Specific Media

Tim Vanderhook
Co-founder, President and Chief Executive Officer

Tim Vanderhook co-founded Specific Media in July 1999 when he recognized a need in the industry for an ad network that offered premium-site publishers and delivered efficient ROI results for advertisers.

Tim was largely responsible for creating the pop-under ad unit in 2001, when the dot com fallout began. Web publishers needed a new source of revenue to continue operating their companies and advertisers lost sight of the value traditional banners offered. The popular unit provided a large canvas for advertisers to deliver their messages and a new source of revenue for web publishers.

As the Internet ad industry continued to evolve and the pop under ad unit started to fade in popularity, Tim shifted the company's focus toward creating advanced user targeting technologies to support all standard IAB ad units.

Since 2002, he has developed one of the most advanced ad serving platforms in the industry, which gives advertisers the unique ability to serve ads to users based on demographic, behavioral, contextual and geographic data across the web's most popular brand publishers. Today, Specific Media's Premium Network boasts the biggest roster of brand publishers on the web with brand names such as Yahoo, Marketwatch, ABCNews, FOX Sports, MLB.com and virtually every other major media company.

Tim is responsible for the strategic direction of Specific Media and communicating the corporate mission to external audiences.

Chris Vanderhook
Co-Founder, Chief Operating Officer

Before assuming his current title, Chris served as the company's Senior Vice President, overseeing day-to-day operations including all aspects of sales, media buying and ad operations.

Prior to joining Specific Media, Chris was a Personal Banker specializing in small business financing at Bank of America. He became a top-ranked associate regionally and nationally for his outstanding achievement in the procurement of new business finance clientele.

Chris received a BS degree in Business Administration at the Marshall School of Business from University of Southern California, Los Angeles.

Russell Vanderhook
Co-Founder, Senior Vice President

Russell oversees the implementation of new products for Specific Media and plays a key role in maintaining the company's technological edge.

Prior to assuming his current title in January 2003, he served as Chief Operating Officer of predecessor, Advertisement Banners.com, where he was responsible for day-to-day operations.

Roy E. Luna
Chief Financial Officer

Roy Luna became our Chief Financial Officer in June 2002. Prior to joining Specific Media, Roy was Chief Financial Officer of SSP Solutions/Litronic, a publicly traded company that provides software and hardware solutions for computer network security using Public Key Infrastructure (PKI) technology. There, he was responsible for finance and administration including the preparation of all Securities and Exchange Commission filings.

Before joining SSP Solutions/Litronic, Roy was Senior Vice President & Chief Financial Officer of CareLine, Inc., a publicly traded company he co-founded, specializing in emergency medical transportation. He was responsible for raising over $125 million in venture capital, mezzanine financing and convertible debt, spearheading a $55 million IPO, and obtaining $125 million in syndicated bank debt.

Prior to starting his own company, Roy was with Ernst & Young, where he gained extensive experience in accounting and financial management. He received a BA in Business Administration from California State University, Fullerton. An active CPA, Roy is a member of the American Institute of CPAs and the California Society of CPAs.

Jon Schulz
Executive Vice President

Jon Schulz joined Specific Media in 2008 as Senior Vice President of Global Category Development. In his new role as Executive Vice President, Jon will assist with overall company strategy and direction, as well as continue to lead company efforts developing strategic relationships within global categories throughout the United States and Europe.

Jon joins Specific Media from Ford Motor Company, where he worked for more than 12 years in a variety of functions, including brand management, marketing communications, field sales, regional marketing, website development, direct marketing, incentives planning, field operations and dealer relations. Most recently, Jon headed Digital and Direct Marketing for Ford, Lincoln and Mercury brands where he was responsible for online and emerging media, dealer digital integration, brand websites and direct marketing. Prior to that, Jon was Brand Manager for Mercury car lines where he was responsible for marketing communications, pricing and packaging. Before joining Ford, Jon held several Information Technology positions at Eli Lilly and Company.

Jon has an MBA in Marketing from Indiana University and a BS in Management Information Systems from Central Michigan University.

Ron Nielsen
Senior Vice President, Media Operations

Ron Nielsen joined the Specific Media team in 2006, and has since played an integral role in the company’s overall growth. In his current role as Senior Vice President of Media Operations, Ron manages the company's day-to-day media operations, including ad delivery, media buying, data management, ad strategy and analytics. Ron is an accomplished manager, skilled in executing integrated sales and marketing programs, and has extensive operations and product experience.

Prior to joining Specific Media, Ron was the Senior Vice President at Vendare Media, a privately owned online media company, where he managed sales teams across the nation in both Vendare's direct response and display divisions. Ron has also managed sales divisions for Investor's Business Daily and Robert Half International.

Ron received a BS degree in Political Science from University of California, Los Angeles.

Steve McCartney
Senior Vice President, Engineering

Steve McCartney is responsible for all aspects of technical operations and developing Specific Media's global ad serving platform and ad management system.

Steve joined Specific Media through its acquisition of Adviva, where he served as Head of Technology. Whilst at Adviva, Steve designed, developed and implemented their proprietary ad-serving platform that powered the growth of the company since 2000 and continues to innovate in the fields of Behavioral and Contextual targeting in parallel to scaling the platform to address Specific Media's global audience.

Steve holds a Masters of Engineering in Materials Science from St. Catherines College, Oxford University.

Paul Oronoz
Vice President, West Coast Sales

Paul Oronoz assumed his current title in August 2008. In his role, Paul is responsible for overseeing sales and operations initiatives throughout the Western United States, with a focus on driving corporate strategies and tactics. In addition, he is charged with growing the company's sales force throughout the Western region, and equipping it with the tools necessary to meet the company's aggressive growth plans.

Before assuming his current title, Paul was Director of Sales, Southwest, responsible for overseeing sales management for Specific Media's technology and media throughout the region.

Prior to joining the company in December 2004, Paul served as Assistant Vice President, Consumer Banking Center Manager for Bank of America. There he was responsible for leading sales teams and service professionals in expanding customer relationships, achieving sales and exceeding customer service expectations.

Paul received a Bachelors of Arts, Business Administration – Entrepreneurship from California State University, Fullerton.

Bill Schild
Vice President, East Coast Sales

Bill Schild has been with Specific Media since January of 2007 and assumed his current title in April of 2008. In his current role, Bill is responsible for all sales and operations initiatives throughout the Eastern US, managing offices in New York, Boston and Atlanta. In addition, he is charged with recruitment, training, sales development and the success of our Eastern US sales operation on a day-to-day basis. Bill's areas of expertise include online media, advertising networks and exchanges, data networks, behavioral targeting, yield optimization and digital advertising platforms. Over the past 14 years, Bill has worked with media properties and technology companies of all sizes, including The Walt Disney Companies, Go.com, Infoseek, Lycos, Monster.com and Salesforce.com.

Prior to joining the company, Bill served as the Director of Sales for Monster Worldwide's Consumer Advertising division where he was responsible for sales and operations in the northwest region.

Bill holds an Accounting degree from the University of Florida and an MBA in Finance from Columbia University Business School.

Lars Djuvik
Vice President, Midwest Sales

Lars Djuvik joined Specific Media in September 2006. In his current role, Lars oversees the hiring, training and managing of the sales and support staff for both the Chicago and Minneapolis offices.

Lars is a highly skilled sales executive with an extensive 12-year background in major account management. He is a recognized leader, charismatic presenter, and innovative problem solver with a proven record of launching cutting-edge products and services, and creating quality teams. He is expert in data networks and online analysis, maintaining a keen focus on creative and inspired innovations. Lars’ dedication to teamwork and quality has allowed him to successfully oversee and execute all aspects of the company’s growth strategy within the Midwest territory.

Prior to joining Specific Media, Lars was General Manager of National Accounts for the largest corporate hospitality and events producer. There he was responsible for the sales and development of products catered to Fortune 500 advertising brand managers, and chief marketing officers as well as their vendors, with emphasis on progressive digital advertising and new media. Before that, Djuvik was an asset management professional for the headquarters staff of Rockwell Automation’s Global Technical Services division.

Lars holds a BS degree in International Affairs from Marquette University. He is a member of the Chicago Online Marketing Association, Eagle BSA, and numerous other business and social organizations.

Christine Schoultz
Vice President, Marketing

As Vice President of Marketing, Christine Schoultz leads Specific Media's marketing and client services teams. The scope of her responsibilities include product marketing, communications, and public relations. In addition, she oversees the creation and execution of advertising impact studies and analytics for advertisers.

Christine joined the company in February 2006 from Interchange Corporation, where she was Director of Marketing. Besides her day-to-day marketing responsibilities at Interchange, she played a key role in multiple rounds of public financing for a total of $40M in debt and equity financing.

Christine has also held director of marketing positions at leading telecommunications companies, TMC Communications and XO Communications. At XO, she was among the first 50 employees and helped grow the company to 5,000+ employees and $1.2B in revenues.

Christine holds a BS in Organizational and Mass Communications from Eastern Washington University.

Jerrold Son
Vice President, Network Operations

As Vice President of Network Operations, Jerrold Son oversees all aspects of publishing, business development and integration of new technology into the day-to-day business operations.

Prior to joining Specific Media, Jerrold was Vice President at Vendare Media, a privately owned online media company, where he managed the operations team for Vendare's direct response and email divisions. Jerrold has also held positions as at John Hancock Financial and Robert Half International.

Jerrold is an accomplished manager with a keen understanding of the online advertising industry and expertise in yield optimization, real-time bidding, exchanges, data networks, behavioral targeting and demand side platforms. He received a BS degree in International Relations from the University of Wisconsin-Madison and an MBA in Finance at the Marshall School of Business from the University of Southern California.

Lia Frazier
Vice President, Corporate Controller

As Vice President - Corporate Controller, Lia Frazier is responsible for the corporate accounting, accounting policies, financial information systems and financial reporting functions of the worldwide consolidated company. She is also responsible for overseeing the day-to-day accounting functions in the U.S. and for ensuring that the company’s accounting procedures conform to generally accepted accounting principles.

Prior to joining the company in 2006, Lia was employed by PacifiCare where she was responsible for integrating the accounting systems and activities of acquired entities. Prior to PacifiCare she held various audit positions with KPMG, LLP from 2000 to 2005 where she gained extensive experience in accounting and financial management by working with both publicly traded and privately held companies. She is a CPA and graduated Cum Laude with a BA in Business Administration from California State University, Fullerton. Lia is a member of the American Institute of CPAs and the California Society of CPAs.

Nerissa Valdellon
Vice President, Ad Operations

Nerissa Valdellon joined Specific Media in 2008 as Senior Delivery Director. In her current role of Vice President of Ad Operations, Nerissa is responsible for optimization, performance and delivery of ad campaigns for the US sales offices to drive revenue and market share growth. She oversees the day-to-day organizational infrastructure to meet client demands and lead the Account Management, Account Services and Trafficking teams, as well as creates processes within internal departments to achieve sales goals.

Nerissa is an internet advertising veteran with over 10 years experience in the field. Nerissa began her online career at a subsidiary of Idealab in 1998, which evolved into Vendare Media where she served as the sole Ad Operations Specialist. There, she played a key role in building out the proprietary ad serving system. Prior to this, Nerissa held the position of Vice President of Operations at Baby To Bee (which was later acquired by A Think Partnership) where she managed the affiliate program and helped develop the company’s core email marketing capabilities.

Nerissa demonstrates her strengths in leadership roles primarily focused in staff training and managing internal communications to support and promote continued sales growth. She holds a BA Degree in Business Management Information Systems from California State University of Fullerton, CA.