Veteran database marketing executive Lynn Rovelstad has been named president of AccuData America.

She replaces Bob Sher, who had served as interim president of the Fort Myers, FL-based data service provider. Sher will be chief executive of AccuData’s parent, Primis Marketing Group.

Dan DiCaro, who had been AccuData’s interim chief operations officer, will remain as Primis’ COO.

In her most recent position, Rovelstad was senior vice president in Equifax’s direct marketing solutions division.

“Lynn’s experience is a perfect fit for AccuData,” said Sher in a statement. “Her knowledge of the industry, management style and strategic vision made this an easy decision for myself and my partners at Primis.”

In a separate development, AccuData has added two elements to its AppendX product line.

AppendX: Online Address Hygiene performs NCOA, MaxCOA, DSF, LACS CASS, deceased processing and data consolidation and standardization online at www.acculeads.com.

AppendX: Telephone Append offers access to 96% of all U.S. households, according to AccuData.

Veteran database marketing executive Lynn Rovelstad has been named as president of AccuData America.

She replaces Bob Sher, who had served as interim president of the Fort Myers, FL-based data service provider. Sher will remain as CEO of AccuData