Ed Valenti FounderCOO

Ed Valenti


As PriMedia’s COO, Ed manages the firms’ finances and also acts as chief New Business Development Officer.

Ed is often an account’s first point of contact, and primary source for initial strategic direction and overall marketing approach and tactics for many of the agency’s major accounts.

Ed has worked in direct marketing and media buying for over 50 years on local, national and regional accounts. He is a many time DMA ECHO and New England Direct Marketing Association (NEDMA) award-winner for legendary advertising campaigns including Ginsu® knives and Armourcote® cookware, and responsible, (with original partner Barry Becher) for over $500 million in product sales between 1975 and 1985. Ed has been a successful DRTV copywriter, broadcast producer, account executive, media planner/buyer, marketing strategist, and agency executive. He began his career at CapCities / ABC as a disc jockey and salesperson and rose to sales management at WJAR-TV the NBC affiliate in Providence before founding Direct Marketing giant Dial Media in 1975 and PriMedia in 1991.

Jim Cooney PresidentCEO Creative Director (Direct Marketing)

Jim Cooney


Creative Director (Direct Marketing)

As PriMedia’s President/CEO, Managing Partner, and Direct Marketing Creative Director, Jim Cooney oversees the day-to-day operations and strategic direction of the agency, its personnel and many of its top accounts.

Jim also offers PriMedia clients direct marketing, media planning and marketing strategy recommendations, coordinates creative, production and/or Public Relations services requested by clients through strategic partner firms, directs outdoor, alternative, print, digital, and on-line media buying and the Sports Marketing deals/packages of the agency and its personnel.

Jim has worked in direct marketing and media buying for nearly 40 years on local, national and regional accounts. He is a thirty-two time ECHO, New England Direct Marketing Association (NEDMA) and Supershow award-winning copywriter, broadcast producer, creative director, account executive, media planner/buyer, marketing strategist, and account supervisor/executive.

Stephen Romanello Vice PresidentAccount Services

Stephen Romanello

Vice President/Account Services

As Vice President of Account Services, Stephen oversees the account management department while spearheading new business initiatives for the company.

Steve brings a unique perspective to account services, as he was a former client of PriMedia for over five years. He made the move to the “other side of the desk” now bringing his nearly 30 years of diverse marketing experience having previously worked in trade book publishing for such houses as Penguin USA and Random House; in newspaper publishing, both print and digital with The Providence Journal Company and projo.com; and, the film industry with IMAX Corporation.

Rick Boles Vice PresidentMedia and Operations

Rick Boles

Vice President/Media and Operations

As Vice President of Media and Operations at PriMedia, Rick is in charge of the day-to-day management of the entire media team, while simultaneously providing daily client contact, account service, media research, strategic planning and media placement of all forms of media.

Rick began his career with Leapfrog Radio & Boch Broadcasting on Cape Cod MA in the programming, promotions and sales departments and has held every media position at PriMedia over his 21 years with the agency.

Lisa Faltus Director of Finance

Lisa Faltus

Director of Finance

Lisa Faltus is a bilingual professional with a diversified accounting and business background that includes investigatory examinations, audits, tax, start-ups, and treasury, within various types of industries, such as: public accounting, manufacturing, non-profit, and other service organizations.

Supervisory, mentoring, and leadership skills are strong qualities of hers, along with accurate, reliable financial information and strong financial management. Lisa has been working at PriMedia, as the Finance Director, since 2008 and earned her Master’s Degree in Mathematics. Prior to PriMedia, Lisa was the Controller of Endius, a medical device manufacturing start-up company, which was sold to Zimmer.

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