Five Against One Studio is a multi disciplinary advisory studio built out of necessity for the current, "experiential economy." The studio is comprised of executive level experiential strategists, creatives, and storytellers that provide expertise and insight on brand development + identity, immersive consumer experiences and activations, industry leading product launches, and effective ongoing programming and content for brands that are looking to engage their audiences through both (IRL) in real life, and digital experiences.
Five Against One Studio places the highest regard and focus in providing detail oriented, and obsessive attention to the work we perform and execute for our clients.
Vice President, Brand & Strategy
May 2018 – Jul 2019
Los Angeles, California
The dFm is a creative and experiential agency with locations both in Los Angeles and NYC that specializes in brand strategy and positioning, creative direction, influencer engagement, public relations, partnerships, social media, and branded content. The dFm also has a strong programming and activation presence at high profile cultural events such as Sundance, Coachella, NYFW, SXSW, Grammys, Lollapalooza etc.
The dFm also owns and operates Westwood Westwood. WestwoodWestwood is a comprehensive media brand that recognizes a progressive audience with an advanced cultural understanding. Our mission is to discover and empower a global community of innovators, risk-takers and cultural influencers – showcasing their inspirations, creativity, and insights.
VICE PRESIDENT BRAND DEVELOPMENT
Apr 2014 – May 2018
THE STANDARD HIGHLINE - THE HOLLYWOOD ROOSEVELT - MONDRIAN PARK AVENUE- AMBASSADOR CHICAGO - TWO BUNCH PALMS- HOTEL G
Championed the new company’s creative direction and brand development from inception and
led creative and public relations/social agencies in development of the new brand’s ideation and public-facing voice, through the creation and definition of company-wide strategies and brand architecture and experiences;
Established vision and mission for the Journal brand from the ground up.
Developed brand equity through messaging content across multiple media, including external/PR, print, digital, environmental (events), and internal.
Project-managed agencies, creatives, freelance vendors, and internal senior stakeholders to deliver timely and budget-conscious implementation(s).
Created new lifestyle blog called, TELLER to serve as a component of the brands voice. Teller combines notable interviews with socially relevant personalities, story lines for each of the cities that have Journal properties, and overall interesting positioning centered around music, art, fashion, travel, and technology, for a well educated lifestyle consumer.
Re-branded The Hollywood Roosevelt through creation of dynamic new graphic designs and color palettes, and the design and development of all new brand collateral, apparel, hotel and travel accessories, and all guest-facing consumer products and touch points; curated fashion designers’ development of custom uniforms for staff, aligned with brand imaging.
Conceptualized new public spaces that aided in creating new guest experiences, and revenue streams
Sourced more than $750,000 in brand sponsorship and support and partnerships.
Executive Produced the promotional film, “Dancing Commas,,” about the Hollywood Roosevelt Hotel experience.
Curated high profile events centered around Jeremy Scott, Debbie Harry, Mick Rock and David Bowie, Travis Scott, Alexa Chung, Theophilus London, Big Sean, and Boy George.
Brand & Creative Consultant
Jun 2013 – Apr 2014
CREATIVE & BRAND MARKETING CONSULTANT
With 40 restaurants in operation, 6 in development, and global expansion on the horizon, Starr Restaurants are exceeding 200 million dollars in revenues led by iconic brands, Buddakan and Morimoto. Recruited personally by Stephen Starr to be his right hand Creative and Brand Marketing Executive consultant to lead the Starr Restaurant Organization in restructuring a highly visible and provocative brand architecture with deliverables that include creating new social and digital media platforms and distribution channels, content driven activations, creative and strategic partnerships, new conceptual and programming initiatives, socially connected ambassador network program, loyalty and reward offerings, creation of cultural blog and platform, and highly visible lifestyle integration.
CURRENT CONSULTANCY SCOPE OF WORK:
• Understand all hospitality addresses/assets in a deeper more analytical form, inclusive of demo/psychographics for each property for specific target marketing
• Walk and entertain all influencers, key players, and all potential stakeholders thru all properties for opinions and potential collaborations and partnerships
• Look to identify and generate market specific consumer and competitive differentiators to evolve the brands platform, identity, and growth opportunities
• Work in conjunction with Starr Restaurants internal and external pr agencies for launching new marketing activations to capitalize on maximum exposure
• Structure a plan for new brand identity and pr stories that will harvest excitement for Starr Restaurants
• Look to formulate and develop bold industry leading lifestyle and hospitality experiences that create visibility and brand value while driving roi
• Work on a digital marketing plan that will enhance visibility providing unique content programming by integrating and providing video/musical/ informative branded content to guest and followers,
Sr. Director of Creative Development & Brand Experience
Commune Hotels & Resorts
Feb 2012 – May 2013
The parent company of Thompson Hotels and Joie De Vivre, two nationally recognized lifestyle boutique hotel brands. Commune Hotels & Resorts operates more than 50 unique hotels, has over 7,000 hotel rooms within its portfolio, and earns collectively over 400mm per year. With a combined 25 years of experience launching an operating uniquely driven boutique hotels, Commune Hotels & Resorts employs over 4,000 employees and hosts the most trafficked boutique hotel website in the country with 4.8m unique users per year.
SENIOR DIRECTOR OF CREATIVE DEVELOPMENT & BRAND EXPERIENCE
As a major contributor and top Brand Marketing Executive at Commune Hotels and Resorts, the position of Senior Director of Creative Development & Brand Experience was one of the first official hires to the newly formed parent company that oversees both Joie de Vivre and the Thompson Hotel brands, (50 operating hotels, 9 in development.) With a direct report to highly notable hotelier and Co Chairman of the Board, Jason Pomeranc, qualitative and significant brand relevance in this role has been attained by means of creative and strategic partnerships (Global*), editorial content to the award winning ROOM 100 blog and Magazine, large scale event productions (Global*), artist, retail, and musical partnerships, as well the creation of uniquely branded scents and overall defined music aesthetics for all properties. A definitive portion of the position is dedicated to the development side of the brand, working in tandem with the corporate design, digital, public relations, and operational teams, creating identifiable brand standards and differentiators to each of the internal brands being formed.
SELECTED VISUAL ACHIEVEMENTS BELOW IN PDF- PLEASE CLICK TO VIEW
Regional Director of Entertainment
Morgans Hotel Group
Oct 2008 – Jan 2012
MORGANS HOTEL GROUP CO. (formerly Ian Schrager Hotels) is widely credited as the creator of the first "boutique" hotel and is a continuing leader of the hotel industry's boutique sector. Morgans Hotel Group operates and owns, or has an ownership interest in, Morgans, Royalton and Hudson in New York, Delano and Shore Club in South Beach, Mondrian in Los Angeles and South Beach, Clift in San Francisco, Ames in Boston, and Sanderson and St Martins Lane in London. Morgans Hotel Group has other property transactions in various stages of completion, including projects in New York, Turkey, and Doha, Qatar (Nasdaq: MHGC)
REGIONAL DIRECTOR OF ENTERTAINMENT
Negotiated and programmed all entertainment deals, brand partnerships, marketing, and weekly nightlife and promotions for all Morgans Hotel Group NYC properties. Managed all aspects of brand integration, forecasting, P&L responsibility, and large-scale event production reporting to the Executive Vice President of Operations.
• Implemented national branding, partnerships, and barter collaborations with fashion houses major publications, and top tier talent agencies
• Solidified international fashion week partnership with L’ARC Paris in conjunction with designer Vivienne Westwood
• Programmed the Hudson Hotel to the second highest top line revenue in the 11 year history of the hotel during a tumultuous economic period (2011) with musical acts such as La Roux, LCD Soundsystem, Smashing Pumpkins, and Duran Duran
• Conceptualized and launched new Food and Beverage and Entertainment brands for the hotel opening of Mondrian Soho, creating global recognition
• Directed a 4 person team that oversaw nightlife, special events, business development, and special projects earning approximately 400k per month across 10 venues and 4 properties
SELECTED VISUAL ACHIEVEMENTS BELOW IN PDF....PLEASE CLICK TO VIEW
Happy Valley Nightclub
Jul 2005 – Nov 2007
Greater New York City Area
HAPPY VALLEY NIGHTCLUB – New York, NY 10036 2005-2007
Owner operated…Negotiated all lease terms with New York City landlord Walter Samuels, while raising upwards in 2 million dollars of private equity. Conceptualized, marketed, managed, staffed, and programmed all front of the house strategies and initiatives for the venue. Worked hand in hand with famed fashion designer, Jeremy Scott on adding all detailed design sensibilities, and bar concepts making the space world renown for its artistic character.
• Partnered with top model Heidi Klum for celebrity packed annual Halloween party
• Won Paper Magazine “Best New Nightclub” 2005
• Directed PR concepts and brand strategy with PR agency, Peoples Revolution’s owner Kelly Cutrone.
• Hosted World famous Burlesque performer, Dita Von Teese on several occasions
• Hosted V Magazine’s 5 year anniversary party with special guests Karl Lagerfeld and Yoko Ono
Aug 1998 – Jul 2000
Greater New York City Area
Provided VIP services to all patrons at both Soho and Tribeca Grand Hotels. Established all new front of the house and door procedures, client retention, and VIP procedures pre and post opening of the Tribeca Grand hotel, and its now famed Church Lounge. Worked hand in hand daily with the VP, Creative Director in assuring brand assurance was achieved.
GRANDLIFE HOTELS are downtown New York’s original hotel pioneers; the first to introduce the luxury lifestyle hotel experience to downtown Manhattan.
Operating the celebrated Soho Grand and Tribeca Grand, they
are located in the city’s most sought after areas, alongside world renowned art galleries, boutiques and restaurants.
Since their debut they have been supporting and promoting fashion, film, art, music, and design through their iconic neighborhood properties and throughout the world via the international GrandLife lifestyle brand. The Grands have emerged as modern classics, offering a refined clientele impeccable service, luxurious accommodations, stunning decor and a vibrant, local take on dining, nightlife and entertainment.