Leadership Team

RPM Direct offers much more than marketing expertise. In fact, our company leadership has decades of insurance company executive management experience. This extensive industry background gives us a clear edge in terms of understanding your needs.

David Denaci, CEO

Prior to co-founding RPM Direct, Mr. Denaci held a number of executive roles within a variety of leading financial services and insurance institutions, including American Express, Prudential, Acxiom Corporation, and Advanta Corporation, where he led Advanta’s joint venture with Progressive Insurance to launch Progressive into the direct channel. Mr. Denaci also drove Prudential’s entry into the direct automobile insurance sector. Mr. Denaci is a Chartered Life Underwriter, has an M.S. in Accounting from Pace University, and holds a B.A. in Advertising and Mass Communication from Rutgers College.

Jim Arslan, President of Data Solutions

Before joining RPM Direct in 2010, Jim Arslan worked for TransUnion for nearly a decade, ultimately serving as a Vice President and General Manager. At TransUnion, Mr. Arslan led the sale of credit-related products to insurance and financial services sectors. Subsequently, Mr. Arslan joined Masada Group Technologies as Chief Operating Officer. While at Masada, Mr. Arslan worked with AIGM, 21st Century, MetLife, Plymouth Rock, and other companies, launching the startup of Travelers and Farmers direct mail programs. Mr. Arslan has a B.S. in Accounting from Bloomsburg University of Pennsylvania.

Shawn Morris, President of Diversified Strategies

Shawn Morris has been with RPM Direct since 2010. He has held prior leadership roles at GMAC Personal Lines Insurance, Cendant Corporation’s FISI-Madison division (now Affinion), JCG Group, and AIG. At GMAC, Mr. Morris became CMO and President of the Affinity Division. After joining Cendant Corporation, he served as Executive Vice President of its FISI-Madison division, going on to become Executive Consultant at JCG Group, where he developed relationships with a number of blue-chip clients, including Allstate Life, Safeco, Mutual of Omaha, CUNA Mutual, and AIG, among others. Mr. Morris went on to become CMO of AIG Marketing. Mr. Morris has a B.B.A. from Eastern New Mexico University and attended the Executive Program at Stanford University’s Graduate School of Business. He served as Chairman of the DMA Financial Services Council from 2001 to 2003, and was named 1998 Direct Marketer of the Year by the St. Louis DMA.

Kevin McKenna, Senior Vice President of Digital Solutions

Kevin McKenna joined RPM Direct in 2014. Over the course of his 16-year digital marketing career, Mr. McKenna has helped some of America’s most successful financial services companies develop effective Internet-based direct marketing programs. He has worked with an impressive list of companies including Mutual of Omaha, Prudential Financial, Mass Mutual, AIG, AEGON, and Globe Life. Before joining RPM Direct, Mr. McKenna founded JCG New Media, a digital solutions company serving the insurance and financial services sectors. Prior to this, he was founder and CEO of The Credo Group, a pioneer in the digital sale of financial services products. He managed Credo until its sale to Tranzact in 2006. Prior to that, Mr. McKenna served as the CEO of DiMark, a Harte-Hanks Company, and grew that company to become the sixth largest direct marketing advertising agency in the United States. Mr. McKenna holds a B.S.B.A in Business Administration from Georgetown University.

Lucy Zhu, Senior Vice President of Targeting and Analytics

Lucy Zhu plays a critical role in leading RPM Direct’s proprietary database analytics efforts, and has been with the company since 2001. Ms. Zhu began her career at Advanta Corporation. Throughout the course of her career, she has developed state-of-the-art techniques in database marketing and predictive modeling that have been successfully leveraged in the marketing of a wide array of insurance, financial services, and membership programs. In particular, Ms. Zhu has extensive experience in engaging demographic and credit-based information to deliver optimal efficiencies in customer acquisition. Ms. Zhu has an M.S. in Economics from Louisiana State University, where she studied Economics, Econometrics, and Marketing. Prior to her graduate studies, she was the Vice President of Financing and Planning at New Land Real Estate Group, a Hong Kong based company located in Shanghai, China.

Thomas Murray, Chief Operating Officer

Mr. Murray’s career has been concentrated in the Insurance and Financial Services sectors, where he has gained extensive operations management and marketing experience. Mr. Murray led efforts to support a number of insurance products including Group Life/Health, Medicare Supplement, Employer/Employee Group, and Property & Casualty Personal and Commercial Lines products at Colonial Penn, Cigna, Reliance, and Prudential. Mr. Murray also served as Vice President of Complimentary Products at Fleet Bank where he had profit center responsibility for cross-sell products to their 12 M consumer credit card files. Mr. Murray has a B.S. in Business Management and an M.B.A. from Widener University. He is also a Chartered Life Underwriter and a Fellow of the Life Management Institute (F.L.M.I.).

Scott Watkins, Vice President of Marketing Technology

Mr. Watkins has deep experience building and managing large technical organizations and client facing teams. He has spent the last 17 years developing marketing technology solutions to meet complex business and marketing requirements for Fortune 500 companies. His career spans positions with Knowledgebase Marketing, MITI, ChoicePoint, and Acxiom. While at ChoicePoint, Mr. Watkins developed marketing solutions for two top-five insurance providers and three top-five banks. Since joining RPM, Mr. Watkins staffed the technology organization and developed the marketing platform used at RPM today. He is an expert in system design and development, marketing analytics, data asset creation, campaign management, and risk management and compliance.

Michael Giampietro, Chief Financial Officer

Since joining RPM Direct in 2007, Mr. Giampietro has significantly enhanced the reporting and forecasting processes, back-office management, and internal financing functions. Mr. Giampietro began his career in public accounting and gained extensive SEC reporting experience. Mr. Giampietro led systems conversions for DKM Properties, Gale & Wentworth, and Keating Partners, and coordinated the fiscal infrastructure for the Trenton Titans startup in 1998. During his 17 years in commercial real estate, Mr. Giampietro has been involved in over $250 million of financing and ongoing compliance activities. Mr. Giampietro holds a B.A. in Accounting from Temple University.

Jim Lipka, Senior Vice President of Business Development

Mr. Lipka began his direct response insurance career in 1996 at CPS Direct. At CPS Direct, he was instrumental in delivering analytically-driven solutions for a number of prominent insurance carriers. During his tenures at ChoicePoint (now LexisNexis), Acxiom and then Epsilon, he has been instrumental in the development of insurance-specific data products including real-time lead optimization platforms. Mr. Lipka has extensive experience working with both traditional direct response agencies and large database marketing service providers. He has worked with Allstate, Progressive, Travelers, State Farm, BlueCross BlueShield, AAA, Liberty Mutual, Nationwide, and the Hartford. Over the last 18 years, he has developed successful relationships with 17 of the top 20 personal lines insurers, offering engaging marketing solutions across all channels.

Jeff Berry, Senior Vice President of Business Development

Jeff joined RPM in February, 2014. With a career spanning 37 years in the insurance industry, Jeff brings extensive IT and marketing experience to the RPM team. Over the course of his career, Jeff has been responsible for developing national programming teams to support agent point-of-sale and marketing activities; worked on global efforts to establish consistent and reusable standards and infrastructures; and most recently developed a world class direct marketing operation that supported over 14,000 agents and delivered over $1.8 B in incremental GWP over 7 years. Jeff has extensive client experience, focusing on cost of acquisition and return on investment. Jeff has a B.S. in Computer Information Systems from the California Polytechnic University at Pomona.

Marty Thomas, Senior Vice President of Consulting

Marty Thomas joined RPM Direct in 2005. Mr. Thomas served as an Executive in Residence and Associate Professor in the Bennett S. LeBow College of Business at Drexel University. Subsequently, he joined Advanta Corporation as Vice President of Decision Sciences and served as Founder and President of Penn Data Mining. Mr. Thomas has been awarded the Graduate Business Association Distinguished Professor Award, the LeBow College Excellence in Teaching Award and is a two-time recipient of the Dean’s Prize for Outstanding Teaching. He has published numerous articles in academic journals and is the author of Hedging Instruments and Risk Management. Mr. Thomas earned his Ph.D. from Pennsylvania State University and is a CFA Charterholder.