Leadership

There’s no way we could perform our communications magic without our amazing people. They’re bright, talented, energetic and creative. Here’s some information about the agency principals and practice leaders. If you want to meet the rest of the staff, you’ll have to hire us.

To interview Joan, or for more information about engaging them as speakers on launching new products, contact us.

Joan Schneider
President and Founder

The launch expert. Travel fanatic. The queen of the 5:30 am email.

My first job: Working as the “girl delivery boy” at my parents’ medical supply company in Scranton, PA.

Previous experience: Labored as a copywriter in an ad agency, an account executive in a PR firm that was part of an advertising agency, a public relations/ advertising manager in a bank, a vice president in a major PR firm, the information services manager at WBZ-TV and then founded Schneider Associates in 1980 where I achieved my lifelong dream of being my own boss.

Proudest accomplishment: Presenting my launch research at Harvard Business School, writing two books about new product launch and penning an article for the Harvard Business Review about “Why Most Product Launches Fail.”

Extracurricular activities: Riding with my husband on his Harley to places of questionable repute; discovering museums in places where Harley people never tread.

Education: Boston University College of Communication, magna cum laude, Awarded Distinguished Alumni designation; Harvard Business School, Owner President Management Program (OPM 16), Board Member, Women of the Harvard Club.

What her spouse says: “As entrepreneurs, we help each other intellectually and emotionally manage two totally different, complex businesses. As dilettantes, we both love to learn, travel the world and see exotic places. Joan is my soul mate, first mate and favorite Harley-Davidson riding companion.”

The last word: I am the luckiest person in the world. I get to learn something new every day (sometimes many things each day) that I can apply to helping our clients achieve their business goals.

Philip Pennellatore
Chief Operating Officer

Strategic thinker.Skilled negotiator. Total sports nut.

My first job: Shining shoes at a tuxedo rental business during prom season when I was 14 years old.

Previous experience: Public Relations Executive at Regan Communications; Editorial Assistant in the Boston Globe sports department.

Proudest accomplishment: Being Abby, Bella and Max’s dad.

Favorite business activity: Sales and writing.

Extracurricular activities: Golf, mountain biking, gardening, weight training.

Most worthwhile educational experience: Harvard Business School, Key Executive Program.

What his spouse says: “He has so much enthusiasm for his many interests in both his personal and professional life, but he is most passionate about the things that interest me and our three children. I admire the way he approaches everything with great care and sensitivity.”

The last word: If everything seems under control, you’re just not going fast enough.

Practice Leaders:

Francesca Ferrante, Director

As Director of the Consumer Practice Group at Schneider Associates (SA), Francesca Ferrante applies her extensive background in new product and lifestyle public relations to leading the group in developing integrated public relations and social media campaigns for clients in the consumer retail, food, home products and healthcare industries.

Since joining SA in September 2011, Francesca has managed the Consumer Group and oversees the execution of campaigns that include traditional and digital PR, event management, influencer outreach and strategic planning. Recent client campaigns include implementing regional community events promoting Dots®, the affordable, on-trend fashion retailer, developing the U.S. launch of Novaerus, a revolutionary solution in airborne infection control for the healthcare industry, national media relations and influencer outreach for promoting the Dynatrap® line of environmentally friendly flying insect traps and the launch of the latest between-teeth-cleaning products from the GUM® dental hygiene brand. In her time with SA, Francesca has developed and managed a broad variety of successful strategic client initiatives securing marquee media placements with The Boston Herald, Boston.com, WPIX New York, The Patriot Ledger, New York Post and BonApetit.com.

Prior to joining SA, Francesca worked as Public Relations Director for Forevermark, the new diamond brand from the De Beers group of companies, where she managed the U.S. launch and executed crucial digital PR, media relations and integrated marketing initiatives including industry and influencer programs such as celebrity events during the Academy Awards, Golden Globes and Toronto Film Festival.

Francesca was also a key member of the Public Relations team at JWT New York that oversaw the iconic A Diamond Is Forever campaign. During her five years with this luxury and lifestyle account, Francesca developed and implemented a variety of integrated advertising, marketing and public relations programs for the brand. She led the team on a number of initiatives including influencer and celebrity relationship management, media outreach, red carpet accessorization, television appearances, private events and campaigns around award season, film festivals and key industry events. Francesca has cultivated relationships with a broad variety of national and regional press notably securing coverage with outlets such as InStyle, The Today Show, The New York Times, T Style Magazine, The View, The Wall Street Journal, Vanity Fair and People Magazine.

Francesca’s resume of work includes public relations campaigns for luxury brands such as De Beers/A Diamond Is Forever, Forevermark and William Goldberg, as well as campaigns for beauty and fragrance brands such as Elizabeth Arden, Kinerase, PureOlogy, Alterna and Goody.

Francesca graduated with a B.S. in Communications and History from Boston College. A serial book club member, Francesca is also a movie buff, Foosball champ, wine enthusiast and avid traveler.

Ian Chio, Director

Ian J. Chio, a 7-year veteran of Schneider Associates, has been promoted to Director of Finance and Administration at the firm. In this role, Ian is responsible for all general accounting and program budgets, manages the firm’s cash flow, controls all financial reporting, manages all human resources functions including orientation, payroll, employee benefits, company insurances and 401K plan and general employee relations, and oversees information technology.

A California native, Ian formerly held the title of Finance and Administration Manager at the firm. Prior to joining Schneider Associates, Ian owned and operated a Mail Boxes Etc franchise for 7 years, and before that, served as an elementary school librarian for 3 years. He holds a Masters in American History and is currently taking courses part time at Harvard toward a Masters in Accounting. Ian moved to Boston from California in 2005.

Sarah Scalese, Director, Corporate, Education & Non Profit

Sarah Scalese is a versatile communications professional with a diverse array of experience in corporate public relations, television news and political communications.

As Director of the Corporate & Non Profit Group at Schneider Associates, Sarah is responsible for developing and executing integrated PR campaigns.

She works closely with the media to ensure strong placements for clients, including MIT Sloan, Penn Foster, New England College of Business and Finance, The Alumni Factor and Baystate Financial Services and Rockland Trust.  Sarah regularly secures coverage with national media outlets including The Wall Street Journal, Associated Press, USA Today, The New York Times and CNBC.

Though media relations is Sarah’s specialty, she’s been instrumental in conceptualizing and implementing strategic digital campaigns using a variety of social channels to build visibility and increase credibility for SA’s clients.  She also works with clients to craft creative and persuasive marketing collateral to be used during industry events and stakeholder meetings.

Prior to Schneider Associates, Sarah was communications director for House Minority Leader Brad Jones (R-North Reading), and earned the prestigious “Press Secretary of the Year” award two consecutive years from the Massachusetts State House press corps.  Before transitioning into public relations, Sarah spent nearly five years producing newscasts with stations in several markets, including Albany, New York and Jacksonville, Florida. Sarah earned a bachelor’s degree in communications from Jacksonville University, where she also played soccer.

Christopher Meehan, Esq., Deputy Director, Public Affairs

As the Deputy Director of the Public Affairs Group, Chris offers extensive and diverse experience gained in over 10 years in politics and law. His political experience ranges from the halls of the US Senate leadership, to the grassroots, door-to-door voter engagement of local campaigns. A former Assistant District Attorney in New York City, Chris also possesses the sharp thinking and communication skills of a big- city prosecutor.

Chris approaches our clients’ public issues with the same methodology he has successfully implemented in winning political campaigns. This entails a focus on data and messaging to target voters and opinion- makers on micro and macro levels.

Previously, Chris served as Special Assistant to US Senator Charles Schumer (D- NY), acting as the Senator’s primary traveling staffer, coordinating press, legislative and constituent staff. In addition, he was Legal Consultant to the Democratic Senatorial Campaign Committee during their historic election cycle of 2008, and assisted famed political consultant James Carville during the 2006 Congressional campaigns that saw Democrats retake the House and Senate. Chris got his start in politics on national and local campaigns in New York, Massachusetts and Indiana. A member of the New York State Bar Association, Chris graduated from Notre Dame Law School with a JD, and from Boston College with a BA in political science.

Don Martelli, Director of Digital Integration and Social Business

For over 18 years, Don Martelli’s career has sat at the intersection of public relations and digital marketing. He brings a broad set of traditional and digital PR skills, rich client experiences and a deep knowledge of how brands tell their story in today’s dynamic marketing environment to Schneider Associates.

As the Director of Digital Integration and Social Business, Don is responsible for crafting multi-faceted communications and digital strategies that increase a client’s brand awareness and audience engagement. Working closely with the core agency practice areas of Consumer, Corporate and Public Affairs, Don leads a team that integrates brand insights across all communication mediums, bringing strategies to life in an interactive world. He is responsible for creating seamless digital experiences that span the web, social networks and mobile platforms that integrate seamlessly with traditional PR, communications and marketing campaigns.

Prior to joining Schneider, Don was the Senior Manager of Integrated Communications and Social Business at d50 Media, an integrated marketing agency in Wellesley, MA. In this role, Don developed sales-driven PR and digital marketing programs that encompassed multi-faceted communication strategies and deliverables in coordination with other marketing channels such as email, Direct Mail, SEO and Offline/Online TV and Display Advertising.

Previous to d50 Media, Don was the Director of Social Media Strategy for One to One Global, the former interactive marketing agency. While there, he developed digital marketing and social media campaigns for the likes of Liberty Mutual, Harvard University Executive Education Program and Partners HealthCare.

Don’s other experience in digital integration and social media stems from developing successful digital marketing and PR programs while with the MSLGROUP as Vice President and Director for Digital Communications. His client roster included Wells Fargo, Chick-fil-A, TruGreen, Heineken, Best Doctors, maurices, Keurig, Dress Barn, Hawaii Pacific University, Harvard University, Blue Cross Blue Shield of Massachusetts, Blue Cross Blue Shield of Rhode Island, SouthCoast Hospital System, Health Alliance Hospital, Hawaii Pacific Health, Toll Equity Trust, The Esplanade Association and General Motors.

Beginning his career as a reporter covering general assignments and politics for the Boston Globe, Don has extensive client-side experience, specifically in education where he held integrated marketing roles at Suffolk University and Malden Catholic High School.

Don earned his Bachelor’s Degree in Journalism from Northeastern University and a graphic design certificate from the New England School of Art and Design.

Tom Ryan, Director

As the Director of Marketing at Schneider Associates, Tom works in a multifaceted role, managing all agency digital PR and marketing programs, consulting on Launch PR program strategies and providing creative copywriting and project management for creative services projects. Tom’s strengths are providing creative direction, uncovering strategic insights, writing engaging copy and formulating messaging.

An experienced copywriter and marketing professional, Tom helps clients identify brand differentiators, establish a hierarchy of key messages for target audiences, and ensure high-quality deliverables. Prior to joining Schneider Associates, Tom worked at two Boston-area advertising agencies.

With a Bachelor of Arts degree in English and Psychology from Boston University, Tom brings more than 12 years of experience in copywriting, marketing and account management to the agency. Tom has worked for clients such as Recap Advisors, The Gutierrez Company, Sunstar GUM®, Atlantic Management, Pura Vida, Golf Town, Baskin-Robbins, Liquid Wrench, Healthcare Billing Specialists, Textron Defense Systems, Stryker Biotech, Winchester Hospital, Partners Healthcare, and Dana-Farber Cancer Institute.