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Alex Maiorescu - Founder

Alex Maiorescu founded Primary Impact with the goal of bridging the gap between marketing and technology.
As the Director of Technology and Analytics at Carat Interactive, one of the worlds largest independent media buying agencies, he managed all aspects of the firm's technologies, analysis and reporting for clients like Pfizer, Warner Lambert, Radio Shack as well as internal global initiatives.

Prior to Carat Interactive, he was a founding member of the Strategic Services consulting group at adserving technology company AdKnowledge, where he helped agency and marketing clients pioneer the use of technology to measure the effectiveness of online advertising. 

Mr. Maiorescu has also held positions at Accenture in the Process Strategy practice of the High Tech, Media, and Telecom Industry Group developing solutions for a wide range of clients.

Kathryn Koegel - COI (Chief Of Insights)

Kathryn Koegel is a multi-disciplinary marketing professional with experience in online, television and print media and advertising.  Her expertise includes company positioning, corporate communications, sales development, primary market research and whitepaper development and speechwriting.

Career Highlights Include:

  • All branding and corporate communications for one of the first Interactive advertising networks, the brand-focused Phase2Media

  • Cable upfront development and promotion of Interactive Program Guides for Gemstar TV Guide Television

  • Research development for DoubleClick that included creation of first internet ad industry benchmark reports, primary research on interactive impact on the consumer purchase process; two research papers accepted and published by research industry trade associations (ARF and ESOMAR).

  • Online Publishers Association rebranding, PR key messages, marketing plan, agency of record and PR agency search and selection

  • Formation of a media trade association as part of a US government-sponsored media program in former communist countries


Dierk Van Zandt - CTO

Dierk Van Zandt is a technology and data management professional with over 15 years experience in large scale IT architecture solutions, especially with complex enterprise analytic applications, for clients in the asset management, advertising and marketing verticals. His experience is honed early at DDB Needham and matured in 12 years at Oppenheimer Funds building complex mission critical systems.   Dierk brings together a solid understanding of business needs with a deep understanding of technology,  current application and data architectures, and how to get projects done. His specialties include large scale enterprise implementations, integrating IT best practices in data warehousing, content management and financial reporting.

He is a PMI certified Project Management Professional, Sun Certified Java Programmer, Microsoft Certified Professional in Database Design and Implementation. He is also an Oracle Certified SQL Expert.

Dierk holds an MBA from the NYU Stern School of Business specializing in Management of Technology and Operations, Financial Systems Analytics, Global Business and Quantitative Finance. Dierk holds a BA from The City College of NY majoring in Economics (specialization in Finance) Philosophy and History and a Certificate Diploma from NYU in Object Oriented Programming for the Enterprise.

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