Kathy is the Media Director and CEO of Lead Surge. She is the force that guides our clients’ direct response lead generation programs—working tirelessly to maximize our clients’ ROI and minimize their cost per lead.
She frequently works with our clients’ Marketing Directors and, having previously worked in that role herself, is sympathetic to the pressures of the job and understands the lack of tolerance for costly mistakes.
Before forming Lead Surge with Liz, Kathy served as Vice President and Client Strategist at Direct Impact Group, a direct response lead generation advertising agency.
Earlier in her career, Kathy spent 15 years in media advertising sales at radio and television stations where she developed highly-successful campaigns and built long-standing client partnerships. She formed and headed direct response departments to serve clients who craved advertising accountability.
Kathy is high-energy, savvy and will relentlessly strategize realistic solutions to marketing challenges. She has a deep understanding of multiple dimensions of the direct response business—media planning, offer development, lead conversion and back-end analysis.
Kathy co-founded Lead Surge with Liz Keefe in 2011.
B.S. in Business Administration with a concentration in Marketing from Rochester Institute of Technology
Liz is the Creative Director and President of Lead Surge. She creates highly-targeted messaging strategies for our clients and applies her tenacity and bottomless well of creativity to develop and produce all TV, radio, newspaper, direct mail and online creative campaigns to align with those strategies.
Thoughtful, collaborative and funny enough to make even the most challenging projects enjoyable, Liz thrives in the fast-paced, ever-changing world of B2C direct response lead generation.
Her advertising career began in 1997, first as a Media Assistant and then as an Account Executive at Direct Impact Group, a direct response lead generation advertising agency. Eventually, Liz transitioned to the creative side of the agency and it’s there that she realized her true passion.
Before forming Lead Surge with Kathy, Liz served as Vice President and Creative Director for 10 years at Direct Impact Group, where her award-winning creative generated hundreds of millions of dollars in revenue for her clients.
Liz’s diverse advertising background has served her well as she has a profound understanding of the many complexities of the direct response business.
While a client/agency relationship that spans four to five years is widely considered a successful run in this business, Liz has been able to build long-standing, deep-rooted relationships with many clients throughout her career, including 10 or more years with Renewal by Andersen, Sokolove Law, Cumberland Farms and DiStefano Hair Restoration.
Liz co-founded Lead Surge with Kathy Lavrentios in 2011.
B.S. in Mass Communications from Emerson College
Rita has many years of experience in financial management for both public and private companies. In her current role, she handles all the finances and assists in the growth of the company. Although every day presents a new challenge, she absolutely loves working with such a great team and being part of the company’s success!
A firm believer that life is too short to worry about what you didn’t do rather than just living in the moment, Rita’s weekends are typically spent entertaining and enjoying quality time with her family and friends.
She says if she could have dinner with any three people, living or dead, she’d want to dine with one of her parents, her daughter and her husband.
A big animal lover, Rita has three dogs – Ginger, Cocoa and Chai – whom she affectionately refers to as the Spice Girls.
Rita joined Lead Surge in October 2014.
Studied Management and Accounting at Community College of Rhode Island
Kirsty oversees our “watchdog department,” spending most of her days sifting through endless spreadsheets – adding data to them, manipulating them and frequently asking them nicely to behave. “Add a dash of chaos, and you’ve pretty much got it,” she adds. She enjoys making things systematic, streamlined and more efficient.
What makes Kirsty most proud about her work is that she and her team do what most agencies don’t; they hold the media accountable – down to every last spot time and e-tear.
Most weekends, Kirsty can be found either cooking or curled up on her couch “watching really bad reality TV with a couple of cats.”
What most people don’t know is that Kirsty has a secret desire to be interviewed someday. As she explains, “I would like to be at a point in my life where I have enough in-depth knowledge on a subject, or I’m just plain interesting enough, to warrant being interviewed.”
Kirsty joined Lead Surge in March 2014.
B.A. in Film Studies from Brandeis University
No two days are ever the same for Norine and that’s just the way she likes it. She loves to learn new things and relishes the challenges that each new day presents.
As Director of Human Resources, Norine takes pride in working with Kathy and Liz to ensure that Lead Surge’s employees not only have the best available benefits, but that they can be confident she will address any potential concerns before they arise.
Those who know Norine well are not at all surprised to learn that she is deeply passionate about animals. In fact, her lifelong dream is to one day buy a farm and provide care for animals that are no longer wanted or considered useful.
When she’s not caring for animals, Norine spends most of her weekends hiking, doing yoga with her daughter and enjoying quality time with her grandkids.
Norine joined Lead Surge in December 2016.
A.S. in Business Administration from Northeastern University
B.S. in Business Administration from Curry College
A typical day for Ryan involves juggling several creative campaigns and planning ahead for the future. His day usually begins by reading and responding to a number of e-mails. Ryan also thoroughly proofreads ads, checks in with his team frequently, determines what upcoming creative campaigns need to be ordered and puts a plan of action together for each one.
Ryan’s role as creative and production manager taps into two of his passions – writing and editing. “I’ve always loved working with the written word,” he says. “In addition to that, I love organization and planning. When we produce an ad, I get to clearly see how my work is having an impact and helping our clients and Lead Surge.”
In his free time, Ryan enjoys writing, reading, going to the movies and hiking. He’s also very connected to his ancestry, which includes his Assyrian heritage on his father’s side of the family. Ryan says, “the defense of Assyrians everywhere – as well as the expansion of our culture – is extremely important to me.”
Ryan joined Lead Surge in March 2014.
B.A. in Journalism from Grand Valley State University
Jason is one of our top watchdogs. A typical day for Jason entails collecting pre- and post-logs to ensure our media is running as ordered. He also analyzes TV stations to determine how each program is performing. What he enjoys most about his work is making certain that our clients’ TV and radio advertising budgets are being well spent by ensuring spots run as ordered and with a minimum 20-minute separation.
On weekends, Jason enjoys watching his favorite Boston sports teams and reading. If the weather cooperates, he can also be found out on a golf course playing a round.
Jason says the three people – living or dead – he’d most like to have dinner with are Bobby Kennedy, Franklin Roosevelt and Theodore Roosevelt.
Jason joined Lead Surge in December 2015.
B.A. in Liberal Studies from Westfield State University
There are so many aspects to Amy’s role here that there is no such thing as a typical day. One moment, Amy is on the phone with TV stations, radio stations or newspapers negotiating rates, and the next moment she is presenting plans to clients and editing them to ensure they meet lead flow and budget goals.
“Building a media plan is like piecing together a puzzle,” says Amy, “and it’s rewarding when all the pieces fit together.”
Additionally, Amy checks in regularly on past and current performances to identify ways to optimize current media and to determine if new lead sources in a market need to be added.
Having grown up near the Adirondacks, Amy has a deep appreciation for the peace, quiet and fresh air of the mountains. So, it’s not surprising to learn that if she could spend a week anywhere in the world, she would choose to be with her husband and their dog, Max, relaxing in a cabin on a mountain lake or skiing.
Amy also has a passion for helping homeless animals and preventing animal abuse. She says, “To be able to help animals get out of horrible situations and into loving homes is one of the best feelings in the world.”
Amy joined Lead Surge in April 2016.
B.A. in Psychology from College of the Holy Cross
On any given day, Christin is busy ordering coupon ads, print ads and radio spots. She thoroughly checks each ad before sending it off to the client for approval and then checks it once again before forwarding it along to the proper publication. It’s this attention to detail, a sort of superpower, that Christin says, “makes spotting the smallest of errors feel like a major accomplishment.”
Christin not only has a remarkable eye for detail, she has exceptional ears as well. In addition to proofreading ads, she also listens to every radio spot to ensure they are clear and accurate before they are released.
An avid reader, Christin’s favorite books are And Then There Were None by Agatha Christie, Harry Potter and the Sorcerer’s Stone by JK Rowling and A Game of Thrones by George R. R. Martin. She aspires to one day write a book of her own and have it published.
Christin joined Lead Surge in June 2016.
B.A. in Communications from Stonehill College
Jackie brings more than 20 years of administrative experience and an expertise in accounting and collections to Lead Surge. Her current role involves all aspects of invoicing, inventory and client relations. She loves that each new month of billing offers something new and exciting while also enabling her to build stronger relationships with our clients.
When Jackie’s daughter was nine years old, she underwent emergency brain surgery to remove a cavernous malformation that was causing her to hemorrhage out. Just seven months later, her daughter had to endure a second brain surgery to remove yet another cavernous malformation.
Now, two years later, Jackie’s daughter has a clean bill of health and is doing very well. The experience led to Jackie’s involvement with Angioma Alliance, an organization whose mission is “…to inform, support and empower individuals affected by cavernous angioma.”
Jackie truly appreciates quality time spent with her family. Her dream vacation would be in Santorini, Greece, with her family and loved ones where days would be spent laughing, enjoying great food and making memories that would last a lifetime.
Jackie joined Lead Surge in October 2016.
Studied Business Management & Marketing at Bridgewater State University
Shaun is one of our eagle eyes. Most days, he is busy proofreading and ordering coupon ads and print ads. He meticulously checks each one before presenting it to the client for approval and then once again before sending it off to the proper publication.
The one thing about his job that makes Shaun most proud is he’s able to work on campaigns that he can help make clean, accurate and consistent – he’s not satisfied until the client is happy.
When he’s not working, Shaun is usually playing with – or, more accurately, chasing after – his two young children. He also enjoys hockey and brewing his own beer.
A big fan of movies, Shaun ranks Back to the Future, Star Wars and Raiders of the Lost Ark his top three favorite films. While he enjoys all types of movies, his preferred genre is horror.
Shaun joined Lead Surge in July 2017.
B.A. in Journalism from University of Rhode Island
One of our resident watchdogs, Sarah drafts and sends traffic instructions to TV and radio stations, and then she checks pre- and post-logs to verify that the correct spots ran as requested.
Additionally, Sarah is responsible for sending our new media contacts welcome packages and copies of company policies: a 20-minute Separation Policy and Pre- and Post-Log Collection Policy for TV and radio media, as well as a Creative Modification Ban Policy for print media.
Originally from Canada, Sarah says her favorite place to be is back home with her family in Cape Breton, Nova Scotia boating on the Bras d’Or Lake.
As one of many animal lovers on our staff, Sarah is a passionate supporter of the Society for the Prevention of Cruelty to Animals (SPCA) and has rescued three cats from the organization – Stokey, Reggie and Tessie.
Sarah joined Lead Surge in May 2017.
B.A. from St. Francis Xavier University in Nova Scotia
As Media Operations Coordinator, Lauren collects e-tear sheets that display what newspaper ads we ran and where they were placed within the paper. One of our watchdogs, she is also responsible for confirming that our newspaper ads run correctly as well as verifying that pre- and post-logs collected from TV and radio stations correlate with what was ordered.
On weekends, Lauren enjoys doing anything that gets her outside. She also likes knitting and spending time with her cats.
In college, Lauren ran hurdles for her track and field team, and she says the #1 item on her bucket list is to one day run a marathon.
Lauren joined Lead Surge in September 2017.
B.A. in Criminology from Stonehill College
Working closely with members of the creative team, Chris is responsible for generating innovative and compelling copy for our clients’ direct mail, digital, newspaper, radio and TV campaigns. In addition to creating copy, he’s constantly researching new trends in advertising to see what is and isn’t working and looking for new, inventive ways to connect with potential customers.
The thing he loves most about his job is the challenge of writing copy that makes a connection with the reader and motivates that person to take action.
A big movie fan, Chris considers Heat, Almost Famous and Inception three of his many favorites. He also loves going to as many concerts as he can and is a big fan of U2, The Police and Phish.
Chris joined Lead Surge in August 2017.
B.A. in English Literature from Florida State University
As one of Lead Surge’s newest watchdogs, Morgan collects pre- and post-logs from radio and TV stations in a dozen markets across the country and reviews them for accuracy. Morgan says she learns something new every day and she loves being a member of such a strong, supportive team!
On weekends, you can find Morgan enjoying some type of craft beer and watching her favorite shows – “Game of Thrones and pretty much any reality television program” – with her two cats, Milo and Murray.
Morgan also enjoys reading and regards the Harry Potter series by JK Rowling and The Transall Saga by Gary Paulsen among her favorites.
When asked what the #1 item is on her bucket list, Morgan said it’s to someday hike the Appalachian Trail.
Morgan joined Lead Surge in November 2017.
B.S. in Exercise Science from Central Michigan University
Henry is a four-year-old Poodle/Wheaten Terrier mix who spends 95% of the workday wandering through the offices looking for treats and staring at people as they eat their lunch. He’s not a great listener and will sometimes bark at nothing, so it’s good that he’s so handsome.
Roxy, our head of security, is a rescue from a local animal shelter and needs extra love because she was abused by her previous owner. She loves food almost as much as her owner Kathy and considers it a good day if she gets several belly rubs at the office.
Ollie is a West Highland White Terrier whose sole focus most days is trying to figure out how to carry two tennis balls at once. He loves to walk around the office with an empty water bowl in his mouth, even if that means he has to first dump the water on the floor to do so.
Max is a rescue lab-chow mix and a bit of a shy guy. However, once he warms up to you, he’ll be a loyal, gentle friend for life. Max loves coming to work and playing with his best friend, Henry. When he’s not playing, he can be found making his rounds, seeking out treats from employees.
Likes: Feta cheese, playing fetch and taking naps.
Dislikes: Water, fireworks and squirrels.
Apollo and Zeus, Chihuahuas and half-brothers (same father, different mothers), spend their days greeting anyone who stops by their mama Norine’s office.
Zeus loves people right away, while Apollo makes you earn his affection. But give Apollo a little time and he eventually warms up to everyone.
If Zeus could talk, he would surely remind Apollo that he is a whole 10 days older than his half-brother. Apollo loves taking naps on Norine, going for walks and chasing leaves that are floating in the wind.
Both of these little mischief-makers enjoy teasing one another by stealing each other’s bones.