Founder/Creative Director
Moses Media, Inc.
New York, NY
1998 - Current
- Founded this full-service, award-winning strategic marketing company specializing in creative development, branding, packaging and content for fashion, luxury, beauty, hospitality, retail, e-commerce and publishing industries. Developed a clear mission, vision and culture for company as foundation for growth, branding and development of employee culture with the thoughtful decision to stay small and robust.
- Expertise in working with startups as well as elevating and repositioning existing brands and dusting off older brands needing to signal change in an evolving marketplace.
- Known for campaigns, content projects and branded imagery that is always thoughtful, smart and visually sumptuous.
- MM counts among its clients, past and present, American Express Publishing, Badgley Mischka, Ben Sherman, Bloomingdale's, Bruno Magli, Carolina Herrera, Colin Cowie, Coty Prestige, Donald J Pliner, Elizabeth Arden, Hardrock Hotels, India Hicks, Ines Di Santo, Komar Brands, Pace Communications, Palace Hotels, Pineider SpA, Reem Acra, Rizzoli, South Coast Plaza, Temple St. Clair, The Plaza Hotel New York, Tiffany & Co., and Vera Wang.
- Selected Notable Projects: in-depth case studies available upon request
- South Coast Plaza Mission: Elevate the look and content of two seasonal catalogs for upscale West Coast shopping destination to reflect the global luxury brands (Prada, Balenciaga, Chanel, etc.) and bridge brands (Tory Burch, Michael Kors, J.Crew, etc.) in their real estate portfolio. Actions: Reworked merchandising with SCP agency to create on-trend, editorial approach; brought in new teams of creatives; created a logo for high-merchandise book; redesigned books, oversaw location selection and casting. Results: Transformation increased global brands willingness to participate in SCP book; elevated look amplified reader engagement with brands for both couture and bridge books.
- Colin Cowie Weddings Mission: Establish a brand identity and team for a digital media/ecommerce startup. Actions: Worked as creative director, market strategist and part of management team hiring key players for design, build, market, social media, user-interface, and sales; created and oversaw all editorial content, site design, strategic partnerships and marketing strategies. Results: established strategic partnerships with De Beers, Empire State Building, Estée Lauder, Moët & Chandon, Target, Tiffany & Co., among others; within first 9 months, CCW became the fastest growing startup in the weddings market with close to 1 million unique visitors and over 6 million page views.
- Donald J Pliner Mission: Reimagine brand with strategic plan to elevate overall image and restructure media buy and relationships with key media partners to gain editorial support and reach more shoe-centric customers. Actions: Introduced new PR firm to support brand transition; created an overarching approach to visual imagery that included re-merchandising collection for immediate trend recognition; redesigned catalog as a trend-focused magalogue; integrated and supported charitable initiatives; elevated profile and reach with smart advertorials; oversaw national and local advertising for more than 700 affiliated stores. Results: Reduced DJP media spend first year from $1.75 million to $850k, simultaneously increasing editorial credits from two to 162.
- Vera Wang E-Commerce Site Mission: Oversee the creation of Vera Wang's first e-commerce and registry site with a content component reporting directly to Vera Wang. Actions: Oversaw the look, feel and content of site; collaborated with outside agencies; all approvals and direction went through MM including think tank, Phenomenon, back-end developers, and UX firms; worked with VW merchants and in-house licensing to create product assortment; shot and produced all product and hero imagery for portal; edited Vera Wang on Weddings, the book, as content for the site; created quizzes and other interactive devices to engage shoppers.
- Elegant Bride Magazine Mission: Redesign and revamp editorial direction of this upscale bridal magazine owned by Pace Communications. Advertisers and industry reaction to redesign was so positive that Pace subcontracted all creative and editorial to MM. Actions: Acted as editor-in-chief and creative director of the publication, re-staffed the magazine in NYC, oversaw all content and creative, brought in high-profile columnists and contributors, brought in world-class photographers and stylists, elevated the models, art directed all photo shoots and worked with publisher and advertising staff to create compelling opportunities for advertisers. Results: 52% increase in revenues the first year; signed Tiffany & Co. to the inside and back covers for launch issue and subsequent issues; first bridal magazine ever to be nominated for a National Magazine Award in photography along with Vanity Fair, National Geographic, GQ and Condé Nast Traveler; created an advanced, game-changing standard for bridal publishing.