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DRTV
“…Producing good, high-quality leads can be truly challenging. Too often, off-target marketing campaigns yield low response rates, or worse, large numbers of tire-kickers who are unlikely to become customers or clients. And pursuing these poor-quality leads can cost you dearly in time and money.” Kim T. Gordon
Author and Marketing Consultant
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Management
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Victor Grillo Jr., Chairman & CEO
After graduating with a business degree from Bentley College in 1989, Victor Grillo Jr. began paving the way for the Direct Response Television industry right in the comfort of his own home. The young entrepreneur began producing television commercials in his basement with the lofty guarantee that through his re-invented direct response formula, he could convince anyone in the audience to buy his products. What began as a college-grad’s grandiose idea slowly transformed into over $1 billion in products sales and the building and selling of five businesses worth over $250 million.
Grillo’s last 20 years in the DRTV business boasts an impressive portfolio of high profile clients including Motorola, Boost Mobile, Conair, Neutrogena, Liberty Medical and Cash4Gold. His product empire includes a variety of household names such as his One Touch line, Faraday Flashlight, Ginsu Knives, and Liquid Leather.
Cricket Holdings, Grillo’s current company, has recently expanded to include lead generation services that employ the familiar business concept of utilizing DRTV to mass produce quality leads for various companies in the medical, financial, precious metal and education industries.
Today, Grillo acts a chairman and CEO of Cricket Holdings, where he oversees the company’s full breadth of service while also specializing in business development and merger and acquisition activities.
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Bruce Baron, President
Bruce Baron joined Cricket in 2008 following 20+ years serving as a member of senior management teams at leading small-to-mid-sized consumer and retail companies such as Crabtree & Evelyn Ltd., The First Years Inc., and Fresh Inc. (a division of LVMH SA). Bruce has not only led a number of companies through periods of accelerated growth, but has also successfully transformed underperforming organizations into profitable businesses.
At Cricket, Bruce is charged with the overall leadership and management of the company. He is a graduate of Tufts University and MIT's Sloan School of Management.
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Scott Mackinnon, Vice President, New Product Development
Scott joined Cricket in 2004 bringing both insight and expertise to every area of service within the company. Utilizing over 15 years of experience in television, Scott currently oversees both new product and creative development at Cricket.
Prior to joining Cricket, Scott spent over 3 years working at the nation’s largest regional cable network, NECN. He then moved on to work at a leading direct response agency, Mercury Media (formerly Advanced Results Marketing) where he spent 8 years honing his skills in various roles spanning all areas of the company. His versatility and depth of knowledge in the field is what makes Scott indispensable to the Cricket team.
At Cricket, Scott has helped launch a variety of successful advertising campaigns for companies such as Motorola and Con-Air. Scott’s extensive portfolio also includes the launch of popular As Seen On TV products including the One Touch line and Faraday Flashlight.
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Cheri Beaudoin, New Business Development Manager
Cheri Beaudoin came to Cricket in 2008 with an extensive background in real estate working both in commercial development and as an agent for high-end boutique offices such as Brattle Associates Real Estate in Cambridge, MA.
Cheri’s entrepreneurial character has driven her success at Cricket where she has found her niche overseeing projects and developing new client relationships. Cheri’s impressive portfolio includes a business degree from St. Michael’s College in Vermont, as well as an MBA from Radford University in Virginia.
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Jim Hensel, Vice President of Sales
Jim Hensel joined Cricket with a diverse background in new business development and sales. He enjoys listening to customers and developing solutions to expand businesses. Jim has been instrumental in introducing Cricket’s revolutionary television based Lead Generation Service.
Prior to Cricket, Jim worked in finance, e-commerce, technology and medical manufacturing. His experience gives him broad awareness of successful business models and ways to grow revenue. Jim graduated from Johns Hopkins University with a degree in Economics and Entrepreneurship.
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