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Personal Pitch
Marketing Strategy & Brand Positioning | Experiential & Immersive Experience
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Work Background
Allenby.FunCreative Producer | Strategic Storyteller | Impact Maker | Brand Poet
Aug. 2024Los Angeles County, California, United StatesAt Allenby.fun we don’t just create campaigns - We craft worlds where brands and audiences collide, connect, and leave inspired. Blending design, art, and storytelling, We create immersive experiences, bold activations, and strategies that captivate and drive impact. Fueled by purpose, I align creativity with sustainability to deliver unforgettable, meaningful results. Let’s make something extraordinary. Contact: [email protected]
Flora NeroCo Founder - Brand Creator & Creative Direction
Jan. 2020 - Nov. 2023Los Angeles, California, United StatesTogether with Anna Peer, we founded Flora Nero, a vegan luxury brand that dared to redefine modern indulgence with a sustainable edge. Born in Los Angeles, Flora Nero fused opulence with conscience, crafting high-end collections from eco-friendly, vegan materials that whispered elegance and roared innovation. At Flora Nero, we didn’t just create products; we challenged tradition, embracing bold niches like cannabis and transforming them into symbols of elevated living. Luxury was no longer bound by convention—it became a seamless alignment of values and sophistication with purpose. With my smoking-hot wife and the talented Marc Thorp, I led the charge in creative direction, design, partnership marketing, and manufacturing, ensuring every detail exuded refinement. Our crown jewel, the Other Worldly Collection, graced the shelves of exclusive boutiques like Just One Eye, showcasing our commitment to craftsmanship and avant-garde design. Each piece embodied sustainability, with eco-friendly materials woven into every thread, proving that luxury and responsibility could—and should—coexist. Flora Nero wasn’t just a brand; it was a movement. A statement. A new chapter in the story of conscious luxury.
Luxury, redefined. Style, with substance. Responsibility, with an edge.
Meet in Place - On Demand Meeting SpacesChief Sites Officer, North America
Jan. 2018 - Dec. 2019New York City Metropolitan AreaSpearheaded the simultaneous design and construction of three state-of-the-art corporate meeting spaces in NYC, totaling over 30,000 square feet.
From concept to completion, I led every phase of the project lifecycle, ensuring seamless integration of cutting-edge technology and eco-friendly practices. Collaborating closely with architects, engineers, and interior designers, I oversaw every detail—from custom furniture manufacturing and digital experiences to navigating city and state permitting processes. I managed complex stakeholder relationships, balancing the needs of investors, contractors, and city officials to deliver projects on time and within budget. Reporting directly to the CEO and investors, I ensured each space was meticulously curated to blend functionality with an elevated visitor experience. Each location launched successfully with events that underscored the spaces’ impact and versatility. This hands-on leadership translates seamlessly across nonprofit, advocacy, and business sectors, where precision, strategic thinking, and relationship management are critical. By aligning operational excellence with impactful, purpose-driven goals, I aim to deliver transformative results and meaningful outcomes in every endeavor.
Allenby Concept HouseChief Creative Producer / Founder
Jan. 2006 - Jul. 2024New York, Tel Aviv, AmsterdamAllenby Concept House wasn’t just an agency — it was where bold ideas became unforgettable experiences.
From a two-person dream to a global powerhouse, we redefined industries with immersive concepts that blended design, art, music, food, retail and storytelling. We built Pop-ups, crafted Design Installations, staged Art Collaborations, produced Movies, wrote Songs about Bourekas (it's a puff pastry sensation, ohyeah) and created Experiential Activations that tapped into trends and pop culture. For brands like SodaStream, Puma, Heineken, Absolut, Caesarstone, and Audi, we didn’t just elevate engagement - we made waves. - Award-Winning Campaigns:
Led SodaStream’s iconic “F**K Plastic Bottles” series (“Shame or Glory,” “Heavy Bubbles,” “Nano Drop”), earning hundreds of millions of views and driving its $3.2 billion acquisition by PepsiCo. - Experiential Innovation:
Stole the spotlight at Salone del Mobile, Art Basel, NYCxDesign, and more, collaborating with legends like Yves Béhar, Tom Dixon, Jaime Hayon, and Olafur Eliasson. - Sustainability as Strategy:
Wove environmental and social responsibility into every project, proving that bold ideas and real-world impact go hand in hand. At Allenby, we didn’t follow trends - we set them. We created moments that captivated audiences, elevated brands, and changed the game.
MTVS - Meimad TV StudiosBusiness Development & New Content Marketing Manager
Jan. 2002 - Dec. 2006Tel Aviv Area, IsraelMTVS is one of Israel's largest television groups, leading the industry in TV production, digital content creation, and artist representation. With a portfolio of local and international channels, MTVS has redefined storytelling and audience engagement. Role and Impact:
At MTVS, I moved beyond traditional content sales to craft multi-platform narratives that blended branded content, product placements, and real-world experiences. By transforming TV shows into immersive events, I expanded revenue streams and deepened audience connections through bold, interactive engagement strategies. Key Achievements: Strategic Innovation:
Conceptualized and produced immersive festivals inspired by popular TV channels:
HOP Festival: A magical experience for toddlers and families.
Teen Music Festival: Bringing the Music Channel to life for younger audiences.
Alternative Well-Being Festival: A vibrant event showcasing presenters from The Good Life TV Channel.
Revenue Growth:
Generated new revenue streams by creating real-world experiences that extended the life of TV content, turning passive viewership into active participation.
Engagement Revolution:
Led the shift from passive viewing to multi-platform interaction, integrating digital, broadcast, and live experiential platforms to captivate audiences.
Cross-Functional Leadership:
Directed two departments, managing full-time staff and freelancers to deliver seamless collaborations. Mentored talent and ensured alignment between creative execution and business objectives.
At MTVS, I helped transform the traditional TV viewing experience into immersive, multi-platform engagements, setting new benchmarks for audience interaction and brand loyalty while driving innovation and profitability.
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