CLEARWATER, Fla. Bluewater Media announced it has hired Gina Pomponi as president of its media division. Pomponi is a proven talent with 25 years of experience in direct response marketing, strategy, media buying, and management, the company says.

Formerly a senior vice president at Mercury Media, Pomponi was responsible for the growth and strategic direction of its short-form division, which grew to the $100 million mark in annual billings after only five years under her leadership. Past clients include familiar DR names such as Kobalt Tools, no!no!, NordicTrack, and TeleBrands.

“Her experience and knowledge from the campaigns she has led is immense and brings an incredible asset to the Bluewater family,” says Andy Latimer, founder and CEO of Bluewater. “Gina’s experience with such a broad base of brands, combined with Bluewater’s convergence model—which includes creative, media, and digital strategies under one roof—makes the Bluewater team even stronger.”

Bluewater’s Latimer and Brian Fasulo are leading long- and short-form DR producers who have collected seven ERA Moxie Awards in the last three years. “I’m excited about the opportunity to build upon the great things the team at Bluewater Media is already doing,” Pomponi says. “With [its] in-house creative and digital capabilities, we’ll be able to shape campaigns from end to end, giving us unlimited potential.”