About

Founded by industry veteran Ken Lane, Hathaway & Lane Digital channels the know-how gained from 20 years of working for companies—large and small, public and private, consumer and B2B—into elegant, time-tested marketing solutions.

Hathaway & Lane Digital is a full-service direct-response marketing consultancy with extensive senior-level expertise in building programs that compel customers to respond. With proficiency in all facets of digital marketing and strategic planning, we combine innovative technologies with traditional direct-response principles to get results. Our nimble, forecasting-driven methodologies have helped businesses maneuver through the impact of Covid-19, emerging with improved profitability on just about every level.

We pride ourselves not only on those results but on the level of analysis and decision-making support we provide to run your business every day. Our accomplishments have equipped niche marketers with DM-based programs that support lead generation, Internet integration, customer retention, customer loyalty, and new customer acquisition.

Each client solution is customized. We support your objectives—from full-blown strategic planning to business audits—whatever it takes to solve specific problems and help your business be successful

You can expect Hathaway & Lane Digital to approach each project as your business partner, to deliver what we promise, and to be an integral part of the marketing solution. As companies are continually challenged with increasing costs, diminishing response rates and a necessity to move to web-based business, Hathaway & Lane Digital is uniquely qualified to plan and implement expert-level solutions at a fraction of the cost of a full-time direct marketing department.

The Team

The gears and cogs that make Hathaway & Lane Direct hum are embodied in my team. Their experience and expertise span a myriad of technical, creative, and strategic endeavors, which allows me to offer services well beyond my specialties of digital marketing and data analysis.

This virtual marketing powerhouse is comprised of some of the best in their respective industries, from savant strategists to top tekkies to sharp copywriters and on-target designers. It’s an admirable collection of both right- and left-brained thinkers and doers, all of whom are awaiting your challenge.

We’re not happy with our work until we are individually happy with it. Each member of my team is a perfectionist and will not settle for anything less than a stellar result. If that requires an uncommon approach, we’ll use it… whatever it takes.

Ken Lane

Founder/Owner. For the past 20 years, Ken has helped organizations build, execute and realize their strategic marketing plans. Prior to starting Hathaway & Lane Direct (now Hathaway & Lane Digital), his direct marketing career began blossoming at Staples in the early ‘90s. Next came a transition from BTB to BTC with senior-level stints at Jackson & Perkins/Harry and David, White Flower Farm, and FAR&WIDE Travel.

At each stage, Ken honed his database-marketing and analytical skills to drive new-product introductions, marketing plans, pricing, and inventory management. A former board member of the Mailorder Gardening Association (now the Direct Gardening Association) and featured speaker at numerous national direct-marketing conferences, Ken has established a proven track record in database segmentation/analysis, Internet marketing, sales/inventory forecasting, catalog print/production, product development, operations/call center management and pricing/gross-margin planning. A graduate of Boston University, he is also a lifelong Red Sox fan.

Scott Boone

Senior Business Strategist and Branding Czar. Scott has more than 30 years of experience accelerating top-line revenues for both Fortune 500 global market leaders and early-stage/emerging entrepreneurial ventures, including Johnson & Johnson, InterContinental Hotel Group, Wyndham Worldwide, Island Global Yachting, and Outdoor Traveler Destinations.

Scott has parlayed his extensive background in hospitality, travel, and customer-service industries into developing innovative strategies supported by aggressive tactical execution. His efforts are reflected in impressive results across a variety of corporate settings, products, customer segments, and distribution channels. Scott’s “big picture” skills have helped HLD clients from inception to cradle as they metamorphose new business ideas and ventures into reality. He is a frequent speaker at national conferences and on radio and television and a frequent contributor to trade publications, Scott received his Bachelor of Arts degree from Rollins College in Winter Park, Florida.

Tim Wofford

Senior Research Consultant. Tim has broad-ranging experience that spans the retail industry, chain stores, and regional players, legal, medical, and financial services industries, as well as a sizable amount of international experience.

Tim has been involved in sourcing and product-line creation, and then branding those products for multiple distribution channels. His expertise in overseas commercial endeavors includes manufacturing—from factory search and configuration and production methods and costing—to the importation process, transportation, and duty and tariff issues. Tim is also a formidable capital-raiser at all stages of business formation. His creative critical thinking has helped HLD clients recognize business opportunities that were not considered a list item until our research was complete.

 LeAnn Zotta

Senior Copywriter and Business Strategist. LeAnn formed Berkshire Communications in 1998 after more than a decade of working with some of the most notable names in direct marketing. A seasoned copywriter, brand manager, and communications strategist, she has authored six books and been published more than 100 times.

Ms. Zotta is also an accomplished graphic designer and web developer. She has been instrumental in the launch of dozens of startups as well as providing services for Fortune 50 companies such as Pfizer and Microsoft. Her copywriting support has considerably improved HLD client SEO rankings.

Rob Bunting

Marketing Czar – PPC Expert. I like to help businesses grow through online marketing. I’ve been an Internet marketing professional since 1998 and am very passionate about what I do – applying my twenty-four years of experience helping both B2C & B2B firms generate more sales or sales leads through online advertising program set-up and management, marketing strategy development and implementation, website traffic analysis, and search engine marketing. I am a Google Partner who is certified in both Google Ads and Google Analytics, a Microsoft Ads Accredited Professional and Yelp Ads Certified Partner.

Specialties: Online advertising, online marketing, search engine marketing, search engine advertising, display advertising, video advertising, programmatic advertising, website traffic analysis using Google Analytics and other tools, PPC pay-per-click search advertising (Google Ads, Microsoft Ads), Facebook advertising, LinkedIn advertising, Yelp advertising, social media, mobile advertising.

John T. Peters

Senior Executive Advisor. John has been a serial entrepreneur since 1990 when, just after college, he co-founded Zeus Tours & Yacht Cruises, an international yacht cruise operator in Greece, eventually opening up offices in Athens, Rome, Salzburg and Buenos Aires. In 1999, he successfully sold Zeus. The second startup John grew and sold was Tripology, a travel technology company, which was acquired by Rand McNally. John has also held senior executive positions including President –Travel Media Group at USA Today, VP –Business Development at WyndhamWorldwide, and Managing Director –Retail & Partnerships for Brush Creek Ranch, the nation’s #1 luxury resort.

John mentors dozens of startups for various accelerators and is a frequent speaker and moderator at domestic and international conferences. John has been featured in such publications as The New York Times, USA TODAY, Wall Street Journal, Business Insider, Internet Weekly, and many others. He was awarded the GOLD Adrian award for Digital Marketing Promotion for the “Best of the Road®” program he created, which generated over a billion media impressions in six months. John was also recognized as “Innovator of the Year” by the US Travel Association.

Membership

• ACMA (American Catalog Mailers Association). The only industry association advocating specifically for catalog, online, direct mail and other remote-selling merchants and their suppliers.
• Direct Gardening Association. Dedicated to horticultural companies that sell to home gardeners.
• NEMOA. The National Etailing And Mailing Organization Of America is one of the nation’s most active merchant associations dedicated exclusively to the catalog/multichannel industry.