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

VP, Media Director

Eric has over 15 years of DRTV media experience, including operations, client services and managing the media capability of 10 buying staff members at River Direct. Eric has onboarded and managed hundreds of successful DRTV campaigns and leads a team of successful media buyers with over 115 years of combined experience.

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Eric has over 15 years of DRTV media experience, including operations, client services and managing the media capability of 10 buying staff members at River Direct. Eric has onboarded and managed hundreds of successful DRTV campaigns and leads a team of successful media buyers with over 115 years of combined experience.

Matt Hermes

VP, Client Services

Matt’s 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 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.

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.

Osania Del Rio

VP, Digital Strategy & Marketing

During her more than 15 years in Direct to Consumer marketing, Osania has spent time in leadership roles at both TV & Digital Media Agencies, as well as consumer product marketing companies, including Allstar Innovations. Having worked on both the client and agency side, Osania has gained a rich repertoire of experience, knowledge and skills in television and digital marketing and knows what it takes to run a successful, omni-channel campaign. Osania leads marketing and digital initiatives for River Direct.

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During her more than 15 years in Direct to Consumer marketing, Osania has spent time in leadership roles at both TV & Digital Media Agencies, as well as consumer product marketing companies, including Allstar Innovations. Having worked on both the client and agency side, Osania has gained a rich repertoire of experience, knowledge and skills in television and digital marketing and knows what it takes to run a successful, omni-channel campaign. Osania leads marketing and digital initiatives for River Direct.

Lindsay Hendricks

Campaign Strategist

Prior to her work at River, Lindsay spent 20+ years on the both the client and agency sides of the business, most recently with Positec Tool Corporation. She spearheaded Positec’s omni-channel media approach which encompassed LF, SF, radio, digital and emerging media.  Tasked to lead campaign strategy, Lindsay has been integral in the expansion of River’s media offerings and approach.

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Prior to her work at River, Lindsay spent 20+ years on the both the client and agency sides of the business, most recently with Positec Tool Corporation. She spearheaded Positec’s omni-channel media approach which encompassed LF, SF, radio, digital and emerging media.  Tasked to lead campaign strategy, Lindsay has been integral in the expansion of River’s media offerings and approach.

Eric Stracener

VP, Business Development

Eric is an experienced VP of New Business Development with a demonstrated history of working with Top DRTV companies with sales and back-end strategies. Eric has been in the industry for over 20 years working on some of the top DRTV campaigns within the industry. He is a strong business development professional with a Bachelor of Science focused in Business Administration from Western Oregon University.

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Eric is an experienced VP of New Business Development with a demonstrated history of working with Top DRTV companies with sales and back-end strategies. Eric has been in the industry for over 20 years working on some of the top DRTV campaigns within the industry. He is a strong business development professional with a Bachelor of Science focused in Business Administration from Western Oregon University.

Direct-to-Consumer Media Agency:

TV – CTV – Digital – Radio