Executive Team

Wiland is led by a team of marketing technology innovators and industry thought leaders. Each brings crucial insights to the world of applied predictive analytics. Wiland’s proprietary audience modeling and optimization solutions as well as its business intelligence products are continually being enhanced under the management team’s guidance. In addition to leadership in advanced response prediction technology, the leaders at Wiland personify the company’s focus on a culture of honesty, integrity, and goodness.

Picture of Phil Wiland

Phil Wiland

Chairman & CEO

Phil Wiland’s professional life has been defined by industry-changing ideas, successful company launches, and unrelenting innovation. In 1971, Phil formed the first iteration of the Wiland companies, providing data services to virtually every segment within direct marketing. In 1979, he developed the first national directory of postal carrier routes—before the Post Office even had one! This was followed by the Matchmaster Plus merge/purge mail processing system—the first to use artificial intelligence.

In the 1980s, Phil launched one of the first fully integrated CRM systems and developed some of the most sophisticated predictive modeling solutions ever to be used in direct marketing. The company went public in 1984 and was later sold when a large public company made an unsolicited offer at a time when 22 other companies were also bidding.

In the 1990s, Phil started a catalog company, Concepts Direct, launching seven new catalog brands and building them to nearly three million 12-month buyers. The company generated millions of dollars in online revenue before most companies even had a website. In 2004, Phil sold this business and returned to his lifelong passion—data—and built a new consumer data cooperative.

Wiland Direct—now Wiland, Inc.—quickly became the leader in predictive analytics and audience modeling, leveraging a database containing detailed transactional data on virtually every adult U.S. consumer, representing billions of transactions and trillions in spending. Today, Wiland, Inc. delivers online and offline marketing solutions to over 3,700 clients.

Phil has been honored with the Industry Innovation Award by the DMA, named DMAW Man of the Year and received the Silver Apple Award from the Direct Marketing Club of New York.

In addition to annual double-digit growth, Wiland, Inc. is recognized for its culture of honesty, integrity and goodness. Phil leads by example to create the environment he seeks to foster, distilled in the simple philosophy displayed on a sign outside his office: Work Hard and Be Nice.

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Picture of Mike Gaffney

Mike Gaffney


Mike manages Wiland’s controller, treasury, tax, audit and risk management functions.  His precise and steady hand helped Wiland become and remain a cash-flow positive company. With his extensive experience in both rapidly growing and declining environments, Mike calmly and quietly leads Wiland’s commitment to matching financial success with continued growth. Before joining Wiland in 2006, he spent a decade in financial leadership positions across various industries, including serving as corporate controller for Carrier Access Corp., where he managed more than $170 million in assets.

Mike is a sports fan, often cheering on his son and twin daughters at events. He’s also developed a passion for scuba diving.

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Mark Kinney

EVP, Product Management

Mark focuses on new products and product enhancements; establishing business requirements for development; overseeing user efficiency projects; and promoting the Wiland brand in the marketplace.  Mark has worked with Wiland companies since 1990 and was a founding employee of Wiland Inc. Mark started his career working on catalogs and has run order fulfillment operations, direct marketing circulation, website construction and optimization, online marketing, analytics and modeling, and database development.

Picture of Rob Reger

Rob Reger

Chief Revenue Officer

Rob is responsible for setting the direction for Wiland’s client services and business development teams, managing relationships with the company’s largest revenue-producing accounts, and recruiting new talent to the business. Prior to joining Wiland, Rob held leadership positions in both data-centric and creative roles at numerous companies in the data-driven marketing industry. An active member of the direct marketing governance community, Rob has been part of the Data and Marketing Association (DMA) Ethics Operating Committee since 2009, having served as Chair in 2015 and 2016. He is also a five-time DMA Echo Award judge and has served on the Board of Trustees for DMA’s Marketing EDGE organization.

Picture of Phil Tobias

Phil Tobias


Phil leads the team on building systems, software development and datacenter engineering.  In addition, he oversees information system security and production support.  Phil has been with Wiland companies since 1972 and has led the architecture of many successful projects, including a multi-title catalog fulfillment system with fully integrated eCommerce sites, merge/purge, NCOA, and list order fulfillment. Phil has a long track record of new business success, thrives on creating creative solutions to tough business problems, and brings with him a vast knowledge of the direct marketing industry and software technology.

Picture of Bryn Weaver

Bryn Weaver

General Counsel & Chief Privacy Officer

Bryn fills a dual role as General Counsel and Chief Privacy Officer , which gives him the opportunity to manage the legal and privacy compliance aspects of Wiland’s business. He works with team members across the organization and Wiland’s board of directors as the company expands, develops new products, launches new partnerships and blazes new trails.

Prior to joining Wiland, Bryn was a member of the Corporate and Securities Group at Thompson & Knight in Dallas, and then a member of the Emerging Companies practice at Cooley, a leading Bay Area-based law firm that represents some of America’s most exciting companies. Following Cooley, Bryn got the opportunity to join the cloud legal team at Oracle and helped Oracle’s cloud lines of business launch new products, expand with channels partners, contract with Fortune 500 customers, and integrate newly acquired cloud companies.

Outside Wiland, Bryn and his wife, Liberty, along with their four kids (and one little Shih-Tzu puppy) enjoy outdoor adventures in beautiful Colorado—skiing, hiking, camping, mountain biking and running. Bryn completed a 50-mile trail run several years ago and joins his brothers in obstacle races like Tough Mudder and Spartan Race each summer. He also enjoys opportunities for community service whether it is coaching youth soccer or serving with church or family in charitable organizations in the community.

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