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Short Form CPA

Management Team

 


Rob Medved

Rob Medved

As the CEO, Rob has been involved in just about every aspect of DRTV campaigns, experience that he applies daily to our clients. His knowledge of the industry strengthens Cannella’s overall performance level and continues to push our company vision further.



Matt Greenfield

Matt Greenfield

As the President, Matt provides strategic vision to Cannella. His strong management skills and extensive integrated marketing experience lend a fuller dimension to the company’s overall direction of innovation and advancement of DTC marketing and distribution. .



Karl Theile

Karl Theile

As the CFO, Karl is responsible for the overall financial health of the company. His background in both the private and public sectors ensures that each opportunity is fully maximized to the utmost benefit.



Steve Schachter

Steve Schachter

As the VP of Business Development and Distribution, Steve establishes partnerships with national and regional carriers and broadcast stations to develop new direct response media placement opportunities for long form advertisers and live shopping marketers.



Shannon Nelson

Shannon Nelson

Shannon Nelson joined Short Form CPA, a division of Cannella Media LLC, in 2007 and currently holds the position of SVP Chief Revenue Officer. Shannon leads the sales team who focus on day-to-day client business relationships. Shannon is also responsible for a multitude of projects, products and processes across the company, ensuring the company is operating in the most effective and efficient manner. Prior to her current role, Shannon held the position of Senior VP of Ad Sales and Sales Development and eventually rose to the Chief Operating Officer position. With 20 years’ experience in the advertising industry, Shannon brings a wealth of knowledge to the Short Form CPA community.

Before joining Short Form CPA, Shannon’s positions included Director of Client Services with DirectAvenue, where she managed all DRTV client accounts. Prior to that she was Senior Account Executive with iMetrics Media, where she developed goals and media schedules for a variety of advertising clients. Additionally, she was a Senior Media Buyer with Davis Elen Advertising in Los Angeles for nearly 8 years, where her brand clients included McDonald’s, Toyota, Gameworks and Knott’s Theme Parks.

Shannon earned her Bachelor of Science in Business Administration from California State Polytechnic University, Pomona, and studied graduate work at the University of La Verne. Born and raised in Southern California, Shannon and her husband, Adam, are now raising their own family in Temecula. Outside of work, Shannon enjoys spending time volunteering for her kids’ sports teams. She loves to travel and is not afraid to jump out of an airplane.

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