Executive Team

Jay Catlin, Chief Executive Officer:

Jay Catlin is a decades-long veteran of the fulfillment industry. Over his first eight years in fulfillment, Jay played a central role in sales, marketing, client services and operations for an entertainment-based fulfillment company, which grew 7-fold during his tenure. He spent the next two years in a sales leadership role when the company was acquired by a prominent national fulfillment organization.

In 2002, Jay moved on to take over operational responsibilities for his father’s (David Catlin) packaged media (DVD/CD) company. Jay and David’s first order of business was to form a new fulfillment entity to assemble product and displays, warehouse and manage finished goods inventory, fulfill orders to hundreds of retailers across the US and process returns.

Advantage Media Services, Inc. (AMS) was formed to do just that, and after a year of streamlining operations, Jay began to convert AMS into a multi-client pure play 3rd party fulfillment entity. With the help of an incredible team, from the senior executives to the crew on the floor, AMS grew into a true impact player in the world of 3rd Party Fulfillment, operating each day in a family-like culture that emphasizes client and employee satisfaction, community involvement and environmental awareness.

In 2019 AMS sold majority stake of the business to Boston-based Fort Point Capital, a private equity firm with a strong presence in the logistics industry. With the change in ownership, Jay took the position of CEO in order to guide the company’s continued growth.

“None of the success we’ve experienced would be possible without the amazing staff that makes up this company,” says Jay. “The folks that make up the AMS Team are for the most part fulfillment ‘Lifers’, many of whom bring experience from fulfillment companies outside of my own history. In all of my years in this business, I’ve never worked with such a cohesive group of professionals, and the family-like environment we promote at AMS spills over within our client base as well.”

Treating the client’s business as if it were your own has been a Jay’s driving philosophy since the company began… “We should do all we can to help the client be successful, as their success breeds our own.”


Betty-Lou Wiseman, President, AMS West:

Joining AMS in June 2004 as Executive Vice President of Client Services, Betty-Lou Wiseman draws from significant experience involving progressive positions including: 12 years of operations, production management, and Interim Director’s position with ARAMARK; 4 years of Senior E-commerce Project Management; 3 years accounting, overseeing client invoicing, payroll, and operational reporting; due diligence team member overseeing corporate acquisitions; several years concurrently overseeing HR management and customer service teams (including a 120 person call center and 15-person data entry center), and over 15 years directing client services within the fulfillment industry.

In May of 2019 Betty-Lou was promoted to President of AMS Fulfillment after participating in the acquisition of AMS by Fort Point Capital. Regarding her increasing responsibilities, Betty Lou said, “I’m very excited to be a part of AMS’ growth and national expansion, and proud of what we’ve accomplished as a team.”

Betty-Lou has served on the Board for the SCV Domestic Violence Center and is an avid supporter of fundraiser events supporting the local SCV Sheriff Station, SCV Search & Rescue, Senior Concerns, multiple youth organizations and Single Mothers Outreach. Upholding AMS’ commitment as a B Corporation, with a strong focus on service to the community, Betty-Lou works on the Volunteer Champion Committee. This Committee volunteers in an event every month and collaborates in organizing volunteer events supporting organizations in the SCV Community.


Chris Nocella, President, AMS East:

Nocella oversees the East Coast division of AMS, with fulfillment facilities in New Holland, Pennsylvania and New Castle, Delaware. He began his career with EchoData Services in 1988 as a systems engineer, after graduating from Drexel University, with a BS in Computer Science, Chris held progressively expanding roles with EchoData during his 30+ year tenure, including Director of IT, VP of Quality & Engineering, EVP, COO, CFO and most recently as CEO.

During his time with EchoData, Nocella served as a member of the senior executive team guiding the company’s path from software manufacturer to one of the leading 3rd party fulfillment providers in the Mid-Atlantic region. He has led successful teams responsible for ERP systems implementation, client integrations, facility expansion and buildout, as well as, several corporate acquisitions including the company’s Media Group and Delaware Division. Named as CEO in 2017, Chris led the EchoData team to its most successful period in company history, prior to its acquisition by AMS in January 2020.

As President of AMS East and a member of the integration team responsible for joining East and West, Nocella said, “This is an incredibly exciting time for our talented team. We envision the bi-coastal combination fueling a new level of growth with enhanced capabilities, resources, and geographic expansion.” When focused on personal interests, Chris enjoys spending time with family, cooking with his wife and is a 4-for-4 Philadelphia sports fan – attending countless Flyers, Eagles, Phillies and Sixers games with his son.


Daniel Butera, Chief Operating Officer:

Daniel joined AMS as Chief Operating Office in August of 2019. Bringing 20+ years of experience with him leading fulfillment and supply chain groups, Daniel most recently served as the Senior VP of Operations for Capacity LLC, where during his tenure he helped triple Capacity’s revenue by helping grow the client base, foot print and throughput capabilities as a member of the executive team overseeing day to day and strategic operations.

During Daniel’s 20+ year career, he has held senior level positions with many prestigious brands, focusing on both e-commerce and B2B, such as Fendi NA, Swatch Group, Ralph Lauren, and Fab.com. Transportation, Fulfillment, Customer Service, and Logistics, are what he has listed as passions. “Growing up, I was able to play with trucks, and forklifts. As an adult, I get to continue doing what I loved as child. How lucky am I?”. Well before any professional endeavors, Daniel was raised within the world of supply chain, working his way up through various family owned and operated businesses.

Daniel holds a degree in Manufacturing Management from S.U.N.Y FIT, as well as a certification in both finance and accounting from Villanova University. When not helping clients, Daniel is an avid hockey dad and enjoys watching his son play ice hockey. When not at the rink, relaxing at home with his family tops his list of favorite past times. A recent transplant from NJ, he looks forward to experiencing everything Southern California has to offer.


Anthony (Tony) Shepherd, Chief Financial Officer:

Tony joined AMS as Chief Financial Officer in June 2020. He is a hands-on, results-oriented finance professional with over 29 years of financial management, consulting and investment banking experience. Having worked in numerous industries in phases from start-up to growth to turnaround and restructuring, Tony is a seasoned finance executive with extensive experience in accounting, corporate finance, middle market investment banking/M&A, private equity, restructuring and turnaround, human resource management and information systems management.

Tony holds an MBA from the Stanford Graduate School of Management, a B.A. in Business-Economics from UCLA, and is also a California CPA (inactive).



Jason Irwin, Chief Information Officer:

Jason has over 20 years of leadership experience in software development, systems architecture and implementation and IT operations. He started his career with the United States Air Force, receiving his degree in Avionic Systems. Halfway through his service he transitioned into Information Systems where he was named Communications Airman of the Year for the 18th Fighter Wing.

Jason has spent the past 20 years specializing in helping organizations solve problems using innovative technical solutions. He has been with AMS since the company’s inception in 2002 and was responsible for designing the technical infrastructure and systems programming including retail compliance, EDI, client system integrations, e-commerce, order management, inventory management, pick/pack fulfillment & distribution, freight, and multi-vendor integrations. He leads a team of IT professionals who are responsible for all AMS’ technology development and operations.


Ken Wiseman, Chief Workforce Development Officer:

Ken Wiseman is a well-known figure in the SCV community, known for the work that he has done not only to develop the workforce at AMS, but also for the extensive volunteering that he has done while guiding AMS as its CEO.

Ken volunteers with the SCV Sheriff’s Search & Rescue Team, serves as President of the SCV Sheriff’s Foundation, is a Board Member and former Chair of the SCV Mayor’s Committee for the Employment of Individuals with Disabilities, and is a member of the College of the Canyons Business Alliance. In 2017, Ken was named Most Influential Businessman of the year in Santa Clarita by The Signal Newspaper, and he was also volunteer of the year for the Santa Clarita Valley Sheriff Station.

Through the years, Ken managed fulfillment of product and promotional material for hundreds of clients as he crossed the country managing companies with operations in Massachusetts, Texas, Florida, New Jersey, Connecticut, Chicago and California. Anyone settling in California for any length of time understands why the California move represented a permanent transition.

Starting his career as a teacher, Ken made the jump into business. Parallel to his career growth in business and attainment of an MBA from the University of Hartford, Ken also set world records in ultra-triathlon events. As time went on, Ken directed his passion toward many other challenges.

In making the decision to retire as AMS CEO and take on the position of Chief Workforce Development Officer, Ken once again followed his passion. He stated, “My professional time will be more focused on the myriad of employment hiring and training programs we are doing with the County, State and various agencies to continue to provide employment opportunities to those struggling to enter, or re-enter the workforce.”

Ken regularly speaks to school and business groups about workforce development, and the power of visualization. Ken’s better half, AMS President Betty-Lou Wiseman, has been with him throughout almost 40 years of professional endeavors and to this day helps him deliver on every commitment. Both their boys, Justin and Eric, are also active in Operations Management at AMS.

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