Elad previously worked for NewComix.com, an online comic book retailer he co-founded in 1998. His previous experience includes working as Director of Sales and Marketing for Top Cow Productions where he led marketing campaigns and worked closely with retailers on a national basis. He has been an independent contractor for Certified Guaranty Corporation (CGC), and he also co-founded the So Cal Comic Con, a one-day comic book and toy convention in the San Diego area.

“We continue to expand what we do here at IDW, producing everything from Television shows to board games,” said IDW’s VP of Marketing Dirk Wood. “But the cornerstone of our business continues to be our partnership with comic book stores. We’ve been looking to expand our communication with the Direct Market, to reach out to our most important customers on a consistent basis. With Joel’s experience and understanding of the market, it’s clear he’s the right person for the job.”

"I'm extremely thrilled to be joining this organization, as I feel IDW is part of my extended family after our previous successes together," says Elad. "I can't wait to contribute any expertise or perspective that I have to forge and enhance lots of beneficial partnerships with comic book retailers worldwide. I'm very honored to be a part of this team and I'm looking forward to the possibilities that lie ahead."