GET TO KNOW FG

As President, Alex has been an integral part of the company’s journey to a full-service marketing and advertising firm. Her past work at the National Broadcasting Company (NBC) and Disney/Buena Vista Television has contributed to her expertise in managing the production of video projects and full campaigns. Alex also oversees all live events, with a focused eye on details and a high standard of execution.

With more than 25 years of professional experience in strategic media production, Steve has provided instructional design, content development, and media technology consultation for a diverse range of clientele, including Fortune 500 companies and Government agencies. His time in the field has also made him well-acquainted with many different markets, such as higher education, consumer product, healthcare, finance, and more. Steve is also a long-time, active member of the NARAS (GRAMMYS) Producers and Engineers Wing.

Years ago, Phil began as an intern at First Gen before graduating from East Stroudsburg University with a degree in Media Communications. Before coming on to our team full time, he worked as a freelance Production Assistant for some big names, his favorite being the 2011 Go Daddy super bowl spot and the Restaurant Impossible show on Food Network. Phil is an integral piece of our video productions both on- and off-site, making sure everything is on set and ready to go before jumping in to operate lighting, sound, or camera equipment. He loves to work on projects that require traveling, and hopes, over time, to visit every state in the USA.

With an expertise in many forms of video editing and animation, Ross enhances our client’s marketing with top-notch storytelling, engaging motion graphics, and unique animations. 15 years in the industry has built up a wealth of experience in editing and production, including for local sports teams, such as the Hershey Bears and Lehigh Valley Phantoms. When Ross isn’t doing his video magic, he can usually be found experimenting with recipes and spending time with his wife, his daughter, and their lovable Pitbull, Bart. 

Dawn has a hand in various functions of our agency, including tracking the status of all projects from beginning to end. Dawn is also our Quality specialist, proofreading every print, digital, and video piece before it goes out the door. Dawn has a diverse management background in video production and marketing with more than 18 years of experience in the field, which makes her a great fit for a position that’s constantly changing hats. And it doesn’t hurt to add a mind for business—when off the clock, this mother of four (2 plus twins) can be found running her own line of twin products: “my twins are cuter.” She can also be found on the sidelines of soccer fields cheering for all 4 of her girls, 3 of which play at St. Francis College in Brooklyn NY. 

Mark has been a Marketing & Communications professional in the Lehigh Valley for more than two decades. He has managed teams at both Victaulic in Easton, and Aesculap (a member of the B. Braun family) in Center Valley, where he played a key role in the company’s Cultural Initiative. Mark brings a strong knowledge of branding, strategic planning, tactical execution, and project management to our team, which makes him a great asset in guiding clients toward the best possible outcomes. He’s also an obsessive collector of records and a cinephile. (We now know that’s fancy talk for “movie lover.”)

Janine Birch is a seasoned storyteller with over two decades of experience crafting bold brands and meaningful marketing. Her career spans national campaigns and entrepreneurial ventures, where she’s thrived as a designer, strategist, copywriter, and creative collaborator. Now at First Generation, Janine transforms big ideas into powerful experiences—whether through video, design, live events, or integrated campaigns. As an account manager, she serves as the client’s advocate and strategic partner, ensuring every project is executed with clarity, purpose, and emotional resonance. Driven by the desire to create work that not only sticks—but truly moves people—Janine brings both heart and insight to everything she touches. 

When she’s not busy making brands shine, you’ll find her cheering at her kids’ games, exploring the outdoors with her family, or hunting for hidden gems while thrifting with her daughters. 

Melissa is in the business of creating unforgettable experiences for our clients. Her background in production management ensures a deep understanding of and passion for event prodcution. With her experience in live production, she understands the importance of channeling the chaos to create unique and impactful live events. 

Melissa graduated from Hussian College in Los Angeles with a degree in screenwriting. Her creative writing background shines on the FG social pages and in creative idea sessions for clients. Melissa uses her unique point of view to devise powerful social media campaigns. 

Melissa is an avid fantasy reader and pop culture fanatic. She loves to watch a solid marketing campaign unfold in the pop culture landscape. 

With expertise in video editing, content creation, and directing, Jenn brings a sharp storytelling instinct to every project—always focused on finding the most impactful way to communicate a message. Jenn plays a vital role in our video productions, both on set and behind the scenes. She skillfully operates lighting, sound, and camera equipment, and leads editing for a variety of client projects. A graduate of DeSales University with a degree in TV/Film, Jenn also brings experience in music videos, event coverage, and photography.

Outside of work, Jenn is motivated by her two cats, Donatello and Rigatoni—who inspire her to keep delivering her best, especially when it comes to earning them the finest treats and toys.

Idalmi started her career illustrating book covers, which sparked her passion for visual storytelling and launched her into the graphic design industry.

She refined her craft at Kutztown University, earning a degree in Communication Design, while working as a freelance designer for book publishers, nonprofits, and small businesses. Now leading the graphic design team at First Generation, she brings fresh ideas and visual clarity to a variety of projects including print media, website design, social media content and more for our clients.

Outside of work, she enjoys spending time with friends, family, and her fur-baby, Pumpkin! 

Steven brings the vision clients have for their websites to life. With over four years of technical experience in all things web development, Steven takes a client’s wishlist and turns it into reality—ensuring responsiveness, accessibility to reach as many people as possible, and the security needed to block the ever-evolving threats lurking on the web. 

In his free time, Steven loves to work out and take care of his cat, Kiki.