THE PEOPLE WHO DRIVE TRIAD
Tom Prikryl, President and CEO
As Triad’s president, Tom is intimately involved in setting strategic direction for all client brands and enjoys cultivating a working relationship with each client. He has an innate passion for business and is the go-to guy for many clients who are dealing with sales and marketing challenges. Tom founded Triad in 1994 after leading the B2B division of one of Dallas’ leading agencies, Berry-Brown Advertising. Prior to this, he managed Popejoy and Fischel’s Houston operation.
Tom’s professional career spans more than 30 years in B2B advertising and marketing, serving clients engaged in a broad range of industries. Tom is one of the region’s most accomplished and experienced business-to-business professionals, having previously been honored as DFW’s Sales and Marketing Executive of the Year. Recently, he was recognized as one of the Dallas Business Journal’s “Who’s Who in Energy.” He is a graduate of the University of Texas at Austin.
Cheryl Roberts, Vice President – Account Services
Cheryl Roberts brings a broad range of business experience to her position as Triad’s vice president of account services. While serving as Triad’s senior account executive for five years has contributed to this depth of experience, it is also the result of the various leadership roles Cheryl has held at both GM and EDS prior to joining Triad.
While working at EDS, Cheryl served as an account manager on the General Motors account, once spearheading the successful creation of a systems development process targeting workflow efficiency and accountability. During her professional career, Cheryl has also led organizations, processes, and project management efforts in multiple industries including marketing, manufacturing, IT, legal services, sales, entertainment, and media consulting.
As Triad’s first-ever vice president (after 28+ years of operation), Cheryl plays a key role in the marketing efforts of the agency’s clients. Her responsibilities include involvement in strategic development of client marketing programs, coordination of digital marketing campaigns, and management of a wide range of projects.
Cheryl proudly hails from Bad Axe, MI and graduated cum laude from Alma College with a Bachelor of Arts in Speech and English.
David Hospodka, Creative Director
David Hospodka is a Nebraska native whose experience in advertising and marketing in the DFW area spans more than 20 years. As a true marketing veteran with an extensive agency background and a Bachelor of Fine Arts degree from Art Center College of Design in Pasadena, California, David has worked with clients ranging from large Fortune 500 companies to smaller independently owned operations in industries including CPGs, technology, retail, insurance, hospitality, foodservice, and more. He adds a special skill set to the agency that’s expertly aligned with the needs of B2B clients.
David is a big thinker, creative problem solver, and has a sharp eye when it comes to the details. When describing his approach to B2B campaigns, he says, “My approach is simple: the creative product should do more than look good, it should be on-message and on-brand — regardless of channel or media. It’s not art; it’s advertising.”
CALLIE BEARD, DIGITAL STRATEGIST
Callie joined Triad B2B Agency as a recent graduate of William & Mary, where she earned a Bachelor of Business Administration in marketing, and a Bachelor of Science degree in Biology. She is a native of Houston, Texas, and now resides full time in the Dallas area.
At Triad, Callie is instrumental in supporting the agency’s digital efforts, assisting with our clients’ social media content planning, scheduling, and follow-up reporting, while keeping Triad up to date with the latest marketing automation and digital management tools.
In her spare time, Callie and her husband enjoy playing tennis and raising their two cats, Lady and Lucy.
WILLIAM MOCKABEE, COPYWRITER
William Mockabee joined Triad with experience across several fields, including sales, advertising, and data analytics. A resident of the Dallas area since 2016, William graduated from Southern Methodist University in 2023 with a bachelor’s degree in business administration and marketing. As the copywriter at Triad, William creates freshly written content and works with the creative team to plan and implement marketing campaigns based on planned client programs and strategies.
MILLIE MATTHEWS, ACCOUNTANT
Millie Matthews began her career in Public Accounting with Ernst & Young. She spent four years in the auditing service line, where she worked primarily on large publicly listed clients in the retail, airline and investment industries. She then spent one year as a Senior Investment Accountant with Goldman Sachs before moving to Madrid, Spain with her husband. While in Madrid, Millie studied the Spanish Language at Escuela Oficial de Idiomas, traveled Europe and began her family.
Since returning from Spain, Millie has held various roles, from Financial Compliance Analyst with Texas Health Resources, to Professor of Accounting with Dallas County Community Colleges. Millie earned her Masters of Accounting from the University of Arkansas and is licensed as a Certified Public Accountant (CPA) in the state of Texas. She enjoys reading, traveling, being outdoors and staying active with her husband, Luke, and two young children, Nora and Julian.
SUSAN WORTHINGTON
Susan Worthington’s experience includes 23 years in the advertising industry, including 13 years in a prior role at Triad Business Marketing. She has also served as Executive Director of Memory Care Communities. She is a native of Dallas.
As Administrative Assistant at Triad, Susan provides organization, communication, and clerical support to Triad’s management team. She holds a BS in Rehabilitation Science from UT Southwestern in Dallas.
