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VSDA Reorganization Re-Focuses Key Staff on Most Urgent Issues

16 Nov, 2001 By: Hive News

In an effort to better align its staff resources with its strategic objectives, the Video Software DealersAssociation (VSDA) has recently implemented an internal reorganizationeffort and re-directed the focus of many of its senior and management-levelstaff members. The reorganization was announced today by VSDA president BoAndersen.

“While maintaining our commitment to providing value-added products and services to our members, we must now turn our attention to defending the home video industry against threats to the first sale doctrine, revitalizing our Convention and trade shows, and promoting the delivery of our products and services in a more efficient manner. This strategic realignment isdesigned to help us achieve these objectives,” Andersen said.

Carrie Dieterich, formerly VSDA's v.p., marketing and public relations, will lead the effort to enhance VSDA's trade and exhibitionactivities as well as the Association's marketing programs and researchefforts including VSDA's VidTrac program. The trade and exhibition eventsinclude the VSDA Convention, the East Coast Video Show, and the AVN AdultEntertainment Expo. Dieterich's new title is v.p., marketing andindustry relations.

Sean Bersell, formerly VSDA's v.p., government affairs and member communications, will oversee the Association's public relations efforts inaddition to handling VSDA's government affairs. Bersell's new title is v.p., public affairs.

Mark Fisher, VSDA's v.p., membership, will continue to oversee the Association's membership department and will now additionally oversee all member communication and Web site development activity. Fisher's titleremains the same.

Other elements of the strategic realignment include:Tim Barkas, formerly VSDA's director of member communications and Web sitedevelopment, will now manage the educational activity for the Association, in addition to member communications, serving as editor of the Video Voice newsletter (now issued monthly online) and Web site content. Reporting now to Mark Fisher, Barkas' new title is director of member communications,education and Web site content.

Frank Lucca, formerly VSDA's director of regional chapters, is now thedirector of member support and Web site development, continuing under thedirection of Mark Fisher. In addition to assuming VSDA's Web site development responsibility, Lucca will also oversee the Association's memberand chapter support staff.

Darlene Oliver, formerly VSDA's director of member benefits, will now reportto Carrie Dieterich and work closely with her on all convention-related content and activity including the coordination of VSDA Convention and East Coast Video Show seminar programs. Oliver's new title is director of conferences and partnerships.

Kelli Warren, director of public relations for VSDA, will continue her samerole with the Association, including the development and implementation of strategic and day-to-day public relations activities for both trade and consumer media, as well as all convention-related PR, media relations and press registration activity. Warren now reports to Sean Bersell.

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