The IWCO Direct leadership team includes some of the world’s leading direct marketing experts, who bring a wide range of talent and years of experience to keep our clients ahead of the pack. Read on to learn more about who sets the course at IWCO Direct, then subscribe to our SpeakingDIRECT blog to get their thoughts on the latest direct marketing news and trends delivered directly to you each week.

Frank Boncore

VP Hamburg Operations

Frank leads our Hamburg, PA manufacturing operations team by working to ensure that the culture is positive and all employees are positioned for success. He joined the company in 1978 and has held multiple roles during that time. He likes to say his specialty is fixing things, and most challenges have fairly simple solutions. Frank takes pride in fostering teamwork and relationships across departments and facilities, encouraging people to work together to reach a common goal, saying, “it’s the dedication and drive of the team that makes success possible.”

James Capstick

Chief Sales Officer

Bringing seasoned leadership to our sales team, James guides our efforts to deliver optimum customer experiences by driving marketing performance across a range of one-to-one channels. As a member of our leadership team, he is focused on growing our business by expanding the industries we serve and nurturing business opportunities and partnerships. A native of the United Kingdom, he holds a Bachelor of Arts in Speech and Mass Communications from the University of Denver and enjoys traveling, golfing, and downhill skiing in his free time.

Michael Follestad

VP Sales Operations

Michael has been integral in successful customer engagements throughout more than 20 years in a variety of sales roles. His early career experience on the customer side of the business managing creative services teams and print execution undergirds his understanding of customer needs and provides the foundation for robust business relationships. During his more than 10 years with IWCO Direct, he has focused on improving our clients’ return on marketing investment (ROMI) and seeking out sustainable scenarios for both our clients and the company. He currently leads our sales support team and manages critical support systems to ensure the needs of our valued clients are met every day. Michael traded in his fishing rods for a set of golf clubs about 10 years ago. If you’ve seen him golf, you might suggest he go back to fishing.

Jim Gartrell

VP Customer IT Solutions

As VP Customer IT Solutions, Jim is responsible for the transformation and delivery of variable digital content along with advancing new content-related digital technologies to develop streamlined workflows and new customer solutions. He has been on the leading edge in developing direct mail solutions for three decades as variable data and personalization continued to be a catalyst for change. In 2001 he was recognized as an Innovation Award winner for Best New Product—Jetproof, and he served on the Digital Printing Advisory Council in 2015. Jim graduated from Saint Joseph’s College with a BS in Business Administration.

Reid Holmes

Executive Creative Director

Reid leads our Creative Services team in developing direct marketing campaigns that deliver results, leveraging insights from IWCO Direct’s Account, Strategy, and Data & Analytics groups. He brings a collaborative mindset and more than 25 years of experience as a writer and creative director in creating award-winning campaigns that earn attention. Holmes has served at agencies including Doner, McCann, and Ogilvy & Mather; working with brands like H&R Block, Burger King, and Domino’s Pizza. He is a graduate of Michigan State University.

James Hoskins

Vice President Analytics

James brings extensive experience in marketing and analytics to his role leading a rapidly growing team of Data Engineers and Data Scientists. This team provides pre-sales support and end-to-end delivery of complex data analytics projects including: customer segmentation, profiling, propensity modeling, data mining, general BI analytics, and multichannel campaign analytics and reporting. Before joining IWCO Direct, James held positions as Vice President of Analytics at Tribal Knowledge Marketing, and a Senior Manager at Accenture Interactive. James has a BA degree in Business Administration from Augustana College and a MBA, Concentration in Marketing, from Creighton University.

Diana Hvistendahl

VP Strategic Planning

Diana oversees all aspects of IWCO’s strategic planning and deployment―leading many cross-functional project teams to successfully implement new technologies, better processes, and positive changes that ensure IWCO Direct is positioned to help our clients exceed their goals. She joined the company in 2011 and has held progressively responsible roles that solidified her passion for leadership, project management, process improvement, and employee development. Diana is a team builder who believes everyone should be acknowledged for contributing their ideas and hard work to the success of IWCO Direct. She holds a Project Management Professional (PMP) certification from the Project Management Institute as well as a BA from St. Olaf College and an MS in Technical Communications from Metropolitan State University.

Gary Masse


Gary is leading IWCO Direct’s initiatives to build advanced solutions that better serve our clients and drive our strategic growth by leveraging his nearly 40 years of strategic, commercial, and operational experience. Prior to IWCO Direct, he led Stant Corporation, a world leader in the design and manufacturing of vapor management and fuel delivery systems for the automotive and heavy-duty truck industries. Gary also served as President and CEO of Coveris, a $2.7B global plastics packaging and specialty coatings company. Earlier in his career, he worked for Danaher Corporation in several executive roles. He started his career at General Electric on the Manufacturing Management Program and progressed to roles of increasing responsibility. Gary enjoys spending time with his family and is an avid tennis player.

Ken McDonald

Chief Supply Chain Officer

Ken oversees all aspects of IWCO Direct’s supply chain, collaborating with both suppliers and customers to develop new ways to reduce cost, improve efficiency, and generate value for our clients, while driving profitable growth for the company. He is a flexible and collaborative leader with more than 20 years of experience successfully executing best practices in contract activities, supplier performance and risk management, and enterprise logistics and transportation. Ken believes in working together cross-functionally to drive cost optimization, enhance business operations, and improve our clients’ experiences. He is a graduate of St. Cloud State University.

Robin Murphy

VP Marketing Strategy

Robin is a creative, data-driven executive with more than 20 years of extensive marketing experience in financial services, including the banking, mortgage, and loan sectors. She works with our clients to assess, define, and implement new strategies, models, standards, and best practices to provide insightful recommendations that optimize and enhance their marketing campaigns and maximize their business results. Robin is an expert in applying the science and art of marketing to elevate brand identity, strengthen engagement levels and experiences, acquire and retain customers, and deliver unprecedented industry-leading results. She holds a BA in Advertising and Marketing from Pennsylvania State University, Schreyer Honors College.

John Murray

VP Enterprise IT

John oversees IWCO Direct’s Information Technology (IT) Department, encouraging and empowering our IT teams to develop and deliver creative, optimized business systems designed to be highly available, yet appropriately secured. This proud US Coast Guard veteran says the best part of his more than 15 years with IWCO Direct is being surrounded by great talent who dream big and work hard. He holds a BS in Information Security Management from the University of Phoenix, Seattle. John enjoys road cycling and competing in local triathlons.

Rick Neumann

VP Minnesota Operations

Rick is an industry veteran with more than three decades of experience. His extraordinary ability to understand workflow and systems, combined with his Lean Six Sigma Black Belt, are the foundation of a career filled with success stories of driving quality and improving labor utilization while reducing production cycle time. Rick leverages technology and processes to drive solutions and meet customer expectations. His engaging leadership approach is based on helping people leverage their strengths to drive their personal growth.

Melissa “Missy” Smutny

Chief Human Resources Officer

Missy brings human resource innovation to IWCO Direct through authentic, selfless leadership that empowers teams to exceed expectations and achieve unprecedented results. As a progressive HR executive and military Veteran, she combines inspirational coaching, strategic disruptions, and collaboration with senior leaders to advance our output. She most recently served as Director of Human Resources for Renewal by Andersen and held HR positions at Andersen Windows. She started her career at Target Corporation where she held roles in Operations and Human Resources. Missy graduated from Marquette University and received her Graduate Certificate in Leadership from the Jack Welch Management Institute. Outside of the office, Missy leads a non-profit for Veterans, service members, and their families.

Patrick Sondreal

Chief Production Officer

In his role as leader of the Operations, Client Services, Content Development, Total Quality, Training, and Continuous Improvement teams, Patrick sets the company’s strategic priorities for improving quality and processes across the IWCO Direct platform by implementing Lean and Six Sigma approaches. A recipient of IWCO Direct’s Special Recognition Award for Exceptional Leadership, he enjoys tackling the fast-paced and challenging side of direct marketing by helping to create a company culture that empowers teams to be successful and exceed client expectations. Patrick is Six Sigma Black Belt certified and holds a BS in Industrial Engineering from UW-Madison and an MBA from the Kellogg School of Management at Northwestern University. He also served as President of the Woodbury Area Hockey Club in Minnesota, where he built relationships with city leaders to support its long-term growth.

Wes Sparling

Chief Marketing Officer

Wes is an accomplished marketing strategist and direct marketing expert with more than 25 years experience, providing strategic marketing solutions to more than 100 blue chip clients. He works with clients to effectively use traditional broadcast media, non-traditional media, online marketing, and direct mail marketing to drive results, evaluating the effectiveness of current marketing efforts and setting strategic direction for future campaigns. Wes is responsible for providing executive leadership, strategic direction, campaign strategy, and scientific test design. He believes nearly every element of the marketing mix is (and should be) measurable and accountable. An agency founder, entrepreneur and direct marketing expert he has held executive roles at firms including: Hunt Marketing (Hunt DDB Direct), Cramer-Krasselt, and Direct Partner (RAPP LA – An Omnicom Company). This father and former high school track and field regionals discus champion enjoys stream fishing for trout, rooting for the Los Angeles Dodgers, and hanging out with his two dogs and his African tortoise.

Leah Worley

VP Operations Services

Leah is a talented learning and development professional who is adept at leading multiple work-streams. She uses her skills to simplify complex processes and develop training that enables skill development and performance improvement. Throughout her career, she has been a versatile team player and proven problem solver, who excels at analyzing complex problems and guiding cross-functional teams to identifying and implementing effective, sustainable solutions. Her focus is on facilitating collaboration between locations and departments. Leah looks for ways to leverage the substantial talent on these teams to optimize workflow, develop the team members’ skills, and help them achieve their career goals.

Tom Zambelli


Tom’s strong track record of positioning companies for growth through technology guides our Finance and IT operations as we invest in innovative solutions. He is known for building teams by identifying, developing, and promoting future leaders. Most recently, Tom served as CFO of Stant Corporation, a Cerberus portfolio company that engineers and manufactures components for the automotive and industrial sectors. Prior to Stant, he spent 10 years as an operating executive for Cerberus working in several portfolio companies, including CFO roles at Covis Pharmaceuticals, Deb Shops, and New Page, as well as serving as CIO of Chrysler Financial. Away from the office, Tom enjoys spending time with his family and is a fan of New York area sports teams.