Our Team

James LaPrade, Sr., President

James E. LaPrade, Sr. – President

James E. LaPrade, Sr. is a second generation owner of BMS Direct, a family founded business. His leadership and experience of over twenty years in the direct mail industry can be attributed to his management experience, service with the United States Army National Guard and community involvement.

As a graduate of Radford University and a member of Sigma Chi Fraternity, James’ management style incorporates camaraderie, family values, loyalty and hard work.

It is important for James to keep balance between physical well being and community involvement. He does this by being an active member of the Lynchburg Member Rotary Club and by his commitment to competitive running and triathlons.


Leif Aagaard

Leif Aagaard, Jr. – Vice President

Leif Aagaard, Jr. is one of the founders of Best Computer Services, which was formed to support the IT needs of Best Mailing Services, now BMS Direct. His information technology career spans over 40 years, including time as a professor, Technical Director of Computing Services for three of our area’s colleges, and Director of Telecommunications and Mailing Services for Sweet Briar College

Leif earned a Master of Computer Science degree from the University of Virginia and holds a MBA from Lynchburg College. Leif’s experience includes developing applications for transactional statements and invoice processing, one of the largest divisions of BMS Direct.

While away from the office, Leif is an active bee keeper, gardener and enjoys classical music, meteorology, skiing, and running.


Vernon Berry

Vernon D. Berry – Vice President of Sales and Marketing

Vernon D. Berry brings over thirty years of sales experience to BMS Direct. As manager, Vernon’s efforts have made the importance of customer service the most valuable asset of the sales team. Under his leadership, the sales staff has more than doubled in size. Vernon’s product knowledge and personal relationship with his customers make him the best in the industry.

A winner of countless top selling awards, Vernon exceeds goals and expectations of all of his customers. He has a proven record of accomplishment and consistently meeting sales objectives with a willingness to get the job done.

Vernon’s most important relationships, however, are at home. He is married with two sons.


Jeffrey Betterton

Jeffrey Betterton – IT Manager

Jeffrey Betterton has over 20 years of experience in direct mail and marketing. With BMS Direct since 1993, Jeffrey plans and supervises all activities and services related to the information system design, data processing, operations, programming, documentation, and data communications.

As a graduate of Lynchburg College with a BS in Information Systems, Jeffrey is able to apply his knowledge and experience to the company’s ever-changing technology.

Actively involved with the Mailing & Fulfillment Service Association and All Point EAP Organizational Services, Jeffrey is married and has a son.


Kelly Shuptrine – Controller

Kelly Shuptrine, a CPA, brings over 25 years of accounting and management experience to BMS Direct. Her responsibilities include all financial operations and reporting.

Kelly was born and raised in Ohio and graduated from Ohio State University but she’s been in Virginia for over 29 years. She brings a strong work ethic and dedication to doing the job with a smile.

Kelly enjoys kayaking on the James River with her husband, camping around Virginia in her 5thwheel, and is an avid reader. She has two adult sons.


Tony TysverTony Tysver – Operations Manager & Safety Coordinator

Tony Tysver brings over 20 years of management experience to BMS Direct. While his responsibilities include managing the production area and overseeing materials and distribution, Tony maintains focus on meeting customer needs and exceeding their expectations.

Tony holds a degree in business administration and is actively involved in the Society of Human Resource Management, Central Virginia Safety Network and All Points EAP.

As a volunteer soccer coach, Tony follows the mantra “Work Hard, Do the Right Thing”. His community involvement and commitment to his family keep him busy while he is away from the office.


Robin WilkesRobin Wilkes – Human Resource Manager

Robin comes to BMS Direct, Inc. with 25+ years of experience within the areas of Human Resources, Benefits Administration, Accounting, and Safety. As BMS Direct, Inc. continues to grow, this newly created position will play a vital role in supporting our staff and ensuring compliance in all areas.

In Robin’s spare time, she enjoys being active in her church, reading, and walking. She and her husband also enjoy spending time with their two children.


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