Meet Incremental.
"In 2005 when I started IM, I knew there was “New York City” quality talent that were frustrated by the commute like I was. So I decided to create a company that specialized in the niche, scalable channels I had expertise in and recruited that top-tier, local talent to join me. That focus on data-driven results, passionate client service, and deep knowledge of what works in our channels has helped IM grow to where it is today."
Dave Smith
The IM Difference
See what differentiates us from our competitors and makes us the best at what we do.
Competitive Intelligence
We combine our internal database that helps us cull through thousands of media options with 3rd party sources to select the right programs that are the best for your business.
Experience
The majority of the IM team have been here for 10+ years. You aren’t getting pitched by leadership and then handed off to an inexperienced team member. Our experienced team AND our leadership are with you every step of the way.
Personal Touch
We handle every little detail, from making sure your inserts reach their destination to calls with podcast hosts to sales projections, ensuring we set our clients up for success.
Incremental Media Leadership
We’re nice, honest, hard-working people whose sole focus is achieving our clients goals. Come experience the Incremental Media difference!
Dave Smith
Bob Fox
Marketing & Media
Alan Sherman
Finance & Production
Eric Smith
Growth
Kevin Katyal
Controller
Jane Lefante
Operations
Dina Mangino
Accounting
JoAnna DeGennaro
Senior Media Buyer
Danielle Donofrio
Senior Media Buyer
Christine Fisher
Senior Media Buyer
Jennifer Grego
Senior Media Buyer
Nicole Hajko-Macchia
Senior Media Buyer
Ola Krycia
Media Buyer
Barry Levitt
Senior Media Buyer
Stephanie Schulman
Senior Media Buyer
Dave Smith
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 brand.
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.
Before 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 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 databases and digital printing techniques used today.
Earlier in his career, Dave held VP of Marketing roles with Columbia House, Cendant, and two divisions of Bertelsmann. In 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 along with 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
Bob has been at Incremental Media for 10+ years and oversees media buying, creative, and analytics for the insert, print, shared mail, and direct mail channels. He brings an extensive 25-year client-side background in direct marketing to Incremental Media having held senior level positions at many top direct-response companies. His marketing expertise from the clients’ perspective allows for thoughtful media planning and analysis in managing the day-to-day and long-range marketing activities of our dozens of clients.
He began his career at Columbia House, holding positions in finance, reporting, 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.
Started: 2012
Alan Sherman
Alan oversees all accounts receivable, accounts payable, and he custom-built our internal systems. 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 using 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.
Started: 2006
Eric Smith
Eric oversees our media buying, creative development, and analytics for the podcast, email newsletter, and retargeting postcard divisions. He also leads business development, helping to bring dozens of new brands into Incremental Media across all of our channels. Eric is constantly looking at ways for brands to improve their experience and ad performance with Incremental Media, leading our rollouts of tools like SharePoint, DesignCrowd, and SightX.
Eric started his career at ABC where he handled all aspects of media planning for Spark, Havas, and Mediavest clients. Prior to joining Incremental Media, Eric was at Vox Media where he became the youngest Account Director in the history of the company.
Eric holds a BA in Sport Management from the University of Michigan.
Started: 2020
Kevin Katyal
Kevin oversees the accounting and finance functions of Incremental Media.
In the past, he has experience working in multiple industries such as private equity, higher education, privately held companies, and not-for-profit. Over the years Kevin has been able to streamline processes which has enabled several departments to perform more efficiently.
Kevin graduated from Long Island University with a BS in Accountancy and a Master's in Business Administration.
Started: 2023
Jane Lefante
Jane plays an integral role in building and maintaining the solid infrastructure of our day-to-day operations. Her more recent large projects include managing a system conversion and automating certain media buying processes to benefit the media team. In her earlier years here, she built many of the procedures, spreadsheets, and organizational workflow associated with our sophisticated media buying practices and procedures. The success of her achievements, bringing her to her current role as Vice President, is in no small part due to her strong organizational abilities, flexibility, experience, and dedication.
She began her career in marketing as an assistant product manager at Revlon where she assisted in the development and launch of cosmetic products for the retail market. She honed her aptitude for operations while serving as manager of operations for Health ROI, where she oversaw numerous hospital accounts including NYC’s Presbyterian Hospital and Montefiore Medical Center. In that role, she managed the intricate and varied procedures and policies of the medical profession’s cost-outlier in-patient billing for the accounts assigned to her.
Started: 2006
Dina Mangino
Dina is a strategic thinker who has a strong background in corporate financial management and a broad knowledge of accounting, financial, and business principles. In her role at Incremental Media, she provides leadership on the management team and ensures the smooth running of all the financial and compliance aspects of the company.
Dina’s prior experience includes 22 years with Grey Global Group. She advanced quickly within the company, ultimately becoming Vice President and Director of Financial Services. In that role, she managed 43 employees, a $32 million budget, internal and external reporting, maintained SOX compliance, and managed financial and SOX audits.
Dina is very involved in her community. She is a volunteer on numerous committees and coordinates numerous events.
Dina is a graduate of St. John’s University with a BS Degree in Accounting.
Started: 2012
JoAnna DeGennaro
JoAnna has over 20 years of experience in the direct marketing industry, with much of that experience in the insert and print media channels. She has a very well-rounded perspective on media buying, having worked on both the mailer/broker/acquisition side and the list/insert management side of the business, giving her a unique and in-depth understanding of the industry.
Her career began at Publishers Clearing House. She went on to work for The Kleid Company, BMG Direct, and Columbia House before becoming the director of Bookspan’s alternative media team where she oversaw customer acquisition efforts for 20 book clubs. She also worked at PlusMedia on several Fortune 500 accounts, as well as IMP, before joining Incremental Media.
JoAnna graduated with a Bachelor’s degree from SUNY Stony Brook and has taken continuing education coursework in e-commerce and social media in Hofstra University’s MBA Program. She has been a speaker at events for the DMALI, Hudson Valley DMA, and the DMA Insert Media Council.
Started: 2012
Danielle Donofrio
Danielle came on board as a Media Buying Assistant to support our print, alternative, and digital media buying efforts. In that role, she proved to be a great asset to the team. She was promoted to Media Buying Coordinator, then a Media Buyer, and now an Account Director managing millions of dollars of media spend for many of our largest clients. She is a quick learner, an enthusiastic multi-tasker who always puts the client first, and a skilled media buyer.
Prior to joining the team, Danielle worked as an Operations Manager for an import/export company where she handled the daily operations of domestic and international accounts such as Costco, Walmart, and QVC.
Danielle graduated from St. Joseph’s College with a BS in Marketing.
Started: 2014
Christine Fisher
Christine brings a wealth of marketing experience spanning over 20 years, 12 of which was spent in audio where she navigated the bustling radio landscape in the New York market, honing her skills as an Account Executive and planning and executing diverse marketing campaigns with a particular focus on leveraging the power of influencer and host endorsements.
Christine is a proud alumna of SUNY New Paltz.
Started: 2022
Jennifer Grego
Jenn manages print media buying and planning, handling both strategic planning and day-to-day operations, for several of Incremental Media’s largest clients.
She has an extensive background in publishing. Previously she was Vice President of Manufacturing & Distribution for Nielsen Business Media where she oversaw a 45-member, multi-disciplined team providing operational support to 40+ magazine and ancillary brands including Adweek, Billboard, The Hollywood Reporter, SRDS, and the CLIO Awards.
Jenn has also held roles with Hearst Business Publications, Macy’s, The American Heart Association, IBM, and a Long Island-based cultural non-profit.
Jenn has a BA in Communications from Marist College, holds a USPS Periodicals Professional Certificate, and has experience in Six Sigma business process improvement initiatives.
Started: 2012
Nicole Hajko-Macchia
Nicole is the perfect example of homegrown talent here at Incremental Media. After graduating from FIT with a degree in advertising and marketing, she joined the team as a marketing assistant. Nicole quickly developed her skills and over time grew to become an Account Director and Senior Media Buyer, overseeing insert media campaigns specializing in beauty, fashion, health, and fitness. She manages all logistics pertaining to rate negotiation, shipping, insertion, and strategic recommendations based on results analysis for client campaigns. Her loyalty and commitment to our client’s bottom line is a tremendous asset for our clients.
Prior to joining Incremental Media, Nicole interned with Wener Media at Rolling Stone and Us Weekly magazines. She was also a Sales Associate for Steve Madden.
Nicole graduated from The Fashion Institute of Technology with a Bachelor’s in Advertising and Marketing.
Started: 2006
Ola Krycia
With an illustrious career spanning over 13 years in Direct Response Marketing, Ola stands out as a seasoned professional. Bringing vast expertise in a variety of media types ranging from inserts, print, and direct mail, she is armed with a keen understanding of market trends and consumer behavior.
Ola’s reputation in the industry has fostered enduring relationships with clients and collaborators alike, and her dedication and commitment to excellence have led to successful innovative campaigns that not only capture attention but also drive tangible results.
Ola is an alumna of Iona University.
Started: 2023
Barry Levitt
In addition to managing insert media campaigns, Barry often takes the lead to source printers and other vendors for special projects, offering clients expert and turnkey project management for solo direct mail, CRM, and bounce-back campaigns.
He has more than 40 years of direct marketing experience, dating back to card pack publishing, and has encompassed sales, creative development, client services, and production. He has managed and brokered postal and email lists, sold international mailing services, and was a client services manager for Madison Direct, where he worked directly with brand managers at top consumer product and direct response companies.
Barry studied Economics and History at SUNY Stony Brook.
Started: 2007
Stephanie Schulman
Stephanie is an integral part of the media buying team. With a meticulous work ethic, she provides an exceptional level of support in all aspects of the media buying process.
Stephanie brings over 10 years of media buying experience at Inmark Services, planning and executing multi-million-dollar national radio commercial media buys for Fortune 500 companies. She advanced from an entry-level position to corporate management, including positions as a media planner and media traffic manager.
Stephanie is a graduate of SUNY College at Cortland.
Started: 2012
Bob Mattia
Bob oversees all media performance reporting so we can evaluate the performance of our client’s campaigns.
His prior experience is in financial planning and analysis for various industries including legal, distribution, not-for-profit and public accounting. Bob has an extensive background in budgeting, forecasting, revenue/expense analysis and accounts payable, bringing with him over 25 years of experience.
Started: 2020
Deborah Blumenthal
Deborah has worked in multiple industries, bringing her experience and knowledge from each to every new adventure. Fresh out of college, she worked for an advertising agency on the design side, helping to bring the ideas of clients and the lead designer to fruition. From there she moved on to a commercial photography company specializing in graduation and school portraits. There she was responsible for the department that correctly identified the students and faculty in the images and made sure that the images released to the school were the correct specs and deadlines adhered to. It was also where she discovered that she prefers to be on the data side of things, working in Excel and using logic and reasoning to guide the way.
In her role at Incremental Media, she helps maintain relationships with printers; sending finalized creative, data, and shipping information for every insert media campaign. In addition, she maintains several key processes needed for tracking and reporting for all IM clients.
Deborah is a graduate of The Fashion Institute of Technology with a Bachelor of Fine Arts in Graphic Design.
Started: 2022
What we do isn't for everyone.
See what types of brands and marketers see the most success with our niche, scalable channels.
D2C
Direct to consumer brands whose products are considered purchases, high-ticket items, or subscription services.
Lead Generation
From home services to insurance to financial services, we know how to drive response for brands who need leads.
Senior
Looking to reach a 55+ audience and don’t think social is the right format to tell your story?
What Our Customers Say
" I absolutely love Incremental Media. First of all, Dave is one of the nicest people in the direct marketing world. Second, he’s one of the smartest. Third, he has a truly expert team. It all adds up to a wonderful company that has lived up to its name by generating significant incremental revenue for us."
Katie Williams
" Initially we reached out to Incremental Media due to their reputation in the insert media space. Over time the IM team worked tirelessly to expand our lead volume 3x through numerous media channels. Today we consider Incremental Media more than a media buyer, but rather a partner for our business."
Jason McKinney
" Working with Incremental Media has been both enjoyable and profitable. They have helped us navigate the often complex alternative media channel with ease and patience."
Dan Williams
" We were looking for a channel to help communicate our unique value proposition and felt like we’d exhausted search and social. Incremental Media has shown us the power of podcasts and how their direct involvement working with hosts makes all the difference for our business."
.png)
Rich Ransom
" We tested insert media with several agencies and Incremental Media was the winner hands down. Not only that, they have a great team and are a pleasure to work with."
George Fettig
" Working with the entire Incremental Media team has been a great experience. They provide turnkey services handling creative development, reporting, and media buying, so we can expand our reach and yet stay focused on our core business. The “incremental” orders that Incremental Media delivers allow us to further leverage our TV media."
Joe Crowley
" Incremental Media is pivotal in helping us find the right partners that enable us to connect with our customers. Because they've taken the time to know who we are (and who our customer is), they make it easier to use newsletters and podcasts to target our primary audience in channels we wouldn't otherwise have access to."
Bethany Muths
" Incremental Media has been a great partner in building Positec’s Insert Media program. Their attention to detail, creative direction and experienced guidance helped us develop a new revenue channel. You won’t find better a company that looks out for your brand from day one."
Bragg Swain
" We explored other insert partners, and Incremental Media was the nicest, most-responsive, and truly results-oriented of anyone we worked with."
Erica Floyd
" I sat through 5-10 similar pitches for podcast companies before choosing IM. IM was the only pitch that focused on the audio channel as a place for direct response versus brand building. When we chose to increase spend it was largely because the process had moved as smoothly as promised with a specific focus on podcasts as a direct-response channel. "
Roshni Gorur
Let’s talk.
Come experience the IM difference.
