WVU Marketing Communications Today

About the Show

January 3, 2019


WVU Marketing Communications Today, a syndicated show that is at the intersection of data-driven decision making and marketing practice. Each week we will highlight an emerging or current trend impacting marketers today. Hosted by Cyndi Greenglass, our inaugural faculty member in the Masters of Science DMC Program, we will hear from leading professionals who blend the academics and practice of data-driven marketing today.



Cyndi Greenglass


Cyndi W. Greenglass is a founding partner and Senior Vice President Strategic Solutions at Diamond Communication Solutions, a data driven communications firm specializing in Healthcare, Financial Services and direct response solutions. Cyndi has twice been named into the Top 100 Influential BTB Marketers by Crain’s BtoB Magazine, and was the 2012 CADM Chicago Direct Marketer of the Year. Cyndi is a member of the Executive Management team at Diamond Marketing Solutions where she is responsible for the strategic planning process, participates in strategic acquisitions, and manages the agency services division.

Prior to becoming a “Direct Marketer”, Cyndi spent 10 years in the international business consulting arena with the U.S. Embassy, the Canadian Consulate General, and the U.S. Foreign Commercial Service. In 2016 Cyndi was named one of 20 Women to Watch in Sales Lead Management and one of the 10 Most Fascinating People in Business to Business Marketing. Cyndi is passionate about educating future marketers on the importance of data analytics for strategic decision making. She lectures on data and digital marketing nationally, is highly sought after to speak at major industry conferences.Cyndi received her B.A. from University of Toronto and holds a M.S. in IMC from WVU. She is delighted to join the faculty of her alma mater as an online adjunct instructor.


Matthew Cummings


Matthew Cummings is a senior marketing communications specialist at Erie Insurance, a publicly-traded Fortune 500 insurance company based in Pennsylvania. In this role, he is part of the company’s corporate marketing team and leads ERIE’s shared advertising buy initiative across 12 states and the District of Columbia.

Prior to joining ERIE, Matthew served as assistant director of online programs in the WVU Reed College of Media and lead instructor in the IMC graduate program — teaching and managing IMC 610, the program’s introductory course. He has taught in the graduate IMC program since 2006 and was honored with the program’s Alexia Vanides IMC Teaching Award in 2012.

Matthew’s award-winning marketing communications career includes more than 15 years of corporate communications, marketing and public relations experience in public education and non-profit roles — most recently serving as director of communications for the city school system in Erie, Pennsylvania.

He also served as vice president of Core Creative, a small marketing communications agency in Pennsylvania serving manufacturing, retail, education and nonprofit clients and enjoyed a five-year career in commercial radio as an announcer/producer.

A native of northwest Pennsylvania, Cummings is a 2006 graduate of West Virginia University’s IMC program. In addition to his master’s degree, he earned a Bachelor of Arts in communications from Edinboro University of Pennsylvania, and studied at the graduate level at Seton Hall University in strategic communication and the University of Nebraska in education administration.

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Michael Lynch

lynch_michael.jpgMarketing professional with over 20 years of experience in the gaming and hospitality industries.

Michael Lynch recently served as the director of loyalty marketing and market research at Lettuce Entertain You Enterprises for 11 years. In his role, he was responsible for all direct marketing efforts including; strategy, teleservices, Frequent Diner loyalty club, email marketing, website and operational customer relationship management. Lynch was also responsible for research and market survey analysis.

With a career as diverse as loyalty itself, Lynch comes from years in both the gaming and hospitality industries. While still in high school, Lynch started his career as a chef at the Polynesian Hotel at Walt Disney World. Lynch’s restaurant experience includes operations management positions with General Mills and Stouffers Restaurants. Lynch moved from restaurants to hotel management positions with Trusthouse Forte, HFS, Holiday Inn and Embassy Suites. During the 12 years prior to joining Lettuce Entertain You, Lynch worked in the casino industry during the advent of the multi-property player’s card. Lynch helped with the launch of the Total Rewards Card at Harrah’s Casinos and the Isle One Card at Isle of Capri Casinos before moving on to Trump Casinos in Palm Springs, California and Gary, Indiana.

Since 1982, Lynch has developed and executed highly successful database marketing initiatives through effective messaging, segmentation, and differentiation. He has recently developed the relational database that is at the center of Lettuce Entertain You’s ability to analyze customer information and behavior and to make critical marketing decisions.


Lee Silverman


Lee Silverman has worked for West Virginia University for over 20 years. During his tenure, his work has been in the fields of Information Technology, Instructional Design & Technology, and teaching Computer Science. He has concurrently held the roles of faculty, staff and student, which helped in developing a cohesive view of the institution and the technological and instructional needs of students and faculty.

His educational background includes: Associate Degree in Computer Information Management, RBA Bachelorette, Master’s in Instructional Design & Technology, and he is currently a doctoral candidate in Instructional Design & Technology at WVU.

Lee’s dissertation work focuses on potential benefits of infusing instructor-recorded digital media into online courses. His specific areas of interest are in using recorded audio and video to help in achieving course learning outcomes, instructor immediacy, and social presence. He believes online learning has incredible potential, and the use of appropriate technology in courses can lead to enhanced depth of understanding and engagement in learning experiences.

Lee began working with the Integrated Marketing Communications program 10 years ago. His voice is often heard delivering lectures that our students listen to in podcast form for their courses, and in other promotional and educational materials for the program. He also is known for his voice-over work on a popular TV hunting series and voicing educational materials for numerous schools and educational development companies.

When Lee is not at work, he enjoys spending time with his girlfriend and their dogs, feeding ducks, gardening, playing with smart home technologies and playing guitar. 


Our Production Team


Rick Bebout

Rick Bebout leads the technology support for the Reed College of Media. He is responsible for supporting both the on-ground and online technology needs for faculty, staff, adjunct instructors and students.

[email protected]  304-293-5736





Chad Mezera

Chad Mezera is the Director of Online Programs for the WVU Reed College of Media, including the master’s degree program in integrated marketing communications (IMC); graduate certificate programs in IMC and digital marketing communications; and undergraduate minors in advertising, public relations, sports communication, health promotion, strategic social media, event planning and entertainment media.

[email protected]  304-293-5903





Erica Lindsay

Erica Lindsay is the director of marketing and communications for the WVU Reed College of Media. She manages the execution of the College’s integrated marketing communications plan, the implementation of high-profile events and efforts to identify and produce stories that promote the College’s students, alumni and faculty.

[email protected]  304-293-7016