Leadership

Our leadership team consists of (add)venturists with a passion to improve the life, work and play of humanity, promote social responsibility, empower through education, and create opportunity through innovation.

With many years of experience in each of their respective fields, they have brought (add)ventures to a whole new level of helping solve problems and making people happy.

Steve Rosa
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Steve Rosa

president and chief executive officer

Steve is the founder of (add)ventures and an Emmy award-winning producer and writer who oversees all aspects of our firm’s strategic and creative campaigns.

His creativity, marketing savvy, and innovative vision have been rewarded with Inc. 500 status (Inc. Magazine’s list of the 500 fastest-growing companies); a Blue Chip Enterprise Award from the U.S. Chamber of Commerce; an InnerCity 100 award (a list of the top 100 fastest-growing inner-city companies in the United States); and numerous international awards for creative excellence. Additionally, DiversityBusiness named (add)ventures one of the Top 500 Diversity-Owned Businesses in the United States, and Steve has been honored as the Small Business Association Minority Business Owner of the Year.  

Prior to founding (add)ventures, Steve helped build an in-house advertising and public relations agency at EMC Corporation that – in just three years – fueled explosive growth for the company from near startup to a publicly traded company on the New York Stock Exchange. His work was widely praised for disrupting the computer storage marketplace and helping upstart EMC supplant IBM as industry leader.

Steve’s insights on business often appear in the media, including prominent news outlets, such as the Wall Street Journal, Inc. Magazine, Los Angeles Times, Chicago Tribune and Atlanta Journal Constitution. His personal creative insights and humorous perspectives have appeared in popular consumer media outlets, including Parents, Parenting and Redbook magazines.

In the community, Steve devotes significant time and passion to giving back – both personally and professionally. He is particularly engaged in youth empowerment through education and athletics – serving as a volunteer soccer, basketball and baseball coach at the youth, middle school and high school levels. Steve has been recognized by City Year – a youth service corps that mentors at risk middle school students to fight the National dropout crisis – with a uniform red jacket and honorary corps membership for his decade-plus board member service. He was also inducted into the Rhode Island Boys and Girls Clubs’ Hall of Fame. As (add)ventures’ CEO, Steve leads (add)love, our firm’s philanthropic giving and social impact program that supports numerous causes in the communities where (add)venturists work, live and play.

Steve is a civic leader as well, serving as a member of the prestigious Rhode Island Commodores, a group of president-level business leaders who play key roles in enhancing the state’s economy and quality of life. He is also an active alumnus of Leadership Rhode Island.

Steve is a graduate and active alumnus of Boston College where he is a member of its 1863 Society, a Flynn Fund contributor and former board director of its 125,000-plus member Alumni Association. He is also an active alumnus of LaSalle Academy, serving on the Board of Governors of the private Catholic high school.

Fun Fact: Steve drove the car behind the presidential limos in a motorcade and was given the code name “Spin Doctor” by the Secret Service because the President’s Press Secretary was a passenger in the vehicle. 

Dayna Bianco
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Dayna Bianco

vice president, digital/strategy

Dayna leads our digital capabilities – advancing client campaigns and internal teams in the areas of digital marketing and implementation – and leverages her leadership skills to ensure process flows and efficiencies. Dayna transforms strategic marketing goals into measurable results for our client partners.

Before joining (add)ventures, Dayna was senior vice president, executive producer at Isobar Boston where she acted as the discipline head for project management and operations within the global digital firm. She also served as global production director at digitalArbor and, prior to that, led Digitas’ dedicated digital production model created for General Motors and managed key integrated accounts including Celebrity Cruises, Bayer Pharmaceutical and AT&T wireless.

Dayna was also a project manager on the U.S. Postal Service and Merck Pharmaceutical accounts at Foote, Cone, Belding, Inc. in New York and worked in marketing operations at Time Warner’s Book of the Month Club.

She earned her bachelor’s degree from Syracuse University in advertising design with a minor in management.

Fun Fact: Dayna performed in a Presidential Inaugural Parade – dancing with fellow “Falconettes” from the Cranston West High School Band Dance team. 

Scott Maiocchi
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Scott Maiocchi

vice president, video/animation

An Emmy Award-winning media professional, Scott leads our video and animation team where he conceptualizes, produces and directs videos for our client partners. He employs a unique combination of production expertise and leadership acumen to drive innovative brand campaign content – bringing stories to life, exposing human elements of the brand and creating a connection with consumers.

Scott has a proven track record of producing engaging content for Fortune 25 and Fortune 100 organizations with diverse deliverables. With Scott at the helm of the video and animation team, (add)ventures has earned a number of prestigious industry awards.

Prior to joining (add)ventures, Scott was the vice president/director of photography at a video firm in Providence, and served as a media consultant for Bryant University. Scott also served as a Civil Affairs liaison in the U.S. Army for 14 years.

Fun Fact:  Scott's dream is to hit a hole-in-one on the 17th Island Green on the Tournament Players Club Sawgrass in Ponte Vedra, Florida.  

Joseph Miech
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Joseph Miech

chief operating officer

As chief operating officer, Joe oversees organizational development and works to improve our firm’s overall processes and procedures while supporting new business efforts and providing oversight for the (add)ventures Miami office.

Prior to joining (add)ventures, Joe was the chief administrative officer for the Rhode Island State Police where he managed all aspects of staffing, budgeting and programming for the organization. From funding and appropriations to strategic planning and training, Joe – who was the third highest-ranking member of the state police – led “big picture” operations. His career with the Rhode Island State Police spanned 23 years.

Joe has served as an assistant instructor for the Bryant College Executive Development Center, a board member of Mothers Against Drunk Driving, editor of Rhode Island Trooper magazine; and is a Board of Trustees member for Ocean Tides.

A graduate of Leadership Rhode Island, Joe earned his bachelor’s degree from Roger Williams University, a master’s degree from Salve Regina University and is a graduate of the FBI’s National Academy.

Fun Fact: Joe was the second-best “backer-upper” during his emergency vehicle operations course while training to be a state trooper.

Andrea Reed
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Andrea Reed

vice president, marketing/branding

Andrea concentrates on enhancing client relations and developing strategic marketing and branding campaigns that deliver results. She plays a key role in advising client partners on marketing strategies with a specialized focus on professional recruitment and brand management. Her marketing objectives are designed to achieve brand loyalty through stakeholder communication campaigns and to support the (add)ventures BrandFactors™ approach – to  combine the emotional connection of branding with user experience principles of human factors engineering to inform, inspire, recruit and retain brand stakeholders. 

Prior to joining (add)ventures, Andrea was an owner and president of i.d. Group, Inc., a Providence-based advertising agency where she oversaw all operations concerning client relations, budget and media planning, and the development and implementation of strategic branding and marketing campaigns. Andrea has provided senior-level marketing services to clients in the financial, educational, retail, manufacturing and high-technology markets.

She is a graduate of Leadership Rhode Island and earned a bachelor’s degree from the University of Rhode Island.

Fun Fact: Andrea could make quoting movies a competitive sport. 

Mary Sadlier
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Mary Sadlier

executive vice president/chief strategy officer

Mary taps her strategic skills to collaborate with client partners on crafting solutions to their communications challenges, particularly in the areas of strategic and content marketing, public relations and digital strategies. She is adept at leading client partners through our firm’s SOLVEsessions® – comprehensive brainstorming sessions designed to identify and evaluate information needed to build consensus – and creating road maps for enhancing the brands of companies and organizations.

Prior to her leadership position at (add)ventures, Mary led public relations and marketing campaigns at Southcoast Health System, where she applied her keen strategic sense to shaping and implementing effective media relations, community relations, crisis management, and marketing programs.

Mary is a firm believer in community and civic involvement, and mentoring young communications professionals. She is a Providence Business News “40 Under Forty” winner, a graduate of Leadership of Rhode Island and a member of the Public Relations Society of America. She serves on the 20th Anniversary Executive Committee of Hasbro Children’s Hospital, the President’s Council of Providence College and is an active volunteer at her children’s schools. Additionally, Mary launched (add)visor – a mentoring program for new employees of (add)ventures.

Mary earned a bachelor’s degree in English and Political Science from Tufts University and a master’s degree in business with a concentration in marketing from Providence College.

Fun Fact: Across the street from (add)ventures, Mary can see the jewelry manufacturer where her grandfather worked during the 1930’s. His spirit of strength and perseverance to find work through the Great Depression and two World Wars guides Mary to view any business challenge with optimism and creativity.

Tracy Silva
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Tracy Silva

senior vice president, quality/production

Tracy handles all aspects of our firm’s production processes – from a project's conception to its final presentation to a client partner – ensuring that deadlines are met and projects are delivered with the highest quality standards. Her attention to production and design details, combined with her prowess as a relationship-builder, enables client partners to feel connected to the entire creative process and reap the benefits of (add)ventures’ long-term partnerships with top-notch production partners.

Prior to joining the (add)ventures team, Tracy owned her own digital imagery business, where she worked with designers and photographers to improve and digitally enhance their photographs. She started her own business after gaining more than ten years experience with United Printing – a leading Rhode Island offset printing and mailing service company. There, she started as a graphic artist and evolved to manage the entire prepress department, where she oversaw the system for digital imagery and color correction. As a prepress manager, Tracy was on the forefront of new digital imagery technologies that, today, have revolutionized the digital imagery, production and design industries.

Tracy is a graduate of Leadership Rhode Island and earned a degree in photography at the Rhode Island School of Photography. 

Fun Fact: Tracy can find four leaf clovers whenever she looks for them because (in her words) “I believe.” 

Joel Velez
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Joel Velez

Managing director, strategy/creative

As managing director, strategy/creative, Joel oversees the operations and staff of the Miami office while generating and nurturing new business leads and converting qualified leads to client partner relationships. He manages client relationships through collaboration with (add)ventures’ multidisciplinary teams  to ensure that project deliverables meet client needs.

Prior to working at (add)ventures, Joel was the interactive marketing director for a cross-cultural marketing and branding firm. There, he created strategic marketing plans that focused on the Latin American and U.S. Hispanic markets for international clients. He also spent four years at a full-service agency located in San Juan, Puerto Rico, providing integrated marketing services to clients.

Joel’s extensive experience in digital advertising has been put to work for companies including, Samsung, Pfizer, Abbott Laboratories, General Electric, General Mills, Microsoft and Welch Allyn.

Joel earned a bachelor’s degree from the University of Puerto Rico, where he graduated magna cum laude. He also earned a Master of Business Administration with a focus on marketing from the University of Phoenix and a post-graduate degree in U.S. Hispanic marketing communication and account planning from Florida State University. Joel also holds certification in digital media sales from the Interactive Advertising Bureau.

Fun Fact: Joel is a CrossFit® “junkie” and has participated in three local competitions including the 2015 CrossFit Games open. He even won first place in the 2015 CDM CrossFit In House Competition!

Wayne Vieira
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Wayne Vieira

senior vice president, design/branding

Wayne’s talent for aligning the creative direction of a project with the strategic goals of a client partner, and his ability to build collaborative relationships enable him to effectively lead the creative process at (add)ventures. His design expertise – combined with an innate ability to simplify complex communication challenges – helps client partners achieve their marketing and branding goals through visual communications, including marketing campaigns, print and digital publications, collateral materials, videos, websites and interactive media.

Before joining (add)ventures, Wayne was the art director for a publishing company, where he oversaw three monthly national publications and led the design for the company’s trade show and sales collateral needs. His background also includes expertise in packaging design.

Wayne has served as an adjunct professor for continuing education at Rhode Island School of Design (RISD) since 1997 – teaching a range of classes within RISD’s Graphic Design Certificate program. He is a graduate of Leadership Rhode Island and earned a bachelor’s degree in illustration from Rhode Island School of Design.

Fun Fact: Wayne rode his Harley-Davidson cross-country – from Rhode Island to South Dakota and back – to experience the Sturgis Motorcycle Rally – one of the largest motorcycle rallies in the world.

Our entrepreneurial spirit of making our own way, earning our keep, and proving ourselves everyday drives our success.

Our leadership team consists of (add)venturists with a passion to improve the life, work and play of humanity, promote social responsibility, empower through education, and create opportunity through innovation.

With many years of experience in each of their respective fields, they have brought (add)ventures to a whole new level of helping solve problems and making people happy.

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