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Our Team

Anthony Gaeto
CEO, President, and Co-founder
Anthony Gaeto has spent his entire business life leading his own companies with innovative and successful concepts. Gaeto attended the University of North Carolina and the University of South Florida, and in 1983, he founded What's Amatta You Pizza. Under his guidance, the company grew to a successful regional franchise with seven stores delivering fresh pizza throughout the Tampa bay region. In 1990, Gaeto sold the company. Following that, the forward-thinking businessman founded Prism Auction, a national auction company that liquidated assets for such recognized names as Discovery Zone, Denny's, Little Caesar's Pizza, and Morton's Steakhouse. This auspicious endeavor operates coast to coast, and Gaeto continues to serve as Chairman.

In 2000, Gaeto created a novel business model with FreeTilitSells.com. This site serves as a marketplace for people wishing to sell their products online and promotes sales through category owners' "Netchises". Understanding that the best way to demonstrate the usefulness of a product or service is to model it, Gaeto started three model Netchises, CoffeeNuts.com, BestBuyFitness.com, and GateCrafters.com, as examples to those customers. However, the businessman's expert understanding of enterprise proved itself again, as those examples grew to be prosperous enough that Gaeto decided to organize another company. In 2002, Gaeto co-founded Web Direct Brands, Inc. This company would focus on brining higher level of quality and service to specialty websites. Today, Web Direct Brands Inc. owns and manages over 50 specialty websites and is the largest seller on the web for goods such as autoharps, tomato milling machines, swimming pool safety fences, and driveway gates and gate openers.

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, and Department of Management Chair, and where he 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, and numerous papers and articles. Dr. Koehler assisted Mr. Gaeto in establishing What's Amatta You Pizza, Prism Auction Inc., and United Auction Affiliate.
Matthew Raab
VP, Director of Marketing
Matthew Raab brings a deep understanding of the core principles to the organization. He has been involved 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 Matthew’s marketing roles were transferred to help the new venture succeed. While Web Direct Brands, Inc was in its beginning stages, Matthew 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., Matthew worked professionally for a marketing firm. He completed his academics at the University of South Florida with a BA in Mass Communications and a 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 a total of 8 years at 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!” Seabees mentality has brought an added value to this organization and the direction in which it is moving.

Su-Lieng Ho-Kong
Operations Officer
Su-Lieng is the hub of all of the day-to-day operations at WDB. After completing studies in Industrial Engineering, she became involved with several small developing companies. Ms. Ho-Kong received her MBA from the University of South Florida and has more than a decade of experience in managerial and operational roles. She works in all areas of the business, from communicating with suppliers to customer relations.
Scott Griffin
Art Director
Scott Griffin draws from almost a decade of experience in graphic design as well as a lifetime interest in art to add a unique and creative flair to the WDB team. In the middle of his career, he returned to college in Tampa to study digital media design. While holding a full-time position at Designer Golf Co. and freelancing for key clients, he graduated with high honors and earned his Associates of Science in Graphic Design from the International Academy of Design and Technology. He has designed and helped direct everything from environmental identities to community campaigns and digital experiences, creating many award-winning designs and winning the International Academy of Design and Technology’s Web Student Design Competition in 2006. Since then, he has focused almost exclusively on digital communication through the web. He is well versed with many aspects of design, such as print design, web design, environmental design, and product design, as well as numerous graphic designing software programs. He has done much volunteer work designing for his church and local organizations. Within WDB, he designs not only the web sites, but banners, flyers, business cards, signs, brochures, and more.