30+ YEARS OF EXPERIENCE
The world of communications evolves every day but at least one thing has remained constant: the charge to create unique solutions to clients' challenges. There are no cookie-cutter approaches. No two campaigns should ever be the same. The best communications programs offer the extraordinary opportunity to change the status quo and create abundance for companies, employees and our communities.
CHARLES SCHWAB & CO.
Ensuring Financial Literacy for All Americans
For over a decade, I led the team helping Charles Schwab & Co. and the Charles Schwab Foundation to institutionalize the company’s commitment to ensuring financial literacy for all Americans. I worked side by side with Schwab on many award-winning initiatives, including Money Matters: Make It CountSM, a program designed in collaboration with the Boys & Girls Clubs of America. Money Matters was the first financial education program designated as a “Proven Practice.” Over the decade, more than 500,000 BGCA teens participated in the program which was offered then at 2,900+ BGCA clubs nationwide. I also spearheaded the annual Schwab Families & Money Survey, which was a cornerstone in media engagement and coverage and established a body of research exploring the personal side of money.
.png){kind=logo}
FINAMILL
Launching a New Housewares Brand
FinaMill is the world’s only handheld, electric spice grinder featuring interchangeable pods, revolutionizing how spices are ground and stored. As a groundbreaking product, we played a pivotal role in launching FinaMill in the U.S. market in 2022. Our efforts led to the successful placement of the product in over 500 independent retailers and esteemed e-tailers like Food52. Additionally, we have spearheaded their social media strategy, forging meaningful partnerships with notable charities such as Cookies for Kids’ Cancer and Careers Through Culinary Arts Program (C-CAP).
In an era where securing earned media is increasingly challenging, we forged a connection with Oprah, leading to FinaMill being featured in Oprah's Favorite Things in 2022. Further solidifying its impact, FinaMill was named one of TIME Magazine's 2024 Inventions of the Year, showcasing its innovation on a global scale. Building on this momentum, in 2024, we developed a strategic partnership with Christina Pirello, host of the award-winning series Christina Cooks: Back to the Drawing Board on American Public Television. FinaMill will be showcased in over 300 markets across the U.S. in the fall of 2024.
The brand’s innovation has also been recognized with the prestigious Global Innovation Award (gia) for Innovation in Kitchen Electrics, presented at the 2024 Inspired Home Show by the International Housewares Association. This recognition cements FinaMill’s status as a leader and creative force in the kitchen appliance industry.
LIFTING UP WESTCHESTER
Reaching Middle and High School Students
I work pro bono with Lifting Up Westchester, a non profit organization whose mission is to restore hope to Westchester County’s men, women, and children by providing food, shelter, and support and lifting them to greater self-sufficiency with greater dignity and respect.
As part of my volunteer work, I direct Lifting Up Westchester’s annual student essay contest. Established in 2017 in memory of Beth Massey Rubens, a life long teacher, tutor and mentor who had a love of language arts, students are invited to write about topics that relate to Lifting Up Westchester's mission. The contest is open to students in the 7th through 12th grades in any public, private or parochial school in New York's Westchester County. Our 2024 contest invited students to "Walk in Someone Else's Shoes" and write a fictional story about an individaul who accessed LUW's programs. In 2023, students explored the connectons and misconception between homelessness and mental health. Our 2022 topic "What Role Does Housing Play in Our Future?" explored generational wealth. In 2021, more than 440 students shared sometimes painful experiences about how the Pandemic had exposed everything from our fractured health care system to the issues of social justice. In earlier years we explored why hope and second chances are important to everyone, including those who experience homelessness. Our questions struck a chord with many students who understood this on a personal level. We have reached more than 2,500 students, their families and teachers across Westchester since the contest began.
WILSONART
Corporate Social Responsibility
Wilsonart’s research, combined with current consumer sentiment, revealed an opportunity for the company to create a unique and ownable CSR thought leadership program. Launched in 2017, Understanding Wood: Sourcing Against the Grain is designed to educate current and future architects and designers on how to identify endangered and threatened woods and equip them with choices of alternative materials, including laminate, that meet their aesthetic and functional needs.
We reach the A&D community through original research, the "National Day of Learning," a CEU on Global Forestry, a dedicated hub on Wilsonart.com and a White Paper exploring the topic of endangered woods in great detail.
VALLEY BANK
Reaching Local Customers
Valley is a rapidly growing regional bank, with approximately 200 branches across New York, New Jersey, Alabama, and Florida. I work for GLA Communications on this account. One project includes sponsoring the New York State Public High School Athletic Association's (NYSPHSAA) Section VIII high school athletics. I created a program called the Valley All-Star Athletes that recognizes student-athletes of Nassau County not only for their athletic accomplishments but also for demonstrating qualities, including a passion for personal and team excellence, and helping others.
DYSON
Launching Dyson in America
When Dyson first came to America, no one knew them. The vacuum marketplace was dominated by a commodity mentality, there were "copycat" bagless vacuums for sale but they didn't work well and media had no interest in the category. The strategy was to leverage Sir James Dyson’s reputation and closely align the brand with the worlds of fashion, design, and technology; industries where vacuum cleaners had never been seen. We launched at a high-profile Fashion Week event in NYC and a created a Dyson Vacuum Design Museum Media Event with Sir Terrence Conran. From introducing the Dyson “Animal” vacuum at the Westminster Dog Show to erecting a five-story tall, bright yellow ball in the heart of New York City to launch the Dyson “Ball” vacuum, the brand quickly solidified a loyal following across America. Sales in the US exceeded forecasts by more than 160 percent in launch year. Within two years, Dyson went from no market share to the #1 position in its price category. Time magazine dubbed Dyson 2002’s best invention. Dyson vacuums were the subject of a “Saturday Night Live” segment and became a pop culture phenomenon on the cartoon pages of America’s daily newspapers.
KRUPS
Building a Brand
For more than 10 years, I helped KRUPS grow from producing only premiere coffee makers to dominating the small appliance world. We launched the Espresso Mini, a personal espresso machine that altered a “must go out to Starbucks” mentality to “enjoy an espresso at home.” From toasters and blenders to waffle makers and hand mixers, we expanded KRUPS reputation well beyond coffee.
INTERLOCHEN CENTER FOR THE ARTS
The Ecology of Art
Through a grant from Wilsonart, Interlochen Center for the Arts is giving their high school art students an immersive, hands-on experience about the role forests play in biodiversity and sustainability. The unique curriculum, instructional videos, visiting artists and the restoration of Riley Woods on Interlochen's campus are some of the program components. This program was cited as one of Fast Company's "World Changing Ideas" in 2019 and will be featured at SXSW in 2020.
CHARLES SCHWAB & CO.
Ensuring Financial Literacy for All Americans
For over a decade, I led the team helping Charles Schwab & Co. and the Charles Schwab Foundation to institutionalize the company’s commitment to ensuring financial literacy for all Americans. I worked side by side with Schwab on many award-winning initiatives, including Money Matters: Make It CountSM, a program designed in collaboration with the Boys & Girls Clubs of America. Money Matters was the first financial education program designated as a “Proven Practice.” Over the decade, more than 500,000 BGCA teens participated in the program which was offered then at 2,900+ BGCA clubs nationwide. I also spearheaded the annual Schwab Families & Money Survey, which was a cornerstone in media engagement and coverage and established a body of research exploring the personal side of money.