The Power of Three3
The KPI Team is One of a Kind:
Experienced and Knowledgeable, with a Performance-Driven Passion
We are your trusted performance partners…as focused on your success as you are. Motivated by your business objectives, we work tirelessly to fine-tune every aspect of your campaign performance… from strategy, creative and media, to sales, customer service and “value leakages” – like return rate.
Our diverse team of strategists and operational experts are seasoned professionals with backgrounds in both corporate and entrepreneurial companies. Some of us are former business and agency owners, and all of us are experts in accountable and effective D2C marketing.
Combine all that with our in-depth Direct-2-Consumer industry knowledge and subject matter expertise, and it’s easy to see why
we’re the right partners to help lead you in maximizing direct response performance, growth and success.
Meet Our Team:
Smart, Authentic and Driven by Your Success
It sounds cliché, but our people genuinely love what they do. Each of our teammates awake every day with a singular purpose: leverage KPI’s collective experience, proven process and our advanced technology in pursuit of achieving and accelerating our client’s objectives. Meet the team that loves what they do…
Founder & CEO
KPI Direct is led by Scott Badger, who brings a wealth of experience in financial management, technology implementation, strategic planning, profitability analysis, operations management and process improvement.Previous to founding KPI Direct in 2006, Scott served as the chief executive of Advanced Metabolics, a specialized health and wellness product marketing company where he recruited capital, restructured operations, launched new products and turned this closely held, private company, into a profitable, multi-million dollar business.
He also served as a senior consultant at Ernst & Young (now Cap Gemini), advising Fortune 500 clients and emerging e-businesses including American Express, Allstate, Credit Suisse First Boston (formerly DLJ), Marriott International, and TXU Communications, to name a few.
Scott received his MBA from Marymount University, and a BS degree from the University of Maine.
VP, Integrated Media & Marketing Strategy
With over 20 years of experience in the direct response industry, Darren Fisher knows what it takes to create and launch successful DR campaigns. A skilled media strategist with both corporate and agency experience, Darren has successfully managed national ad campaigns for Hair Club for Men, Toni & Guy Salons, UCMI Computers, 1-800-LENDING, AeroBed, Cortislim, DIRECTV, Murad Acne Complex, Murad Resurgence and Swivel Sweeper.
Darren started his career in the “media trenches” with advertising giant J. Walter Thompson/Los Angeles. Next, he worked at Buquet & Associates, where he eventually led the firm’s media operations. Darren went on to become a successful entrepreneur in his own right. He founded AdMark Media, and built the company to $19M in media billings before selling the firm to another company. Not satisfied to sit on the sidelines for long, he went on to hold top posts at respected agencies including Icon Media Direct, where he was promoted to vice president of east coast operations.
Darren holds a BA in communications from Texas A&M University, and has also completed professional development coursework in executive leadership, team building, and negotiations.
VP, Marketing Operations
Luana Crawford has a decade of experience managing the daily accounting and operational activities for a variety of direct-to-consumer marketing companies. From GAAP accounting and unit/sales forecasting to supply chain,cash flow and profitability analyses, her disciplined and insightful approach is critical to the accurate capture, analysis and reporting of a DTC business’ performance.
Luana creates and implements customized accounting and operational enhancement programs, working in partnership with KPI Direct clients who count on her reliable and thoughtful decision support to effectively manage key metrics and improve the overall performance of their business.
She has both a Masters degree in Business and a BS in Accounting from Husson College.
Customer Experience Analyst
Sarah has a wealth of experience delivering exceptional customer service – from customer service for online games and entertainment to consumer banking to direct marketing.
A front-line member of the operations team, Sarah knows what it takes to quickly resolve “escalated” service issues for those who require a little extra care or attention, and how to ask the types of questions that can convert prospects into customers, i.e.: Do callers understand the offers? What are common objections?
At KPI Direct, Sarah monitors customer calls, ensures agents adhere to company policies, enhances agents’ selling and diplomacy skills, and spots new customer trends. Prior to her role at KPI Direct, she worked as a direct banking team leader at TD Bank.
Michelle Frederick brings more than 6 years of call center operations management experience to KPI Direct. From sales and customer service to call center and vendor management, Michelle combines sharp technical and analytical skills with the ability to manage and inspire others, working tirelessly behind the scenes to manage and optimize client programs.
Michelle is responsible for setting up back-end operations to optimize performance of client programs – including working with call centers, overseeing SKU and order management systems, and providing decision support tools. Once a campaign launches, Michelle is there to ensure the seamless transfer of data, the integration of various systems and teams, and detailed and accurate reporting.
Prior to KPI Direct, Michelle worked for Mountain Valley Teleservices, starting as a sales agent, working her way up to operations manager, and eventually finding her “sweet spot” managing human resources and customer service functions.
Michelle received her masters in education from American Intercontinental University and a B.A. in English from State University of New York at Plattsburgh.
Jason Pawlina’s varied experience as a market research analyst, business development manager, management consultant and project manager has prepared him well for his role as a Data Analyst at KPI Direct. Here his reporting and analysis responsibilities include compiling data, identifying market trends and performance highlights, and collaborating with call center and media specialists to provide clients with the most accurate and actionable intelligence pertaining to their marketing campaigns.
Jason’s professional experience includes positions as a Senior Marketing Research Analyst for Christiansen Capital Advisors, LLC, where he also served as editor of a monthly analytical publication; Marketing Analyst for Air & Water Quality, Inc., assisting with strategic planning and marketing initiatives; and Business Development/Marketing Manager for a manufacturing and service business, where he devised and implemented successful customer outreach programs that resulted in a threefold increase in overall company revenue.
A graduate of the University of Southern Maine with a BA in Economics, Jason served a term on the Auburn School Committee and spends his time away from KPI Direct as Chairman of the Lake Auburn Community Center and a Director of the Lake Auburn Watershed Neighborhood Association, as well as a youth sports coach for Tee Ball, Ice Hockey, and Basketball.
VP, Client Services
A pharmaceutical professional who has managed multi-million dollar, multi-channel brands (direct, retail and trade) for leading health and beauty organizations, Becca Shaw brings significant expertise in launching products, building brands and boosting sales. Her role at KPI Direct includes helping clients reach their business objectives by developing customized plans, optimizing media, leveraging the client team’s expertise and meticulously managing every campaign detail.
Becca most recently served as director of sales and marketing for Stiefel, a GSK company and global leader in the dermatology field. There, she worked closely with strategic partners to build a scalable direct response platform, and successfully managed the firm’s first launch into direct response marketing.
She holds a Bachelor’s and Master of Science degree in Speech Pathology from the University of Tulsa.
Customer Experience Analyst
The skillset Liz Violette brings to her job reflects her dynamic professional and personal background, which combines sales and customer service experience with practical knowledge gained working with Spanish-speaking customers and living abroad. Fluent in Spanish, Liz specializes in direct marketing campaigns aimed at Hispanic consumers, monitoring customer calls and strengthening agent performance and brand positioning through enhanced training and consumer trend analysis.
Prior to joining KPI Direct, Liz was a customer service manager at Berkeley Mailings, where she worked closely with clients on direct-mail advertising campaigns. Before that, she was an account executive with Diversified Business Communications, a global media and marketing company, managing the firm’s largest client account and overseeing all strategic communications involving primarily Hispanic customers.
Liz has a BA in Spanish Language and Literature from Castleton State College, where she minored in History. While completing her degree, she studied abroad at Chile’s Universidad de Viña del Mar, an immersion in foreign language and culture that informs the perspective she brings to analyzing bi-lingual direct marketing campaigns.