MY EXPERIENCE

Advertising and Marketing 

A native of Buffalo, New York, and a graduate of the S.I. Newhouse School of Public Communications at Syracuse University, the first third of my career was spent in Advertising and Marketing Agencies, where I had the opportunity to collaborate with developers and builders such as Ryan and NV Homes, K. Hovnanian, Charles E. Smith Companies, Richard Ruben Companies, and The Mayhood Company.

As Director of Brand Planning and Partner at Truth Serum, Inc., I led initiatives in research, strategic planning, brand development, and marketing execution. I developed a program that evaluated brand health, uncovered issues hindering KPIs, identified additional revenue sources, and enhanced customer loyalty.

Over the last 10 years, I’ve managed marketing and advertising for 15 multifamily projects across multiple markets, ensuring that each one resonates deeply with its target audience.

New Condominium Sales 

The second phase of my career focused on selling new condominiums, where I personally completed or managed the sale of over 1,000 units since 2004. This experience spans both the boom and bust of the Great Recession, offering me a valuable perspective on economic fluctuations and the resilience needed to close deals in any market condition.

I also spearheaded the creation of one of the country’s first “click and BUY NOW” custom website portals, which revolutionized the condo sales process by putting the customer at the center and reducing sales costs by 50%. This innovative approach helped Peninsula 88 earn the Best Washington/Baltimore High Rise Condominium Community by Delta Associates in 2021.

Multifamily Development 

For the past decade, I’ve worked on over 20 multifamily projects, transitioning from condominiums to apartments midway through my tenure. My involvement spans the entire development process—from initial due diligence to final sell-out or lease-up. My expertise includes floor plan and unit mix evaluation, amenity planning, and budget monitoring, all while staying true to the project's vision.

In 2017, I assembled and led a team to develop strategic brand narratives for multifamily projects across the Mid-Atlantic and Southeast. This process has been successfully implemented in cities like Washington DC, Fairfax, VA, Frederick, MD, Charlotte, NC, Atlanta, GA, and Richmond, VA.

And just as a coxswain knows every nuance of the racecourse, my approach is informed by living in and owning multifamily properties, offering a level of insight only firsthand experience can provide.