Ethan Cohen – Chief Visionary

Ethan Cohen has always wanted to help people get healthy. At 16, he graduated as an Emergency Medical Technician (EMT) from the Bergen County EMS Training Center. During his tenure as a volunteer ambulance corps member, he responded to over 1,600 emergency response calls.

He began his professional career as an Account Executive managing clients' national infomercial media accounts. He rapidly grew to Vice President of the largest direct response media agencies, leading agency growth from $100M to $205M in sales. A private equity group soon acquired the agency, and Ethan shifted his focus to mergers and acquisitions (m&a) on behalf of the private equity parent company. In 2007, Ethan started his own direct response media agency, which grew to over $50M in sales and fifty employees, and he successfully exited at the end of 2013.

After decades of putting his career before his health, in early 2013, he made a significant life shift and changed his eating habits. He lost 23 pounds and never felt better. He immersed himself in studying nutrition and followed the teachings of gurus like Dr. Joel Fuhrman.

A change in diet led him to explore the world of supplements, adding another tool to his wellness journey. However, he was not impressed with the low-quality products filled with unhealthy fillers and additives flooding the markets. He believed he could make better, cleaner, and more potent formulas, so in January 2014, he started developing his first brand.

Stingray Direct was founded with a mission to improve people's lives through attainable world-class wellness products. As the portfolio for Stingray Direct grows, all the brands developed or acquired under Stingray Direct are carefully crafted and hand-selected. Every brand has its own unique story. Although they live separately- every brand under Stringray Direct comes together to complete a whole story.

In talking to hundreds of brand owners and studying teams, Ethan also realized a pattern: Behind so many health and wellness brands were exhausted and overworked employees who sacrificed their own health to provide wellness to others.

Today, with a laser focus on work-life balance, employees have been with Stingray for years, enjoying a workplace that inspires creative and innovative ideas and is a place where everyone can contribute and be heard.

Expanding the team at Stringray Direct is never about a race to increase the headcount. It's a carefully curated team. This small but mighty team has a profound background in marketing, direct response sales, data analytics, and consumer services, and its leadership team boasts unparalleled collective experience.

These efforts have led to a proven track record of nurturing brands and companies, driven by creativity, in-depth research, and the adept use of cutting-edge technology to reach our loyal customers.

Ethan earned his business degree from Boston University's Questrom School of Business (formerly School of Management).

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Alison Cohen – Chief Creative Officer

Alison is a 20-year veteran of the e-commerce, internet marketing, and interactive media industries. Having started in the e-commerce space in what seems like its stone age, she began her marketing career working on brands, such as Barbie Collectibles, Avery Dennison, and Proactiv Solution.

Cohen has successfully overseen the internet marketing, merchandising, and overall e-business strategy for the interactive divisions of many national and international brands and retailers. She has led the e-commerce teams at BCBG Max Azria Group (including the BCBG, Herve Leger, and Max Azria brands), athletic footwear and apparel manufacturer, K-Swiss, teen retailer, Anchor Blue, and was instrumental in the development of the marketing strategies for the Guess, Inc. arsenal of e-commerce sites, including guess.com and marciano.com.

Alison earned her Bachelor of Arts degree in Mass Communications from UCLA, a professional degree in Merchandise Marketing from FIDM (where she was valedictorian, but don’t tell her we told you), and an MBA from Pepperdine University.

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Megan Brown – Chief Marketing Officer

Seasoned health, wellness, and beauty executive Megan Brown has over 15 years of success developing, reviving, and profitably scaling brands via digital-first, content-driven performance marketing strategies. Beginning her career on the agency side, she led top-performing campaigns for direct response leading brands, Korres, PMD Beauty, Hair Club, Bosley, and Luminess. She then transitioned to the brand side to successfully lead marketing and brand teams for some of today’s top CPG Beauty and Wellness brands, including Unilever-acquired Liquid IV, Dr. Kellyann, a visionary in gut health, SKINN, the #1 selling skincare brand on TV Shopping Network, HSN, and Cellucor, C4 Energy, the leader in performance drinks.

Megan’s passion for health, wellness, and beauty stems from years as a professional dancer. As a former collegiate and NBA Dancer for the Miami Heat, Mrs. Brown understands the significance of what you put on and in your body. Megan holds a Bachelor of Science in Broadcast News from the University of Kansas. She currently resides in Laguna Beach with her French bulldog, George.

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Melissa M. Murray – Chief of Staff

Melissa Murray is a seasoned professional with over 15 years of experience in project management, organizational strategy, and team leadership. She has successfully contributed to various industries, including academic publishing, e-commerce, health and wellness, and tourism destination management. Melissa is known for driving organizational success through meticulous planning, strategic execution, and effective stakeholder engagement. Her consistent track record highlights her ability to deliver results and lead teams to achieve their goals.

Over the span of her career, she managed over 120 marketing initiatives as a Marketing Project Manager, where her expertise in project management systems quickly made her an invaluable asset in both internal and external efforts. Advancing to Senior Project Manager, she led 28 strategic initiatives across a broad County region, collaborating closely with C-level executives, municipal officials, and key stakeholders to ensure timely and budget-conscious project completion. Most recently, she has led high-level organizational initiatives, developing strategic roadmaps with leadership, driving efficiencies with tools like Asana, and overseeing procurement, vendor negotiations, and resource evaluations, demonstrating her adaptability and commitment to organizational success. She sees this experience as being a great herder of kittens!

Melissa holds a Bachelor of Arts in English from San Diego State University and is a certified Project Management Professional (PMP). Known for her strong leadership, organizational skills, and ability to navigate complex projects, Melissa is dedicated to fostering environments where teams thrive, and organizational goals are not just met, but exceeded.

She currently resides in Santa Maria, CA, with her husband and spoiled cat, Lovies.

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Isaac Marin – Vice President of Growth

With a robust background in data analysis, media buying, and strategic growth, Isaac has been an integral part of Stingray Direct since 2018, rising through the ranks to become the Vice President of Growth. Starting as a Media Buyer, he quickly demonstrated his analytical expertise and leadership potential, earning a promotion to Director of Analytics. In that role, he played a pivotal part in refining the company’s data-driven approach to media buying, performance marketing, and business strategy.

Now, as VP of Growth, Isaac is focused on accelerating customer acquisition, optimizing retention strategies, and driving revenue generation. His ability to translate complex data into actionable insights has been a driving force behind Stingray Direct’s continued success, helping the company enhance customer lifetime value, maximize marketing efficiency, and unlock new growth opportunities. Before joining Stingray Direct, Isaac built a diverse career that provided him with a well-rounded perspective. He began his professional journey as a Case Manager for students in low-income neighborhoods, showcasing his commitment to making a meaningful impact.

A proud UCLA alumnus, Isaac holds a Bachelor's Degree in Mathematics, a foundation that has fueled his success in data-driven roles. Outside of work, he enjoys unwinding with a game of Magic: The Gathering, where his strategic thinking and analytical skills come into play—even in his hobbies.

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John Lyon III – Vice President of Product Development

John is a dynamic and results-driven business professional with extensive experience fostering organizational growth through exceptional product development, project management, and organizational leadership. As the VP of Product Development at Stingray Direct, John oversees the entire product lifecycle, from ideation through commercialization, ensuring products meet market demands and regulatory standards.

Before joining Stingray Direct, John led product development at Veyl Ventures, overseeing the successful launch of over 100 functional food, dietary supplement, and pet health products across several prominent brands. During his time there, he helped drive significant revenue growth and brand visibility through collaborations with high-profile celebrities such as Steve Harvey, Dr. Travis Stork, and Sherri Shepherd. John's career began at Force Factor, where his exemplary leadership and creativity earned him multiple promotions and recognition, including the Supply Side West Consumer Product Goods Editor’s Choice Award for Sports Nutrition.

John holds a bachelor’s degree in Neuroscience with a minor in Public Health and Health Policy from Harvard University, where he played college football. He followed that up with a master’s degree from Wake Forest University with a concentration in Food and Faith. His research on probiotics and metabolic health underscores his commitment to advancing knowledge in health and wellness.

In his personal time, John enjoys Olympic weightlifting, playing the piano, mentoring college students, spending time with his family, and volunteering at his church.

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Gregory Frye – Vice President of Operations

Gregory is a 24-year veteran of the e-commerce, brick-and-mortar retail, and digital marketing industries. During his first 15-year tenure, he helped develop and lead a successful men's apparel business with online and physical store locations. Gregory facilitated the transformation of the garage start-up into a powerful force in the fashion industry, delivering exceptional customer experiences, streamlining operational efficiency, and implementing cutting-edge technology solutions, leading to its market domination.

Joining Stingray Direct in July 2017, Gregory now leads the company's operations and customer experience: He leverages data, creativity, technology, and people empowerment to reach the most innovative and effective solutions of what's possible with a focus on unique content creation, innovation, operations, enhancement, and optimization of creative marketing strategies.

Authentic self-expression is essential to Gregory’s life. His pursuits include creating colorful, surrealistic, and whimsical fashion, art, and experiences. He’s on a mission to inspire others to follow their dreams and embrace their unique inner magic with his love, joy, and positivity. Gregory believes that art creation is a powerful catalyst for healing and transformation.

Gregory earned a Bachelor of Applied Science in Broadcast Technology from Boise State University, where he first ignited and cultivated his communication skills, artistic talents, photography abilities, and passion for all things leadership and marketing.

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Nicole O’Neal – Director of Content

Nicole is a two-time Emmy Award-winning senior producer with a Master's in Nutrition Science and over 15 years of experience producing and writing health, wellness, and lifestyle content for nationally syndicated daytime talk, live morning news shows, local news, and digital platforms. Nicole produced shows, including The Today Show and The Dr. Oz Show.

Her education and experience made for a seamless transition into direct-response copywriting in the health and wellness industry.

She's a proud alumni of Seton Hall University. When Nicole isn't working, she's continuing her studies to become a Registered Dietitian Nutritionist. (she's almost there!)

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Ali Spondello – Creative Director

Ali Spondello is a passionate Creative Director and Designer with over a decade of experience spearheading design initiatives for dynamic, fast-growing DTC brands in the fashion, beauty, and medical cosmetics industries. She earned her Bachelor's Degree in Graphic Design from the Art Institute of Los Angeles in 2012. Throughout her career, Ali has earned a reputation for creating high-quality, impactful designs that engage audiences and elevate brands to new heights.

Collaboration has been the cornerstone of Ali’s success. She thrives in small-team environments, where her keen creative vision shines through in every project. From crafting innovative campaign strategies to producing striking packaging, captivating product photography, and comprehensive marketing collateral, Ali consistently delivers cohesive and visually compelling assets that resonate deeply with consumers.

Outside of her professional pursuits, Ali is an avid hot yoga practitioner. As a former dancer, she places a high value on physical and mental wellness, embracing conscious living to support her overall health. She draws inspiration from her travels, high fashion, music, and the stunning realms of interior and architectural design, channeling these influences into her creative work.

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Adrienne Grashaw – HR Manager

Adrienne is a seasoned Human Resources Manager with comprehensive experience in the HR field, specializing in talent acquisition, management, employee relations, and organizational development. With a background in the Education, non-profit, and Health and Wellness sectors, she has developed a deep understanding of the unique challenges and opportunities that exist within each industry. Adrienne’s passion for her work is evident in her unwavering dedication to developing strategies that help organizations achieve their goals. She believes in empowering each individual within a team, which is reflected in her approach to HR management.

Adrienne’s ability to create environments that foster growth and collaboration sets her apart. Having completed her Bachelor's degree in Psychology and her Master's degree in Guidance and Counseling from Angelo State University, she has developed a deep understanding of organizational dynamics. Her experience in the field has allowed her to hone her skills and apply her knowledge in practical ways. Adrienne's leadership style is transformational. She empowers her teams through trust and transparency, enhancing collaboration and productivity.

In Adrienne’s free time, she enjoys running and hiking trails, which keeps her physically fit and mentally sharp. She has completed 10 marathons and is already planning the next one. She is also a fan of true crime documentaries and loves to spend time with her loved ones. Adrienne’s hobbies reflect her commitment to a well-balanced life, and she values the importance of maintaining a healthy work-life balance.

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Jeanette Ramirez – Talent Acquisition Specialist

Jeanette Ramirez is a Certified Senior Recruiter specializing in mid-level to executive roles within the beauty, wellness, and CPG industries. With a proven track record in sourcing, hiring, and developing top talent, she collaborates closely with hiring leaders to build high-performing teams aligned with business goals and company culture. She takes a strategic approach to recruitment, emphasizing merit, intelligence, and skill to ensure that Stingray Direct attracts and retains the most qualified professionals.

Jeanette holds a Bachelor’s degree in Business Management and is currently pursuing a Master’s degree in Organizational Leadership with an emphasis on Human Resources. Her commitment to lifelong learning and professional growth fuels her passion for developing innovative hiring strategies and staying ahead of industry trends.

Beyond her professional role, Jeanette enjoys running, hiking, and reading, all of which provide her with inspiration and balance. She believes in the power of continuous learning—not only in her career but also in personal development—and seeks out new ways to challenge herself and grow.

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