iSEE Store Innovations is a global design and manufacturing company that loves a challenge. We develop innovation retail solutions that maximize space productivity and announce brand presence with authority. We do this with a deep understanding of both the brand and retailer objectives within an ever-increasing complexity of the marketplace. In short, we make stuff that really works!



Joe Vonder Haar

Chief Executive Officer

Bass player & band member, which explains why he named all 3 of his daughters after Allman Brothers Band songs. Former member of the Batting Practice Squad for the St. Louis Cardinals.

Over 25 years at Anheuser-Busch, Inc. driving business in the c-store channel and closing his AB career as VP of Convenience Channel. Continues to nurture his passion for innovation in small-format with the founding of iSEE Store Innovations and maintains a high-level presence at NACS – the National Association of Convenience Stores – and is currently the Chair of the NACS Supplier board.

Email Joe: Send Mail

(314) 852-6598

Steve Brenner

Chief Creative Officer

Fortunately, and sometimes unfortunately, always says what’s on his mind. Favorite dive bar is out west somewhere at the end of a long motorcycle ride. Says he plays some guitar and drums, but hell if anybody’s ever heard him!

Steve has been in the creative business for over 25 years, working with some of the top brands around. He spent 11 of those years owning his own agency in St. Louis, The Shaw Company, where he helped brands like Bud Light realize their potential at retail with advertising and promotions. As the Chief Creative Officer he brings his brand and retail creative experience to help ideate and design iSEE products as well as market the company. In addition, Steve and his team offer brand graphics and creative capabilities through the iSEE Creative team.

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(314) 369-7021

Mark Schaefer

Chief Operating/Financial Officer

Has visited 37 foreign countries, so it’s no surprise he’s fluent in 4 languages. Assisted in the design of a beer cooler for Brazil that has changed their restaurant & bar industry indefinitely.

Mark has over 30 years developing and manufacturing refrigerated merchandising products for retail stores. Spent 27 years with Hussmann Corporation, the leading supplier of refrigerated display merchandisers for foodstores. Spent 15+ of those years in international markets and working with retailers and beverage companies in developing countries. Has many years of global manufacturing,  product development, and sourcing experience. He loves working on new and innovative products and concepts.

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(314) 609-6844

John Thomas

VP Business Development

Eagle Scout. Would rather be fishing. His favorite food is fried chicken, and his favorite beer is cold!

John's passion for deeply understanding his customer's needs (as well as the needs of the end consumer/shopper), and relentlessly pursuing and executing the right solutions to meet those needs, truly sets him apart from the rest. John has a unique ability to "connect the dots" from insights to action.

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(314) 605-7220

Nathan Underhill

Executive VP, Sales

Born in Florida, spent a few years in California, and now happily resides in St. Louis. Lived in Rome for 5 months, and has traveled to 25 different countries.

Nathan has been in the wholesale distribution space for over 10 years in key roles spanning sales, operations, acquisitions, and marketing. He has been responsible for building and maintaining lasting partnerships throughout North America and has done marketing strategy work for both Fortune 500 companies and local non-profits alike. Today he focuses on creating industry leading best practices in the product innovation space and developing strategic partnerships to bring new products to market.

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(314) 681-6370

Barb Robertson


Former bartender, which explains why she can balance a full glass of wine on her head. Despite that talent, her biggest accomplishment in life is her son.

Barb brings over 25 years of bookkeeping and accounting experience to iSEE. She manages all of the accounting functions including accounts payable, billing, and accounts receivable. Barb is always willing to help and brings a positive attitude to work every day.

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Melissa Vonder Haar

Senior Account Manager

Avid home-brewer and award-winning chili chef, so she’s a good friend to have! Former movie projectionist turned Senior Account Manager.

Melissa comes from Winsight Media, where she spent the past five years covering the convenience channel for industry publication CSP and established herself as a leading voice for regulatory, merchandising and products trends in tobacco and e-vapor. Prior to her tenure at CSP, Melissa had an eclectic career in entertainment and digital media, working for Scholastic, MTV and even a brief stint at Saturday Night Live. Melissa also has deep roots in the beer industry, having worked as a a CMT and Brand Ambassador for Anheuser-Busch in New York City during and after college. Melissa is thrilled to combine her unique understanding of the convenience industry and digital engagement with her passion for beer to the benefit of iSee and its customers.

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Jessica Vonder Haar

Sales Process Manager

The year she married a Cubs fan was the year the Cubs finally broke their curse. Has a dog named after St. Louis Cardinals HOF Whitey Herzog. Was voted Most Likely to Host Her Own Talk Show, but she’s still working out the details.

Since Jess was the first official employee of iSEE Store Innovations, she has a unique perspective in that she has seen every aspect of the business as it's evolved over the years. Now, she is focused on customer service. As the Sales Process Manager, she acts as the liaison between the sales and operations teams to ensure that we are living up to customer expectations.

Email Jess: Send Mail

(314) 704-0563

Jarod Gentry

Account Manager
Avid University of Alabama football fan. Cycling and soccer enthusiast. 1992 Shades Cahaba Elementary School Geography Bee Champ.

Account Manager located in Dallas, Texas. Jarod manages all aspects of the commercial relationship with our largest clients in central and western US markets. Jarod's focus is to maximize sales and service performance for iSEE. Jarod also develops new clients and new route-to-market opportunities in grocery, drug mass and convenience channels.

Contact Information

(888) 417-2457

Corporate Office

139 West Monroe Street, Kirkwood, MO 63122