Meet 5W's Executive Team

Jerry Montgomery
Founder & CEO


Jerry Montgomery has 32 years of management, business development, direct marketing, data mining and information system development experience.  He has managed all aspects of omni-channel marketing efforts including: analytics, creative, database marketing and reporting for Facebook, display, search, mobile, email and direct mail campaigns.

Prior to founding 5W Strategists in May 2009, he was executive vice president of SIGMA Marketing Group.  He managed all of SIGMA's technical personnel, including the marketing analytics, database development and IT groups.

Jerry founded MarketMiner Inc. in 1988, served as its CEO for 17 years and grew its staff to 39 professionals.  He guided its marketing, sales, data mining and development services and was the principal architect of five generations of marketing analysis and data mining tools that were purchased by more than 2,000 organizations.

Strategic Targeting, Inc. acquired MarketMiner in September 2005.  Jerry became CEO of Strategic Targeting, which was then purchased by SIGMA Marketing Group in April 2007.

Jerry has led more than $86 million in successful analytic and information system projects for 150 organizations, including: General Electric, ADVO, Verizon Wireless, Assurant, United Healthcare, Charming Shoppes, Lockheed, IBM, Liberty Reverse Mortgage, Blue Cross Blue Shield, the National Republican Congressional Committee (NRCC), The Salvation Army, NASA and the U.S. Air Force.

Education and Technical Expertise

Jerry received a BS in engineering from the University of Louisville in 1980 and an MSEE as a Distinguished Graduate from the Air Force Institute of Technology in 1982.  His education focused on pattern recognition, artificial intelligence and advanced computer algorithms.

He has experience using MS Office, SQL Server, MySQL, MarketMiner, SPSS Clementine, SAS and many statistical and visual analysis tools, report development tools and programming languages.

His data mining expertise includes applying logistic and linear regression, neural networks, statistical/polynomial networks, decision trees, genetic algorithms, fuzzy set theory, case-based reasoning, rule-based expert systems and clustering.

Jerry also has decades of experience performing all aspects of marketing analysis, including data hygiene, pre-processing, data mart development, data mining and analysis, test planning, campaign management and reporting.  He also has direct hands-on experience with individual, household and business data from Experian, InfoUSA, V12, Acxiom, Equifax and other sources, as well as customer, transaction and other data from more than 100 companies.

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David Barron
Founder & CTO


David is 5W's CTO and was previously VP of product development at MarketMiner Inc. for 16 years.  He has 22 years' experience developing complex online and offline software applications, database systems and data mining solutions for marketing applications.

David has led the design and development of many advanced data mining tools and applications, some of which are listed below.  He has successfully managed multi-disciplinary teams of software engineers and PhDs, with a consistent track record of delivering projects on time and within budget.

Some of the tools and applications he has led the development of include:

  • An online behavioral targeting engine that can score and select the best of 1,000 or more ads based on a variety of information about an individual website visitor.

  • MarketMiner, a Java-based marketing analysis tool resulting from $11 million in R&D investment.  It implemented best-of-breed data mining technologies that include Statistical Networks, Logistic and Linear Regression, Clustering and Decision Trees.  It automated the entire process of importing data, address standardization, geo-coding, preprocessing, model creation and selection, evaluation, profiling and reporting.

  • ListAnalyst.com, a Web application for marketing analysis, built on top of the MarketMiner tool.

  • For ADVO (Valassis), the DART tool, for highly automated data mining and analysis of customer data for major retailers.  This tool is being used to analyze data for 300 or more major retailers each year.

  • For Pitney Bowes, an address ListAnalyst tool.

  • For GE Fanuc, an expert system and database application to help properly configure sales orders for complex manufacturing controllers.

  • For a major HMO, an expert system to help detect drug claims fraud.

  • For a hedge fund, a tool that maintains an SQL database of market, fundamental and other financial data for tens of thousands of equities and other indicators, spanning 20 years of market history.  On a daily basis, this system acquires and scrubs new data and compiles several proprietary index indicators, some comprising thousands of equities.  The data is fed to proprietary trading models that manage millions of dollars in assets.

  • For NASA, the Telemetry Expert Analysis and Modeling tool, used for data mining and analysis of space shuttle data.

  • For various government agencies, software data mining applications for advanced diagnostics, fault detection, command-and-control and sensor validation applications.

David has many advanced technical skills, including data mining, reporting, proficiency in numerous programming languages and expertise in data systems such as MS SQL Server, PostgreSQL, MySQL, Vertica and Oracle.

David graduated from Dartmouth College with a BA in philosophy in 1992.


Dave Smith
Chief Marketing Scientist


Dave is an entrepreneurial and results driven database marketing professional with 16 years of direct marketing and database marketing experience and an additional 6+ years of demographic analysis and application development expertise.

He has held senior positions at multiple direct marketing services agencies supervising business analysts, programmers, developers, statisticians and sales support professionals and has also performed many of these roles during his career.

Technical Expertise

  • Business and management experience including profit and loss (P&L) accountability, resource allocation, problem resolution, project management and developing budgets and cost estimates.

  • Strong technical, communication and management skills

  • Experience in managing, developing, implementing and analyzing direct and database marketing campaigns

  • Experience working on marketing campaigns for many Fortune 1,000 companies in various industries such as financial services, retail, consumer package goods, professional services and healthcare including Nationwide Insurance, Subaru, Motorola, LensCrafters, Wal-Mart, Dell, Coca-Cola, Citibank Student Loans, Microsoft, Discover Card, DISH Network, Charter One Bank, Kodak, PacifiCare and many more

  • Led the design, implementation and management of a relational data warehouse containing over 1 billion records and 1,000+ elements on U.S. consumers used for database marketing analysis and targeting

  • Extensive experience in demographic and lifestyle profiling and research for clients in order to determine the best target audience for future direct marketing campaigns and analyzing results of past campaigns

  • Experience with SAS and SQL programming, Address Standardization, Merge / Purge and Postal Presort methods and software, data manipulation and GIS software and techniques

  • Experienced in building predictive models for use in identifying the best prospects that will respond or purchase in direct marketing campaigns for acquisition, retention and cross-sell/up-sell initiatives

  • Exceptional communicator with ability to interface with programmers, analysts, statisticians, account executives and clients to make sure that solutions meet client requirements

  • Experienced with managing vendors and negotiating contracts and pricing

  • Aptitude for managing complex projects on a large scale and motivating people to work together


Jeff Monroe
Chief Marketing Officer


Jeff, 5W's Chief Marketing Officer, has 20 years of marketing and business experience and leadership with major brands in multiple industries.  He has in-depth experience in direct marketing, digital strategy and marketing, social media, creative direction, sponsorship marketing and advertising and marketing execution.

A former 5W client, Jeff has firsthand knowledge of the value a partnership with 5W brings.  Working in tandem on direct marketing with Founder and CEO, Jerry Montgomery, Jeff's former teams exceeded their stretch goals for nine consecutive years and were consistently among the top performing divisions in the nation as a result.

Jeff brings strategic knowledge in numerous industries, including financial, membership, insurance, automotive and the sports and entertainment industry.  In addition to this strategic knowledge, he is known for his "hands-on" approach and for achieving results.

He excels in listening and understanding the needs of a business and as a result helps them identify their areas of improvement to reach their desired goals.  He is a true partner for the organizations with whom he works as part of the 5W team.

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Brian French
Creative Director


Brian, 5W's Creative Director, has 12 years of experience in creative content design, cross-channel marketing, advertising, production management and campaign management.  He has developed creative content for numerous direct mail, email, Facebook, online display and paid search campaigns.

As 5W's Creative Director, he works collaboratively with clients to develop the best product possible on time and within budget.  He excels at taking loose ideas and turning them into exceptional marketing materials quickly and cost effectively.

In addition to developing creative materials, he also excels at managing complex campaigns from beginning to end.  This includes managing campaigns from conception through execution and reporting.  More specifically, he works with clients to develop concepts, design alternatives, write and edit copy, obtain approvals, make inputs to list selections, plan and purchase media, manage printers, minimize print costs, execute campaigns, perform reporting and analyze results.

He excels at personalizing and customizing content to achieve the best results for any given individual or segment.  He creates exceptional copy and content for emails, landing pages, websites, online and mobile ads, paid search and direct mail.  Some of his campaigns have realized exceptional results, including 4.25% to 6% response rates for lead generation mail campaigns.

Prior to joining 5W, he was the production manager of Richmond Suburban Newspapers, where his services ran the gamut from award-winning creative services to troubleshooting production issues.

Brian received a Bachelor of Fine Arts degree in Graphic Design from Longwood University in 2004.

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Allen Fowler
Director of Application and Database Development


Allen has been working in the direct marketing industry for 14 years.  During that time, he has developed databases ranging in size from small non-profit organizations to large Fortune 500 companies. He specializes in database designs supporting omni-channel marketing.  Allen is also experienced in database marketing implementation and has overseen a variety of large-scale projects.  He has a complete understanding of the database marketing cycle, including prospect lists, ETL, address hygiene, data appends, data deduplication, list pulls/mail file generations, data organization and hierarchy, process automation, campaign management and reporting.

Allen is a graduate of University of Maryland.

Allen's accomplishments include:

  • Creating a marketing database supporting revenue generation of $250 million annual through direct marketing channels

  • Designing a platform allowing for multi-channel, multi-effort marketing for a Fortune 500 company — This platform included support for direct mail, email, catalog and keyword search

  • Creating a data warehouse supporting 13 separate non-profit organizations allowing for distributed costs and greater economy of scale reducing overall costs for each organization — It also processed email activity, including opt-outs, bounces, blacklist monitoring and inbox placement

  • Developed BI reporting giving extensive customer insights, financial roll-ups and campaign results

  • Created dynamically generated product recommendations based on customer buying patterns compared to buying patterns of similar customers