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WHY BMS?

OUTSTANDING MANAGEMENT

LEADERSHIP TEAM

James E. LaPrade Sr

James E. LaPrade Sr

CEO
James provides the vision, leadership, strategy, and general management skills necessary to grow and expand BMS. His dedication to employee development inspires our team to work hard every day.

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.

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Jeffrey Betterton VP of Customer Service and IT

Jeffrey Betterton

President, COO
Jeff serves as President for BMS Direct. As a key leader, he works closely with the Chief Executive Officer and leadership team to set the organization’s strategic direction and translate the vision and corporate goals set into effective operational strategies and actions to meet the financial goals and objectives. He is accountable for ensuring the achievement of the overall strategic plan. Continuously cultivate and maintain positive relationships between departments, employees, and the community to increase public awareness and increase support for the organization. Develop and implement strategies to achieve goals in keeping with established ethical standards, policies, and guidelines.

Jeffrey Betterton has 30 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.

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John Smoot CFO

John Smoot

VP of Administration, CCO
John serves as VP of Administration and CCO for BMS Direct. In this role, he leads strategic financial decisions, directing the accounting and financial management of the organization. His responsibilities include accounting, leading compliance and safety, human resources, and purchasing functions.

His experience spans over three decades, with the majority of those years devoted to the manufacturing and healthcare industries, including business ownership. John’s prior roles include experience in controllership, accounting, treasury, information technology, supply chain, and project management.

John approaches his role with a heart for the people of BMS Direct, focused on helping others achieve personal growth and success. He is driven by a desire to help the company achieve financial success and remain good financial stewards of the resources. John was born and raised in Lynchburg and earned his accounting degree from Lynchburg College.

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Mailing Headaches?
Contact Our Team

info@bmsdirectinc.com | 866-816-2378

37 Millrace Drive
Lynchburg, VA 24502-4343
(866) 816-2378

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