our team
TradeWorks™ by iSEE® delivers complete trade marketing solutions tailored for emerging brands and new categories, helping them break through at retail with strategic execution, retail-ready assets, and end-to-end support.
Our team of retail execution experts simplify go-to-market complexity so your brand can scale with confidence and impact. In short, we grow with you.
Melissa Vonder Haar
Managing Director of TradeWorks
With a career spent helping new brands (and categories) break into retail, Melissa knows what it takes to launch. From her early days covering tobacco and cannabis to guiding brands through merchandising, sales strategy, and execution, she’s been at the forefront of several emerging categories over the past 15 years. Whether speaking at national events, shaping industry narratives or serving on industry advisory boards, Melissa brings a no-fluff, boots-on-the-ground perspective to getting products on shelves—and keeping them there.
CJ WATSON
Launching New Categories
CJ thrives at the intersection of strategy, sales, and execution—where bold ideas become bottom-line results. He’s led growth for powerhouse brands and emerging players alike, scaling distribution to tens of thousands of doors and driving billions in revenue. Known for helping pioneer new segments in tightly regulated spaces, CJ doesn’t just plan go-to-market strategies—he builds the systems, partnerships, and momentum that make them stick. A trusted voice in the boardroom and the field, his leadership combines data-driven precision with a deep understanding of what truly moves product off shelves.
DEBORAH NOBIS
Creative and Account Services
Deborah brings a unique blend of creative instinct and client-first thinking to every project she touches. Known for building strong, lasting partnerships, she thrives on turning big ideas into practical solutions that drive results. With a talent for connecting teams, aligning strategy with execution, and over 20 years of experience in the agency world, Deborah makes complex challenges feel collaborative—and achievable.
STEVE BRENNER
Design Manufacturing
Steve has spent his career bringing bold ideas to life at retail—where brands, shoppers, and decisions meet. A founding partner at iSEE, he leads the creative and design team with a passion for innovation and impact. With roots in running his own agency and a deep background in industrial design, Steve knows how to turn vision into real-world solutions that move product and shape the shopper experience.
TJ RIPPELMEYER
Creative Director
TJ Rippelmeyer is a creative with 15+ years of experience turning booze into brands and ideas into eye candy. He’s been elbow-deep in the beer and beverage world long enough to know what works, what sells, and what looks damn good on a shelf. Whether it’s wrangling wild concepts or obsessing over typography, TJ brings a no-BS attitude, a sharp eye, and just the right amount of chaos to make things memorable.
ALEAH STEALEY
Operations and Logistics
Aleah is an operations and product development pro known for keeping fast-moving supply chains running smoothly. With deep expertise in fulfillment, procurement, and vendor management both domestically and globally, she ensures products move from concept to customer without a hitch. A champion of Total Quality Management, Aleah blends precision and efficiency to launch high-performance products while upholding the highest operational standards.
JOE Vonder Haar
Convenience and Beverage
Joe has been shaping the retail merchandising landscape for nearly 50 years, with a sharp focus on the convenience channel. A longtime leader at Anheuser-Busch and now CEO and co-founder of iSEE, he brings unmatched industry knowledge and a deep commitment to helping brands succeed in-store. Joe’s passion for the c-store space has been recognized through over a decade of service on the NACS Board, where he also served as Supplier Chairman.
TIM CUNEO
Beverage and Sales
Tim is a sales and analytics leader with a track record of driving growth across beer, craft, and emerging CPG categories. He’s led multi-state teams, built wholesaler strategies, and turned complex data into clear action. With experience spanning national brands and regional players, Tim brings sharp execution and a deep understanding of what moves product in competitive markets.
BLAKE ANDERSON
Technology and AI
Blake blends technical expertise with strategic innovation to elevate modern retail execution. As a driving force behind TradeWorks™ by iSEE®, he helps brands navigate complexity with smart, scalable solutions across digital, AI, and in-store technology. Blake also led the development of isee tap, an NFC-enabled POS tool that connects physical touchpoints with digital engagement. With a sharp focus on efficiency and impact, Blake builds systems that drive growth.
