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Incredible Discoveries - About Our Team

Our Team

Mark Alfieri

Mark Alfieri launched O2 Media, Inc. in 1995 with $100,000 of seed money. With over 20 years of experience and the production of over 2,000 national television advertising, branding, and marketing campaigns for some of the world's largest companies, Mark is the passion and vision behind Incredible Discoveries and is a pioneer in the Branded Entertainment and Direct Response industries.

Some of the brands Mark has worked with include Proctor and Gamble, The United States Army, Department of the Treasury, American Express, Master Card International, Wal-Mart, Bristol Myers Squibb and Coca Cola.

Mark has built a team of experienced professionals with a proven track record of Branded Entertainment & Direct-to-Consumer sales in excess of a billion dollars. These key players include internal personnel, along with strategic alliances in every sector and leading companies such as Mercury Media, Koeppel Direct, Euro, Chief Media and Media Funding Corporation. These companies handle the media planning, buying, funding and management of more than $300 million per year in Direct Response Television Media.

Some of his key relationships with well-known companies include Home Shopping Network, QVC, Telltale Communications, Moulton Logistics, Transactional Marketing Partners, Cambridge Commerce, and Williams Worldwide.





















Tom Deters

Dr. Tom Deters is currently the President and Chief Operating Officer for O2 Media, Inc. Prior to joining O2 Media, Dr. Deters was the Chief Executive Officer of Ark Light Media Group, LLC and was former Chief Executive of Vayan Marketing Group, LLC; an internet marketing company offering clients a portfolio of services including e-mail marketing (CPA, CPC, CPM, retention) and lead generation. Vayan also provides offline marketing services in the areas of direct mail, data list management, telemarketing and SMS text marketing.

Dr. Deters was also the Executive Vice President, Group Publisher and Editorial Director for the Enthusiast Publishing Group (including International Operations) responsible for managing a Profit & Loss with approximately $100 million in revenues. Responsibilities included strategic planning, product development, division structuring, operations and integration, staff management and Board of Directors reporting. He was Editor in Chief, Muscle & Fitness Magazine; Founding Editor in Chief, Muscle & Fitness Hers Magazine; Publisher, Natural Health Magazine (acquired by Weider Publications); Founding Editor in Chief, Prime Health & Fitness magazine.

Dr. Deters has had hundreds of articles published covering numerous aspects of strategic business development, profit and loss management, nutrition, sports, weight loss, dietary supplements, exercise, physiology, health care, injury prevention, rehabilitation, motivation, psychology, anabolic steroids, and practice management. He has authored a syndicated newspaper column and has been published in peer review journals.

Dr. Deters has conducted dozens of seminars to corporations, professional associations, military special operation groups, conferences and expos. He has spoken to groups as large as 9,000. Topics include strategic business development, sports injury, performance nutrition, diet strategy, nutritional supplements, anabolic steroids, diet and exercise, exercise and arthritis, exercise and fitness and motivational topics. He is a Doctor of Chiropractic and a B.S. in Human Biology from the National College of Chiropractic, Lombard Illinois and a B.A. in Sociology from the University of Michigan at Ann Arbor.

Doug Campbell

Doug Campbell, a founding partner for O2 Media Inc. is the Executive Vice President of Programming for the hit morning talk show on Lifetime™ The Balancing Act. Over the past 20 years, Mr. Campbell has created, developed and produced award-winning television and multi-media events that have entertained and informed audiences world-wide. His experience in marketing and advertising combined with the keen eye of Executive Producer has helped to build multi-million dollar global brands. Known for his ability to spot and integrate "best practices" and cutting-edge communication trends, Mr. Campbell has become an innovator within the Branded Entertainment industry.

Mr. Campbell began his TV production career in 1990 as a dynamic young advertising and marketing entrepreneur. It was that same year that he first met founder Mark Alfieri and helped innovate the concept today known as "Branded Entertainment." In this role, he has built relationships with celebrities, government agencies, advertising agencies, charities, and some of the world's largest corporations including Microsoft, Sc Johnson, Ford, Dell, Wal-Mart and Procter and Gamble.

In 2000, Mr. Campbell continued his long record of marketing innovations, helping develop a Direct-to-Consumer funding concept that revolutionized the Direct Response (DR) industry and enabled product manufactures to more conveniently launch products through DR channels. Mr. Campbell has been responsible for millions of dollars in DRTV sales, launching and managing some of the most successful DRTV campaigns in the country, including the Black and Decker Infrawave Oven™.

In 2008, Mr. Campbell was given the opportunity to oversee The Balancing Act talk show on the Lifetime Network, which is quickly becoming a household name as the premier morning talk show for women in America. Notes Campbell, "Our mission is to be recognized by women throughout the country as the morning talk show that delivers with trusted, valuable solutions that really matter, all delivered in a fun and entertaining way". With the Balancing Act, Mr. Campbell continues a tradition of staying on the "cutting edge of communications" as he oversees a program that successfully engages women through social media and TV.



Lee Kaplan

Lee Kaplan is the Director of Operations for Incredible Discoveries. Lee has over 30 years experience in marketing, advertising, and television production.

As a veteran of O2 Media's direct response division, Lee was responsible for overseeing the product selection and co-funding processes for all national direct response campaigns. Some of the campaigns Lee was involved in include the Black & Decker Infrawave Speed Oven, Tornado, SpongeTech, BodyBugg, VibroPower, Magic Juice Filter, Clear 2o Water Filtration System, Zero Bug Zone, Backyard Botanicals, Teddy Ruxpin, Didi Car, and Franklin Sports Battle MAX to name a few.

Lee was also one of the Senior Producer of O2 Media's award winning show, "The Balancing Act", the Lifetime Network's Daily Morning Show for Women.

Lee began with O2 Media in 1998 as Associate Producer for O2 Media's educational division, he responsible for the production and marketing of such national television programs such as "No Place Like Home", "Strategic Business Review", and "The Traveler's Guide".

Prior to joining O2 Media, Lee led several successful advertising and marketing organizations, including serving as the Vice President of Marketing at Elite Marketing Services, Vice President of Marketing at HADCO, General Manager at Quality Promotions & Advertising, and President of Diversified Financial Services.

Lee grew up in Miami, and attended Missouri State University in Springfield, Missouri.





















Dee Halloran

Dee Halloran is the Senior Campaign Manager for Incredible Discoveries. With over 14 years in the direct response arena, her expertise is in campaign management and media planning. Dee has supervised the management of numerous successful direct response campaigns including Black & Decker, iCan, BodyBugg, The Tornado, and SpongeTech, to name a few.

Prior to joining O2 Media, Dee was the President of Consolidated Source, a marketing consulting firm, where her clients included the Hair Club for Men and Econocaribe. Dee also served as a foreign investment liaison and budget analyst for the Florida High Speed Rail Corporation.

Dee grew up in Fort Lauderdale, and attended Lynn University in Boca Raton, Florida.






Steve Smolin

Steve Smolin is currently the Senior Director of New Product Development for Incredible Discoveries®. With over 10 years of experience in the Direct Response arena, Steve's expertise is in product development and evaluating potential campaigns for Incredible Discoveries. While the world of direct response has been changing rapidly over the past 10 years, product development always starts with understanding the product and the needs of the client and crafting a solution that works for them and their budget. Steve has helped hundred of companies launch products successfully. In this area, few in the industry match Steve's experience.

Steve was also one of the Senior Producers of O2 Media's award winning show, "The Balancing Act", the Lifetime Network's Daily Morning Show for Women.

Prior to joining O2 Media, Steve was the Regional Director for Bailey Banks & Biddle, the Regional Director for Mayors Jewelers, and the National VP of Sales for the Movado Watch Group.

Debra Rondinella

Debra Rondinella has a dynamic background with over 20 years experience in the production and multimedia field. Ms. Rondinella, a born and raised New Yorker, started in the business with one of the top post-production facilities in N.Y. owned by Lorne Michaels, Broadway Video. Broadway Video, located in the Brill Building, made it possible for Debra to work directly with the Saturday Night Live team, MTV, ESPN, SHT, HBO, Phil Donahue, Paul Simon, etc. After six years of working her way up the corporate ladder into management, Debra accepted a position as Operations Manager with Post Perfect in New York, allowing her to work with top advertising agencies like McCann Erickson.

In 1996, Debra relocated to Florida as she was recruited by a South Miami multi-facility post house, Broadcast Video Productions. There, Debra helped create and debug a very sophisticated production software called "ScheduALL" which is known internationally as the leading scheduling platform. She continued on as Operations Manager with BVI'S sister company, Visual Fire, allowing her to enter the world of interactive media solutions.

After several years of production and interactive media experience, Debra formed her own company, DVD Video Arts, and worked simultaneously as a freelance producer for several South Florida production companies. Enter O2 Media and her new venture as Senior Vice President, General Manager. She currently works on two nationally syndicated television series, The Balancing Act airing daily on Lifetime at 7am, and Designing Spaces, airing weekly on TLC. Debra also handles all aspects of production and manages a staff including camera operators, scheduling, location, production coordinators, post editors and related services.

Debra is an active member with the Palm Beach and Broward County Film and Television commissions, Humane Society and Women Make Movies. She enjoys snowboarding and spending as much free time either at the beach or home with her family, friends and dogs.

Michael Moss

Michael Moss served as Executive Vice President of Production/Corporate Creative Director since December 2004. Mr. Moss co-founded and was a principal of Paradise Production Enterprises, Inc. (a television commercial production company) from its inception in October 1993 until January 2003. Prior to founding Paradise Productions, he was part of the alternative film community in Miami where he produced the feature film Conventions, a well-received film that went into national distribution.

This experience fostered Mr. Moss's desire to produce films that would entertain, inform and motivate an audience. With his background in advertising, marketing, music and television production, Mr. Moss has produced numerous television commercials, infomercials and corporate marketing campaigns for such companies as: General Motors, Procter & Gamble, Delta Airlines, United Way, Mattel, Honda, Coca Cola, Grey Advertising, N.W. Ayer, Doyle Dane Bernbach and J. Walter Thompson Advertising. Mr. Moss worked with such notable artists as Rod Serling, Hal Linden, Richard Kielly, Telly Savalas, Jose Ferrer, Tony Orlando, Burt Bachrach, Peter Graves, Peter, Paul & Mary, Gordon Lightfoot and Bill Cosby.






















Jonathan Flicker

Mr. Flicker is a results oriented executive officer with strengths in building, leading, and creating in both an executive capacity and organizational team environment. He has proven success in developing company strategy, business plans, processes and culture as well as corporate fundraising. Mr. Flicker was the Executive Vice President of Product Development and Marketing at Guthy-Renker Corporation up until 2008. In this capacity, he was responsible for finding, developing and creating DRTV and Internet marketing campaigns for all new lines of business in the new beauty and skin care, intellectual property, health/nutrition as well as fitness/hard-goods markets. Through the development of strategic relationships, Mr. Flicker has increased the capacity of product development and campaign creation which has allowed Guthy-Renker to test market 10 new product lines in 2007 and 2008, which is more than twice the productivity of any given year for the past 8 years.

In addition to several successful launches (Cindy Crawford's Meaningful Beauty, Susan Lucci's Youthful Essence, Sheer Cover, Winsor Pilates, Dean Martin to name a few), Mr. Flicker advanced Guthy-Renker's business model from a "front-end/television revenue reliant business" and focused on maximizing customer Lifetime Value. These efforts significantly increased both the Sales and EBITDA margins to the point where Guthy-Renker was able to redefine its rate, cost and channels though which customers could be acquired.

Mr. Flicker has held several management positions in strategic planning, corporate finance, marketing , sales and operations at Book of the Month Club, Time Life Home Video, and National Geographic Society.

Harry Schulman

At O2 Media Inc., Harry D. Schulman supports the Company's efforts in Direct Response Marketing from a consumer products packaged goods standpoint. He works with participants on thier go-to-market strategies and assists in developing the touch-points in product development, manufacturing and retail sales strategies.

Prior to joining O2 Media, Mr. Schulman joined Baird Capital Partners as an Operating Paartner with more than 30 years experience in consumer products, including 20 years of Asian sourcing and manufacturing experience. Harry was previously President and CEO of Applica, a then-publicly traded company that markets and distributes a wide range of small appliances for use in and outside the home. Applica markets products under licensed brand names such as Black & Decker®, company-owned brand names such as Littermaid™, a product targeting the pet industry, Belson Professional®, leading personal care products, and private label brand names. Upon becoming Chairman and CEO, Harry increased shareholder value by over 100% within two years, and eventually executed an industry consolidation strategy which resulted in the sale of company to a major private equity firm at 18 times EBITDA.

Harry brings extensive operations, consumer product and Asian manufacturing experience to O2 Media, and is Chairman of the newly created Advisory Board. Harry received his bachelor's degree in Business Administration from the University of Dayton and earned his MBA from the University of Miami.




Carolyn Chin

Carolyn Chin is a senior executive with extensive experience and accomplishments in a wide range of companies, boards, non-profits and the government. She has provided leadership and tackled some of the toughest problems on behalf of the CEO's of companies such as Citibank and IBM and represented the US in negotiations and peace dialogues with Russia and China.

Carolyn has served on over 30 boards, advisory boards, and commissions. She is CEO of Cebiz, a consulting and investment firm and Health and Wellness Solutions, a developer and marketer of new pain, health, brain/memory enhancement products. She also serves on the State Farm Bank Board and is a member of the Audit, Governance and ALCO (chairman) Committe; a member of the board of Woodard & Curran, a leading environmental engineering firm and a member of the Advisory Board of Bama Companies (supplier of pies, biscuits to MacDonald's and Malcolm Baldridge Award Winner). Also, she is a co-founder of "OnBoard Bootcamps," seminars for those seeking to join boards, featured in Business Week.

Her prior work experience includes senior positions at MarketXT (EVP Marketing and Sales), an e-commerce trading firm; Reuters America (Chief Marketing Officer); IBM (Corporate VP/General Manager); Citibank (VP/SVP); Macy's; ATT&T; and the US Departments of HUD and HEW. She founded and managed the global e-commerce services business for IBM and has been at the forefront in the use of technology and innovative marketing during her entire career.

She recieved an MBA from the Harvard Business School and a BS in Management Engineering from Rensselaer Polytechnic Institute with the highest honors for leadership. Carolyn was appointed a White House Fellow (America's most prestigious leadership development program) by the President of the United States. She is a frequent speaker on a wide range of topics from governance to technology to health/wellness to public policy, US/China issues and has appeared in print, radio/TV and webcasts.