ENTITY TEAM

CRAIG A. FLEMING, President & Chief Executive Officer
Craig has been the President and Chief Executive Officer of ENTITY since February 2006. A seasoned and successful leader, Craig has owned and operated several businesses. Previously, he was the Chairman, CEO and President of HCX Salons International.

Craig built the largest art publishing business in the world during his five-year tenure as Chairman, CEO and President of Media Arts Group, Inc. (NYSE: MDA), the exclusive publisher of artist Thomas Kinkade. Under his leadership, revenues grew four-fold as he expanded U.S. retail locations from 900 locations to 5,000 stores, and stand-alone galleries from 4 to 387 worldwide.


LEE-ANNE SMITH-HENDERSON, Education and Advantage Team Member Consultant
Lee-Anne is co-owner of Fantasy Island, the largest full-service salon in Barrie, Ontario Canada, for over 10 years. Featured in Modern Salon Magazine as Top 30 Under 30 Entrepreneurs in The Beauty Industry, Lee-Anne has also been named the Canadian Nail Artist of the Year five times, placed first in over twenty nail competitions and in the top five in over fifty competitions including the World Cup and the NailPro Cup.

Lee-Anne has worked with top fashion editors and designers, and her artistry has been featured on the runways at New York’s Fashion week and in many trade and consumer publications including NAILS Magazine (cover), Nail Pro Magazine (cover), Salon Magazine, Canadian Hairdresser, Beauty Beat Magazine, Health Magazine, Mademoiselle, In Style, Glamour, Brides, Redbook Cosmo Girl, Teen Style and Vibe.

An award-winning educator, Lee-Anne has trained nail artists and industry educators worldwide including Japan, Europe and Australia. Lee-Anne is also one of the beauty industries most sought after presenters and public speakers. She was recently accepted into the Canadian Association of Professional Speakers.

LORENA MARQUEZ, Education and Advantage Team Member Consultant
Lorena Marquez is among the most respected names in the nail industry. Lorena’s artistic accomplishments include over 200 competition wins, including the 2004 and 2005 Nail Pro cup championship and #1 competitor ranking by NAILS magazine in 2005. In 2000 Lorena won the World International Nail and Beauty Association tip & overlay championship. Her artwork has been featured on the cover of NAILS and Nail Pro magazines.

Lorena has educated nail professionals worldwide, and has been a featured educator at many national and international venues, including those in the Netherlands, Poland, Australia, New Zealand, Korea, Japan, Thailand, The United Arab Emirates and Central America. She has judged competitions in the U.S., Asia, Australia and Europe. Working with leading beauty manufacturers, Lorena brings experience in product development, education and international distributor support.

STU LUDLOW, Vice-President of Sales
Stu brings over 25 years of experience in the successful development of independent contractors, business owners and professionals. He has assisted numerous major corporations and Fortune 500 companies in the recruitment and development of their most valuable asset – people.

As a successful business owner himself, Stu understands the day-to day challenges of growing clientele and bottom-line. The track record of this seasoned professional includes achieving outstanding performance and award-winning accomplishment. His mottos “lead by example” and “help others get what they want” is at the forefront of his action plans for helping others achieve business excellence.

STEVEN SCEARCY, Central Regional Sales Vice-President
Steve began his career as the communications director and personal aid to a governor. There he worked with impressive names like Humphrey, Biden, Kennedy and Stevenson. Since then, Steve has taken his communication skills into the development of creative and effective education programs. After the 9/11 tragedy, Steve co-developed the “After” program to help young teens cope when tragedies occur. Based on that experience Steve co-edited the book “Kid’s Letters to Terrorists” which has been translated into numerous languages and endorsed by the likes of Jack Canfield of “Chicken Soup for the Soul” fame.

With a passion to help kids, Steve developed a board game designed to help middle-school children understand the consequences of drugs and the effects they can have on lives. He has produced hundreds of training films and videos for companies around the world, often creatively using humor to convey important ideas. Steve has also developed educational materials for universities and major seminar companies. In his role equipping ENTITY Advantage members, Steve believes “a good educator does not create students in his own image, but helps students who discover their own image.”

DIEP (DEE) NGUYEN, Regional Sales Director
Dee brings a wealth of industry experience to the Entity team. She started her career in 1991 as a nail technician renting a booth and eventually opened her own salon. With a desire to excel in her new business she invested the time to attend industry shows to learn about new products and techniques. Her passion for the business soon expanded to teaching others as an educational sales consultant. Within two years she was promoted to regional manager for a major nail care manufacturer and established an extensive network of successful distributors across the nation.

Dee credits her success to the value she places on her customer relationships and listening and responding to their needs.

BEN WILLIAMS, Chief Financial Officer
Ben gained financial and strategic planning expertise at the corporate headquarters of both Ford Motor Company and PepsiCo, and brings seventeen years direct selling experience to Entity Beauty.

Throughout his career, in addition to accounting responsibilities, his financial analysis expertise has been heavily utilized in supporting marketing and sales functions. At Ford he worked extensively with the advertising and marketing departments. At PepsiCo, he was involved in strategic planning, promotional fund allocation, and developed pricing and sales forecasts.

In direct sales he served as a Director of Financial Planning & Analysis (U.S. and later Worldwide) and Chief Financial Officer. He has also served as a consultant for several direct sales companies focusing on developing financial models for new start up companies and improving existing companies methods of tracking and interpreting sales data.

Ben earned his B.S. in Economics from Allegheny College in Meadville, Pennsylvania, his MBA in Finance from the University of Pittsburgh and passed the CPA exam.

LESLIE RANDALL PEREZ, Director of Operations
Leslie's appreciation for artistic creation within a business environment began when she worked summers in her family's wholesale flower business. After college she moved into a full-time general manager position and quickly developed her special skills uniting people and product. After ten years helping design artists use products to achieve maximum impact in the retail trade, Leslie left flowers to pursue a career as Education Development Manager for one of the nail industry's most respected companies.

Throughout her tenure at Creative Nail Design, Leslie's responsibilities encompassed many departments and her duties included the direct management and development of world known education programs, customer service team, school programs manager, trade show department and 100+ industry educators. One of the more exciting elements of her position was the opportunity to work along side the industry's top platform artists as they instructed around the globe. Tom Bachik was at the top of that list, and his passion and ability were always a source of inspiration for her. So when the opportunity arose to help him and fellow industry icon Tom Holcomb launch Entity Beauty, it was an experience she could not pass up. As Director of Education Leslie strives to build programs focused on giving back to the industry, never losing sight that Entity is a company created by nail artists for nail artists.

JETECA OVERMAN LARSON, Customer Relations Manager
Jeteca graduated from the ROP Cosmetology Academy at Sonora High School as a California Licensed Cosmetologist. As a salon owner, Jeteca managed all aspects of her business specializing in hair design, corrective hair color, nail services, make up and skin care for more than ten years. Her management skills and extensive salon experience opened the door for her to shift her expertise and focus into other career opportunities within the industry. In October 2000 she moved into product development and then onto customer service management as the Lead Hotline Technician for Creative Nail Design. During her time with Creative Nail Design she was instrumental in doubling the headcount of the Customer Service Department.

Jeteca joined Entity Beauty, Inc. as they launched their product line in February 2005, as the Customer Relations Manager and quickly added the coordination of trade shows to her many responsibilities. Being a seasoned cosmetologist herself, Jeteca understands the needs and issues nail artists and salon professionals encounter on a daily basis. You can always count on personal service and professional advice from Jeteca. Jeteca has a passion for people, "When sharing tips and tricks with students and other professionals in the beauty industry, it's exciting to motivate and help fellow artists take their skills to the next level."

Diana Nothdurft, Customer Care Specialist
Diana came to Entity Beauty with more than 15 years of customer service experience. Hired by Creative Nail Design as the Masters Program Administrator, Diana grew with this position and went on to work as a Consumer Hotline Administrator. It was then that she decided to go to the Poway Nail Academy and become a California Licensed Manicurist. She completed her training and was licensed in June of 2005. Diana’s goal was to get real life hands-on experience in the salon and better understand the challenges nail artists face in the beauty industry. In August of 2006 the opportunity arose to work for Entity Beauty. Diana jumped at the chance to be able to support her fellow nail technicians.

Diana is excited to share her industry knowledge and experience to answer technical questions, in addition to providing beauty professionals the superior customer care they deserve. As the Customer Care Specialist, Diana takes great pleasure in helping Entity Beauty revolutionize the Nail Industry.

MARY B. ANDERSON, Marketing and Brand Consultant
Mary is an experienced business manager and consultant with demonstrated success and over 20 years of experience in business development, P&L management, consumer products marketing, channel and new product development. As a certified public accountant, she supported clients in a variety of industries with Coopers & Lybrand. At The Quaker Oats Company, Mary served in brand management and financial roles for businesses such as Gatorade®, Quaker® Hot Cereals and Aunt Jemima®. She successfully developed and launched the Internet distribution channel for the largest specialty food distributor in the United States. Mary has also assisted several established and new brands in extending their business through home shopping networks and direct marketing channels.

Mary has a graduate degree from the J.L. Kellogg Graduate School of Management at Northwestern University with a Masters of Management degree in Marketing, Finance and Organizational Behavior. Her undergraduate degree is in accounting from the University of Illinois at Urbana-Champaign, where she graduated cum laude.

PETE FREUDENBERGER, Director of Information Technology
Peter joined the Entity Beauty team with fifteen years of experience in information systems, four of them in direct sales at the director level. He served as a programmer and analyst at Flextronics International, Alliance Entertainment, and Sky Mall. Peter has experience in all areas of information systems for both start-up and mature direct selling companies.

Pete has expertise in a variety of areas including financial, manufacturing, inventory, and ERP systems. He is skilled across many different technology platforms, and specializes in networking and system integration.

RICHARD RYAN, Manager of Accounting
Richard brings thirty years of general accounting experience to Entity Beauty. During his career, Richard served in various accounting and financial capacities with Fortune 500 companies in the Direct Selling industry. He is well versed in all areas of financial accounting, with a special emphasis on the day-to-day operations of accounting. Most recently Richard assisted a start-up direct-selling business develop systems and procedures to support all areas of finance and accounting.

Richard has a bachelor of sciences in Accounting and Finance.