Leadership Team
Michelle Cardinal
CEO and Co-Founder
Michelle’s career in advertising spans over 20 years, starting in the early 90s selling and buying broadcast television advertising media for many DRTV icons, including Ron Popeil. In 1998, Michelle started her own direct response television media buying agency, Cmedia.
In 2004, Michelle and business partner, Tim O’Leary, merged their companies – Cmedia and Respond2 – into one entity called R2C Group, acquiring and merging several other companies as well.
Michelle has developed R2C Group into a leading full-service advertising agency, topping $400 million in billings, by offering clients truly integrated, highly efficient, multi-channel marketing strategies. Her clients have spanned startups including GameFly, Web.com, Consumer Cellular, LAP-BAND, Ancestry.com, ProFlowers, NordicTrack, Brite Smile, Vonage – and also many major brands like Microsoft, Home Depot, Chase, KitchenAid, Philips Electronics, TiVo, Nintendo Wii, Hamilton Beach, P&G, Stanley Tools, Sunbeam, and Ace Hardware.
R2C Group consistently ranks as one of Ad Age’s top 20 direct marketing agencies in the country by being on the cutting edge, taking risks developing proprietary media like The NOW Networks™, and creating proprietary tools that include R2C Set-Top Box Technology that tracks television viewership and purchasing behavior, the online focus group technology MindReader™, and the industry’s most sophisticated media tracking and analytics software, the R2C Tracker™.
Michelle is a graduate of the University of Massachusetts at Amherst, with a Bachelor of Arts in Mass Communications. She resides in Carson, Wash., with her husband, Tim O’Leary, and their yellow Lab, Lemon.
Tim O'Leary
Chairman and Co-Founder
For the last two decades Tim has been a visionary in direct-response and online marketing, helping expand DRTV into an integrated, measurable, multiple-channel advertising medium now embraced by a client list that has included Apple, AT&T, Toshiba, Sears, Hewlett-Packard, Sony, and many other Blue-Chip companies.
A lifelong entrepreneur, he has founded or co-founded more than a dozen companies, including four that have been named among Oregon’s fastest growing private companies. Prior to co-founding R2C Group, Tim was one of the founders and the CEO of The Tyee Group (now the direct division of Euro RSCG).
He’s the recipient of dozens of creative accolades, including the only Clio Award given for the DRTV format. Tim has been published in numerous magazines including Ad Age, Brand Week, and Fortune. Inc. Magazine recognized Tim as “One of 26 Entrepreneurs We Love” celebrating their 26th anniversary, and he was profiled in Fortune Small Business. His award-winning book on entrepreneurship and management, Warriors, Workers, Whiners, & Weasels, was released by Xephor Press in 2006, and he is currently working on his newest book, Pitchmen. He has served on the Board of Directors of The Electronic Retailing Association, and was named “one of the most influential people in DRTV” by Response Magazine.
Tim now leads R2C Group alongside his wife and business partner, Michelle Cardinal. A native of Montana, he is a graduate of The University of Montana, where he currently serves as a Trustee for the University. Also an avid outdoorsman, he also serves on the board of The Freshwater Trust.
His favorite season? Fall… for the best trout fishing of the year.
David Savage
Managing Partner and Executive Vice President
Growing up in Virginia, David was a fan of the Washington Redskins: “I can still remember watching John Riggins’s 43-yard touchdown run on fourth down in Super Bowl XVII, earning their first Super Bowl victory.”
David is active in and regularly speaks on behalf of R2C Group at ERA and DMA conferences and events – and serves as a member of the Editorial Advisory Board for Response Magazine. If he looks oddly familiar to you, it’s because he has appeared regularly as a QVC spokesperson for companies such as Sharper Image and our entertainment company, Respond2 Entertainment, helping sell entertainment properties such as Johnny Carson, Rodney Dangerfield and many more.
Along with his colleague Marilyn Davis, David manages Cmedia’s Philly office and has worked with a diverse range of clients, from entrepreneurial startups to emerging brand and well-known corporate marketers including Estee Lauder, Bayer Health Care, Philosophy Skin Care, Novartis, The Home Depot, TimeLife, AllStar Marketing, Suzanne Somers and eDiets.
Outside the office, David spends time with his wife and four young sons. His all-time best personal achievements so far: “Marrying my wife, climbing Machu Picchu in Peru, watching a match on Centre Court at Wimbledon, traveling through Vienna, Prague, and Budapest by myself; dinner with friends at a castle in France overlooking the Mediterranean, and assisting Peter Jennings in Paris for ABC World News Tonight.”
David earned his degree in Foreign Affairs from the University of Virginia. Make sure to ask him about his induction into the Hall of Fame for Philadelphia’s Catholic Youth Organization.
David’s graduating high school class voted him “Most Dependable.” We agree.
Marilyn Davis
Managing Partner and Executive Vice President
Marilyn earned her degree from the University of California at Berkeley; while there she also achieved All-American status in Cross-Country and a year after graduation qualified for the Olympic trials in Track & Field!
She started her DRTV career at American Telecast Corporation where she transformed the in-house media buying division into one of the nation’s leading DRTV media-buying agencies. Marilyn helped launch many legendary campaigns such as Richard Simmons’ Deal-A-Meal, Lori Davis Hair Care, Total Gym, and Torso Track. She has also been a frequent panelist for R2C Group and Cmedia at events hosted by the Electronic Retailing Association.
Marilyn currently leads all TV media-buying teams for the agency, oversees key accounts and works with her colleague, David Savage to manage Cmedia’s Philadelphia office. She enjoys providing true value to our clients and seeing our recommendations and campaign management strategies help make our clients successful. “We have an amazing group of professionals that are truly committed to helping our clients. And we have a lot of fun doing it.”
Marilyn has a deep admiration for Amantine Dupin, better known under her male pen name George Sand, a French writer who refused to let cultural mores keep her from expressing her views. Amantine took on the pseudonym and often dressed as a man to get access to venues so her views would be heard and published.
Outside of the office, Marilyn spends time with her daughters – outdoors riding horses or, in the off chance Philadelphia sees a warm rainstorm, walking barefoot in the rain.
If you’ve ever heard of Amantine Dupin, you and Marilyn will appreciate each other’s point of view.
Steve Rossman
Chief Financial Officer
Steve joined R2C Group’s finance team with more than 25 years’ experience as CFO and financial advisor for middle market companies in the Pacific Northwest. The depth of Steve’s experience includes more than 10 years as principle owner of his own public accounting practice located in Lake Oswego, Oregon. He worked with clients on individual and corporate taxation, financial reporting, strategic business consultation, and financial planning.
When he’s not crunching numbers for our teams, you will find him living like “Man vs. Wild.” Well, maybe not that extreme, but likely he’ll be camping or fly-fishing. He will also take on all challengers to a “throw-down” via BBQ or stove-top. Steve is also sneaky long on the golf course, attributable to his college golf team days.
Steve has intimate knowledge of the ad business as he has worked with the company and its executives since its infancy. Before joining the company full-time, he served as a financial consultant handling financial reporting and tax compliance matters. He has been a long-time part of R2C Group’s history and unique culture, which has contributed to our success.
Steve holds a BS in financial management from Oregon State University. Naturally, he’s an avid Beaver fan!
Jane Crisan
Chief Operating Officer
Jane brings a unique perspective to building integrated marketing campaigns for clients. She started her career with EDS—on the technical side of the business—and her experience working with the complexities of data and IT integration has given her a different perspective on managing programs through the intersection of technology, data and brands.
While a native Oregonian, Jane has been on an extended, distinguished trip away from the state she used to call home. With layovers in Detroit, NYC and Southern California, she has had the opportunity to work on great brands such as Mazda, Chase, Ford, Dodge, Coca-Cola and Pfizer.
In addition to her responsibilities as COO of R2C Group, Jane has strategic oversight of the digital and analytics offerings for the company. With more than 20 years’ experience in digital marketing and traditional advertising, Jane is excited to help lead the company with their enhanced direct to consumer model. Prior to joining R2C Group, Jane held executive management positions at Garage Team Mazda, T3, Wunderman-Team Detroit/JWT and Organic.
In essence, she blends the science and art of marketing to help connect brands and customers in the ever evolving media landscape and digital ecosystem.
Jane earned her MBA in Marketing and holds a Bachelor of Science degree in Decision Science and Marketing from the University of Oregon.
We are more than happy to welcome her back home.
In essence, she blends the science and art of marketing to help connect brands and customers in the ever evolving media landscape and digital ecosystem.
Sally Dickson
Managing Partner, R2C Group President, MMSI
As a recent speaker at the Electronic Retailing Association’s Direct to Consumer Convention in 2010, Sally taught participants all about the ins and outs of pay-per-lead advertising in mobile environments.
What can you expect from working with Sally? “I love that we are a small but powerful group of professionals that are passionate about what we do. The enthusiasm and energy in our office is palpable.”
Sally earned her direct-response stripes as media director for the original Ginsu Knives. She eventually jumped into TV sales at Providence’s ABC affiliate where she spent seven years, culminating her TV sales career as local sales manager. She currently leads our team of pay-per-lead experts who help clients generate new leads through innovative TV, online and mobile campaigns.
When she’s not working, Sally is often found in the Caribbean, her family’s “home away from home.”
Cool factor? Zip-lining and rappelling in Costa Rica.
Tony Ferranti
Managing Partner, R2C Group Executive Vice President, MMSI
With more than 15 years leading the MMSI team, Tony oversees the agency’s pay-per-lead media operations for TV, online, and mobile. He loves working with his own team at MMSI, and with the rest of the R2C Group; he feels that our integrated offerings give our clients a terrific competitive edge. Tony also focuses on developing per-inquiry opportunities for MMSI clients on Hispanic TV networks in the U.S. Previously, he spent several years successfully developing direct-marketing campaigns for television and radio stations around the country to promote themselves during sweeps periods.
Tony graduated with a degree in Marketing from the University of Rhode Island, and in his professional career has worked with clients like Gerber Life Insurance Company’s Grow Up Plan, ITT Tech, Legal Helpers, and ProFlowers.
The most exciting thing he’s ever done? Scuba diving the Great Barrier Reef. The most exciting thing he’s ever watched? Professional bull-riding. “Those are some of the toughest guys I’ve ever seen.”
Recommended: The 1970s classic starring Robert DeNiro, “The Deer Hunter.”
Sara Moorthy
Managing Partner and Executive Vice President
A long-time Colts fan, Sara grew up in Indianapolis and earned her undergraduate degree from Indiana University. She went on to get an MBA and a Master’s in International Business from Pepperdine University and the European Business School in Germany.
With two master’s degrees under her belt, Sara is uniquely positioned to help clients solve tough business challenges with marketing strategies. At R2C Group, Sara leads the R2Ci team in its delivery of the latest digital campaigns online and via mobile devices. Sara loves her team’s camaraderie and their ability to work together to come up with creative and innovative ideas.
Sara has had a seasoned career working for companies like Merck, Cedars Sinai Medical Center and Adobe, as well as advertising agencies such as DraftWorldwide (Now FCBDraft), YR/Wunderman, McCann Relationship Marketing, and Publicis.
Her clients have included tech leaders Sony, Google, Sprint, Microsoft, Intuit, Seagate, Hewlett Packard, Adobe, Novell, AMD, and CDW. She’s also worked with General Motors, Cadillac, Nestle, NordicTrack, PacifiCare, Astra Merck, Investor’s Business Daily, Bermuda Board of Tourism, Diamond Club International, and Countrywide Financial.
Sara has won many awards for her past work, including an Addy from the American Advertising Federation, a “ONE Show” Interactive Award from the ONE Club which champions excellence in advertising and design, an NCDM Database Excellence Award, and several ECHO awards from the International Direct Marketing Association.
If you ask Sara about her quirky side, she’ll tell you there is no “side” to the equation; she’s just quirky!
Sue Collins
Vice President
For Sue, family and fitness top the charts. No wonder both she and her husband, Brett, were professional competitive athletes “back in the day” (he an NFL player and she a pro volleyball star). Sue has not lost that competitive spirit and often can be found on the sidelines cheering for her daughter’s soccer and softball teams.
Sue has worked with powerhouse companies such as Microsoft, Intel, Subway, Oracle, Quantum, and Seagate – helping them formulate successful direct-marketing strategies. She has also helped many successful DRTV brands like NordicTrack, Wieder Fitness and Nautilus Group.
She now manages all day-to-day operations for Respond2 and leads our team of creative account supervisors and directors. Together, Sue’s team guides clients through the creative process to attain innovative and results-driven campaigns. Her team continuously lines the trophy case with new accolades – from Telly and Omni Awards to ERA Moxie’s and Jordan Whitney Awards.
At Sue’s house, you’ll often find competitive sports on her TV. Whether it’s the Portland Trail Blazers, the Toronto Maple Leafs, the Green Bay Packers, or the Washington Huskies, her family loves supporting a great sports team effort to overcome a challenge.
Where will you find her on vacation? Maui, Hawaii! Sue loves the climate and the slow pace. She highly recommends it as a great destination to recharge and spend time with the family.
In 2010, Sue’s team lined the trophy case with new honors…ask her about Respond2′s “Best Infomercial of the Year.”
Mark Simon
Vice President of New Business Development
At R2C Group, Mark is always looking for great companies who could have big success with an integrated DRTV campaign. He develops new relationships across the country with executives who are looking for the next great marketing tool in the arsenal.
With his undergraduate degrees from the University of Southern California’s School of Cinematic Arts and Annenberg School of Journalism, Mark went on to earn his MBA from Pepperdine University. Before joining R2C Group in 2000, Mark worked for CBS as a TV reporter, Kingworld Direct, and Guthy-Renker. Mark’s past clients include Sears Craftsman, Ace, Home Depot, PetSmart, Walgreens, Wild America, Fox, Paramount, Kitchen Aid, Eureka, Vonage, Hamilton Beach, Sunbeam, iRobot, and Mutual of Omaha.
Why does Mark love the team at R2C Group? “The MBA in me is very ROI-driven, which matches perfectly with our team’s mission. I look for ways to help companies get the most efficiency and accountability from each invested marketing dollar.”
Mark is inspired by individuality and genuine kindness. As a devoted husband and father, he also strives to be the best owner a Weimeraner could hope for.
Mark has vacationed in Bali, run the Paris Marathon, and ranks skydiving as one of the most memorable things he’s ever done.
