TDA Group is led by a management team with extensive high-tech marketing and communications experience. Unmatched by any other agency or custom publishing house, the TDA leadership brings perspective, knowledge, and foresight to every client engagement.
Paul Gustafson, President
Paul Gustafson brings over 20 years of Silicon Valley experience to TDA, where he acts as the agency’s general manager and principal business strategist. Before being named president of TDA Group, Gustafson was the firm’s vice president of client services and business development.
Prior to joining TDA, Gustafson was founder and president of Market Pioneering, a high-tech strategic marketing and consulting firm. Gustafson’s background includes executive leadership posts at industry leaders such as Xerox and Adobe Systems, as well as innovative start-ups such as Teknowledge, ViewCentral (now RainMaker), and General Magic. Gustafson holds a B.S. in engineering operations/journalism from Iowa State University.
Debra McDonald, Vice President and Editorial Director
As vice president and editorial director at TDA, Debra McDonald develops and leads execution of content and messaging strategies that engage and deepen relationships with target audiences across a broad range of enterprise media programs including print magazines, e-zines, and online communities. Before joining TDA six years ago, McDonald served in editorial management positions at Ziff Davis Media and Cahners Publishing on titles including Ziff Davis Smart Business, PC Computing, Corporate Computing, and Digital Review. McDonald also worked closely with computer pioneer Edmund C. Berkeley on Computers and People magazine.
Throughout her 25+ years in the publishing and enterprise media industry, McDonald has been at the heart of editorial teams that won numerous prestigious industry accolades for business-to-business and technology journalism, including two National Magazine Awards, two Jesse H. Neal National Business Journalism Awards, and two Editorial Excellence Awards from FOLIO: magazine. She graduated magna cum laude with an A.B. in Classics from Wilson College and is a member of the Phi Beta Kappa honor society.
Paul Carlstrom, Vice President of Content Services
Paul Carlstrom manages and oversees multiple writing and strategic engagements at TDA. Before being named vice president of content services, Carlstrom was a managing writer at the firm. Prior to joining TDA, Carlstrom was the principal of Carlstrom Corporate Communications, where he provided media and marketing strategy for product launches and branding campaigns for companies as diverse as ACSIA, Alcatel, Informix, Meredith Corporation, Verio, and Wells Fargo Bank Merchant Banking Division.
His professional background also includes substantial experience in corporate communications, start-up management, agency public relations, and journalism. Carlstrom holds a B.A. in history and political science from the University of California, Santa Barbara.
Iva Frank, Art Director
Iva Frank has set artistic direction at TDA for over 10 years. She has more than 20 years of graphic design experience in all aspects of design—from logos and corporate identity to a wide range of custom publications, brochures, newsletters, annual reports, ads, posters, signage, and Web design. Before joining TDA, she worked for Pentagram Design in London, Macy’s Advertising, and Addison Wesley, where she designed books.
Frank has won many awards for her creative designs. Her work has been published in Graphis Annual, Print, and several publications in Europe and Japan. Her work is also found in the permanent graphic design exhibition in the Victoria and Albert Museum in London. She has a master’s in graphic design and classical art training from the University of Applied Arts in Prague.
Nicole Sommerfeld, Vice President, Strategy and Programs
As the vice president of strategy and programs, Nicole Sommerfeld oversees the account development team at TDA and leads the effort to build upon and expand TDA client relationships and programs, while helping TDA’s clients adopt best practices and optimize marketing programs. Before being named vice president at TDA, Sommerfeld was the director of account development focused on supporting IBM, SAP, and Dell engagements.
Sommerfeld brings 15 years of experience in marketing, product management, and corporate development with leading Internet and telecommunications companies. Her marketing expertise includes both traditional and online media. Prior to joining TDA, Sommerfeld led the marketing team for Concentric and the online SMB services of XO Communications. She also brings international experience to TDA, having spent seven years in New Zealand working for CLEAR Communications. Sommerfeld has a B.A. in communications from the University of Oregon and a postgraduate degree in marketing from the University of Auckland, New Zealand.