Jim von der Heydt has been working at the intersection of technology and branding for his entire career. Jim started his career in the advertising industry in Chicago. Jim joined the Marketing Department of Ralston Purina in 1981. During is 21-year career he held the roles of VP Marketing Cereals, EVP Marketing Pet Products and EVP Global Business Development and R&D for Pet Products. He also played a key management role in the company’s technology and brand acquisition strategy. After retiring from Purina in 2002, Jim formed a consulting practice focused on business development and strategic acquisitions. He has invested in and coached a variety of early stage companies as one of the first members of the Saint Louis Arch Angels. He is currently advising the new early stage fund iSelect where he also serves as a member of the Selection Committee. In 2010 Jim joined the management team of a start up beverage company, Nawgan. Jim is also an active member of the St. Louis Arch Angels, serves on their screening committee, and has invested in a number of local startups.