Direct Effect Advisory Board

The Direct Effect Advisory Board advises the program on issues of strategic importance, provides feedback and guidance on curriculum materials and other products, and collaborates with the Direct Effect team to deliver value to marketing faculty and students nationwide. 

Its members are drawn from both academia and the printing, mailing, and marketing industries.

John Barnes

Director of Consumer Marketing
Cincinnati Bell

John is responsible for Cincinnati Bell’s product marketing strategy, agency management, and leading a dynamic team that’s responsible for the planning and execution of mass advertising, direct marketing, retail marketing and customer communications. John joined Cincinnati Bell in 2014 as the Sr. Manager of Direct Marketing. Prior to Cincinnati Bell, he worked for Gannett/USA Today Network as a Direct Marketing Strategist, leading acquisition and retention campaigns for several of Gannett’s largest markets in the Midwest. He started his career at E3 Local, a Cincinnati-based agency that specializes in multi-market media planning and placement, with a heavy emphasis on localized direct marketing for regional and national brands across various industries.

Joe Boylan

Chief Operating Officer
ENX2 Marketing

Joseph’s career spans multiple industries, providing a unique skillset that has formed the basis for his role as a Chief Operating Officer for ENX2 Marketing. He began his career in higher education with Wilkes University as a Research Analyst for the Institute for Public Policy & Economic Development, before transiting to government, serving as a Chief of Staff in the Pennsylvania House of Representatives and District Director in the Pennsylvania Senate, and most recently, serving as Executive Director of Wilkes-Barre Connect. In addition, Joseph was a part of launching two private consulting firms: Ashburn Advisors and Argent Eagle Development Company – driving economic development across Pennsylvania.

Dorene Ciletti, MBA, Ph.D.

Associate Professor & ChairMarketing & SalesRowland School of Business, Point Park University

Dorene’s expertise in marketing, sales, and strategy has been instrumental in developing new curricula, facilitating corporate and community-facing initiatives, and leading student teams to success in regional and national competitions. Her teaching centers on experiential learning and design thinking, including consulting with multinational, local, and not-for-profit organizations and collaboration with community and government leaders. In addition to higher education, she has worked in marketing and sales in the health care and financial services sectors and served on the boards of not-for-profit organizations focused on inclusion.

Ian Cross

Professor and Director of the Center for Marketing TechnologyBentley University

As a Senior Lecturer in Marketing and Director of Bentley University’s Center for Marketing Technology, Ian focuses on leading-edge marketing tools, techniques and intellectual capital. He teaches, publishes and provides marketing support, academic research support and corporate immersion project support and services for the university and business community. Ian’s teaching and research interests include digital marketing, direct mail marketing research, branding, social media, the luxury retail sector, inter-cultural exchange, and consulting.

Greg Gutkowski, MBA

Instructor of Marketing, Coggin College of Business University of North Florida

Greg has over 20 years of multidisciplinary business experience spanning marketing, sales, and IT management, as well as Internet software development, advanced data analytics, and journalism. He holds an MBA in IT Management, MS in Economics, and an MS in Journalism. Through his consulting business, 3CLICKS, his customers include, Allstate, American Express, Aon, AT Kearney, AT&T, Blue Cross Blue Shield of Illinois, Charmer-Sunbelt, Continental Bank, Dean Foods, First Bank, Hewitt, John Alden Life, and Mobil Oil.

Michael Shirakawa

President
RRD - Philadelphia

Michael is a process-oriented, performance-driven print professional with a broad background in FSI, long run magazine/catalog and commercial print operations management. His has extensive experience in creating and implementing successful strategies to increase profitability in the dynamic environment of print. As President of RRD’s Philadelphia operations, Micheal is completely comfortable with total P/L responsibility for a print operation, assessing business needs, setting strategic direction, providing leadership, and managing day to day operations, including sales.

Wendy Zajack

Faculty Director & Assistant Professor of the Practice Georgetown University

Wendy is a seasoned marketing professional turned educator, looking to bring practical knowledge, creativity and strategic thinking to life in the classroom to change the marketing and communications industry for the better. She oversees the development and strategy for the Integrated Marketing Communications and the Design Management Communications masters degree programs at Georgetown University School of Continuing Studies. Wendy’s interests include using technology to enhance learning and comprehension and leveling the playing field between geographies and genders.

Michael Shirakawa

President
RRD - Philadelphia

Michael is a process-oriented, performance-driven print professional with a broad background in FSI, long run magazine/catalog and commercial print operations management. His has extensive experience in creating and implementing successful strategies to increase profitability in the dynamic environment of print. As President of RRD’s Philadelphia operations, Micheal is completely comfortable with total P/L responsibility for a print operation, assessing business needs, setting strategic direction, providing leadership, and managing day to day operations, including sales.

Coming Up


July 17 - 31 | 2PM EST

Live-Client Projects in the Virtual Classroom

Live-client experiences—in which students create real work in response to real business challenges—are a key component of a well-rounded marketing education, but have become difficult to execute due to social distancing and a shift to online learning. This three-part Direct Effect webinar mini-series will guide faculty members through the steps to providing their students an insightful and rewarding virtual live-client experience, as well as provide a packaged client challenge and other key resources.

July 17 | 2PM EST
1. Overview and Instruction

July 24 | 2PM EST
2. Case Study Presentation

July 31 | 2PM EST
3. Student Outputs

REGISTER NOW

Previous Webinars

We'll place recordings of
previous Direct Effect Live webinars here for later use.


WATCH VIDEO ▶

April 24

Introducing the Direct Effect Curriculum:
How Bentley Uses it to Teach Integrated Marketing

Ian Cross, Bentley University
Vicki Stephen, U.S. Postal Service

REGISTER NOW ▶

Next Webinars

We'll place next Direct Effect Live webinars here for later use.

REGISTER NOW ▶

About Direct Effect

The Direct Effect™  program engages the next generation of marketers by demonstrating the power of truly integrated print and digital marketing campaigns through proven experiential learning methods. A collaborative effort among academic, industry, and the U.S. Postal Service, Direct Effect offers a modular direct marketing curriculum as a public service to higher education institutions and facilitates its adoption and implementation with deep industry support. 

Direct Effect also hosts the Direct Effect Innovation Challenge series of one-day marketing hackathons,
as well as the Direct Effect Live webinar series.

You can learn more about Direct Effect by visiting dmcourse.com or
by contacting DirectEffect@usps.com to schedule a call with the Direct Effect team.

Get integrated

We hope you're inspired by the ways that mail and digital can work together to drive results.

If we can assist in integrating the curriculum into your classroom, or if you would like to share your work, your student’s work, or your research with the Direct Effect community of educators, students, and industry members, please contact our team at:
DirectEffect@usps.com
We would love to hear from you.


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