Anthony Gaeto

President, CEO, Co-Founder

Anthony Gaeto has spent his entire business life in marketing. After attending the University of North Carolina , Anthony Gaeto started International Marketing Management, an office and paper organization. In 1983 Mr. Gaeto founded What's Amatta You Pizza, a regional franchise chain delivery pizza stores in the Tampa Bay area. He was involved in all aspects of developing franchise tools and served as President and CEO. In 1993, he founded Prism Auction and United Auction Affiliate, two national asset liquidation companies. Mr. Gaeto continues to serve as Chairman of the Board.

Jerry W. Koehler

Co-Founder

Jerry W. Koehler earned his doctorate in Communication from Pennsylvania State University in 1968. Upon graduation he became the Special Assistant to the Chief Executive Officer at the Teachers Management and Investment Corporation in Newport Beach, California . Later, he joined the American Express Investment Management Company and became a worldwide leader in sales. Between 1972 and 1976 Dr. Koehler was Director of the University of California 's Executive Program. Following UC, Dr. Koehler joined the University of South Florida where he served as Assistant to the President, Dean of Extended Studies, Department of Management chair, and presently serves as a Professor of Management. Dr. Koehler has also served as Deputy Secretary for Florida 's Department of Labor and as a full time consultant to Honeywell Space Systems. He has authored or co-authored twelve books, numerous papers and articles. Dr.Koehler has assisted Mr. Gaeto in establishing What's Amatta You Pizza, Prism Auction Inc., and United Auction Affiliate.

Mathew Raab

VP, Director of Marketing

Mathew Raab brings a deep understanding of the core principles to the organization. He has been involved in with the founders of the business prior to its inception. He was promoted to Vice President of Web Direct Brands, Inc in the fall of 2006 working his way through the ranks at Web Direct Brands, Inc. from the first day. Originally he came on board to help with the expansion of Prism Auction and Internet Sales Logistics, Corp., a precursor to Web Direct Brands, Inc. At ISL he started in an entry sales position and was soon promoted to Marketing Manager, assisting new clients with promoting their FreeTilitSells.com Netchise as well as FreeTilitSells.com directly on the web.  As time progressed the company Web Direct Brands, Inc. was formed and Mathew’s marketing roles were transferred to help the new venture succeed. While Web Direct Brands, Inc was in its beginning stages Mathew assisted in all roles of the company including developing and refining the future role of store manager. In doing so he developed and took on the role of store manager for multiple sites including DIYPoolFence.com, YouthChairStore.com, UShake.com, WoodUFinish.com, LifeFence.com, TomatoMilling.com and others. The information and development techniques learned from managing these stores were used to repeat successes with new stores. His role also included a lead in developing branded products for Web Direct Brands, Inc. and managing day to day operations of store managers.

Prior to working with ISL and Web Direct Brands, Inc. Mathew worked professionally for a marketing firm. Academics were completed with the University of South Florida with a BA in Mass Communications – concentration in Advertising.

Hiren J. Patel

Sr. Director of Information Technologies

Hiren J. Patel Brings 14 years of technology experience as well as strong leadership qualifications to Web Direct Brands. He has a proven record of building, leading and mentoring cross-functional technology teams. Hiren brings extensive Software Development Lifecycle “SDL” knowledge as well as development and implementation experience to the current team. He has held the positions of Project Manager, IT Manager and Technology Director for 8 years for various corporations such as Eckerd Drugs Inc., Publix Supermarket Inc., Interactive Direct Group Inc., and Game Plan Direct, LLC.

His academic achievements include his Bachelor of Science in Information Technology and his current pursuit of his Master of Business Administration/Technology Management. His leadership qualifications extend back into his 16 years of dedicated service with the United States Naval Reserve Construction Battalion ”The Seabees”.  His “Can Do!” Seabee mentality has brought an added value to this organization and the direction it is moving in.