VALHALLA, N.Y. – SOMS Technologies LLC, a provider of engine oil filtration products, has established its strategic advisory board. SOMS’ first product, the patented microGreen filter was introduced in October 2008, and was developed to keep engine oil cleaner, longer allowing vehicles to operate up to 30,000 miles between oil changes, according to the company.

The advisory board consists of five members from a diverse set of disciplines, ranging from the automotive, finance and aerospace engineering industries. One member, Brian Holliday, brings to the board more than 18 years of automotive aftermarket experience, including management of Fram’s filtration division, which grew operating income by 65 percent under his leadership.

“It is a true honor to be associated with an entrepreneurial company that has developed the first significant advancement in technology for oil filtration in more than 30 years,” said Holliday. “SOMS has a great opportunity to change a fairly stagnant industry and I am pleased to work with their excellent management team. I believe this new technology will change oil maintenance behavior for a long time.”

In addition to Holliday, the advisory board includes trusted business consultants, John Linderman, Mike DeMaio, Debashis Sahoo Ph.D. and Neil Schaffer.

• Linderman, managing director of NorthStar Partners, brings more than 25 years of senior management experience to the board, including more than 15 years in the automotive aftermarket and is instrumental in advising the company on strategic marketing, commercialization strategy, channel development and execution.

• DeMaio, president of Media Nexus, also brings extensive experience to the board in global and consumer marketing, including brands such as Pennzoil, Cadillac, Motorola, P&G and McDonalds. DeMaio was also COO of Burrell Communications, the largest African American agency in the U.S.

• Dr. Sahoo, concept brief director at Medical Instill Technologies, advises on technical development and validation testing of the microGreen oil filter. Sahoo has an M.S. and Ph.D. in Aeronautics and Astronautics from the Massachusetts Institute of Technology and brings significant expertise in fluid mechanics, thermal and structural engineering, material science, engineering mathematics and operations research.

• Schaffer, founder and CEO of Longview Consulting, is an experienced finance executive and has held CFO positions at both public and private companies. Schaffer advises SOMS on financial planning and operations.

“We are honored to have such a dynamic group of individuals join the SOMS Technologies team,” said Miles Flamenbaum, CEO of SOMS Technologies. “Our advisory board’s credentials further validate the sound technology behind the microGreen filter as well as the overall business potential of our growing company. We value this team’s contributions and look forward to bringing the company to the next level with their guidance.”