A fluid, atypical creative consultancy delivering exceptional 360-degree brand experiences. The work champions brands at all sizes and stages, boasts deep hospitality roots, and spans across categories (B2C, B2B2C, DTC, B2B, ETC). All about besting the brand journey at every single solitary touchpoint. The name is an idiom meaning ‘to handle with care,’ which is the guiding ethos.•OVERARCHING BRAND STRATEGY (BRAND + MARKETING + CREATIVE DIRECTION): Oversees a carefully-curated collection of powerful consumer-facing brands - everything from creative direction to marketing, PR to purposeful growth strategy, social/digital presence to partnerships, naming to product launches, concept development to crisis communications, copywriting to experiential, positioning to new market launches, and so on. We bring extensive experience across hospitality, restaurants of all kinds, CPG, luxury, events/pop-ups/festivals, publishing, hotel, fashion/retail, healthcare, cannabis, charitable/ non-profits, and beyond. •CORPORATE COMMUNICATIONS/PR/STORYTELLING: Advisor to key stakeholders (Founders, Partners, CEOs, and Executive Teams) on PR, media relations, corporate communications, storytelling, positioning, internal & external communications strategy; well-versed in skillfully and sensitively navigating intricate family- and founder-driven dynamics on the corporate stage•HOSPITALITY DESIGN (INTERIOR DESIGN, CONCEPT DEVELOPMENT, LOGO & IDENTITY): Ideation, creative development, concepting, naming, interior & exterior design, logo & identity, menu engineering, digital design, positioning, opening strategy, PR/Corporate Comms, Marketing, Campaigns, and so much more.

LEADERSHIP: Established the Brand, Marketing & PR/Communications arm of this fashion retail brand with international distribution (wholesale, brick & mortar, DTC, and white label). Developed and oversaw a marketing budget in excess of $1.5M, and hired, led, and mentored junior, mid-level, and director-level colleagues, in addition to freelancers and interns SUCCESSFUL ACQUISITION: Owned brand strategy in tandem with the Co-Founders and CEO, to best position the business for its desired sale. The team achieved its goal within 18 months - benefiting from an 11-year foothold in the apparel and footwear space - with an acquisition by Steven Madden LTD (NYSE: SHOO) for $60.3 MillionMARKETING OF RETAIL DELIVERIES: Oversaw all marketing and creative direction for six annual retail deliveries, including editorial photography, wholesale partnerships, eCommerce copywriting for 3x weekly e-newsletters reaching over 100K shoppers. PR/Earned Media and Social Strategy, including gifting, affiliate programs, look & feel EXPERIENTIAL / BRAND ACTIVATIONS: Large-scale shopper activations at national music festivals (Coachella, Life is Beautiful), significant footprints at Magic, Platform, and Project trade shows in Las Vegas, and four annual Market Week presentations for over 700 clients, retailers, and media in the brand's 7,000+ square foot flagship showroom in SoHo’s iconic Puck BuildingBrand Strategy * Marketing * PR/Communications * Social Presence * Experiential * Strategic Partnerships * Creative Direction * Trade Shows * CSR/ESG * Talent Acquisition & Leadership

HEAD OF BRAND: Responsible for the development, preservation, protection, and growth of the entire storied Shake Shack brand throughout its formative years (2006 - 2012) - from the first location through over 20+; established the brand in all its forms - created the voice & tone, developed strategy and execution for every opening and new market launch, led creative direction, spearheaded partnerships and events, oversaw digital presence (site remains live today at shakeshack.com), established social strategy, retail design & merchandising, all copywriting, all PR/corporate communications strategy, marketing, CSR/ESG GROWTH POSITIONING: Member of Leadership team that designed the brand roadmap, positioning Shack for incredible, purpose-fueled growth. Developed all foundational brand, marketing, and PR strategies on an international, national, and regional level; Shake Shack 2022 total revenue = $900.5 Million STORYTELLING / PR / CORPORATE COMMUNICATIONS: Authored ‘The Story,’ all external and internal communications and press materials, statements, all copywriting, tag lines, online and in-Shack signage, collateral, marketing and brand campaignsKEEPER OF THE CULTURE: Responsible for the development, preservation, protection, growth, and success of the entire Shake Shack brand at every level Creative Direction * Brand Strategy * Positioning * Marketing * PR/Earned Media * Corporate Communications (Internal & External) * Brand/Business Roadmap * Digital Direction * New Market Launches * Social Presence * All Copywriting + Storytelling + Content * Experiential/Brand Activations * Established Voice & Tone * In-Store Marketing * CSR/ESG

BRAND VISION: Helped drive the vision of Danny Meyer’s legendary USHG as an advisor, strategist, spokesperson, and trusted colleague by developing warm, effective relationships with all stakeholders in the spirit of enlightened hospitalitySTORYTELLING / PR / CORPORATE COMMUNICATIONS: Copywriter for select businesses - from fine dining to fast casual to a 130,000+ attended/company-owned annual NYC culinary festival - including press releases, company/executive quotes, statements, newsletters, internal and external messaging, as well a series of quarterly magazines from some of the world’s most celebrated Chefs and restaurantsBRAND MARKETING & CREATIVE DIRECTION: Led the design & development of multiple websites across the USHG portfolio (selected and managed design firms, hand-picked photographers, guided look & feel, all copywriting + content, photography direction), created PR/marketing plans that directly addressed goals, managed select social media handles, all the while building and leading the Shake Shack brand (Shake Shack Enterprises branched off from USHG in 2010)Marketing * PR/Earned Media * Corporate Communications * Digital Presence * Storytelling/Copywriting * Creative Direction * Large-Scale Events * Talent Management * Leadership Advisor * Hospitality * Growth Positioning * CSR (Corporate Social Responsibility)

Developed programs to incentivize advertisers and managed the day-to-day client services in support of the publishing side of this beloved Condé Nast book, including authoring all RFPs in four key categories, owning the production of custom experiential advertiser events, as well as planning and executing client participation in a series of Gourmet signature events (‘The Big Game Bash,’ ‘The Gourmet Wine Cellar,’ ‘Gourmet on Fire’ and ‘The Gourmet Institute’)Publishing * Marketing/Merchandising * Branded Content * Experiential/Branded Activations * Client Engagement + Management * RFPs/Proposal Writing * Culinary

Handled global PR/Communications strategy for all ZAGAT products and platforms, working directly with Founders and Executive Team. Managed PR/Communications surrounding everything from print guides to digital offerings - directly reporting to, and advising, Tim and Nina Zagat (Co-Founders) - and all media, product launches, partnerships, and events. Oversaw a series of annual international hospitality industry forums from San Francisco to Shanghai, including event logistics, program development, coordination of panels, and all related publicity and promotionPublic Relations * New Product Launches * Publishing * Hospitality * Experiential * Ideated Industry Forums * Storytelling/Copywriting * Internal + External Communications * Executive Advisor