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Innereactive is a full-service advertising and digital marketing agency based in the greater Grand Rapids area of Michigan. We are a friendly and skilled bunch of marketing strategists, event planners, sales trainers, graphic designers, digital advertisers, web developers, company culture consultants, social media specialists, and more. We provide a wide range of services to a multitude of clients. Connect with us to learn how we can help you achieve your business goals and objectives!

Innereactive team at the 19th Anniversary Lunch.

“Innereactive has been managing our marketing needs since 2013, and we couldn’t be happier with them! They are our one-stop shop for everything we need to help grow our business. In addition to handling printing our placemats and menus, they also handle all of our online brand development needs! Email marketing, website development, and social media management—there is nothing they can’t do. If you are looking for a team to help keep your business on track, look no further. I couldn’t recommend them enough!”

JT’s Pizza & Spirits

“A HUGE thank you! I am thrilled, THRILLED with the new pics and website presentation. It really looks great. You have come through again making me look good (not an easy task)!”

Ecenbarger Eye Care

“Innereactive is one of the reasons we have grown and been successful.”

Optometric Education Consultants

Samantha Toth

Marketing Rockstar (President)

Samantha grew up in an optical practice with multiple family members in the industry. An ABO certified optician herself, Samantha worked as a dispensing optician for eight years, as well as managed an independent optometric practice. During this time, she realized there were very few people, or marketing firms, that understood the unique marketing needs of the optical industry.

With a strong passion for marketing and design, Samantha pursued and completed her bachelor’s degree at Michigan State University. In 2003, she started Innereactive Media, a full service advertising agency and digital marketing company.

Her experience as a certified optician, along with her formal marketing education has given her a unique perspective on marketing, design, and website solutions for the eye care industry and as a result, she and her team work with a number of clients in the eye care and optical field.

Samantha is an ABO, NCLE, AOA, JCAHPO, and COPE approved speaker and she lectures Internationally teaching owners and managers best practices for marketing their business. Her niche expertise led her to be named one of the “Most Influential Women in Optical,” and her company was named one of Michigan’s Top 50 Companies to Watch. She and her team work with frame and lens manufacturers, laboratories, eye care practices, as well as other industries across the country.

In between flights and lectures, Samantha always finds time to indulge in her intense love for sports and thoroughbred racing on the nearest screen. When at her home, she loves to hike and spend time with her friends and family.

616-216-2008 | Email Samantha

Heather Morrison

Operations Alchemist (VP of Operations)

While attaining a degree from Aquinas College, Heather worked as an administrative assistant at her local eye care practice. The knowledge gained from this experience, along with her organizational, problem solving, and process improvement skills make her a great addition to the Innereactive team.

Although she joined the team as an Innexus Specialist, her dedication to personal and professional development has allowed her to grow into Innereactive’s VP of Operations. In addition to helping our clients make sure their projects are running smoothly, Heather ensures our office is fully functional. She works toward creating a company culture that encourages idea sharing, adapts easily to change, and inspires employees to do their finest work on every project.

Outside of work, Heather enjoys reading, hiking, gardening, and spending time with family and friends. She is quick to make recommendations for great books and great local trails if you are interested.

616-419-3393 | Email Heather

Marie Wiewiora

Digital Dynamo (VP of Client Relations)

With a passion for art and design, Marie naturally grew into the marketing industry and has held various roles over the years. As a Graphic Designer, Account Manager, and Customer Experience Director, Marie has always enjoyed working directly with clients to develop creative solutions and designs.

As VP of Client Relations, Marie has connected all her experience into a single role to provide quality solutions for all Innereactive clients and lead the team to do the same. She enjoys the challenge of learning, testing, and seeing results as the digital marketing industry continues to change.

Marie loves everything green. Well, except the color. Her family is always striving to find the next sustainable habit to add to their rain barrel and garden collection! They love the outdoors and are always itching to go on their next wilderness adventure.

616-419-3462 | Email Marie

Marisa Lyon

Finance and Marketing Manager

Marisa is originally from Flint, Michigan, just a few hours from Innreactive’s home base in Grand Rapids. Opposite of what you might imagine from someone in love with numbers, she is very bubbly, personable, and never caught without a smile on her face!

After graduating from Michigan State University with a degree in Finance from the Eli Broad College of Business, Marisa joined the Innereactive team. She believes that to live a happy life, you must have balance! This created a perfect opportunity to join the team as she will be the woman behind the curtain and make sure our accounts are balanced.

Outside of work, Marisa enjoys being around family and friends, hanging out in a hammock, and taking her dog to the dog park.

616-682-7746 | Email Marisa

Samantha TothSamantha Toth
Heather MorrisonHeather Morrison
Marie WiewioraMarie Wiewiora


Innereactive was established on April 22, 2003 by Samantha Toth. Samantha was raised in an eye care family, which includes three optometrists, a national sales manager for a large frame company and a certified optician. She too spent eight years working as an ABO certified optician in the Grand Rapids area wearing many hats. Her passion for marketing led her to pursue a BA degree from Michigan State University and ultimately start Innereactive to provide custom marketing solutions for the optical industry and other small to medium sized businesses.

Opening of Innereactive’s Pettis Location, 2007

Innereactive Was Awarded Michigan 50 Companies to Watch, 2016

Innereactive Team Celebrating 20th Anniversary, 2023

Two short years later the growing demand for graphic design and marketing services created the need for additional staff and a seemingly shrinking amount of office space. The Innereactive team relocated to Ada, Michigan. One year later, with more staff joining the team, the office was expanded by an additional 1,200 square feet.

In 2009, launched Innexus®, an all-in-one, don’t-do-it-yourself website, social media, and marketing solution. Designed by certified eye care professionals with extensive experience in optometry and ophthalmology, these programs were designed to help eye care professionals generate new patients online, stay connected on social media, and reactivate patients with email, text, and voice reminders. Having helped digitally market and grow over 1,000 eye care professionals across the country, Innexus was a tremendous success.

In February 2013, Innereactive moved to an even larger location in Grand Rapids, Michigan. From 2016 to 2019, the team grew again to fourteen and then again to 22 members including marketing strategists, graphic designers, web developers, business development, and project management specialists. In addition to being experts in their field, all Innereactive employees are also fully trained in optical, right down to lens designs and treatments. Meet our team here!

In June 2021, Innereactive decided to sell the Innexus division of the company to Marketing4ECPs, while Innereactive remained under full ownership by Toth. “The decision to split Innereactive and Innexus into two separate divisions was difficult, but I’m extremely excited for both the team and members of Innexus to have the opportunity to join the Marketing4ECPs family. A lot of purposeful thought and collaboration went into this decision, and I couldn’t be happier to have found the right home for Innexus”, says Toth. Her passion of supporting independent eye care practices fueled her vision of building an organization that could stand the test of time. Over the last two decades, Innexus has helped over a thousand eye care practices across North America grow their patient bases, brand recognition, and overall profitability.

Innereactive continues to grow and thrive under Toth’s leadership while operating independently of Innexus by providing full-scope advertising and digital marketing services to enterprise clients in all industries. Of course, the eye care industry will always have a special place in Samantha’s heart.



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