Mitch Javidi, Ph.D.
President & CEO
In addition to being a tenured professor of business strategy and market research and a member of the Academy of Outstanding Teachers & Scholars at North Carolina State University, Dr. Mitch Javidi is the president and CEO of The Catevo Group and former founder and CEO of Digiton Corporation.
During the last 25 years, Mitch has served more than 350 clients and has produced more than 600 corporate reports. Additionally, he has 60+ articles and book chapters with 400+ national and international presentations to his name. He has received prominent acclaim for his strategic planning initiatives, serving as a strategist to Sam Walton and David Glass of Wal-Mart in the early 1980s. While at Wal-Mart, his primary focus was on growing the company’s pharmacy stores, which increased market share by 21 percent in less than 18 months during his tenure.
In 1998 the National Society of Accountants named him Person of the Year in recognition of his competitive intelligence and strategic counsel as part of the association’s organizational redesign initiatives. In 1999 the United States Department of Defense Special Operations Command inducted Mitch as an honorary member to recognize his business strategy and business deployment programs to the unit's ongoing restructuring and development.
Mitch’s client engagements include work for AT&T, Aventis Pharmaceuticals, American Systems Hospitals Pharmacists, American Accreditation HealthCare Commission, Clareos Technologies, Ford Motor Company, GlaxoSmithKline, Independent Electrical Contractors Association, John Deere, Micell Technologies, National Society of Accountants, Nortel Networks, Oncology Education Services, Parata Technologies, Plasma Energy, TEAMM Pharmaceuticals, Respirics, United States Department of Defense, Wal-Mart and Waveguide Solutions.
Anne Farrington
Chief Operating Officer
When she joined Catevo in 2006, Anne brought to the company more than 27 years of experience in billing processes, operations, financial management, customer service, product management and marketing.
During her most recent position with AT&T, Anne served as vice president of AT&T Billing Operations. In that position, Anne was responsible for managing the service delivery operations and client relationships for the organization’s Bill Production, Remittance Processing and Return Mail solutions. In addition to those core functions, Anne also managed a wide variety of other key initiatives within AT&T Billing Operations and AT&T Classic Services, including responsibility for Sarbanes Oxley compliance, metrics, service level agreements, financial and human resources management, marketing, and all new programs. Anne is a proven leader, with a significant record of achievement in a variety of areas. Catevo’s client services organization reports to Anne, and she is intently focused on ensuring that the firm’s clients receive every project delivered in just the right way, at just the right time, and at just the right price.
Anne received her bachelor of arts in History and Math from the College of Wooster, and her masters of business administration from Northwestern University, with concentrations in Finance and Economics.
Michael L. Herman, APR, S.A.G.E., Fellow PRSA
Of Counsel
With more than 35 years of experience in the public and private sectors, Mike is among the most skilled business consultants in the U.S. with special expertise in crisis and issues management, internal communications, research and strategic planning.
Prior to the formation of Catevo, Mike served as chairman/CEO and president of Epley Associates, Inc. since 1993 when he merged his company, Communication Sciences International (CSI), with Epley. Prior to opening his own firm in 1986, Mike worked with Union Carbide Corporation and served as an integral member of its crisis communications team during the Bhopal industrial accident.
Over his career, Mike has consulted with a number of leading corporations, including John Deere, GSK, ABB, Ford Motor Company, Nortel, Austin Nichols, Praxair and Bell Atlantic.
Elected in 2004 as Chair of the Counselors Academy of PRSA, Mike is a frequent speaker for national and international organizations, including the Russian Public Relations Association, PRSA, and numerous universities and colleges. He’s authored more than 25 articles and serves on numerous community boards. He holds undergraduate and graduate degrees from the University of Oklahoma as well as post-graduate certificates from The Wharton School at the University of Pennsylvania and The Graduate School of Business at Columbia University.
Raymond J. Hornak, APR
Senior Vice President, Client Services
During his 24 years with the firm, Ray has planned and implemented programs ranging from the controversial siting of a low-level radioactive waste facility to environmental consulting on SARA Title III compliance. He has provided strategic counsel and communications support for a U.S.-based consumer products company moving its assembly facilities to Mexico and managed the national and international promotion of lawn and garden equipment for homeowners and professionals. He serves as a principal consultant on public affairs, grass-roots coalition building, crisis communications, and employee, community and media relations.
As active member of the local community, Ray has served on the public relations committee of the Wake Education Foundation and as a member of the board of directors of the Wake County Public Schools Business/Education Leadership Council. He is currently a member of the board of trustees of the Blue Ridge Parkway Foundation.
A graduate of Wheeling Jesuit University, Wheeling, W. Va., Ray is an accredited member of the Public Relations Society of America and is a past president of the Society's North Carolina Chapter and national delegate to PRSA.
Gail A. E. Rosenberg, APR
Senior Vice President, Business Development
As senior vice president, Gail Rosenberg directs the company’s business development operations and serves as senior counsel to a wide array of Catevo’s clients. Gail brings a wealth of corporate, agency and government experience to the firm’s clients. Her expertise includes marketing, issues management, public affairs, investor relations, community relations and media relations.
Beginning her career in 1975 in Washington, D.C., Gail worked in various positions on Capitol Hill with the Democratic Senatorial Campaign Committee, the U.S. Senate Press Gallery and the U.S. Department of State. From 1981 to 1989, Gail worked as a public relations consultant with two of America’s leading firms, Doremus and Company and Epley Associates, Inc., where she managed a range of clients, including the Government of Turkey, the National Conference of Catholic Bishops, GE, the Chemical Industry Council of North Carolina and FIAT Motors of North America.
In 1989 Chem-Nuclear Systems recruited her to manage communications for its effort to help North Carolina site a low-level radioactive waste disposal facility. Seven years later, Gail joined Highwoods Properties as its director of corporate communications, providing corporate and marketing communications direction and investor relations support for one of the country’s largest and fastest-growing commercial real estate companies. Gail returned to Epley Associates in 1999 as senior vice president and manager of the firm’s Charlotte operations.
Gail is accredited in the practice of public relations by the Public Relations Society of America. She serves as executive director of the Joe S. Epley Scholarship Foundation for Public Relations and is the chair of the Charlotte Communications Council. Gail is also an adjunct instructor at Appalachian State University teaching integrated marketing communications and is a member of AppState’s Department of Communications Professional Advisory Board. Gail is also a former board member of the Charlotte Chamber.
She earned a bachelor’s degree in government and politics at the University of Maryland at College Park.
Sheila Connor
Vice President, Marketing & Advertising
As vice president of marketing and advertising, Sheila oversees financial planning, daily operations, and professional development within the marketing and advertising division. She sets the strategic direction for the group, working to integrate those goals and standards with the entire Catevo vision.
Her solid background in marketing, advertising, and brand strategy brought her to Catevo in 2006 where she leads numerous account teams. Her teams service a broad range of clients including Raytheon Defense, Lawn Doctor, Genworth Mortgage, Blue Cross and Blue Shield of North Carolina, NovaQuest and Ipsos.
Sheila has also owned and operated three successful restaurants (including service as the president of the regional marketing co-op.), completed the GE Management Training Program, and has managed numerous local and regional accounts in an agency setting.
A New York native, Sheila earned her bachelor’s degree in business management from Manhattan College.
Tina Deatherage
Vice President, Sales & Marketing, ShowLogicTM
Christina (Tina) Deatherage serves as Vice President of Sales and Marketing for ShowLogicTM for Catevo. Tina began her career in economic development in Southwestern Virginia.
Prior to joining The Catevo Group, she worked for IBM/Lenovo where she held various marketing, sales and strategy positions. Tina brings more than 10 years experience in the technology industry to Catevo, including prior positions with software and hardware companies. Some of her accomplishments include developing a $10-million strategic business unit plan for IBM’s PC division, increasing sales 150 percent at a software company while simultaneously establishing a new marketing arm for the organization, and leading several IBM ThinkPad launches.
Tina holds a masters of science in Corporate and Professional Communication from Radford University and a bachelor of arts degree in Communication from North Carolina State University.
Ben Baker
Vice President, eServices
Ben provides Catevo clients with expertise in IT project management, developing and managing medium- to large-scale Web sites and portals, and developing rich media-driven content for various mediums and devices. With more than 10 years of experience in Web and multimedia application development and design, he has extensive experience in ASP.NET, C#, Classic ASP, CSS, Cold Fusion ®, JSP, Flash®, Director®, Microsoft SQL Server ®, PalmOS® and Pocket PC® application development and Systems and Security Analysis.
He has previously served as a systems administrator, systems analyst and market researcher at a number of organizations in the communications arena, including EDS and Hummingbird Communications, providing consulting on e-services and digital identity branding.
Ben joined The Catevo Group in 1999, and his clients have included GlaxoSmithKline, GE Healthcare, Aventis Pharmaceuticals, TEAMM Pharmaceuticals, ASHP Advantage, Greer Laboratories, Oncology Education Services, Medical Education Solutions Group and Respirics.
Roger Friedensen, APR
Vice President, Integrated Communications
A member of Catevo’s Raleigh team since 1985, Roger is vice president of integrated communications and offers a wealth of experience in public relations research, issues and reputation management, strategic planning, crisis communications, spokesperson training and media relations.
In addition to helping direct the company’s Integrated Communications division, Roger provides senior counsel to a range of clients on a wide array of complex and controversial issues. Through his career, he’s worked extensively in the healthcare, pharmaceutical, biotechnology, finance, waste management, insurance and chemical sectors as well as with state agencies, chambers of commerce, nonprofit professional groups, museums and community colleges. His clients have included BB&T, Novozymes, Novo Nordisk, GSK, Corning, Chem-Nuclear Systems, GE, the N.C. Pork Council, the N.C. Insurance News Service and the Greater Durham Chamber of Commerce.
Roger has served as a visiting instructor at N.C. State University and is a frequent guest speaker at conferences and forums. He earned master's and bachelor's degrees in speech communication from the University of North Carolina at Chapel Hill from which he graduated Phi Beta Kappa. Active in the community, Roger is a board member of and counsel to the Regional Transportation Alliance and has served on the boards of several other area organizations. An accredited member of PRSA, Roger is active in the Counselors Academy of PRSA and is past president of the Raleigh Public Relations Society.
McGavock Edwards, APR
Vice President, Marketing Communications
McGavock Edwards provides Catevo clients with counsel in all aspects of integrated communications -- from crisis and issues management to media relations and promotions. As vice president of marketing communications, she works with the entire Catevo team to provide integrated campaigns that communicate the best messages, resonate with audiences and provide clients with a true return on their investments.
A member of the Raleigh team since 2000, McGavock works with a variety of clients, including non-profit agencies and companies in the banking, construction and outdoor power equipment industries. She is a principal consultant and team coordinator for one of the firm’s largest accounts, collaborating on government and community affairs, media relations, speechwriting, research and market development. Additionally, McGavock directs Catevo’s employee communications team, helping clients develop and implement effective two-way communication strategies between employees and management.
Before joining Catevo, McGavock was an account manager with AdPR, a public relations and advertising agency in Wilmington, N.C. McGavock graduated from the University of North Carolina at Wilmington with a bachelor of arts degree in communication studies. An accredited member of PRSA, McGavock serves as president-elect of the North Carolina chapter. Additionally, McGavock serves on the Communications Board for the Greater Raleigh Chamber of Commerce and heads the Communications Committee for the Chamber’s Young Professional’s Network.
David Watts, AIGA
Senior Creative Director
David Watts serves as senior creative director for Catevo, managing all creative strategy and execution for the firm’s clients.
David began his career at McKinney & Silver, directing print ad campaigns for such clients as Piedmont Airlines, Royal Caribbean Cruise Lines and Benihana Restaurants. In 1985 he left to pursue his passion for illustration and graphic design. He freelanced for more than 12 years, moving easily between roles as art director, brand manager and illustrator.
David’s award-winning work includes a diverse list of clients, including GlaxoSmithKline, IBM, The North Carolina Symphony and John Deere. You can find his work on selected Bath and Body Works packaging as well as on numerous book covers and magazine articles, including Random House, Viking Penguin and Reader’s Digest. David’s work can also be seen in any Whole Foods Market, the world’s largest retailer of natural and organic food products. His artwork and designs are used extensively throughout the stores on murals, packaging and posters, and the unique style he’s developed has largely defined the “look” of this well-respected public company. David has been recognized with more than 30 awards from the advertising and graphic design industries, and his work is in the permanent collection of the East Carolina University School of Art. He holds a bachelor’s degree in communication arts from East Carolina University and is a member of the American Institute of Graphic Arts (AIGA).
Joseph Gaitens, APR, AIGA
Creative Director, Concept and Copy
With more than 15 years of experience in strategic communication planning, organizational communication, marketing communications and creative services, Joseph Gaitens has managed a wide variety of assignments for John Deere, BB&T, GlaxoSmithKline, Corning, Highwoods Properties, PPGx, Genworth Financial, Smart Start, and a number of additional local, regional and national clients. Today, he directs concept development, brand messaging and copywriting efforts for Catevo clients.
Joseph originally became a part of The Catevo Group corporate family when Communication Sciences International (CSI) merged with Epley Associates, Inc. (a founding member of The Catevo Group) in 1993. He had served as an account manager with CSI since 1990 and began his public relations career with TechKnowledge Communications, a Raleigh-based firm specializing in high-tech public relations.
Joseph graduated summa cum laude from North Carolina State University (NCSU) in 1990 with a bachelor of arts degree in speech communication. He has been recognized as an Outstanding Young Alumni by NCSU’s College of Humanities and Social Sciences and in March 2005 was honored with the Communication Alumni Circle’s inaugural Outstanding Alumni Achievement Award in Public Relations. He is accredited in the practice of public relations by the Public Relations Society of America (PRSA) and recently completed a four-year term on the board of directors of PRSA’s North Carolina chapter of PRSA, serving as its president in 2005. He is also a member of the Raleigh chapter of AIGA, the professional association for design.
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