Susan Lobel

Experience

• 

  Freelance

  Jan 1991 - Jan 1993

  Visual Merchandiser, Set Design, Prop Stylist

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

• 

  Bridal Guide magazine

  Jan 1992 - Jan 1994

  Assistant Home and Design Editor

  Produced home and design pages of largest circulation bridal magazine. Wrote and edited copy. Produced photo shoots; sourced and selected products; styled on set.

• 

  New York City Opera

  Jan 1995 - Jan 1997

  Manager of Public Programs and Resources

  Developed and managed outreach programs for cutting-edge performing arts organization. Determined marketing strategies for community outreach; placed advertising. Researched, wrote and edited season guide and all educational materials. Designed and produced direct mail pieces, brochures and quarterly newsletter; sourced and supervised outside vendors. Produced pre-performance lectures, panel discussions and public school workshops; hired talent and negotiated contracts. Supervised box office and ticket sales; managed program budgets; trained and managed interns, volunteers and temporary help. Show less

• 

  Architectural Digest

  Jan 1997 - Jan 2000

  Promotion Manager

  Developed and implemented promotional and merchandising programs for premier design magazine with luxury advertiser base.Wrote and edited added-value proposals and sales materials; in-book copy. Produced events in the United States, Europe and the Caribbean. Managed special projects involving award-winning architects, designers and authors.

• 

  SELF Magazine

  Jan 1999 - Jan 2001

  Promotion Director

  Directed all promotional activity for popular women’s consumer magazine. Produced large-scale signature events with multiple advertiser participation. Developed multi-layered promotional programs for mass market advertisers. Wrote and edited sales collateral. Supervised department personnel and managed budget.

• 

  Interior Design Magazine

  Jan 2001 - Jan 2005

  Director of Marketing

  Directed all aspects of strategic marketing and branding for leading B2B design publication. Managed industry partnerships, events and sponsorships. Developed sales collateral, supervised art personnel and marketing staff.

• 

  SEL Consulting

  Jan 2005 - Jan 2013

  Marketing. Branding. Communications. Creative Direction. Design. Strategy.

  A marketing and branding consultancy specializing in the interior design industry. Bringing 20+ years of expertise to advise a variety of industry clients on how elevate their brands and most effectively reach those in the A+D community through story crafting, content development, creative direction and cross platform strategies.

• 

  Tai Ping

  Oct 2011 - Jun 2013

  Marketing, Communications + Content Consultant

  Consulted on global branding and communications strategy; restructured marketing and graphics department; implemented organizational operations and recruited staff; developed, produced and created content for a broad range of print, digital and social media, including website brand collateral, press releases, annual report, training modules, and company overviews.

• 

  Bella-Dura

  Jun 2013 - Apr 2020

  VP, Marketing & Brand Development

  Responsible for the complete brand restructure and marketing strategy of Bella-Dura--a high-performance, sustainable, American-made upholstery textile--as well as its parent company, a family-run mill serving the interior design industry. Key player in building brand equity and raising awareness, resulting in company acquisition.Elevated the overall Wearbest/Bella-Dura customer experience through compelling and design-driven presentation--from first point of contact, to sale and subsequent marketing support.Re-positioned Bella-Dura in the market, by elevating its profile among existing customers through new brand identity, ad campaigns, website, videos and collateral materials. Successfully launched Bella-Dura HOME with brand-consistent messaging.Forged relationships with the A+D community, and increase Bella-Dura brand awareness through focused marketing and PR efforts, education programs, CEUs and outreach.Acted as Bella-Dura brand ambassador at trade shows and industry events.Drove the Bella-Dura message forward through clear and consistent content across all communication channels - both internally and externally.Deepened relationships with current clients and attract new customers through the development of strong marketing tools and training programs.Developed licensed and strategic partnerships.Increased press placements through traditional and social media outreach; responsible for content and increased followers across social media channels. Show less

• 

  SWAY

  Apr 2020 - now

  Storyteller, Communicator, Strategist, Workplace Wellbeing Advocate

  sWAY was born as a result of passions converged—health and fitness, coupled with a love of design—and a deep understanding of the impact design can have on wellbeing. Drawing from a wealth of experience in marketing, branding, storytelling, and styling, along with the use of evidence-based WELL and FITWEL standards, sWAY helps clients increase their bottom line through human-centric strategies that will attract top talent, boost employee retention and lower costs, by putting health and wellbeing at the forefront. Show less