MSC Americas Staff Biographies

Kerry Coughlin

Regional Director
Kerry has more than 19 years of experience leading the development and execution of comprehensive management and communication strategies for media, corporate, government, academic and nonprofit organizations. Before joining MSC, Kerry ran her own consulting practice, served as communications director on the senior team for the Governor of Washington State, and led corporate communications for a multi-state media company.  Kerry also served as associate director of a major nonprofit social service agency. She has worked as a journalist and her background includes merchant marine training, 2 years at sea and a stint in the Alaska fishing and seafood industry. Kerry has lived and worked internationally, holds a Bachelor’s degree in Political Science and History and has done graduate study in journalism, ocean resource management, international law and economics. She is responsible for managing the growth and success of the MSC’s sustainable fisheries certification and marketing program in North and Latin America; building partnerships and relationships with a wide array of stakeholders; and oversight of all MSC operations and offices in the Americas region.  Kerry also serves as a member of MSC’s global Senior Management Team, participating in the organization’s management and strategic development worldwide.

Jim Humphreys

Fisheries Director
Jim joined the MSC in 1999. As fisheries director, he manages the MSC’s programs with a variety of fisheries groups in North America, Latin America and the Caribbean. Jim has a B.S. degree in Fisheries Science from Oregon State University and an M.S. degree in Natural Resources from the University of Wisconsin at Stevens Point. Jim has 20 years experience working with Sea Grant Marine Advisory Programs in Michigan and Washington State, and with the seafood industry on the U.S. west coast, British Columbia and Alaska. Jim’s roles with the MSC include:

• Strategic oversight and management of the fisheries outreach program in the Americas region
• Management of fisheries outreach staff
• Outreach to fisheries in Alaska, Hawaii and the Caribbean
• Support to fisheries engaged in MSC’s assessment and certification process
• Coordination with independent certifiers who are conducting MSC assessments of fisheries
• Engagement with fishery related stakeholders who are interested in fisheries undergoing MSC assessment

Dan Averill

Fisheries Manager   
Dan combines nearly 20 years of experience in fisheries and marine sciences with recent studies in sustainable business principles. For state and federal governments and private businesses on the west coast of the U.S., Dan has worked on projects and studies including recovery of Puget Sound salmon populations, coastal and inland fisheries research and management, and Puget Sound cleanup efforts.  He has worked extensively with various stakeholders in fisheries, as well as the scientific community. Dan has a Bachelor of Science degree in Fisheries Sciences and a Certificate in Sustainable Business from Bainbridge Graduate Institute. Dan's role with MSC Americas includes:

• Outreach to the fishery sector, primarily in British Columbia, the U.S. Pacific Northwest and California
• Support to fisheries going through the assessment and certification process
• Coordination with independent certifiers accredited to certify fisheries to the MSC standard
• Engagement with fishery related stakeholders
• Promotion of MSC's sustainability certification program to fisheries not yet engaged

Jay Lugar

Fisheries Manager
Jay has nearly 20 years of experience in fisheries management, fisheries associations, harvesting/processing operations and other marine and regulatory affairs. For the past 10 years he has operated a consulting firm for a variety of fisheries and marine clients including: Herring Science Council, an industry-led research and acoustic data program; Seafood Producers Association of Nova Scotia, where his focus was on oil and gas issues; and Atlantic Fishing Industry Alliance, which monitors implementation of an aboriginal treaty right. He has an M.A. from McGill University in Montreal and a B.A. from Claremont McKenna College in California. He resides in Halifax, Nova Scotia with his wife Peggy and three children.  Jay’s role with MSC Americas involves:

• Outreach to the fishery sector on the east coast of North America, including the Gulf of Mexico and Caribbean waters. 
• Support to fisheries going through the assessment and certification process.
• Coordination with independent certifiers accredited to certify fisheries to the MSC standard.
• Engagement with fishery related stakeholders and government.
• Promotion of MSC's sustainability certification program to fisheries not yet engaged.
• Coordination with Commercial Managers on Chain of Custody certification under MSC. 

Rodrigo Polanco

Prior to contracting with MSC, Rodrigo worked for the Chilean Government in the Under-Secretariat for Fisheries, which he joined in 1996. He has worked in several different positions, gaining broad experience in fisheries issues.  For the past four years, Rodrigo has been working for the Foreign Affairs Bureau of the Under-Secretariat for Fisheries, where he was in charge, inter alia, of data management and technical support to the process of negotiation of the South Pacific Regional Fisheries Management Organization (SP-RFMO). Last year he was also named as coordinator of a Chilean fisheries working group for the Organization for Economic Cooperation and Development (OECD).  Rodrigo has observed the growing environmental and economic importance of certification and eco-labeling in fisheries management and the global fish trade, and is familiar with related guidelines from the United Nations Food and Agriculture Organization (FAO).

Geoff Bolan

Commercial Director
Geoff comes to MSC with more than 20 years experience launching and growing enterprises in the for-profit and non-profit sectors worldwide. He has held executive and leadership roles with TravelCLICK, McDonalds, iExplore, and Conservation International.  In these positions he has managed projects and teams in a range of fields including environmental conservation, clean technology, online travel and hospitality, food, and strategy consulting; and worked closely with large international brands, as well as small entrepreneurs and communities. Geoff holds his MBA from Northwestern University’s Kellogg School of Management; BA from Tufts University; and speaks Spanish, Portuguese, and French.

Sandra Cedrone

Sandra  is responsible for driving adoption of sustainable seafood sourcing within the foodservice sector throughout the United States. Sandra comes to the MSC from Fortis Foods International where she held the position of Managing Director. With more than 25 years experience Sandra has held management positions at a number of the industries more notable companies including Slade Gorton & Company, Fishery Products and Sysco. While there she was responsible for sales development in a wide range of sales channels including broadline foodservice, contract feeders, multi unit chain restaurants, college and university feeding and club store sales. Sandra attended Quincy College and resides in Massachusetts. 

Maggie Beaton

Commercial Manager

Maggie has more than a decade of marketing, research and fishing industry experience.  Before joining MSC, she worked for the Alaska Seafood Marketing Institute (ASMI) for seven years as a senior marketing specialist. While at ASMI, Maggie developed marketing strategies for several European markets, and managed overseas marketing offices in the UK, France and Spain. She also advised companies on trade development, market trends, and brand building.  More recently, she advised a range of her own clients, including Sea Fare Group and Bryant Christie Inc, on marketing, sales, and seafood sustainability. Maggie has a degree in economics and an accounting background from Western Washington University.

Michael Griff

Commercial Manager

Michael has more than 15 years of sales and marketing experience with consumer products companies.  Before joining MSC, Michael led marketing efforts for Pura Vida Coffee, a Seattle-based Fair-Trade, Organic coffee company. As director of marketing, he developed a number of sustainability programs for customers that increased sales for the company. Prior to that, he held various marketing positions including division marketing manager for Bacardi USA, trade marketing manager for Vivendi Universal Games, marketing manager for TMP Worldwide, and account manager for The Kellogg Company. Michael holds a Masters in advertising from Michigan State University and a Bachelors of Business Administration in marketing from Cleveland State University.

Mike DeCesare

Communications Director

Mike DeCesare joins MSC after more than 6 years working in Washington, D.C., most recently serving as Chief of Staff and Communications Director for a senior Member of the U.S. House of Representatives.  In that role Mike managed a global communications strategy that frequently meant interaction with key media across the U.S. and overseas.  Before working in Congress, Mike worked throughout Asia Pacific for major U.S. corporate clients in software, aerospace and consumer products. He also managed a regional office for The Rockey Company, now Rockey Hill & Knowlton.

Micaela Vivero

Communications Manager
Micaela has extensive experience leading marketing and communications efforts for corporate and non-profit institutions across diverse industries.  Her background includes serving as a consultant for a national healthcare association and a major international environmental organization, as well as working for global public relations firm APCO Worldwide.  Micaela started her career in the field of international development where she worked on urban environmental and municipal development issues for international organizations in Washington, DC and Central America.  Micaela holds an MA in International Development from The American University and a BA in Journalism and Political Science from San Jose State University.

Brian Cutler

Brian headed up the communications efforts for a regional affiliate of a national healthcare organization for six years before joining MSC. He has extensive experience messaging for media, stakeholders, donors, board members, and more. He helped launch new media and social media efforts, and has monitored the rapid evolution of those channels. Brian started his career in broadcast television as a writer/producer and brings his video production skills to his work at MSC. Brian earned his undergraduate degree at California State University, Sacramento, and his master’s degree in digital media from the University of Washington.