Work experience

Work experience


Communications Professional: Advertising, Branding, Social Media, Marketing & Public Relations

Strategic Communicator with over twenty years of experience in public relations, brand management, advertising, crisis communications, digital & social media management. Masters of Science in Strategic Communications; Columbia University.

Sep 2013 - Present

Lecturer & PhD Student

City University of Hong Kong

Lecturer: Fundamentals of Advertising (Spring 2014)

Lecturer: Public Relations Strategies (Fall 2014)

Designed a new curriculum for the undergraduate students focused on creativity, research and implementation of a campaign.

PhD Student: Department of Media & Communications

Examining the new trend of Adver-Gaming, specifically how companies use online games to interact with consumers and enhance brand loyalty.

Jan 2007 - Dec 2012

Vice President of Communications

New York Health & Racquet Club

Returned in-house to restructure all aspects of the company’s communications practices. Work included: logo development, advertising buying, strategic communications planning, and launch new social media initiatives with Facebook, Twitter, FourSquare and email marketing. Integrated all marketing, advertising and public relations into cohesive consumer messaging.

oAdvertising & Marketing: Developed new logo and brand identity that placed in all advertising campaign creative, website, print collateral and brochures, guerilla marketing, radio and television broadcast campaigns. Also skilled in negotiating and assessing all aspects of the revenue spent on media including contract negotiations (cost), frequency, selection of outlets and more. New image campaign to be rolled out June 1, 2008 featuring updated collateral and website. * New image update to launch October 1, 2012.

oCampaign Creative Development: Designed & Implemented campaigns for digital platforms, television, email campaigns, website, internet advertising, direct mail planning, radio, press releases special events, sales presentations, entertainment / celebrity marketing, and more.

oStrategic Marketing Partnerships development with major corporations such as Nintendo for the launch of the WII Fit, Gillette Razors, Gatorade, and Glacéau Smart Water & Vitamin Water for consumer marketing.

oPublic Relations: New York Health & Racquet Club successfully emerged from a publicity drought through aggressive initiatives to invite the media to learn of our innovative programs. The work included media outreach and crisis communications. Television coverage includes: Today Show, CNN, Fox News Channel, CBS’ Early Show, WB 11 News, EXTRA, CBS 2 Morning News, A&E Television, ABC News, Men’s Health on Fine Living, Good Day New York, NBC, MTV, and more. Print coverage: New York Times, Shape, Self, Oxygen, Cosmopolitan, New York Magazine, New York Daily News, Fitness, Men’s Edge, Time Out New York, Men’s Journal (cover), Crain’s New York Business (cover), Metro, National Enquirer, & Us.

May 2006 - Dec 2006

Vice President

Rubenstein Public Relations

Returned to launch Donald Trump’s Trump Super Premium Vodka, then the most successful product launch in the spirits category. Created and executed media campaigns by securing proactive media placements for a diverse portfolio of clients in the consumer products field, spirits as well as health & fitness. Retained New York Health & Racquet Club as a client and continued to act as media council for both advertising and public relations.

Jul 2002 - Jun 2006

Brand Manager & Public Relations Director

New York Health & Racquet Club

Moved in-house from public relations agency to develop a targeted communications plan that incorporated sales marketing, improved advertising creative & strategic public relations initiatives for new products & services.

oAdvertising: Reduced the budget by over $ 250,000 while increasing sales leads by 35%

oPublic Relations: Established NYHRC professionals as experts in health & fitness

oMarketing: Streamlined sales team presentations and materials into cohesive message.

Jan 2003 - Jul 2003

Independent Public Relations

SCI FICHANNEL & USA NETWORK: Objective: Developed media campaign to raise the media profile of key executive, Bonnie Hammer, in both trade and consumer publications, as well as secure press for the redesigned SCI FI Magazine. The work centered on promoting brand awareness and increased visibility. Coverage included New York Post, UPI, Post magazine, Brandweek & more.KIMBERLY HOTEL: Objective: European boutique hotel in the heart of mid-town New York with 150 luxuriously designed suites has been a premiere destination for business travelers for years. In the wake of September 11th and the stumbling economy, the hotel needed to reinvent itself as a superb value for families and consumer travelers as well. The work has entailed partnering with New York properties (ex. Broadway shows) to launch special packages tailored to leisure travelers. Media interest has been generated by Crain’s New York, Travel & Leisure, Hotel Business News, & Conde Nast Traveler.

Jun 2002 - May 2003

Associate Vice President

Beth Katz Media

Objective: To build the reputations of this start-up publicity and marketing company’s clients in health and fitness and entertainment industries. Served as the primary writer for the office composing press releases, client reports, new business proposals, and marketing strategies.

New York Health & Racquet Club (NYHRC): Objective was to reposition the 30-year-old corporation as a key health & fitness industry leader. Brand positioning and collaborating on the redesign of the facilities “image” including logo, tags, advertising, brochure writing and marketing. Work included pitching key company executives to trade publications (Crain’s New York Business, Club Business International, and Club Industry) as well as securing coverage in consumer media (Fitness magazine, MSNBC, New York Daily News, The Record, and the WB 11 Morning News).

Music Division: Aggressive pitching for the American launch of Greek Tenor Mario Frangoulis on Sony Classical Records. Key to the success was merging the media and marketing efforts. Targeted the fashion press (New York Times Style section) and select syndicated columnists (Liz Smith).

May 2000 - May 2002

Account Supervisor

Rogers & Cowan

·GRAMMY AWARDS / NARAS – Work entailed event planning for several New York City press conferences announcing Grammy Award nominees; the return of the Grammy’s to New York City; and the Grammy in the Schools educational program. Coordinated needs of celebrity presenters Sarah Brightman, Juanes, Luther Vandross, Cheryl James (Salt N Pepa), Angie Stone, Tony Bennett, and others. Secured media coverage on/in E!, Entertainment Tonight, Access Hollywood, MTV, VH1,Good Morning America, Today, The Early Show, Billboard, New York Times, New York Daily News, New York Post, USA Today, Hits, Associated Press, CBS, ABC, NBC, CNN , Fox News and local affiliates.

·ALPINE MOBILE ENTERTAINMENT– Top tier electronics manufacturer in Fall 2000 launched a new mobile entertainment system for SUV’s and family sized vehicles complete with satellite radio, VHS and DVD players, electronic gaming systems and more all merged into one system. Key to the campaign’s success was pursuing trade, travel and family media Travel & Leisure, Family Life, and Mediaweek.

·PUBLISHERS CLEARING HOUSE – Crisis communications needed as company was trying to settle lawsuits from all 50 state attorney generals for misleading business practices. Secured consumer and metro writers in all state top newspapers with the message that PCH welcomed the opportunity to work with each state to ensure a positive outcome for consumers. Results were improved brand recognition and trust that lead to placement of sweepstakes winners and the company name on Today Show, Good Morning America, Inside Edition, Saturday Night Live, and Entertainment Tonight.

·ALTOIDS & ICEBREAKERS – Brand building of popular consumer mint utilized influential seeding at movie premiers and industry events (Charlie’s Angels, Spy Game, Sundance Film Festival), placements in television series and movies, entertainment award shows and popular gift bags. Results landed mentions on the TV shows Angel, Sex in The City, Live with Regis & Kelly,plus coverage in the Los Angeles Times, E!, MTV, VH1, Entertainment Tonight.

Aug 1999 - May 2000

Account Supervisor

Dan Klores Associates

·QUEEN LATIFAH (syndicated talk show) - Supervised a team of three people for actress-singer-talk show host Queen Latifah and her daily talk show. Scheduled team to cover each program taping, divided copy writing for the media and targeted select markets during key ratings sweeps periods for media pushes. Also secured placements with national media (The View, E!, AP TV) and syndicated columnist Liz Smith.

·HEARST MAGAZINES: Worked on several top magazines for heavy media support including placing editors from Cosmopolitan, Redbook,and Popular Mechanics on Fox News Channel, The View, Good Day New York, WB 11 and interviews in the Daily News, New York Post and more.

·Miscellaneous: provided media support for additional clients including SFX (now Clear Channel) Restaurant Associates, and PBS Kids.

1997 - 1999

Account Supervisor

Rubenstein Public Relations
1994 - 1997

Account Executive

Visibility Public Relations
1990 - 1993

Promotions Intern



Sep 2013 - Jul 2016

PhD Media & Communications

City University of Hong Kong
Sep 2008 - May 2012

Masters of Science

Columbia University
Sep 1988 - Apr 1992

Bachelor of Arts

Flagler College




Altoids                                            Icebreakers Publishers Clearing House                The Grammy Awards Alpine Mobile Electronics                  Trump Super Premium Vodka Avenue magazine                            Drinks Americas Dr. Stuart Fischer                            The Queen Latifah (Talk) Show SFX Entertainment                          Tic Tacs Popular Mechanics                          Redbook Cosmopolitan                                  Island Records Project HOPE                                  Dixie Carter Leo Castelli Art Gallery                    Peter Gatien & The Limelight      


              DISCIPLINES:                                                  INDUSTRIES: Strategic Communications                  Health & Fitness Media Relations                                    Spirits Advertising                                              Hospitality Integrated Marketing                            Technology Branding                                                  Retail Writing / Editing                                      Consumer / Packaged Goods Social Media                                           Publishing Measurement & Management            Television Research                                                Entertainment Culture Jamming                                                        Crisis Communications


·        Cosmopolitan Magazine: contributor for monthly column, Cosmo’s 10 Commandments ·        Envy Man: wrote feature articles and new music reviews ·        Men’s Edge: wrote monthly fitness-training column and select feature articles      

Recognition / Awards


Silver, Best Advertising Campaign: Love Your Booty, 2007

Resumes: Download PDF Versions

Broadcast Highlights