Matthew Kovalsky
New York
Summary
Partnerships, marketing, and events leader with proven success in developing impactful cultural programming and brand collaborations within hospitality and experiential events. Currently managing culture and partnerships for José Andrés Group in New York, focusing on influencer engagement and strategic partnerships across premier locations such as Ritz-Carlton Nomad and Mercado Little Spain. Founder of Kovalsky Creative and Emmy Award-winning contributor for Good Morning America, with extensive experience in producing large-scale events and driving business growth for global brands like Google and Amazon. Recognized for creating culturally relevant experiences that enhance engagement, revenue, and media visibility.
Overview
15
15
years of professional experience
Work History
Head of NYC Culture & Partnerships (Marketing)
José Andrés Group
New York City
04.2025 - Current
- Lead culture, marketing, and partnership strategy across flagship NYC properties including The Ritz-Carlton New York, NoMad (Nubeluz, Zaytinya, Bazaar Bar, Bazaar Meat) and Hudson Yards (Txula Steak, Oyamel, Mercado Little Spain), overseeing brand collaborations, programming, influencer activations, and media engagement to drive visibility and guest traffic.
- Develop and secure strategic partnerships across hospitality, fashion, entertainment, and media industries, curating high-impact programming and experiential activations that increase brand awareness, customer acquisition, and revenue.
- Build and manage relationships with tastemakers, influencers, concierge networks, cultural institutions, and corporate partners to identify growth opportunities and expand José Andrés Group’s presence within the New York cultural and hospitality landscape.
- Structure and negotiate partnership agreements, develop proposals and activation concepts, manage marketing budgets, and ensure all campaigns align with KPIs, ROI targets, and broader brand strategy.
- Spearheaded marquee partnerships and cultural activations including a global collaboration with CHIEF across three cities; celebrity and brand events with PAPER Magazine (Pride celebrations, UTA Pre–Met Gala event, DBA’s 15th Anniversary); Broadway partnerships and press openings; and the inaugural Dobel Tequila US Open Clubhouse activation.
- Secured and developed upcoming collaborations with leading cultural and media brands including Variety, InStyle, PAPER, Interview Magazine, Ghia, Golden Dinner, Buena Vista Club on Broadway, Roc Nation, Russ & Daughters, Christian Siriano, LaQuan Smith, and high-profile talent including Daniel Radcliffe and Ashley Graham.
- Led strategy and execution for three major restaurant launches (Txula Steak, Oyamel, and Bazaar Meat), generating significant media coverage, influencer engagement, and brand awareness across the New York hospitality market.
- Generated $400K+ in directly trackable partnership and marketing revenue through brand collaborations, event programming, and strategic activations.
- Launched recurring cultural programming including weekly live music series across three restaurant venues and a highly attended Drag Brunch series during Pride Month, increasing guest traffic and driving measurable revenue growth.
- Represent José Andrés Group as a brand ambassador at industry events, media gatherings, and conferences to build strategic relationships, generate new business opportunities, and expand market presence.
- Oversee end-to-end execution of events and activations including concept development, pro formas, floor plans, menu collaboration, talent coordination, and production management.
- Built and managed the 2025–2026 New York marketing budgets and partnership strategy, aligning programming and activations with long-term brand growth objectives.
Founder & CEO
Kovalsky Creative
USA
07.2021 - Current
- Have built and created multiple party series across the US in NY, MA, TX, DC, and UT. Have done everything from talent booking, graphic coordination, budgeting, ticketing, expense payments, and more. My largest two events were 1000-2000 people in attendance. I have worked with clubs such as Le Bain, Q Club, Flash Factory, Red Eye, Motel 23, Red Room, Fishbowl, and more.
Business Development Manager & Global Events Producer
Happily, Global
01.2024 - 02.2025
- As the business development manager I am responsible for meeting with and creating quotes and proposals for all new and potential clients. I am responsible for driving business growth within a company. I develop a network of contacts to attract new clients, research new market opportunities and oversee growth projects, making sales projections and forecasting revenue, in line with projected income.
- I have created and managed new deal opportunities within our CRM, developing compelling proposals and swiftly generating quotes for stakeholder approval. My role involved maintaining project milestones to keep production on track, and reviewing local producer playbooks and budgets to uphold quality standards, obtaining necessary client approvals.
- On all our clients I manage and oversee their accounts and production. Also since starting with the company I have brought in over $2.5 million + in revenue and was ranked the top sales team member in 2023. I represented the company at conferences to generate new business and worked on new revenue streams through procurement systems for government and university opportunities. Notable events/clients I led events with included a three-day conference with VC Platforms, Google, and Amazon, the Kettering Foundations Summit in New Zealand, USC Commencement, and APUS Commencement Weekend, ERA's Gala, and many others.
Leasing & Marketing Director
BLDG: The Summit
New York
07.2021 - 10.2022
- Coordinated all building marketing, leasing, and renewal strategies to achieve occupancy, revenue, and retention goals. Handled all leasing activities, resident satisfaction, and lease renewals. Priced units, managed delinquency, rent growth reports, and market surveys. Led a team of two agents, overseeing lease approvals, training, and onboarding. Collaborated on building promotions and social media efforts. Managed upgrades, resident issues, high-profile deals, and reported to the SVP directly.
Leasing Manager
Greystar - The Biltmore
New York
02.2021 - 07.2021
- Coordinated marketing, leasing, and renewal strategies to achieve occupancy, revenue, and retention goals. Managed leasing activities, ensured resident satisfaction, and secured lease renewals. Handled weekly pricing, delinquency, rent growth reports, and market surveys. Led a team of two agents, oversaw leasing approvals, and conducted team training. Developed new promotion methods during a takeover.
Leasing Professional
19 Dutch
New York
08.2019 - 02.2021
- Coordinated marketing, leasing, and renewal strategies to achieve occupancy, revenue, and retention goals. Worked in leasing activities, to ensure resident satisfaction, and secured lease renewals. Handled leasing a new building from day one of opening through year one. I toured potential clients, and when they leased, I would screen them and produce their leases for signing.
- Accomplishments: Regional Leasing Award Winner, Leasing Contest Multi Winner.
Events Director/Board of Directors
NYC Pride
New York
09.2019 - 09.2020
- Planned and executed NYC Pride's 2020 Rally; led the volunteer-driven, community-based Rally committee; served on the Executive Board; promoted and expanded diversity, accessibility and inclusion through Rally programming.
- Accomplishments: Expansion of social media content to include differently abled communities; recruitment and securement of differently abled talent for Rally programming. Also while serving on the board I brought in Target, The NBA, and a few other major sponsors, and event participants.
Freelance Front of House Manager
The NY Times
New York
03.2018 - 11.2019
- Managed the front of house in the NY Times Center Space during events. I worked on the team that would oversee all aspects of front of house operations, including customer service, staff supervision, and catering/vendor management.
Events Manager
NYC Pride
New York
09.2013 - 09.2019
- Planned and executed NYC Pride's events yearly from planning, to vendor management, to volunteer management, to sponsor management and development, to execution.
Events Manager
Capital Pride
DC
09.2011 - 09.2019
- Planned and executed Capital Pride's events yearly from planning, to vendor management, to volunteer management, to sponsor management and development, to execution.
Community Manager
The Yard: LES & UWS
New York
02.2019 - 08.2019
- Toured and signed new agreements, facilitated move-ins and move-outs, onboarded new members, managed facilities and office, maintained sales software, followed up with leads, and managed the budget. Worked with The Yard staff to maximize community potential. As well as oversaw all venue events, on shoestring budgets.
- Accomplishments: Promoted within 8 weeks, increased occupancy from 67% to 92% in 2 months, secured 75 memberships in 6 months, implemented low-cost improvements, formed partnerships for networking events, and increased member participation.
Script Coordinator & Green Room Coordinator
Good Morning America
New York
07.2017 - 01.2019
- Talent liaison; organized talent's transportation and dressing room documentation; escorted talent throughout their visit; provided several segment pitches; coordinated with social media producers; managed city permitting; seven days per week, overnight shift.
- Accomplishments: Emmy Award Winner - Best Morning Show (Team); Promoted from Script Coordinator.
Education
Bachelor of Science - Arts Administration/ Business & Marketing
Wagner College
NYHigh School Diploma -
Sherwood High School
MDSkills
- Talent management
- Partnership development
- Influencer management & engagement
- Event planning and production
- Proposal writing and forecasting
- Budget development & management
- Business development and sales
- Brand strategy
- Client relations and management
- Networking skills
- Problem solving
- Collaboration and teamwork
- Creative thinking and design
- Team leadership and management
- Project management
- Data management and analysis
- Planning and organization
- Time management
Volunteer Experience
- NYC Pride, Rally Director/Board of Directors, 09/01/19, 09/01/20
- NYC Pride, Events Manager, 09/01/13, 09/01/19
- Capital Pride, DC, Events Manager, 09/01/11, 09/01/19
Awards
Emmy Award Winner, Academy of Television, For work at GMA
Internships
Gained hands-on experience across media, entertainment, marketing, and events through roles with leading organizations including Brookside Artist Management (Talent Management Intern), NBCUniversal (Affiliate Marketing Intern), MTV and BET at Viacom (Award Shows Intern), Sesame Workshop (Special Events & PR Intern), The Maury Povich Show (Talent & Production Intern), and NBC’s The Tonight Show Starring Jimmy Fallon (Production, Talent & Wardrobe Intern).
Timeline
Head of NYC Culture & Partnerships (Marketing)
José Andrés Group
04.2025 - Current
Business Development Manager & Global Events Producer
Happily, Global
01.2024 - 02.2025
Founder & CEO
Kovalsky Creative
07.2021 - Current
Leasing & Marketing Director
BLDG: The Summit
07.2021 - 10.2022
Leasing Manager
Greystar - The Biltmore
02.2021 - 07.2021
Events Director/Board of Directors
NYC Pride
09.2019 - 09.2020
Leasing Professional
19 Dutch
08.2019 - 02.2021
Community Manager
The Yard: LES & UWS
02.2019 - 08.2019
Freelance Front of House Manager
The NY Times
03.2018 - 11.2019
Script Coordinator & Green Room Coordinator
Good Morning America
07.2017 - 01.2019
Events Manager
NYC Pride
09.2013 - 09.2019
Events Manager
Capital Pride
09.2011 - 09.2019
Bachelor of Science - Arts Administration/ Business & Marketing
Wagner College
High School Diploma -
Sherwood High School