OUR TEAM
Natalie Yancy
Chief Revenue Officer
Natalie is a Dallas native with 30 years of advertising and marketing revenue leadership experience in the Texas media landscape. Over the years, she has led business development at the Dallas Business Journal and worked with advertising rep firms like Newspapers First and Connect 2 Texas, serving a wide range of publishers and digital brands to grow diversified businesses. Natalie is known for being results oriented, with a collaborative style that challenges teams to think differently. She is passionate about big idea business growth and client partnerships that deliver real results. Outside of the office, Natalie enjoys a great book, running trails and a trip to any beach.
Lacey Larsen
Sr. Director, Advertising
Lacey is a Dallas-based sales operations leader with more than 18 years of experience across business development, media, marketing, advertising, and communications. Throughout her career, she has partnered closely with sales organizations to develop and execute strategies that drive sustainable revenue growth, enhance operational efficiency, and support evolving go-to-market models. Lacey is known for her collaborative, results-oriented leadership style and her ability to align cross-functional teams around clear priorities and measurable outcomes. She is passionate about modernizing sales organizations, advancing digital-first selling strategies, and building scalable processes that enable teams to perform at a high level in a rapidly changing media landscape.
Jason Peña
Sr. Sales Director, Classifieds
Jason is a sales and people leader with over 20 years of experience driving revenue growth and leading cross-functional teams. He oversees sales strategy for the General Classifieds department, focusing on sustainable revenue, vendor partnerships, strategic projects, and process improvement. A native Texan, Jason is known for his relationship-driven leadership, strong communication, collaboration, and delivering consistent results.
Anna Fialho Byers
Sr. Director, Content Studio
Anna is an award-winning editor with 20 years of experience in publishing, including print and digital. She began her career as an editor at American Way and its sister pub, Celebrated Living. She worked for The Dallas Morning News before eventually going digital and joining a scrappy startup. When agency life beckoned, she made the transition to marketing—working with brands such as Domino’s, Nissan, Chili’s, and FedEx. When she isn’t creating stellar content, you can find her curled up with a good book or working in the yard.
Melissa Bemenderfer
Sr. Director, Advertising Operations
Melissa has nearly two decades of experience leading operational transformation and organizational growth across media and agency environments. Throughout her career, she has aligned strategy, systems, and performance while driving measurable improvements in operational efficiency and scalability. Melissa leads high-performing teams, modernizes complex operational ecosystems, and establishes governance that supports business objectives. With end-to-end expertise across the advertising lifecycle, she brings a disciplined, strategic approach to execution that delivers sustainable results and enterprise-level impact.
Jim Lambert
Sr. Sales Director, Local Sales
Jim has 30 years of advertising sales experience in the Dallas market both as an individual contributor and sales leader. He prides himself on building key client relationships, developing growth plans, overseeing team performance, expanding market share, analyzing market trends, and collaborating with other teams and directors to create a cohesive go-to-to-making strategy. He manages and motivates his sales team by aligning their efforts with overall goals. When Jim’s not working, you can find him with family and friends, watching sports, doing something outdoors, or planning his next trip to the mountains or the beach.
Rachel Watkins
Director, Business Marketing
Rachel leads strategies that connect brand purpose to business outcomes and drive revenue growth. With more than 17 years of experience in brand marketing, content strategy, and strategic partnerships, she builds go-to-market approaches that elevate client value and deepen market impact. Prior to this role, she focused on integrating storytelling with commercial goals in media, live events, and publishing—crafting initiatives that scale engagement and strengthen cross-functional collaboration. Known for her strategic mindset and collaborative leadership, Rachel turns complex business priorities into clear marketing frameworks that deliver measurable results.