Susan Lobel

If I were to choose one word or theme that threads throughout my years of experience across non-profit, corporate and small owner/founder businesses, it would be: REGARD.

This would apply to a regard for: excellence, growth, novelty to expand, presentation, empathy, human connection, design, aesthetics, power of words.

I thrive in environments that invite possibility, collaboration and creativity, that allow for creative freedom and agency; not those built on limitations.

Adaptive, responsive, agreeable, resourceful.

• Implement strategies and tactics that drive results in triple-figure increased percentages. Raised current organization audience profile 25% in less than 12 months, and drove 1.6k clicks to volunteer page. Continually increasing awareness, volunteering, donations, through educational messaging and creative video content.
• Submitted Founder for Social Impact Leadership Award and devised subsequent promotion that in one week, increased traffic to the website by 264%, Instagram followers by 1,000, donations by 26% and volunteer interest by 5%.
• Responsible for the complete brand architecture and marketing strategy of family-run mill and its sustainable textile, serving the interior design industry. Key player in building brand equity and raising awareness, resulting in company acquisition. Credited with "changing the tires on the bike while it was still moving."
• "Diplomacy Award" for managing with professionalism, humor and grace, challenging projects with multiple stakeholders.

Syracuse University, B.S. Advertising (Newhouse School of Public Communications); B.S. Marketing

New York University, Certificate in Arts Administration

University of Cambridge, Judge Business School,

Certificate in Diversity, Equity and Inclusion

WELL Accredited Professional (AP), International WELLBuilding Institute

FITWEL Ambassador, Center for Active Design

PUPPIES BEHIND BARS, Director of Communications | 2023 – Present

Responsible for communications and educational outreach of non-profit organization that trains incarcerated individuals to raise working dogs to support the emotional wellbeing of veterans, police officers and communities. All initiatives are designed to meet the strategic goals of increasing awareness, growing audience, encouraging volunteering and donor support. This includes but is not limited to: implementing resourcefulness, creativity and vision to develop captivating content; overhauling all materials to align with the organization's brand, messaging and mission; representing the organization at events; developing education and training programs to support current clients and attract new constituents; identifying areas of growth, devise tactics to reach new audiences; continually elevate social media presence via vignettes and stories to educate, engage and inspire.

sWAY, Strategist. Storyteller. Wellbeing Advocate | 2020 – 2023

Enlisted the power of storytelling, branding, visualizing, and educating to help organizations build business with human-centric strategies that support health and wellbeing through their policies and products.

BELLA-DURA, VP, Marketing + Brand Development | 2013 – 2020

Responsible for the complete brand architecture and marketing strategy of a high-performance, sustainable, American-made upholstery textile as well as its parent company, a family-run mill serving the interior design industry. My efforts repositioning Bella-Dura in the market by elevating its profile and customer experience through thoughtful, clear, consistent, and design-driven presentation, had a direct impact in building brand equity, resulting in company acquisition. My role also included developing licensed partnerships, deepening relationships with current clients and attracting new customers, increasing press placements through traditional and social media outreach and acting as brand ambassador at trade shows and industry events.

SEL CONSULTING, Marketing + Communications Strategist | 2005 – 2013

Advised a variety of interior design industry clients on how to elevate their brands and most effectively reach those in the A+D community. Branding building, Marketing + Communications. Content Creation + Creative Direction: Ad campaigns, photo shoots, video; showroom design and styling. Strategic partnerships + Sponsorships: Spearheaded large-scale projects: design competitions, lectures and events; Commissioned talent, secure venues, negotiate contracts, manage logistics.

INTERIOR DESIGN MAGAZINE, Director of Marketing | 2001 – 2005

Developed strategic marketing and branding for leading B2B design publication. Created custom-designed opportunity programs for industry clientele. Directed graphic team on design concepts for all branding materials, displays; photo shoots. Wrote and edited content for all marketing collateral and PR initiatives. Produced 400+-page annual Buyers Guide yielding $1.2M in revenue. Negotiated contracts, managed logistics for special projects, competitions and lectures. Directed smooth operation of 5-person department and $1M budget.

SELF MAGAZINE, Promotion Director

Directed all promotional activity for popular women’s lifestyle magazine including the development of large-scale signature events with multiple advertiser participation. Managed 16-person staff and budget.

ARCHITECTURAL DIGEST, Promotion Manager

Developed and implemented promotional and merchandising programs for premier design magazine with luxury advertiser base. Responsible for added-value proposals and sales materials; event production in the United States, Europe and the Caribbean; special projects involving award-winning architects, designers and authors; staff training and budget.

NEW YORK CITY OPERA, Public Programs + Resource Manager

Developed and managed community outreach programs for cutting-edge arts organization, including pre-performance lectures, writing and editing season guides, ticket sales, staff management.

BRIDAL GUIDE, Assistant Home and Design Editor

Produced home and design pages of largest circulation bridal magazine, including writing, editing, coordination of photo shoots and on-set styling.

Visual Merchandiser, Set Design and Prop Styling

Developed concepts for window and interior installations; product launches and events for Cartier, Macy’s Herald Square, F.A.O. Schwarz, Barneys, Henri Bendel; theater, music videos, television commercials, print advertising; decorative and scenic painting.