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PSDA Board of Directors

 2016-2017 PSDA Board of Directors


Doug Traxler
2944 Hunter Mill Road, Suite 102 º Oakton, VA 22124
Ph: 703.242.7278 º

Doug Traxler, WebbMason’s executive vice president of sales and marketing, founded the company’s first regional sales office in Washington, DC, in 1995. Prior to joining WebbMason, Traxler spent 13 years with Wallace Computer Services, where he served as sales representative, account executive and general manager. He joined WebbMason because he saw an opportunity to focus more on solving clients’ problems and to join a team that is committed to excellence. Traxler’s overall business goal for his customers remains the same: to transform their organizations in a positive way with measurable impact.


Vice President
Stuart Boyar
Cooley Group Inc.
806 Linden Ave., Ste. 500 º Rochester, NY 14625
Ph: 585.385.1880 º

Stuart Boyar is the President of the Cooley Group, which is headquartered in Rochester, New York. With six offices throughout New York State, Cooley provides premier printing services that define and enhance their clients’ brand and image through printing, promotional products, specialty printing and branded apparel. Boyar joined the Cooley Group in 1982 after spending six years with NCR Systemedia in Atlanta and Ft. Lauderdale. The company has been a founding member of PSDA since its inception over 66 years ago and Boyar has been actively involved with PSDA through both speaking opportunities and attendance at various conferences. Married with two sons, Boyar is a graduate of Kent State University and enjoys camping, wine collecting and several sports in his free time.

Joe Walkup
Innovative Business Products
2625 Grandview Avenue º Nashville, TN 37211
Ph: 615.835.0099 º

Joe Walkup is the president and co-owner of Innovative Business Products, LLC. IBP is a Strategic Outsourcing Partner and distributorship located in Nashville, TN.Joe began his career working in production for numerous printing companies in the Middle Tennessee area. This experience increased his knowledge of forms, checks and offset printing. Prior to starting IBP, Joe discovered his enthusiasm for sales at Global DocuGraphix. He has been active with the PSDA for 10 years, acting as Co-Chair of the Small Distributor Summit for two years. In 2009, he was recognized as PSDA Member of the Year. He also currently serves as a board member of the PPAMS (Promotional Products Association of the Mid-South) in the role of Treasurer. His passions include family, church youth ministry, and everything outdoors.

Immediate Past President - View a Complete List of Past Presidents
Denny Pottebaum
12795 - 16th Ave. North º Plymouth, MN 55441
Ph: 763.478.8636 º

Dennis Pottebaum, CDC, CAS, is president and CEO of QRG, a distributorship based in Minneapolis, MN with multiple offices located in the Upper Midwest.

Denny started his career with the Burroughs Corporation and held various positions there. He is a retuning member to the Board and has been very active in the association. He was a member of the Futrends Committee, a Regional Coordinator, Chair of the Board’s Leadership and Development Committee and was a member of the Special Interest Groups. He has moderated multiple sessions at various industry events.


Executive Vice President
Barbara O'Connor
330 N. Wabash, Suite 2000 º Chicago, IL 60611
Ph: 312.673.5744 º

Barbara O'Connor, PSDA's Executive Vice President, works with PSDA's board of directors to set the strategic vision for the association and leads all business operations for PSDA. O'Connor has more than a decade of association management experience, including a role as executive director of Forum 400, an elite group of life insurance producers. O'Connor has worked with a diverse array of organizations in multiple industries. Prior to her role with PSDA, O'Connor served as operations manager for the Legal Marketing Association and the Decorative Plumbing and Hardware Association. She also served as executive director for a separate legal association, and was instrumental in the merger of three HP user groups into the group now known as Connect.

Nathan Goldberg
Specialized Office Systems, Inc.
19235 N Cave Creek Rd. #100 º Phoenix, AZ 85024
Ph: 602.485.0900 º

Nathan Goldberg is President of family owned and operated Specialized Office Systems, based in Phoenix, Arizona with offices in surrounding states. Nathan has a Marketing Degree from the University of Arizona and an MBA from Arizona State University. Nathan joined Specialized in 2000 and has been involved in all aspects of his distributorship including their small format offset and digital manufacturing facility since. Nathan is always looking for ways to help other companies in our industry and outside by creating a more compelling offer of help to their customers. As a board member, it is his goal to help continue the important work that the association has embarked on while creating a more compelling offer to new members and others who will benefit from our excellent programs, conversations, networking and products. 

  Karl Heerdegen
The Northstar Group
577 Capital Drive
Lake Zurich, IL 60047

Karl Heerdegen is co-founder, President and CEO of the Northstar Group and Northstar Gameday, a distributorship based in Lake Zurich, Illinois. He specializes in product and service areas including marketing, output document processing, cross media and wide format. Focusing his attention in vertical markets that include professional sports, financial services and manufacturing, Karl brings value to his clients by being able to manage large scale and data-driven projects. Now in its’ 23rd year, Northstar maintains relationships with clients that go back to its beginning. Karl began his career in 1980 as a coverage rep for Moore Business Forms before moving to the distributor side of the industry in 1981.

Ted Pinkos
Appvion, Inc.
825 E. Wisconsin Avenue, P.O. Box 359
Appleton, WI 54912

Ted Pinkos is the Global Sales Director for Appvion. He manages sales of the company’s carbonless, security, high-speed ink jet and colored papers to customers in North America, Mexico, and South and Central America.

Ted is a veteran of the paper industry with 17 years of experience at Appvion in various sales and sales management positions. Most recently, he helped to create and implement a sales process that includes a vigorous, one-on-one, sales coaching model and a robust pipeline reporting tool to deliver tangible and actionable data to benefit the enterprise. Prior to joining Appvion, Ted worked in the envelope converting business for 11 years at Old Colony Envelope Company in Massachusetts in sales and sales management. Ted is a Massachusetts native and graduate of Fitchburg State University. He currently lives in Wake Forest, in North Carolina, and is an enthusiastic golfer and fan of New England sports teams.


Pete Redondo
Regency Business Solutions/Regency Franchise Group
8024 Glenwood Avenue, Suite 200
Raleigh, NC 27612

Peter (Pete) Redondo is currently Vice President of Sales at Regency Business Solutions and Regency Franchise Group, headquartered in Raleigh, NC. He opened the their Dallas sales office in 2005, became Director of Value Added Services at Regency in 2008 to launch their print and promotional products division, and moved into his current role in 2011. Founded in 2002, Regency has grown into one of the largest independent office supply companies in the U.S., as well as a Top 25 print & promotional products Distributor by bringing technology-driven, enterprise-level solutions to small and mid-market customers. Pete is passionate about the independent distributor community, the PSDA, and he is honored to serve on the PSDA board. Pete resides in McKinney, TX, just outside Dallas with his wife and 4 children

  Jay Scammell
Graphic Dimensions, Inc.
PO Box 44467
Atlanta, GA 30336

Jay, President and CEO of Graphic Dimensions, has been in the printing industry for 39 years. Serving as VP at Datagraphic (now part of Printegra) for a part of his career, he soon departed to open his own company. In 1994 Jay founded Graphic Dimensions and quickly grew his company opening manufacturing facilities in GA, KY and NH. In 2012 Graphic Dimensions opened New Dimension Labels, a custom label manufacturer based in Atlanta. In addition, Jay also serves as CEO of LaunchPad, which specializes in creating high-end custom websites and technology solutions. Their newest product, LiftOff, provides innovative e-commerce, integrated marketing and web to print solutions with a major focus on ease of use, quick setup and rapid deployment.

Jay looks forward to serving on the PSDA Board and working with other Board members. In his free time Jay enjoys woodworking and golf.

Bob Saunders
555 McFarland 400 Dr. º Alpharetta, GA 30004
Ph: 888.815.9473 º

Bob Saunders is Vice President of Sales at Wise, a printer of forms, commercial printing and warehouse services based in Alpharetta, GA. His primary responsibilities are helping customers grow their revenue and profit by consulting with them on strategy development, market opportunities, sales support, proposal development and lead generation. He is also be responsible for the leadership and development of Wise’s sales team along with being an executive team member involved in all aspects of the company’s strategic planning.

Saunders has more than 27 years’ experience with public, private and start-up operations primarily in print and related industries. He has extensive experience with developing sales teams and distribution networks, strategic account management, diversification of sales and distribution channels, merger and acquisition integration, brand development, strategic planning and forecasting. Previous to Wise, Saunders was Senior Vice President of Sales and Marketing for Cenveo’s EFL (envelopes, forms and labels) business 

Sarah Scudder
The Sourcing Group

2200 Range Ave, Suite 101 º Santa Rosa, CA 94928

Ph: 707.586.8725 ext. 222

Sarah Scudder is the Chief Growth Officer of The Sourcing Group, one of the fastest growing print distributors in the US.  Sarah is the founder of the Young Innovators Group that focuses on innovation and how to attract, hire and retain young people in the print industry. Sarah also puts on an annual national conference for the Young Innovators Group. Sarah co-hosts a weekly radio show, Career Conversations, in which she interviews entrepreneurs, community leaders and people who have made major career advancements. She’s a monthly columnist for the Print Services (PS) Magazine and E3, Institute of Supply Management’s (ISM) quarterly publication. She’s a winner of North Bay Business Journal’s Forty Under 40 award, Print+Promo’s Trailblazer Under 40 award and Print Services & Distribution Association (PSDA)’s Member of the Year award. Sarah’s also an entrepreneur, co-founding the company Zen Balance, the creator of Relax + Focus: a stress and anxiety relief supplement. Her hobbies include swimming, running, writing and real estate investment.

  Phil Sperling
Printco, Inc.
PO Box 40 º Omro, WI 54963
Ph: 920.685.5662 º

Phil Sperling is the CEO and the 3rd generation of a family owned printing and marketing services provider, Printco, Inc. in Omro, WI. Both an accounting degree from Drake University (Des Moines, IA) and his CPA license served him well in his various employers prior to joining Printco in 2007. He has been regularly involved in PSDA events including presenting and developing online education course. His passions include his family and most things outdoors.