Account Executive

Zenia Kawas

Zenia joins the account team at Feld with her passion for client services and seeing marketing ideas come to life. She feels she thrives at Feld because of the ambitious team, creative environment, and never-ending supply of coffee and chocolate.

Zenia attended UC Irvine and got her degree in Psychology and Social Behavior, with a minor in Management. In college she studied abroad in New Zealand, wrote her thesis about restoring consumer trust in a brand, and interned at an advertising agency. As she learned more about marketing, she knew it was what she wanted to pursue as a career. During her free time, she enjoys listening to podcasts, cooking, and traveling.

Account Executive

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.

Media Investment Assistant

Josh Cariela

Josh hails from the lush vineyards of the prestigious Napa Valley where he grew up playing baseball, and any team activity he could become involved with. Josh always had a dream to just “go” and experience new people, cities, and cultures. As a young boy, he can vividly remember watching a Nike commercial for running shoes and soon thought to himself that he would like to become an innovative player in the ad world. Josh graduated from San Diego State University in May after attending the Junior College in Santa Rosa, where he finished his baseball career.

In college, Josh studied Business Marketing with an emphasis in Integrated Marketing Communications. Today, he is our media investment assistant where he coordinates with Feld’s senior buyers to ensure a client’s media dollars are successfully placed with the networks in accordance with the media buy. He couldn’t be happier working in San Francisco which has always been a dream of his. He enjoys more than anything being a part of the excited, intelligent, and passionate team here at Feld Direct. If you happen to need any insight into the hottest new music tracks, Josh is your man!

Integrated Media Analyst

Chris Moy

Christopher’s career has taken him across the country, pursuing opportunities in Miami, Tallahassee, San Diego and now San Francisco. Chris joins Feld Direct with over 4 years in DRTV experience with expertise in campaign results reporting and marketing operations. In previous roles he has leveraged technical and industry knowledge to resolve campaign result discrepancies. His passion is manipulating and analyzing big data to derive meaningful insights. Chris aims to continue learning and improving his technical skills in data science and analytics until he “plays chess while everyone else is playing checkers”. Chris resides in San Francisco and in his free time can be found looking for his ball in the rough on a golf course, shooting air balls on a basketball court, hitting a tennis ball into the net, training in mixed martial arts, trying a new drink in a local bar, or otherwise exploring his newfound home in the Bay Area.

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.

Account Coordinator

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 Coordinator

Courtney Gielow

In 2013 Courtney left her hometown in Denver, Colorado, to attend the University of California Berkeley where she studied a combination of Business Administration and Public Health. During Courtney’s time at Cal she had several internships that included launching an app on Berkeley’s campus and working as an account coordinator intern at an advertising agency. Working as an intern at an advertising agency Courtney knew she wanted to be involved in the industry due to it’s creative yet analytical foundation.

No stranger to competition, Courtney is a former D1 athlete and she translates her athletic mentality into hard work, dedication and a positive attitude into her position as an Account Coordinator at Feld Direct.

Whenever Courtney is not in the office she spends her time skiing, practicing yoga, seeking out the best restaurants in the Bay Area and petting every dog that comes in her path.

Assistant Editor

Monica Escalante

Monica Escalante is more than excited to come to Graphite Films as an Assistant Editor. Originally from San Diego, Monica grew to learn that media was one of her favorite creative outlets. She graduated in 2016 from San Diego State University majoring in Television, Film and New Media with an emphasis in Production where she worked on many short films as an editor and colorist. She worked as an editor at Fox 5 News in San Diego for several years before moving to Los Angeles and has since then settled in San Francisco. She thinks it’s dope here. Monica enjoys traveling, photography, cooking, drinking all of the wine, and has plans to live in Berlin sometime in the future.

Office Coordinator

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.
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