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.

John Ashe


John leads the team of executives who are responsible for IWCO Direct’s position as a leader in data-driven marketing. He joined IWCO Direct in 2020, bringing an extensive track record of leadership within Steel Partners that will build value for all stakeholders of IWCO Direct. Prior to joining IWCO Direct, John served as President & CEO of Lucas Milhaupt, a Steel Partners company. At Lucas, John was quick to establish systems and structures that enabled the team to successfully overcome some tough market challenges. From 1992 to 2018, John was with OMG, Inc., another Steel Partners company. John served as SVP & GM of OMG’s FastenMaster Division for his last eight years with the company, leading the team to more than double the sales and profit of this key business unit. John is a graduate of Bowdoin College in Brunswick, ME, where he played ECAC-E hockey.

Tedd Aurelius

Tedd Aurelius

VP Sales

With an agency background spanning three decades, Tedd adds to IWCO Direct’s expertise in the development and execution of innovative direct marketing strategies. His agency experience saw him leading award-winning direct marketing efforts for numerous national and international brands. At IWCO Direct, he applies his insights to create new and enhanced client relationships while helping clients achieve measurable results. Tedd attended Michigan State University, served as a mentor for the Richmond Ad Club, has been a guest speaker for multiple universities, and is a former member of the Board of Governors for the Direct Marketing Association’s International ECHO Awards.

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.

Debora Haskel

VP Marketing & Corporate Communications

Debora shapes the voice for IWCO Direct by managing the brand and all levels of communication, including as the corporate spokesperson. She understands the exciting, fast-paced technology advancements which make data relevant, but also believes human touch is still needed to make the magic happen. This philosophy provides an important backdrop to internal and external communications and guides the company’s approach to its customer experience. She is a frequent contributor to trade publications, a popular conference speaker, and a member of the Forbes Communications Council. She earned a BA in Advertising and Psychology from Syracuse University.

Jake Hertel


Jake leads the team that is responsible for all core financial functions of IWCO Direct, including financial reporting, budgeting, forecasting, treasury, payables, and receivables. He understands direct mail remains the best way to acquire new customers and that new technologies, tactics, and formats will keep mail relevant and effective for years to come. He is actively involved in youth mentoring and the Knights of Columbus. He is a graduate of the University of St. Thomas with a BA in Business with a major in Accounting.

Alan Sherman

VP Marketing Strategy

Alan maintains and enhances new and existing client relationships with new solutions, leveraging market insights, client feedback, and best practices to develop actionable strategies for multichannel marketing. Keeping his eye on the future of direct marketing, he sees direct mail delivering even better results when linked to multichannel digital marketing campaigns that extend effective targeting and personalization strategies. With a BA from Boston University and an MBA from City College of New York, Alan frequently volunteers his marketing skills to local charities, including building websites and developing their online presence.

Patrick Sondreal

Patrick Sondreal

SVP Operations & Customer Experience

Patrick wears multiple hats at IWCO Direct. With overall responsibilities for operations, customer experience, and the client onboarding process, he helps ensure IWCO Direct is positioned to manage and execute direct marketing campaigns that exceed client expectations. In his role as leader of the Operations, Client Services, Total Quality, Training, and Continuous Improvement teams, he 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. 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. 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.