Management Team

Dana Jones, CEO and Founder
A third-generation advertising and media professional, Mr. Jones’ career began with a 7 year stint as an on-air personality at 4 Southern California radio stations, including 2 years at legendary KROQ-FM in Los Angeles. He founded Dana Jones Advertising and Design, a boutique agency, with entertainment, fashion and package-goods clients like Universal Studios Tours, Sheraton Hotels, 96-Degrees, Action Sports Retailer, KFC, NBC, Avery Dennison, Orly International Cosmetics, General Mills and Ford. Jones founded Ultramercial in April 2001, following his filings of two pending patents based on the Ultramercial business model and ad unit in May and August of 2000. Jones is a former faculty member of the Art Center College of Design in Pasadena.


Paul Grusche, COO
Mr. Grusche is a fourth generation automotive marketer. He has experienced many sides of the industry since his start at Automobile Magazine almost 17 years ago. He spent several years at the Bozell agency in Detroit working on the Chrysler Plymouth Jeep and Eagle dealer account during their merger with CME. Then, over three years in the marketing department of Kia Motors during startup, continuing through their nationwide expansion to over 500 dealers. At Rubin Postaer and Associates, he headed up the Honda and Acura Interactive Network business before helping orchestrate a turnaround as Marketing Director of Automotive Imaging at eVox Production with clients such as Honda, Lexus, Nissan, Infiniti, GM, Subaru and Microsoft. He joined Ultramercial about three years ago overseeing sales for the west coast in addition to PR and marketing activities. Mr. Grusche holds a BA in Marketing from Michigan State University.


Jim Smith, Chief Technology Officer
Fusing a scientific and business education with software development experience, Mr. Smith created Ultramercial’s extremely complex applications from drawing board concepts into profitable, working software, beginning in 2001. His decade of experience as a software architect combines the skills of analysis, design, planning, coding and project management. Previous clients include The World Bank, DrDrew.com, Orange County Transit Authority and Word of Net. With a Masters degree in Operations Research and Industrial Engineering and an MBA from Cornell, Jim is not only equipped to deal with a broad range of highly technical issues, but he is also a consummate communicator, using his liberal education to bridge the gap between "propeller heads" and business users. An entrepreneur in his own right, Jim has competence in the entire business cycle, from inception and growth, right through sale and transition.


Michelle Keyes, VP Advertiser and Publisher Operations
Ms. Keyes brings 14 years experience in advertising and internet technology with extensive knowledge in traditional media, interactive advertising and industry related technology. Her experience includes media research, planning, evaluation and advancement of on-line ad delivery and optimization tools. She started her career in traditional advertising with Daily and Associates as a media buyer for Cal. State Lottery then Foote, Cone and Belding overseeing sports promotions for Farmers Insurance Group. Her entrance into the interactive space began with GeoCities. She launched the ad services department and developed key performance metrics critical to Company's successful IPO which was later purchased by Yahoo!. During her stint with AdForce, an online advertising firm, she managed the client services department. Ms. Keyes joined Ultramercial in March 2005, and oversees all advertiser and publisher initiatives.


Michelle Schwab, Director of Sales, Detroit
Ms Schwab spent 8 1/2 years at J Walter Thompson Advertising in Detroit working on the national Ford Division business, rising through the Account Management ranks for both SUVs and Cars. Key contributions included the Ford Outfitters "No Boundaries" SUV campaign launch, Ford American Idol sponsorship project management, and the supervision of many new product launches including the Ford Five Hundred in 2004. Schwab began her advertising career at JWT in 1997 as part of the prestigious Marketing and Advertising Development Program (MADP), a selective training program designed to accelerate the career path of young advertising professionals recruited from top marketing and advertising programs throughout mid-western colleges and universities. She joined Ultramercial in January 2006 as Detroit Sales Director. Ms. Schwab holds a BA from Indiana University's School of Journalism, 1997.


John Osborn, Director of Business Development
As Senior VP, Group Media Director (a 23-year career) at BBDO and OMD, New York, John oversaw Media Services for clients Visa, Bayer, Eli Lilly, DuPont, FedEx, Charles Schwab, and many more. Since 2005 Mr. Osborn has been a media consultant to ad agencies Zenith Optimedia, PHD and Carat. A longtime advocate for emerging media technologies, he led cross-agency panels discovering the early benefits of Cable TV (early-mid 1980s), Interactive TV and Internet (early-mid 1990s) and most recently TV 2.0. John is the grandson of BBDO co-founder Alex Osborn.




Raquel Dall’Igna, Creative Director
A native of Brazil, Ms. Dall’Igna received a Bachelor of Arts in Graphic and Product Design at the Escola Superior de Desenho Industrial in Rio de Janeiro. She then studied Graphic Design for Interactive Experiences at Pasadena’s Art Center College of Design. Ms Dall’Igna has eight years experience designing for web and print media, and supervises a 5 member creative team at Ultramercial’s headquarters.