Meet the Advantage Label Team. Real People. Real Solutions.
Dave Hoover has been with Advantage Label since 2004 and has been an asset to the company out on the production floor, in the production office, and especially in his current role as Account Manager. He grew up in West Michigan, but has traveled extensively. Dave is a problem-solver who loves to offer customers tailored solutions based on their needs. As an avid Detroit sports fan, Dave also enjoys going to various sporting events around the city in his spare time.
Jerry has been with the company since 2003 and is currently our PA & Materials Coordinator. Jerry has had responsibilities in many areas and is called on often to help out in a variety of areas which he does with a smile. From Grand Rapids, Michigan, Jerry’s priority is to exceed the expectations of his customers. While not working, Jerry loves watching his son wrestle. He and his wife stay plenty busy with their five children including the newest addition in 2014!
Allie Willacker is a Graphic Artist in our art department, hailing from Grand Rapids, Michigan. Allie loves people, co-workers and customers alike. While not working, you’ll find Allie practicing yoga, sewing, crafting or long boarding – yep, she’s busy! Or, you might spot her enjoying dinner at her favorite restaurant, Terra. Great choice, Allie!
Ken Waterman is our Pre-Press & Art Department Supervisor. Ken has great depth of expertise and is always willing to step up and lead or tackle any challenge. He joined the Advantage Label team in 2013. Originally from Lansing, Ken enjoys music, flying, model building and collecting. He has a full house with his wife Autumn and 5 children, Kyndal, Katie, Ava, Micah and Sage. Don’t forget their dog, Selah and cat Isabell! Ken takes pride in his work and puts his heart into every project he works on. He is continually raising the bar for himself and constantly seeks to reach his full potential, which includes helping other team members and customers do the same.
Rod has been with the company since 2002 as a Technical Service & Support Representative. He’s the guy who can answer just about every printing or packaging question. Rod believes the company delivers a quality product with quality people who look to build loyal customers. While not solving problems at work, Rod enjoys spending time with his Blue Healer, Annie and with his extensive family – he has 14 brothers and sisters! He loves to golf and is a Spartan fan. Go Green!
Michelle O’Dea is the sole member of our Accounts Receivable & Purchasing Department. She is eager to learn any process that is going to make life easier for our customers, and does it all with a positive attitude! She has a hidden talent as a mixologist that we think she picked up during a visit to her favorite travel spot, New Orleans. Michelle is a German citizen and hopes to make it to Munich one day to cross Oktoberfest off her bucket list. Have one for us when you get there, Michelle! Prost!
Born and raised in Grand Rapids, Michigan, Aaron Casnave is our Warehouse Aide. His specializes in ensuring each and every package leaves the building on time and he also keeps things neat and tidy in the warehouse. He prides himself on providing excellent service and enjoys working with such a great team of employees. On his days off you’ll find him spending quality time with his family and playing basketball or football. Aaron loyally cheers on his favorite team, The Baltimore Ravens.
John Cusack joined the team as an Account Manager/Sales representative in 2002. John loves working side-by-side with customers, building long term friendships and observing improved results. John is an avid Michigan State University fan and would some day like to attend a major league baseball game at every park in the MLB.
Kim is our Chief Operations Officer who joined the company in 2001. In 2015 Kim also became one of the shareholder owners. Kim’s favorite part of her job is helping the people she works with – answering questions and coming together to find solutions. Kim believes that when you are proud of the work you do each day, you strive to be excellent at it. While not at work, Kim enjoys camping and spending time with her family. In the summer months, you may find her at one of her two favorite beaches – Hoffmaster or Ludington. Kim’s bucket list goal is to fill up her passport book once before it renews. Pack your bags Kim!
Lorie Gray hails from Bedford, Ohio and is a Customer Account Specialist. Since joining the company in 2011, Lorie continually looks forward to providing excellent service and working with a great team. On her days off you’ll find Lorie, bicycling, walking, hiking or gardening. Lorie loves spending time with her husband, family and friends and her little dog, Fritz. She’s also an avid Ohio State Buckeye fan!
Steve joined our sales team in 2006 and still looks forward to helping customers come up with solutions to unique challenges. In 2015 Steve became one of the shareholder owners. Whether it is creating a new label or tag to take care of a current issue, or working through the best way to help improve work flow with our equipment, he enjoys the opportunity to come alongside the customer and work through challenges together. While not helping his customers, Steve loves to spend time with his wife and 3 boys.
Dan, a Grand Rapids native, is part of our excellent sales team as an Account Manager. Dan enjoys helping companies develop brand recognition through unique packaging and labeling solutions. In his free time, Dan enjoys cooking steaks in his backyard for all seven of his grandchildren. Dan is an avid hunter and fisherman and his bucket list includes traveling to Alaska to hunt grizzly and brown bears.
Karmen Piccione is our Finishing Supervisor, also known as our “Boxing Queen” Karmen makes it a top priority to personally inspect our products before they leave the building. She takes pride in ensuring our customer’s receive the highest quality products they can! Karmen enjoys watching her favorite sports team, The Detroit Tigers. With a passion for travel, Karmen has explored Jamaica, New York, Hawaii, and even took a risk and learned how to surf while in Hawaii! What is next on her adventure list? She hopes to visit Sicily, Italy! She is 100 percent Italian and would enjoy exploring her culture in her Dad’s hometown.
From Onsted, Michigan, John joined our team in 2001. He is currently our Production Manager. He loves his fellow employees and the family atmosphere he observes in the office every day. John has worked up through the ranks, with roles that included estimating, scheduling and production. John enjoys hunting and fishing. His bucket list includes hunting elk in Colorado!
Nick Long is our Production Estimator and Scheduler. As a former press operator, Nick has incredible knowledge of the labels we make here at Advantage. In his free time, Nick loves spending time with his wife Cheryl and their two boys, Garrett and Harrison. He also enjoys hunting, fishing, reading and watching movies. Some of his favorites flicks are Captain Phillips, Tombstone and The Dark Knight. One of Nick’s life goals is to go Elk hunting. Maybe he can go with his brother John Long who is also our Production Manager. Not only is Nick quick at scheduling label orders, he can also run a mile is under 5 minutes! Now that is fast!
Pam is our Administrative Assistant from Grand Rapids, who joined our team in 2010. She and husband Rob have two sons and Scooter the dog. Pam is a ray of sunshine at the office and customers will feel her warmth through the phone when they talk to her. Her favorite part of the job is exceeding customer expectations to make their day! While not working, Pam enjoys photography, gardening and kayaking. One day she would like to take her family to England to visit the place where her grandmother grew up.
Todd Geglio is one of our shareholder owners, specializing in Account Management and Vendor Relations. He was born and raised in Grand Rapids, Michigan where he graduated from Aquinas College. Todd’s favorite part of his job is facilitating the success of great plans so that everyone involved benefits. He thrives on long-term customer relationships and finds each one very fulfilling. While not at work, Todd enjoys life with his family, watching his children grow and learn. You might also find him on the golf course (weather permitting!) or catching up with old friends. Todd is also an avid Detroit sports team fan!
Jevan Elenbaas is a key member of our Customer Account Specialist team, but when he isn’t in the office, chances are you can find him playing one of many sports! He loves to play volleyball, softball, golf and basketball. He claims he can dunk, but we’ll believe it when we see it! As if he doesn’t sound busy enough, Jevan and his wife Emery just had their first baby girl named Ellarose Joy. He hopes to take an extended trip to Africa, or revisit Aruba with them one day. Hopefully they have a gorgeous golf course wherever you go, Jevan!
Dennis Bruin is one of our heavily relied upon, Technical Service and Support team members. He was born in Long Beach, California and raised in Cedar Springs, Michigan. Dennis graduated from ITT with an Associates Degree in Network Administration. After 9 years serving as a DJ and Karaoke Host, Dennis decided to capitalize on his technical skills and join the Advantage Label team. Dennis’ goal is to inherit all the knowledge and training to accommodate the needs of his customers, helping them to feel the value in the company. He’s proud to offer innovative, quality products and service excellence. While not making customers happy, Dennis is busy planning a wedding in Jamaica to his 7 year love, Stacy. One day, he would love to travel out of the country, skydive, ride in a hot air balloon and go ocean fishing. We think he could accomplish all of these things on his honeymoon!
Dario Troiano is one of our dedicated Technical Service and Support team members. He’s from Carey, Ohio where he lives with his wife, Nosha, two daughters, Aimee and Alyssa and their dog Peanut. Dario looks forward to adding value to the company in the same way he’s seen current employees add value. He appreciates the way each and every team member is respected and how their ideas and decisions are valued. While not working, Dario likes to golf, fish and cheer for the Ohio State Buckeyes. He believes if you want to do something, you have to do it. Life is too short to wait to complete things or have regrets. We agree!
Brad Knoth co-founded the company and is our President & CEO.
Brad, a Hudsonville, Michigan native, joined the Advantage Label team the day we opened our doors on September 1, 1996. Brad enjoys helping customers, coworkers and vendors over come challenges with creativity and excellence. He looks forward to watching the company grow and remains dedicated to developing his colleagues.
While not in the office, you’ll probably find Brad spending time with his wife Kimberly and his five sons: Jake, Nate, Max, Sam and Will. You may even spot him on a nearby lake enjoying any type of water sport, especially kitesurfing. Other hobbies include playing in the snow, photography, aviation, cars, road trips, and scuba diving. Brad is not one to shy away from any type of adventure. After all, he’s been with us for all of these years!
Kat Hall started at Advantage Label as one of our summer interns and quickly became an important part of our team. She has graduated from Intern to Customer Account Specialist and makes it her goal to overjoy the customer, which she does daily! In her free time Kat enjoys reading and spending time outdoors. Some of her favorite memories are spent at her cottage in Newaygo with her parents and three siblings; Jake, Noah and Hannah. Interesting fact: Kat once broke BOTH her arms during a track meet in high school! We’re glad you’re fully functioning again, Kat!
Paul covers the great white north for Advantage Label. Really, he’s the Account Manager for Northern Michigan. It’s a great fit for him since he enjoys downhill skiing, off-road motorcycle racing and is an overall outdoorsman. When he’s not outside, you’ll find him cheering on his son’s hockey team, the Gaylord Ice Hawks.
Paul joined our team in February 2008 and is as dedicated to our customers now as he was when he started. When we asked his favorite part of his job, he said, “Taking a business through the stages of finding a solution for their particular label or marking challenge and seeing the project through implementation.”
TJ is an owner and Account Manager at Advantage Label. He and his family, wife Melody and children Tom Jr. (an Account Manager!) Anthony, Jordan, and Elaina are all West Michigan natives. Time with family and friends is particularly important to TJ and this includes lots of outdoor activities. Camping, boating, hunting, fishing, golf and grandson Brayden keep him on the go!
TJ is also a fan of travel and “destination dining”. A few of his favorites foods Include the Volcano Nachos at Jimmy Buffets Margaritaville in Las Vegas and the world famous Family Pizza at Piccione’s in West Michigan. His favorite travel destination is anywhere that a Cruise Ship will take him – especially to warm climates during the coldest months of Michigan winters!
TJ travels often for us but he still has a lot left on his to-do list. A Detroit Tigers game at Fenway Park in Boston, golfing with his dad at St. Andrews in Scotland, and taking in an outdoor concert at Red Rocks Amphitheater in Denver still remain on the bucket list!
Ray Deladurantaye III is our Plant Manager. His favorite part of working at Advantage Label are the people he works with and the atmosphere that he encounters every. Ray is married to his wife Dorothy and has 5 grown children. If you haven’t guessed it already, Ray Deladurantaye Jr is his son! While not at work, he enjoys spending time with his grandchildren! He also loves to spend a weekend away at his cabin in Alpena, working with wood, hunting and playing bass guitar in a country cover band. A fun fact about Ray, is while playing in the band, he had the privilege of being the opening act for Blake Shelton and Billy Currington.
Ray is a Production Supervisor, and is happily married to his wife Jessica and together they are raising their daughter Hannah and son Nathaniel. Ray’s favorite way to spend his free time is hunting, camping, and shooting guns or rooting for the University of Michigan Football team. He dreams of traveling back to Missouri for a trip with his family, as he once traveled there before while he was proudly serving our country in the Marine Corps. Fun Fact: Ray is currently part of the Eaton Rapids Fire Department. He is a pretty handy guy to have around!
Lauren Plinka is a Graphic Designer in our art department who loves putting her creativity to the challenge! Originally from Frankenmuth Michigan, Lauren got used to attending a variety of the town’s annual festivals and loves discovering new ones throughout the year in Grand Rapids. In her free time, she enjoys going to trivia nights, playing or watching league sports, visiting new breweries in town and hanging out with her husband, Nich, their lively cocker spaniel mix, Mac and goofy daschund, Cheese. Fun Fact: Lauren used to work at Disney World as a lifeguard! It’s still one of her favorite places to visit.
Erin is one of our excellent Customer Account Specialists. Her passion for building relationships with customers and working in a team environment makes her a perfect fit here at Advantage Label. If she isn’t going to musicals or concerts with her husband Paul and two kids Ben and Elizabeth, she is working with her Basset Hound Rescue. Erin and her family have personally rescued and fostered close to 20 hounds in the last five years! To say Erin is a huge Maroon 5 fan would be an understatement. She has seen them in concert 5 times. I wonder if Adam Levine is interested in purchasing labels!
Mishelle wears many hats here at Advantage Label. As part of the Customer Account Specialist team she excels in taking care of our customers while having fun at the same time! On top of her Account Specialist duties, she is also a Purchasing Assistant and Marketing Coordinator. In her free time, Mishelle enjoys traveling, skiing, hiking, kayaking, and Salsa dancing. Fun fact: she is a lively senorita from Venezuela who is fluent in Spanish.
As an Administrative Assistant, Lynne is the friendly face who welcomes people to Advantage Label. If you call in, there is a good chance you’ll get to speak with Lynne. She is a master at keeping things in order at the office. Lynne absolutely loves to travel with her husband! She dreams of exploring the pyramids in Egypt, hiking up Long’s Peak Mountain in Colorado, and climbing up to the top of the Eiffel Tower. Now that would be some exotic traveling! Fun fact: Lynne has always wanted to be a Taxidermist.
Austin Jelsema is a key member of our Technical Service and Support team. He lives in Grand Rapids, Michigan with his pet dog, Mozzy. Austin is a jack-of-all-trades here at Advantage and he excels in providing the best service to our customers and loves to help out his fellow employees. He makes Advantage Label a fun place to work and says he feels like he is part of a family when he is here! His favorite sports team is the Golden State Warriors and he’d love to travel the world someday, but in the mean-time, he’ll settle for a nice round of golf or paintball. Austin is a bit of a daredevil! One of the items on his bucket list is to go skydiving!
Nate Hoogeboom joined the team in 2017 as our Technical Service & Support Manager but after 2 years and leading a successful install of our ERP software, he moved on to lead the Cerm ERP efforts here in the US. If you’re facing a challenge, Nate is a pro at coming up with creative and non-traditional solutions. When he’s not at work, you’ll find him cycling or spending quality time with his wife Sarah, and their three children: Luke, Anna and Adrian. Nate considers himself an “airplane dork” and has a lifelong goal to learn how to fly planes. His bucket list also includes getting more stamps in his passport. Maybe he will be flying himself around the world some day! Fun fact: Nate is 6’8” and grew an inch in two weeks back in high school.
Customers can count on this exceptional team of production and operations professionals. With decades of experience (and then some) you will find trained specialists who ensure your labels and your equipment meet or exceed our quality standards. Their familiarity and capabilities with state-of-the-art presses, printers and production equipment rival any team you might find.