The Executive Team
Jeff Trexel
CEO
Jeff Trexel
CEO
Jeff Trexel is an early pioneer of the media intelligence industry. He founded a media monitoring and measurement start-up in 2003 that hired great people, created cutting-edge solutions with Fortune 500 clients, and built deep, long-lasting client relationships. After a merger in 2014, the firm continued to grow and evolve until being acquired in 2019. Prior to founding the start-up, Jeff honed his craft working in senior communications roles on Capitol Hill and as a trusted consultant for a publicly-traded corporation and a global PR agency. Countless hours invested in client planning, strategy, and evaluation sessions have given Jeff a unique understanding of how to succeed in demanding, fast-paced, often-chaotic corporate and governmental environments.
Kristin Rhodes
Senior Vice President, Media Intelligence
Kristin Rhodes brings nearly 20 years of experience in media measurement and analysis to her role at Watershed. Here, she leads the data and analytics project teams and consults with clients to provide bespoke, relevant and actionable media intelligence solutions. Previous roles include Vice President, Media Intelligence at Fleishman Hillard and Automotive Insights Director, Americas at Cision. While managing global teams and client relations, Kristin has led media analysis, secondary and audience research workstreams for Fortune 100 pharma, retail, logistics, telco, and automotive and mobile OEM customers. Other past projects included building C-suite messaging, consulting on PR strategy with internal and external account teams, and creation of Cision Insights’ manager mentorship academy. She holds a B.A. in Journalism from Michigan State University.
Kristin Rhodes
Senior Vice President, Media Intelligence
Melissa Turek
Vice President, Marketing & Intelligence
Melissa Turek
Vice President, Marketing & Intelligence
Melissa Turek is the Vice President of Marketing & Media Intelligence at Watershed Analytics, where she oversees all intelligence-driven client deliverables and leads the company’s marketing department. A seasoned marketing leader with nearly 15 years of experience, she has a proven track record of executing data-driven strategies that fuel business growth. With an MBA in International Marketing and dual degrees in Marketing and Psychology, Melissa brings a deep understanding of consumer behavior and market dynamics. She has led digital marketing and advertising campaigns for Fortune 100 companies across industries including consumer goods, energy, technology, banking, and healthcare. Passionate about the power of data and storytelling, she specializes in transforming complex insights into actionable strategies—strengthening brand positioning, driving engagement, and optimizing stakeholder impact.
Mark Malseed
Senior Advisor
Mark Malseed is an award-winning digital media innovator, storyteller and bestselling nonfiction author. The cofounder of two media intelligence firms, he is a trusted advisor to senior Fortune 500 executives and institutional leaders on sensitive, complex public affairs challenges. Mark has also managed high-stakes client relationships across many sectors, from energy, defense, transportation and manufacturing to retail, financial services, public health, NGOs and the federal government. He has developed advanced software for tracking media coverage and the influence networks behind it, as well as designed a patented mobile information platform. At Watershed, he focuses on advancing the state of the art in PR measurement, shaping public narratives and managing reputational risk through intelligence gathering, data analysis and creative outreach strategies.
Mark Malseed
Senior Advisor
