ERA Staff

Bill Sheehan
Executive Vice President
bsheehan at retailing dot org

Bill has more than 25 years of senior executive management experience with trade associations and technology companies. His multi-disciplinary association experience includes work in operations, membership, marketing, communications, advocacy, public relations, events, and non-dues revenue. Bill has served in a senior executive capacity for several medium to large trade associations in the Washington, D.C. area. He also has exceptional knowledge in helping associations initiate programs to improve business relationships between an association’s membership and their customers to ultimately help associations increase and sustain member engagement and relevancy. Bill received his bachelor’s degree in business administration from James Madison University and is an active member of the American Society of Association Executives.


Peggy Bell
Vice President, Marketing
pbell at retailing dot org

Peggy joined ERA as Vice President of Marketing in 2018 to lead development and execution of the organization’s marketing and brand communications strategy. Leveraging key industry, channel, and member insights, she oversees messaging and creative for digital and traditional channels to promote awareness and drive the recognized value of the ERA brand and its offerings. With a 20+ year career in corporate and consultative consumer brand marketing and advertising roles, Peggy has worked for and with companies including AT&T, Cigna Healthcare, RedBox Instant by Verizon, Capital One, and Sprint. She holds an M.S. in journalism from the University of Kansas.

Natalie Bello
Senior Manager, Events
nbello at retailing dot org

Natalie joined ERA in 2018 as Senior Manager of Events. Natalie provides complex event planning from concept to on-site completion with a focus on conference and trade show logistics management. Natalie has planned and orchestrated a variety of diverse programs and events for several associations including the American Health Quality Association, American School Health Association, and Public Media Business Association.

Dawn Falsinotti
Manager, Association Services
dfalsinotti at retailing dot org

Dawn joined ERA in 2017 with nearly 20 years of administrative, events management, membership and customer service expertise. In her current role as Manager of Association Services, she is focused primarily on member relations and services.  


Kate Hernandez
Coordinator, Events 

Kate joined ERA in 2017 and works as a liaison between the sales and events teams, to ensure that all sponsorships are fulfilled to the best of our abilities. She has worked with associations for three years, focusing on event management, sponsorship fulfillment and the creation of internal processes. Prior to working with ERA, Kate taught abroad where she became an expert on flexibility and cultural understanding. Such skills have only fortified her interest in organization and managing events for associations all across the globe. 


Stacy Kyle
Sr. Manager, Exhibits & Events 

Stacy comes to ERA with nearly 20 years of experience in the events and trade show industry. Her well-balanced portfolio includes a combination of exhibit hall management and general convention operations. Stacy began her career with Post-Newsweek Tech Group as Operations Manager, overseeing registration, housing and exhibits for various tradeshow clients. She then went on to the Telecommunications Industry Association, where she served as Sr. Manager of Operations for shows that boasted well over 30,000 attendees and 500 exhibitors. 


Cecilia Mason
Director, Finance
cmason at retailing dot org

Cecilia D. Mason, a native to the Washington area, joined ERA as an accountant in August of 2005. Cecilia comes to ERA after serving 34 years in a major Washington area bank where she managed the Accounts Payable Department, the Fixed Asset Department and worked with the General Ledger Department in account reconciliations and daily financial statements.


Bill McClellan, CAE
Vice President, Government Affairs
bmcclellan at retailing dot org

Bill McClellan joined ERA in January 2003 as director of government affairs. Prior to joining the association, Bill worked as a lobbyist at the Georgia Automobile Dealers Association, covering the state legislature and Georgia's congressional delegation. Before working for the GADA, Bill managed political campaigns at both the congressional and state constitutional levels.


Carol Neher
Director, Event Sales
cneher at retailing dot org

Carol is ERA's Director of Event Sales. Since 2004 she has led the organization's event, sponsorship, advertising, and publication sales efforts. Her passion is finding the right solution for ERA's members, customers, and clients. With more than 20 years of success she translates business concepts and marketing strategies into bottom-line results. Prior to joining ERA Carol worked in the publishing sector for a number of years and was one of the key developer's in launching Electronic Retailer Magazine, ERA's flagship publication.


Vi Paynich
Director, Content & Education 
vpaynich at retailing dot org

Vitisia "Vi" Paynich has been covering the direct response marketing industry as a writer and editor since 2001. In July 2004, she joined the Electronic Retailing Association as editor-in-chief to launch its monthly publication. After serving seven years on the magazine, Vi transitioned into the role of content manager at ERA — leading the educational programming for the association's annual D2C Convention and Great Ideas Summit. Her other responsibilities included managing the content for the ERA Blog, e-newsletter, and other digital projects for ERA. In December 2017, Vi rejoined ERA as director, content and education. Prior to joining the association in the mid-2000s, she worked in the publishing industry, serving as an editor for both B2B and consumer publications. Vi has a bachelor’s degree in Magazine Journalism from California State University at Long Beach.


Michelle Spencer
Administrative Support
mspencer at retailing dot org

Michelle Spencer joined ERA two years ago serving as administrative support for ERA and its events. She also serves as liaison to ERA's Board of Directors and assists with database management for the association's conferences. Michelle has an extensive career in the association space, having worked with associations for 16 years. 

ERA Europe

Dr. Julian Oberndörfe
Chief Executive Director
T +49 8151 55 55 480
F +49 8151 55 55 479

Julian Oberndörfer has represented the Home Shopping industry in Europe and the Middle East as CEO of ERA Europe since 2013, prior to which he served as the association’s chairman of the board and its government affairs committee.  Before taking on the role of CEO at ERA Europe, Julian worked at the German live shopping channel HSE24 where he was Head of Country Management Austria & Switzerland, and Vice-President of Media Law, Media Politics and Distribution (MMD), in charge of the multi-channel distribution of Home Shopping Europe’s TV channels. In the past he has presided as Chairman of the Working Committee for Independent Special Interest and Teleshopping Channels within the German TV Association "VPRT" and is a member of the advisory committee of the European Audiovisual Observatory Council of Europe and of the Multi-Channel Working Committee of the Bavarian chamber of commerce. Julian is the owner of a law firm in the south of Munich, specializing in media and telecommunication law.

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