I have been recognized across the industry as a marketing thought-leader and digital innovator. I have been a featured speaker at several regional and national conferences and seminars and authored several articles and studies on digital marketing. Most recently, I was a featured presenter at the 2021 Adobe Summit, keynote speaker at the 2021 Media Post Email Insider Summit and my work and leadership on the Rite Aid brand digital marketing campaign won a 2021 Adweek Performance Marketing Award Omnichannel Campaign of the Year.


Media Post Summit 2021 Keynote: Digital Orchestration
Tinuiti Digital Summit: How To Keep First Time Customers Coming Back
M&M Mars Executive Lecture Series: Leadership: Changing an Organization


Right Point
Rite Aid Looks to a Digital Future | Tertel Leads Digital Transformation

RIGHTPOINT | Something Digital
May 2021

A Digital Transformation Six years ago Rite Aid barely had a digital operation. The brand didn’t have an online store, which meant it had to service online shoppers via Amazon. A year later it adopted Magento and created its first owned and operated...
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New Age of Omnichannel: Rite Aid’s Loyalty Evolution

2021 Adobe Summit
April 2021

Rite Aid has undergone a digital transformation with Adobe Commerce. Learn how they are enabling new fulfillment options and using loyalty programs to drive omnichannel engagement and digital adoption.
Watch Full Session>>

Finding Jenny: Rite Aid Rethinks Long-Term Strategy Around LTV

Media Post
April 2021

Who's Jenny? Well, she isn't Rite-Aid's traditional target consumer - that retiree who hangs around the prescription counter every other day. Director of Digital Marketing Joe Tertel says she is the brand's new target. Jenny is much younger and tasked...
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Advisory Boards


Adobe Advertising Cloud
September 2020 - Present

Participation in the Adobe Advertising Cloud CAB provides opportunities to share and learn from Adobe and the Board's collective insights, perspectives and experiences. Provide guidance in shaping the future of advertising use cases for the Adobe Experience Cloud.

Movable ink
Movable Ink Customer Advisory Board

Movable Ink
September 2019 - Present

Actively participate and lead discussion on improvements of the Movable Ink experience platform. Movable Ink helps digital marketers create visual experiences that move people. More than 700 of the world’s most innovative brands rely on Movable Ink’s visual experience platform to automate the creation of unique on-brand experiences for each consumer across email, web, and display.

    pct logo
    Web & Interactive Design PRogram Advisor

    Pennsylvania College of Technology
    Jan 2011 - Present

    Advisor for the College’s newest Bachelor Degree program, Web and Interactive Design. Consult on technology solutions and curriculum.

      Oracle Bronto Customer Advisory Board

      May 2017 - October 2019

      Actively participate and lead discussion on improvements of the Oracle Bronto email marketing service platform. Bronto is a leading email service providing to top ecommerce retails around the globe.

        Published articles

        • Apps Everywhere - Harrisburg Commercial Real Estate Review, 2014
        • Understanding the True Value of your Marketing with Multi-channel Attribution Measurement - JPL eBook and research paper, 2013 
        • 4 Attribution Tips to Measure the Impact of Your Multichannel Mix - Target Marketing, 2013 
        • Are You Using Marketing Attribution in Your Business? You Should be. - The 60 Second Marketer, 2013 
        • Why Your Marketing Strategy Should Go Mobile - Harrisburg Commercial Real Estate Review, 2012 
        • Top 5 SEO Myths - Central Pennsylvania Business Journal, 2011 
        • Marketing Strategies for Innovation - Penn State University research paper and study, 2010 
        • Social Media 201 - Catalyst Magazine, 2010 
        • Blogging Strategically - JPL white paper, 2009 
        • #1 in Google – Searches Impact on Brand - Catalyst Magazine, 2006