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.”

Jim Gartrell

VP Content Development

As the leader of the Content Development team, Jim is responsible for the transformation and delivery of variable digital content along with advancing new content-related digital technologies. 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.

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

VP Supply Chain

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.

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

VP HR/Environment Health & Safety

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

SVP Operations & Customer Experience

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 the Steel Business System, as well as 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 Blackbelt 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

SVP Marketing Strategy & Data Analytics

Wes helps clients evaluate the effectiveness of their current direct marketing efforts and sets the strategic direction of their future campaigns. He developed and refined his strategic marketing abilities over 20 years, providing strategic marketing solutions to more than 100 blue chip clients. Wes is excited to be at the center of a new age of marketing, where the ability to create customers is driven by data and analytics but dependent on emotion, creativity, and passion. He believes nearly every element of the marketing mix is (and should be) measurable and accountable. His career began with a BFA in Advertising Design from Grand Canyon University and evolved into executive roles at firms including DDB, Cramer-Krasselt, and Direct Partners (Omnicom). He is also active in his local community, serving as an advisor to a Boy Scouts High Adventure Group in Glendora, CA.

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.