About Us

Our Mission

Our messaging is developed by an Emmy award-winning staff inside this old West Tampa cigar factory in a working-class neighborhood – which suits us just fine. Our mission is to help hard-working people in the home service industry to create clear, compelling research-tested video messaging that connects and helps grow their businesses.

Doug Smith

Co-Founder & Managing Partner


Doug is an award-winning journalist who spent more than two decades in broadcast television and is now putting his intellectual curiosity to work as an entrepreneur and advertising innovator. 

Doug leads the effort at Focused Media Strategies, crafting targeted, market-tested messaging and smartly placing them before the most likely customers on broadcast television, streaming services, and social media. This strategy has demonstrated a history of FMS growing revue for franchisees in the home service industry from coast-to-coast. 

Doug graduated with honors from U.C. Berkeley in the ’80s and has lived and worked in Sacramento, Las Vegas, Orlando, and Tampa.

He worked tirelessly throughout his career as a journalist to make a meaningful difference in his community.  He worked with members of Congress and elected leaders to fight injustice and change laws. His greatest accomplishment helped free an innocent man who was wrongly convicted and sentenced to 15 years in prison for causing a fatal traffic accident. Doug’s work ethic resulted in nine local Emmy Awards, two Edward R. Murrow awards, a National Headliner award, and the duPont-Columbia Silver Baton, the broadcast equivalent of the Pulitzer Prize. He has taught seminars for the non-profit watchdog group Investigative Reporters & Editors and served on numerous panels. 

Bryan DiCerb

Co-Founder & Creative Director


It started for Bryan back in high school. He wasn’t even a week into a video production class, and he could see his future.

A degree in broadcast journalism from the University of Florida followed and then a successful local television news career, which took him to West Palm Beach and then Tampa. 

After eight years and numerous Emmy Awards, Bryan left local news to develop television shows for Brenton Productions. He spent more than a decade creating compelling content and produced more than 500 episodes of nationally aired programs like Two Guys Garage, Car Fix, Coomer’s Country, and Addictive Fishing, to name a few. Bryan produced the shows as entertainment but, more importantly, as subtle product placements for advertisers. As the Creative Director for Focused Media Strategies, he has traveled the country shooting video and commercials for franchises in the home service industry.

Bob Jordan

Director of Research


Bob spent 45 years creating and marketing distinct news brands. He has deep experience in product research design and, more importantly, crafting marketing messages and media campaigns that establish, support, and defend prominent brands.

He gained experience in highly competitive markets like Los Angeles, Seattle, and Orlando, where he served as News Director, and in Tampa and West Palm Beach, where he worked as Station Manager and General Manager.

Peter Roghaar

Digital Media Specialist


Peter is a business growth strategist who has demonstrated a history of helping companies increase revenues with integrated marketing solutions.

Peter currently works for TEGNA and helps FMS clients understand the power of targeted TV advertising with Premion, an industry-leading premium OTT/CTV platform for local and regional advertisers.  Peter has spent more than 30 years in TV management in markets including Boston, Atlanta, Tampa, and West Palm Beach. He and his family have called the Tampa Bay area home for more than a decade. 

Gabriel Guerrero

Graphic Design Specialist


Gabriel is a graphic designer and animation artist with an MBA in International Business.

Born and raised in the Dominican Republic, Gabriel takes a global approach to his craft and has spent the past 15 years helping businesses visualize the creative direction of their companies. Gabriel has a heart for nonprofit organizations and loves volunteering. 

Matthew Smith

Account Executive


Matthew graduated Magna Cum Laude from Baylor University with a degree in Political Science and then continued his education with a Master of Arts from Princeton Theological Seminary. 

He then began his professional career as a consultant helping non-profits with targeted messaging and fundraising.  His skills include strategic communications, researching, writing, and media buying.

Nathan Hendriksen

Director of Social Media


Nathan graduated magna cum laude from Palm Beach Atlantic University with a degree in marketing.

He’s worked hard to establish a niche skill set that puts customer service and relationship-based marketing above all else. Nathan was born and raised in the Tampa Bay Area and currently lives here with his wife.

Tim Eck

Creative Storyteller


Tim began his career as a photojournalist, and telling compelling stories remains his first love. Over the decades, he’s worked to create and market distinct brands within broadcast and cable television, including HGTV.

Tim has created and produced hundreds of television segments, news shows, and commercials throughout his career and is a licensed drone pilot. Over the course of his 30-year career, Tim has won six Emmy Awards, three Telly Awards, and two prestigious Edward R. Murrow Awards. Tim has lived all over the east coast and currently lives with his wife in Tampa Bay. 

Sarina Fazan

Community Engagement Correspondent 


Sarina is a four-time Emmy Award-winning Journalist. Her greatest passion is sharing stories of people having a positive influence in their communities.

That’s why Sarina was a natural choice to help spotlight those selected for Precision Garage Door’s initiative, Opening Doors in Our Community. The program helps those in need and honors people who are making a difference in their community with a new garage door, 

Over the course of her two-decade career in journalism, Sarania was once named Journalist of the Year in the Tampa market and nominated for Woman of the Year. Sarina’s on-camera skills are the culmination of a lifelong dream. Born in India, English was not her first language. Yet, she forged an exceptional journalism career and, like Barbara Walters, fought to overcome a childhood speech impediment to follow her dream.

Bill McGinty

Video Content Creator


Bill’s career in broadcasting started in the late ’80s at WBKB-TV in Alpena, Michigan, which at the time was the smallest TV market in the United States.

Over the next few decades, he crisscrossed the country, with stops in Rockford, Illinois, Reno, Nevada, and Tampa, Florida. Perhaps the most interesting moment in Bill’s career came in October 1996 while he was reporting in Tampa and watched his personal car burn in the middle of the St. Petersburg riots.

Bill has won seven Emmy Awards for his reporting and has been honored with two Edward R. Murrow Awards for writing and reporting. Bill is a native of Pittsburgh and earned a degree in mass communications from John Carroll University in Cleveland.

Robin Wood



Robin knew from a young age that she loved working with numbers, and now three decades later in her professional career, she’s worked with millions of them. Robin graduated with a degree in accounting and applied finance from Milligan College in Tennessee, and now calls the Tampa Bay Area home.

Contact us to schedule your complimentary consultation.

Focused Media Strategies
1906 N Armenia Ave Suite 315
Tampa, FL 33607