River Direct Team

Backed by a heavily experienced team, our staff has over 30 years of experience advertising direct-to-consumer, both online and offline.

John Cabrinha

Co-CEO

John has enjoyed a successful career in the direct marketing industry for over 37 years. He met his business partner, Dan Danielson, at SyberVision in 1987 where John was a Media Buyer and Planning Strategist. In 1990, John and Dan formed the highly successful Direct Ventures Marketing. Shortly after in 1991, they merged with Mercury Media, a mid-sized media buying agency, under the Mercury Media banner. Mercury Media billed $15 million in media in 1991 and reached billings of $200 million when it was sold to an equity partner in 2006. John and Dan later formed River Direct, taking their years of experience and skills in direct response, direct to consumer marketing, and media buying to form a company based on the “convergence of media”: TV, Streaming TV (Connected TV/OTT), Radio, and Digital Media Advertising. 

John was recognized as one of the 25 most influential people in the industry by Response Magazine, a leading industry publication. From 1996-1999 John served as a member of The Board of Directors for ERA. He held various positions including a member of the Executive Committee and the Ethics Committee. In 2016, he was inducted into the Direct Response Hall of Fame.

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John has enjoyed a successful career in the direct marketing industry for over 37 years. He met his business partner, Dan Danielson, at SyberVision in 1987 where John was a Media Buyer and Planning Strategist. In 1990, John and Dan formed the highly successful Direct Ventures Marketing and shortly after, merged with Mercury Media, a mid-sized media buying agency, in 1991 under the Mercury Media banner. Mercury Media billed $15 million in media in 1991 and reached billings of $200 million when it was sold to an equity partner in 2006. John and Dan later formed River Direct, taking their years of experience and skills in direct response, direct to consumer marketing, and media buying to form a company based on the “convergence of media”: TV, Streaming TV (Connected TV/OTT), Radio, and Digital Media Advertising.

John was recognized as one of the 25 most influential people in the industry by Response Magazine, a leading industry publication. From 1996-1999 John served as a member of The Board of Directors for ERA. He held various positions including a member of the Executive Committee and the Ethics Committee. In 2016, he was inducted into the Direct Response Hall of Fame.

Dan Danielson

Co-CEO

Co-founder of River Direct in Los Angeles, Dan is a 30+ year direct response veteran. He got his start in the industry in 1986, while working at SyberVision Systems Inc.  There, he helped pioneer many direct response advertising principles to sell products and launched a string of successful direct to consumer marketing campaigns and strategies. 

Dan has received many honors over his career, among them being named one of the 25 most influential people in the industry by Response Magazine. He has served on the Board of Directors of the Electronic Retailing Association (ERA) as treasurer and Chairman of the Board. Dan was inducted into the Direct Response Hall of Fame in 2016 and received The Lifetime Achievement Award from ERA in the same year.

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Co-founder of River Direct in Los Angeles, Dan is a 30+ year direct response veteran. He got his start in the industry in 1986, while working at SyberVision Systems Inc.  There, he helped pioneer many direct response advertising principles to sell products and launched a string of successful direct to consumer marketing campaigns and strategies. 

Dan has received many honors over his career, among them being named one of the 25 most influential people in the industry by Response Magazine. He has served on the Board of Directors of the Electronic Retailing Association (ERA) as treasurer and Chairman of the Board. Dan was inducted into the Direct Response Hall of Fame in 2016 and received The Lifetime Achievement Award from ERA in the same year.

Eric Elliott

President

Eric brings more than 17 years of experience in direct-to-consumer marketing with a background in media operations, account management, media buying, and planning.  Over his career, Eric has launched and managed hundreds of successful direct-to-consumer campaigns, many of those becoming household brands.  Eric has extensive knowledge in TV media buying and led River Direct’s team of media buyers and planners in his prior role as VP of Media.  As President, Eric leads the highly experienced executive team with meticulous attention to detail and strategy.  One of his many goals is continuously growing one of River Direct’s core strengths, client ROI.

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Eric brings more than 17 years of experience in direct-to-consumer marketing with a background in media operations, account management, media buying, and planning.  Over his career, Eric has launched and managed hundreds of successful direct-to-consumer campaigns, many of those becoming household brands.  Eric has extensive knowledge in TV media buying and led River Direct’s team of media buyers and planners in his prior role as VP of Media.  As President, Eric leads the highly experienced executive team with meticulous attention to detail and strategy.  One of his many goals is continuously growing one of River Direct’s core strengths, client ROI.

Bernadette Abasta

Chief Strategy Officer

A veteran in the Direct-to-Consumer space, with professional experience from both the brand and agency side, Bernie’s 30-year experience enables her to have a unique 360-degree perspective on a client’s business. Prior to coming on board to River Direct, Bernie led Media Strategy and Client Services and was instrumental in growing her previous agency’s growth by 250% year-over-year in 2020. Cross-channel proficient, Bernie is responsible for helping River Direct stay at the forefront of linear and CTV media buying, strategy, and analytics.

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A veteran in the Direct-to-Consumer space, with professional experience from both the brand and agency side, Bernie’s 30-year experience enables her to have a unique 360-degree perspective on a client’s business. Prior to coming on board to River Direct, Bernie led Media Strategy and Client Services and was instrumental in growing her previous agency’s growth by 250% year-over-year in 2020. Cross-channel proficient, Bernie is responsible for helping River Direct stay at the forefront of linear and CTV media buying, strategy, and analytics.

Matt Hermes

VP, Client Services

Matt’s over 20 years of Brand Response TV media experience has been on the client service and new business side. Matt and his client service team currently manage close to 40 DRTV campaigns and are responsible for maintaining healthy client profitability as well as meeting the objectives of each client’s strategic approach. Matt has launched and managed some of the most successful DRTV campaigns over the past two decades, including Magic Bullet, Omega XL, WORX/Positec, National Debt Relief, Murad, and Plexaderm. Matt oversees the entire River Direct client service team as well as business development.

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Matt’s over 20 years of Brand Response TV media experience has been on the client service and new business side. Matt and his client service team currently manage close to 40 DRTV campaigns and are responsible for maintaining healthy client profitability as well as meeting the objectives of each client’s strategic approach. Matt has launched and managed some of the most successful DRTV campaigns over the past two decades, including Magic Bullet, Omega XL, WORX/Positec, National Debt Relief, Murad, and Plexaderm. Matt oversees the entire River Direct client service team as well as business development.

Julie Del Carmen

Director of Long-Form Media

With over 30 years of experience in the direct response field, Julie del Carmen has managed and negotiated effective and profitable broadcast advertising for numerous national cable networks and broadcast markets. A graduate of the University of California Santa Barbara, Julie’s impeccable track record as a media buyer is the result of her casual but effective communication skills coupled with years of valuable market insight.  This has helped her forge long-lasting and meaningful relationships with various media representatives who have come to know Julie as a consummate professional who delivers impactful results.

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With over 30 years of experience in the direct response field, Julie del Carmen has managed and negotiated effective and profitable broadcast advertising for numerous national cable networks and broadcast markets. A graduate of the University of California Santa Barbara, Julie’s impeccable track record as a media buyer is the result of her casual but effective communication skills coupled with years of valuable market insight.  This has helped her forge long-lasting and meaningful relationships with various media representatives who have come to know Julie as a consummate professional who delivers impactful results.

Ramin Adnani

 VP, Media Operations

As VP of Media Operations, Ramin manages the day-to-day data flow and media traffic with his team. Before joining River Direct, Ramin served as the VP of Client Services at CallSource (one of the largest call-tracking companies in the United States), where he supervised Account Management and Customer Care departments. Ramin worked at Ronco, Inc. for Mr. Ron Popeil, the inventor of the infomercial industry, and worked for Sylmark/ILM. Ramin oversees the entire River Direct media operations team.

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As VP of Media Operations, Ramin manages the day-to-day data flow and media traffic with his team. Before joining River Direct, Ramin served as the VP of Client Services at CallSource (one of the largest call-tracking companies in the United States), where he supervised Account Management and Customer Care departments. Ramin worked at Ronco, Inc. for Mr. Ron Popeil, the inventor of the infomercial industry, and worked for Sylmark/ILM. Ramin oversees the entire River Direct media operations team.

Direct-to-Consumer Media Agency:

TV – CTV – Digital – Radio