Dave Smith: CEO/Founder
Dave founded Incremental Media in 2005 based on the premise that marketers who are successful in promoting a product or service in one media channel are highly likely to find success in other complementary media channels. The name “Incremental Media” was chosen because these additional media channels contribute incrementally to the bottom line of the marketer.
Having held top marketing roles with four Fortune 500 companies, Dave previously purchased over $300 million of media across virtually every media channel available. He understands from first-hand experience what works, what doesn’t, and why.
Prior to starting Incremental Media, Dave was Chief Marketing Officer for a division of Cablevision, reporting directly to the legendary entrepreneur Charles Dolan (who founded both HBO and Cablevision). Before that he was personally recruited by the CEO of the Direct Marketing Association (DMA) to become their Senior VP of Marketing. Bob Wientzen, then CEO of the DMA, hired Dave to develop and implement new direct marketing strategies to lead by example, demonstrating best practices in the association’s own marketing efforts. Dave directed the development of some of the industry’s most cutting-edge variable database and digital printing techniques used to date.
Earlier in his career, Dave held VP of Marketing roles with Columbia House, Cendant, and two divisions of Bertelsmann. Throughout all of these positions, he has consistently made significant impacts on the bottom line, increasing ROI by optimizing media spending. He has worked with virtually every media channel, including DRTV long-form and short-form, radio, magazines, newspaper, direct mail, insert media, digital, email, search, and telemarketing.
Dave prides himself on having the right balance of strategic, creative, quantitative, and general management skills and has a customer service attitude, ensuring that he and his team will do whatever it takes to get the job done right for Incremental Media’s clients.
Dave is a graduate of Binghamton University, receiving his MBA in Entertainment Administration. He is the only person in the history of the university to combine both its accelerated 5-year BA/MBA program with its highly selective Entertainment program.
Bob Fox: Senior VP, Marketing and Media
Bob oversees media buying, creative and analytics for the insert, print, and digital channels. He brings an extensive 25-year client-side background in direct marketing to Incremental Media having held senior level positions at many top DR companies. His marketing expertise from the client’s perspective allows for thoughtful media planning and analysis in managing the day-to-day marketing activities as well as new business development.
He began his career at Columbia House, holding positions in finance, reporting and analysis, and new member acquisition. From there, Bob went to Publishers Clearing House to manage direct mail and package insert marketing. Having honed his skills in Sweepstakes Marketing, Bob went to Time, Inc. where he managed several continuity book series for Time Inc. Home Entertainment and This Old House magazine. He continued his continuity book marketing at Bookspan/Doubleday Book Clubs, managing both new member acquisition and backend marketing for several specialty interest clubs. Bob then went to Puritan’s Pride as the director of their catalog and online business. He also held senior level positions at FAO Schwarz and Atlantic Coast Media Group.
Bob holds a BS degree in Business Administration from SUNY Albany and an MBA from The University of Chicago Booth School of Business in Marketing and Finance.
Alan Sherman: Senior VP, Finance and Production
Alan oversees all client campaign reporting, accounts receivable, accounts payable, and print production. His deep expertise in building and maintaining internal systems to improve productivity is a tremendous asset to the Incremental Media team and its clients. Alan is a lifelong out-of-the-box thinker and uses inventiveness, ingenuity and creativity to constantly improve our systems so that we can provide the best possible outcome for our clients.
His prior experience includes over 20 years as a principal and co-founder of a successful pharmaceutical distribution business, which employed over 100 people servicing customers all over the US. He oversaw the company’s administrative functions and computer systems.
Alan has a BS in Economics from Brooklyn College.
Jane Lefante: VP, Operations
Jane plays an integral role in building the solid infrastructure of our day-to-day operations. She has developed many of the procedures, spreadsheets, and organizational workflow associated with our sophisticated media buying practices. As the company has grown, Jane has also taken on the role of human resources administrator. The success of her achievements, bringing her to the current role as vice president, is in no small part due to her strong organizational abilities, dedication and insightfulness.
She began her career in marketing as assistant product manager at Revlon where she assisted in the development and launch of cosmetic products for domestic and international retail markets. She honed her aptitude for operations while serving as manager of operations for Health ROI, where she managed a staff of 12 and over 20 accounts including NYC’s Presbyterian Hospital and Montefiore Medical Center. Mastering the intricate and varied procedures of the medical profession served as a strong training ground for her to develop the detailed procedures associated with the media buying practices at Incremental Media. As a writer, Jane has also had several articles published in weekly newspapers.
Eric Smith: Director, Podcast Media & Business Development
Eric oversees our media buying, creative development and analytics for the podcast division. He also has a dual role as Director of Business Development, pursuing new business in all of our media channels.
Eric started his career at Disney ABC where he handled all aspects of media planning for Spark, Havas, and Mediavest clients in an effort to display ABC’s capabilities through full-episode player media, sponsorships, roadblocks, and custom watch ads. Prior to joining Incremental Media, Eric was at Vox Media where he started as an Account Manager and went on to become the youngest Account Director in the history of the company. In that role, he had a wide range of responsibilities from pitching prospective and current clients on Vox Media’s ad products to building media plans and RFP decks to leading reporting calls and wrap deck presentations. Eric has extensive experience in the Financial Services, Insurance, and D2C categories with companies like Allstate, LendingTree, Brighthouse Financial and more. He left Vox as one of the highest performing Account Directors on the Business Development team.
Eric holds a BA in Sports Management from the University of Michigan.