The Leaders in Performance-Driven Marketing Will Gather at the Pendry San Diego, Sept. 14-16. Join Them for Just $295!

Though an abundance of concern for the health and safety of our members and attendees forced the Performance-Driven Marketing Institute (PDMI) to cancel its PDMI East event in Miami Beach, we're happy to announce that we remain on track to host our next multi-day event: PDMI West, set for Sept. 14-16 at Pendry San Diego.

Pendry San Diego is located in the heart of the Historic Gaslamp Quarter. Last fall, it played host to an extremely successful PDMI West event. The PDMI continues to monitor regional, national, and global information about the ongoing pandemic as we envision what PDMI West might look and feel like for our attendees. With that in mind, we are working on a trio of key elements for the event:

  • A variety of meeting areas designed to meet social distancing rules

  • Two full days of educational sessions in a well-spaced setting

  • Networking events created to connect you safely


Scroll below or use the menu bar above for more information on PDMI West, including registration, hotel reservations, event schedule, and more! We wish you health and look forward to seeing you in San Diego.



Your PDMI West badge allows access to every facet of the event — from the meeting hall to educational sessions to networking events. PDMI members receive a discount on their badge purchase. More information about PDMI membership and the opportunity to join is available by clicking here.

PDMI Members

PDMI Member Online Pre-Registration: $295

PDMI Member Onsite Registration: $395


Non-Member Online Pre-Registration: $395

Non-PDMI Member Onsite Registration: $495

(Online badge sales for PDMI West will conclude at 5 p.m. EDT on Friday, Sept. 11, 2020.)

Venue & Hotel


Pendry San Diego will provide a luxurious backdrop for PDMI West. And with rooms starting at $309* per night in our special PDMI West block, there's no reason for attendees to stay anywhere else!


Pendry San Diego is located in the heart of the Historic Gaslamp Quarter and will play host to PDMI West on Sept. 14-16.

PDMI has negotiated a special room rate for PDMI West attendees, starting at just $309 per night*. Additionally, the PDMI team also was able to negotiate the Pendry's traditional $35 per night amenity fee down to $0! Rooms in the PDMI West block will remain available until the block is sold out, or Aug. 21 — whichever comes first.

Only registered attendees for PDMI West have access to this specially-priced block. When you register for your PDMI West badge, you will receive a badge confirmation email that will include a direct link to the PDMI West area of the Pendry's website and your exclusive code to book your room.

As the world begins to emerge from the strictures of the global coronavirus pandemic, Pendry San Diego — which is part of the Montage Intl. family of resorts — has put a premium on the safety and security of its guests. Click the buttons below to learn more about the Pendry and to read the Montage's updated health and safety program enhancements.

Luxurious Pendry San Diego

Speaker Bios saved from PDMI West 2019


Harlin Ruben

Harlin Ruben As the director of digital media, Harlin Ruben oversees all aspects of Diray Media’s digital offering. He frequently calls upon his past relationships from time spent at digital publishers, third-party data providers, and in the corporate world. Such contacts enable Diray’s clients to access to the strongest ad tech available in the marketplace today. Ruben enjoys explaining the nuances, as well as the complexities, in the digital space by utilizing simple language and a “fun” approach. He often says, “Our best clients are the ones most informed and eager to learn more about the work we do for their product line-up.” Since 2014, the team has grown exponentially in order to be able to support a full array of digital products. By continuing to challenge himself and the team around him, Ruben is confident that Diray Media will remain a leader in the space and at the cutting edge of what is on the horizon in the digital ecosystem.

Andrew Farrar

Andrew Farrar founded HandsOnToys in 1994 with his business partner Rustam Booz and launched world-wide hits including Toobers&Zots®, the Wiggly Giggly Ball®, the Nobbly Wobbly® Ball, CrunchArt® and FLOAM®. Their products included two Toy of the Year Finalists (TOTY), a Dog Toy of the Year (APPMA), and a Craft Innovation Toy of the Year (HIA). Beginning with the DRTV success of FLOAM in 2004, the company shifted its focus into direct response and now iDR™ (interactive Direct Response) which includes the extensive utilization of digital platforms and gateways to promote and sell their products. Their successful DR campaigns have included FLOAM, Happy Nappers, Flipazoo, Wobble Wag Giggle Ball, Boxy Girls, Bubble Ball, and Gym 1 Indoor Playground.

Maria Kennedy

Maria Kennedy Maria Kennedy is group vice president at Discovery Inc., where she has been both a pioneer and an innovator in the DRTV space. She is a veteran in the performance media industry for more than 20 years and has a proven track record for success. Among her career highlights to date, she lists: the rebrands and launches of TLC, Animal Planet, BBC America, Travel Channel, Investigation Discovery, OWN, Velocity, AHC, Destination America, Discovery Family, and Discovery Life. Kennedy served on the Response Advisory Board and has been on the Board of Directors for the Electronic Retailing Association (ERA) and the Electronic Media Marketing Association (EMMA). In 2015, she was inducted to the Direct Response Hall of Fame and in 2017 received the Lifetime Achievement Award from the ERA.

Michaela Giovengo

Michaela Giovengo

Michaela Giovengo is the director of performance marketing at Hulu, where she is responsible for leading the team focused on driving Hulu’s direct-to-consumer brand advertising revenue. Since joining Hulu in 2012, Giovengo has been instrumental in the development and growth of the Hulu performance marketing unit, which has tripled in size and has resulted in expansive revenue growth year-over-year. Prior to joining Hulu, she spent more than six years at NBCUniversal as an account executive across a number of the network properties, including USA, Oxygen, Bravo, and SyFy. Giovengo was born and raised in Chicago and holds a bachelor’s degree in marketing from Fordham University. She currently resides in New Jersey with her husband and their two children, Siena and Luke.

Thomas Haire

Thomas Haire is co-founder and chief content officer of Definitive Media Group, an event and trade publishing company, as well as co-founder and board member of the Performance-Driven Marketing Institute (PDMI), a non-profit trade association. Prior to serving in these roles, Haire spent 17 years as editor-in-chief of Response Magazine. He also served as the content director of Response Expo, a trade event in the marketing industry, from 2007-2018. He is a four-time Western Publications Association (WPA) Maggie-award nominee as editor-in-chief of Response and a two-time Eddie Award winner as a magazine editor and feature writer. A native Southern Californian and graduate of USC, Haire and his wife relocated to Massachusetts a year ago and welcomed their first child, a son, in September 2018.

John Yarrington

John Yarrington is co-founder and chief executive officer of the Performance-Driven Marketing Institute (PDMI) and co-founder of Definitive Media Group (DMG), an event and trade publishing company. Prior to co-founding PDMI and DMG, Yarrington was the publisher of Response Magazine and executive director of Response Expo and the Direct Response Marketing Alliance (DRMA). With nearly two decades of serving the direct response, direct-to-consumer, and performance-driven marketing industry, he has become an experienced leader and seasoned veteran at building community platforms that unite, grow, and propel industries forward. Yarrington received both his bachelor’s and master’s degrees in business administration from California State University, Fullerton.

Leonard Gordon

Leonard Gordon, co-chair of Venable’s Advertising and Marketing Group, is a skilled litigator who leverages his significant experience working for the Federal Trade Commission (FTC) to help protect his clients’ interests and guide their business activity. Gordon regularly represents companies and individuals in investigations and litigation with the FTC, state attorneys general, the Department of Justice (DOJ), and the Consumer Financial Protection Bureau (CFPB). Len also represents clients in business-to-business and class-action litigation involving both consumer protection and antitrust issues.

Jacob Lavalli

​Jacob Lavalli is a new business manager at Google, based in New York. Lavalli partners with top digital marketing firms across the U.S. to help them onboard and grow their clients' businesses. He has spent his entire career consulting to companies from the Fortune 500 to local small businesses to help them maximize ROI from their digital marketing efforts. Born and raised in the Midwest, Lavalli graduated from Michigan State University before moving to Manhattan, where he currently resides with his wife and two-year-old daughter.

Bobby Bones

Bobby Bones is the self-deprecating host of iHeartMedia’s marquee country morning program, The Bobby Bones Show, and weekend countdown show, Country Top 30 with Bobby Bones. The Academy of Country Music (ACM) and Country Music Association (CMA) award-winning host also helms the popular podcast BobbyCast, which has been downloaded more than 6 million times. He has more than 1.5 million total social media followers across Facebook, Instagram, and Twitter. In late 2018, he was recently named the mirror ball champion of Dancing With The Stars’ 27th season, alongside his partner Sharna Burgess. Bones also recently returned as American Idol’s official in-house mentor for his second season. A two-time New York Times best-selling author, he is also front man of The Raging Idiots chart-topping band, and star of his Red Hoodie stand-up comedy tour.

Kathryn Kercher

Kathryn Kercher

Kathryn Kercher joined LifeLock in 2015 as a radio consultant with the directive to improve radio's performance and expand into new profitable audio channels. Successfully delivering a 91-percent lift in memberships from audio, Kercher champions the power of audio and influencer audio for performance marketing.

Dan Metter

Dan Metter Dan Metter is the executive vice president, director of personality sales at iHeartMedia and oversees all sales and marketing for more than 50 industry-leading personalities. With more than a quarter of a billion monthly listeners in the U.S. and more than 85 million social followers, iHeartMedia has the largest reach of any radio or television outlet in America.

David Shiffman

David Shiffman is executive vice president of national research at iHeartMedia. He is responsible for leading all aspects of national research and analytics, working across iHeartMedia’s diverse assets including radio, streaming audio, podcasting, and live events. Shiffman delivers customized research, measurement and optimization solutions to support iHeart’s national clients and their partner agencies. His expertise in understanding consumer behavior, and his knowledge of the diverse and rapidly changing media marketplace, advanced analytics, and advertising effectiveness are instrumental in serving the needs of his clients and shaping new solutions for audio research. Shiffman spent more than 15 years on the media agency side, working at Publicis Media agencies in both Canada and the U.S., most recently as executive vice president, research and analytics, at MediaVest, leading research and data product development, primary research, and pioneering innovative techniques aimed at maximizing marketing effectiveness across clients. Prior to joining iHeartMedia, Shiffman spent time leading agency sales at comScore. He holds a M.A. in communication management from the Annenberg School of Communication and Journalism at the University of Southern California and lives in New Jersey with his daughter, son, and two dogs.

Lucia Ballas-Traynor

Lucia Ballas-Traynor is currently executive vice president of ad sales for Hemisphere Media Group, owner and operator of five leading Hispanic cable networks in the U.S. and Latin America. With more than 25 years of experience in Hispanic media, Ballas-Traynor has built and led top Hispanic media brands across TV, digital, mobile, print, and live events. She served as publisher of People en Español and general manager of Galavision and MTV Tr3s. Prior to joining Hemisphere, she was co-founder and executive vice president of CafeMom's MamásLatinas, a bilingual online destination dedicated to entertaining and empowering Latina moms.

Sabrina Lopez

​Sabrina Lopez is an experienced leader in the media industry with an extensive background in business development and multicultural marketing. Throughout her successful 20-year career at NBCUniversal, Lopez has embraced her Hispanic heritage by educating brands on how to reach consumers across both English- and Spanish-language media. Currently serving as vice president of sales for Telemundo San Diego, she works closely with her team and challenges them to create culturally relevant campaigns that generate consumer engagement and drive ROI, regardless of language. Lopez's passion is to empower her team with knowledge and innovation that will lead them to their professional growth.

Diama Gabriel

Diama Gabriel​As the multicultural advisor for direct marketing at ALSAC-St. Jude Children’s Research Hospital, Diama Gabriel is responsible for developing the vision and plan to connect with donors through a cultural lens. She leads cultural engagement and experiences for direct response national campaigns on traditional and digital channels and supports branded content integration, multicultural marketing, and business development across the enterprise. Prior to her role at ALSAC-St. Jude, Gabriel served as head of editorial for Batanga Media (now VIX) and multicultural marketing and content lead at the digital networks at Adsmovil and RedMas. She earned her master’s degree in journalism from Florida International University and her B.A. in mass communications from the University of Puerto Rico.

Jamie Power

Jamie Power

Jamie Power is COO, addressable, and head of analytics for Cadent. As co-founder of one2one Media, now part of Cadent, she believes in the power of data to drive precision audience-targeting. Before starting one2one Media, Power was a founding member and managing partner at MODI Media, GroupM's advanced television group. Prior to joining MODI Media, she led the build out of the advertising platform at TouchTunes Interactive Networks, a digital music company.

Jeff Nash

Jeff Nash

Jeff Nash is vice president, network ad sales, for Weigel Broadcasting’s MeTV Networks, the leader in the digital network space. He has been a key contributor in the launch and rollout of successful Weigel networks MeTV, Movies!, Heroes and Icons, Start TV, and Decades. In his role, Nash runs the Chicago-based sales group for MeTV Networks. He also oversees key hybrid DR, upfront, and scatter business for the group. Nash played a leading role in the creation of MeTV Unwired Networks, an aggregation of inventory from large market MeTV affiliates and other local broadcast and cable properties around the country. Nash has been with Weigel for more than 10 years, beginning in a local sales role with WCIU, Weigel’s Chicago independent station, and WWME, MeTV Network’s flagship affiliate. He switched over to the networks group in 2010, coinciding with the national launch of MeTV Network.

Linda Goldstein

Linda Goldstein is widely recognized as one of the leading advertising lawyers in the country and is co-leader of BakerHostetler’s Advertising, Marketing & Digital Media team. Goldstein regularly provides advertising counsel and regulatory advice to leading Fortune 500 and Fortune 100 companies in many different product and service categories. She represents clients in investigative and enforcement proceedings brought by the Federal Trade Commission (FTC), state attorneys general, district attorneys, and other federal and state agencies with jurisdiction over advertising and marketing practices. Goldstein spends a considerable portion of her time advising clients on how to minimize the legal risks associated with mobile marketing, e-retail, social influencers, native advertising, email and telemarketing, sweepstakes and contests, fantasy sports leagues, and casual gaming. Goldstein is regularly called upon by national, business and trade publications to share her knowledge of the advertising and marketing industry. Her commentary has appeared in The New York Times, The Wall Street Journal, CNBC, NBC’s TODAY Show, Adweek, Advertising Age, and the National Law Journal.

Chris Robertiello

Chris Robertiello joined Google four years ago as a video/brand lead, working with the largest retailers across the U.S.: from fashion and beauty, to grocery and home furnishings. Now video/brand lead, retail, his work includes helping brands evolve with the shifting video landscape by developing effective digital creative, building media strategy to reach consumers across screens, and measuring across multiple touch points. Furthermore, Robertiello also leads workshops for “Brands as Creators” — guiding advertisers on developing audience-led YouTube channel and content strategies. He also presents at the Google PartnerPlex as a brand evangelist, helping to inspire brands to amplify their voices and tell their stories across the YouTube platform. Prior to joining Google, Robertiello led West Coast sales for a large video demand-side platform.

Edward Glynn

Edward Glynn, a partner at Locke Lord, offers his clients decades of experience in advising leading consumer products and services, pharmaceutical and dietary supplements, advertising and marketing companies on federal and state regulatory matters, government investigations and litigation. He provides strategic business counseling involving consumer protection, marketing and trade regulation issues. As a former senior official in the Federal Trade Commission (FTC), Glynn's practice includes advising clients facing federal and state regulatory investigations, including FTC investigations; and reviewing advertising campaigns for compliance with regulatory requirements. He also actively represents clients in proceedings before the National Advertising Division of the Council of Better Business Bureaus. Glynn is rated AV “Preeminent” by Martindale-Hubbell and was once again named as one of the “Best Lawyers in America” for Advertising Law.

Kyle Patten

Kyle Patten is vice president of direct response at Univision. Based in New York, he has a demonstrated history of working in the broadcast media industry. Skilled in broadcasting, advertising, sales, digital marketing, and social media, Patten graduated from New York Institute of Technology.

Montgomery Gilchrist

Montgomery Gilchrist oversees Sling’s West Coast programmatic and direct sales efforts. He moved from New York to Los Angeles in April and is becoming a better driver every day. Gilchrist earned his M.S. in international affairs from Florida State University and is an avid SCUBA diver and photographer.

Ella Leung

Ella Leung is the sales manager of the performance advertising sales team at the Walt Disney Company. Leung joined ESPN in 2005. She negotiated pricing, advertising placement, content, and event concepts for ESPN, ESPN2, ESPNews, ESPN Classic, ESPNU, SEC, ACC, and ESPN Deportes. She developed go to market strategies and worked with a variety of stakeholders across the company including revenue yield management, marketing, programming, research, programmatic, and advanced TV. In her current role, she is responsible for the day-to-day management of the performance advertising sales team on ESPN, ABC, Disney, Freeform, FX, and National Geographic networks. Leung has leveraged Disney’s multimedia platforms and developed strategies that helped streamline the PA process within all aspects of the company. Prior to joining the Walt Disney Co., she spent 3 years at WorldLink responsible for selling the Fox Sports Regional Networks, Comcast Interconnects, and Syndication. Leung holds a B.A. in communications and psychology from New York University and currently resides in Queens with her husband and two young children.

Chris Harris

Chris Harris is vice president of advanced TV sales at FreeWheel Media, a division of FreeWheel, a Comcast Company that provides advertising software and solutions for the entire television ecosystem. In his role, Harris leads a team of sales professionals helping marketers reach audiences across all transaction types, formats and screens. Previously, he was director of sales at AudienceXpress, a programmatic TV platform where he was responsible for driving revenue utilizing advanced audience targeted solutions. During his time in this role, Harris helped managed triple growth revenue since the company’s inception in 2013. AudienceXpress was acquired by Comcast in 2015. Prior to joining AudienceXpress, Harris held sales roles within the spot market business at TeleRep and Blair TV, as well as roles in research and analytics at Blair TV. He holds a B.S. in marketing from the University of Wyoming and currently resides in Connecticut with his wife Liz and daughter Peyton.


Nancy Arnold

With Diray Media since 1993, Nancy Arnold is proud of her role in helping to build and drive the Diray team into the successful business it is today. She loves creating successful campaigns, negotiating deals, and spearheading big wins for Diray clients. Her proven formula has led to TV success and retail hits, especially in the children’s category, where she’s worked tirelessly with network execs and clients for award-winning toy retail launches. Arnold’s energy and positivity make her an asset to both the media and account teams. Relationship building and turning media campaigns into winners is her passion. Her knowledge of the direct response model, devotion to clients, and tenacious work ethic drive many of Diray’s successes. A partner since 2006, Arnold’s ambition for success continues to this day, excited to work with clients and design strategies that have a proven track record of performance.

Patty Mertes

​Patty Mertes is vice president, audio, for Havas Edge. With a passion for making a difference, cultivation meaningful relationships that result and personal and professional growth, and being a wife and mom, Mertes has more than 13 years of experience with multichannel offline marketing, strategic planning and media buying, customer acquisition, client revenue optimization, brand building, and big-data customer analytics. She has managed multimillion dollar accounts — for clients such as Lending Tree, Ring.com, Boll & Branch, Blinds.com, Hello Fresh, Lyft, Dollar Shave Club, Uber, Blue Apron, Zillow, and the Honest Co — leading strategic media planning and buying and growing monthly offline marketing spends by working closely with the clients and internal teams to dissect and interpret offline data and translating into ROI-positive campaigns.

Nicole Cordero

Nicole Cordero Nicole Cordero is head of the Hispanic division for Havas Edge. With performance marketing and culture at the core, Cordero develops strategic marketing, creative, and media campaigns for brands looking to connect with the Hispanic consumer in a meaningful way and reach profitable scale. With more than 14 years of experience, she has led campaigns for the likes of: Unilever, ALSAC-St. Jude Children’s Research Hospital, GrubHub, Draft Kings, Nestle, TripAdvisor, Mutual of Omaha, and Vistaprint, among other worldwide advertisers and Fortune 1000 companies. Cordero is extremely passionate about her Latino heritage and sharing her culture with others. She lives in Carlsbad, Calif., with her son Juan Carlos and her husband Chris.

Thomas Haire

Thomas Haire is co-founder and chief content officer of Definitive Media Group, an event and trade publishing company, as well as co-founder and board member of the Performance-Driven Marketing Institute (PDMI), a non-profit trade association. Prior to serving in these roles, Haire spent 17 years as editor-in-chief of Response Magazine. He also served as the content director of Response Expo, a trade event in the marketing industry, from 2007-2018. He is a four-time Western Publications Association (WPA) Maggie-award nominee as editor-in-chief of Response and a two-time Eddie Award winner as a magazine editor and feature writer. A native Southern Californian and graduate of USC, Haire and his wife relocated to Massachusetts a year ago and welcomed their first child, a son, in September 2018.

Ed Crain

Ed Crain Ed Crain is president and CEO of Kingstar Media and Kingstar Direct, the leading performance marketing agency in Canada with more than 25 years of combined TV, audio, and digital marketing experience supporting U.S. clients in the Canadian market. Crain has specialized for more than 30 years in entrepreneurial product launches, brand building, drive-to-web, and strategic media campaigns that drive ROI across all media platforms.

Dick Wechsler

Dick Wechsler Dick Wechsler is founder and CEO of Lockard & Wechsler, a full-service direct marketing agency, which has grown from $3 million to $650 million in annual media billings. Early in his career, Wechsler — a member of the Direct Response Hall of Fame, as well as a past member of the board of directors for the Electronic Retailing Association (ERA) — realized that good creative and the ability to quickly access and analyze data were the keys to successful direct response marketing. Most recently, he’s led an initiative to develop tools and strategies to plan, track, and analyze integrated media campaigns that support direct and retail channels, and push online campaigns beyond their traditional scalability limits.

Want to play a bigger role at PDMI West? 


Sponsorship opportunities — including full-scale event sponsorships, reserved meeting rooms and meeting tables, and more — are available today. To learn more, click the Sponsor Prospectus button below or contact our sales team by clicking on the linked email addresses below:

John Yarrington:



Jessica Delich: 


For more information on the event or for any questions, please contact us via email by clicking the button below:

Keep an eye on your email or on our website for more information about the schedule of events — networking, education, and more for PDMI West in San Diego, Sept. 14-16.



Visit our website: www.viacomcbs.com


Allegro Response

Allegro Response delivers the service you deserve. “Know Your Customer” insight technology increases lifetime value and sales and grows your business. Allegro Response specializes in sales, customer services, script development, and — last but not least — direct response, with more than 50 years of combined leadership experience.


Cannella Media

VIsit our website: cannellamedia.com


CoreMedia Systems

CoreMedia develops software systems for direct response agencies and marketers. Our CoreDirect® solution blends the media buy with ratings, airings, and sales results to instantly analyze marketing performance and ROI. For almost 30 years, our comprehensive solutions have provided data-driven results to more than 130 agencies and marketers who collectively place more than $10 billion in annual media spend.


DISH Media

Visit our website: media.dish.com


Extreme Reach

Extreme Reach is the market leader in the ingest, preparation, and delivery of short- and long-form direct response video content and programming. Our modern, cloud-based technology solves critical pain points, eliminates workflow friction, and enables teams to move faster and be more successful across an increasingly complex landscape. 


Ideal Living

Ideal Living invents, markets, and distributes innovative health, wellness, and home environment products. Each product positively impacts the quality of life of the individuals that use them and, as a result, the communities they live in.


Kingstar Media

Kingstar Media has a track record of buying and executing media that sells products and introduces services to Canadians. Leveraging the power of TV, radio, digital, print, and OOH, Kingstar has established itself as the premium DR agency in Canada


Lockard & Wechsler Direct

Lockard & Wechsler (LWD) is a full-service performance marketing agency. Since 1991, the agency’s focus has been on making media make money for its clients. Measurement means everything at LWD.


Locke Lord LLP

Locke Lord is a full-service law firm with global reach and 21 offices designed to meet clients’ needs. The firm's clients range from Fortune 500 and middle-market public and private companies to start-ups and ‎emerging businesses‎.‎


MeTV/Weigel Broadcasting

Visit our website:  www.metv.com


TouchPoint Integrated Communications

TouchPoint Integrated Communications is a media planning, buying, and optimization agency with an expertise in direct and brand response. Our focus is on the brand, consumer experience, and — most importantly — driving results and actionable insights.


Venable LLP

Venable LLP is a national, full-service law firm with an award-winning Advertising and Marketing practice. Our attorneys deliver services around the world, providing advice and strategies for establishing, protecting, and growing your brand.