The Watermelon Social Team
Founder and Managing Partner
He has won widespread recognition as a global leader in promise-based corporate and personal branding. George has developed branding and digital marketing campaigns for a variety of clients designed to maximize their impact on sales and profits -- including corporate work for Time Warner (Time Inc. Magazines), Thomson Interactive, The Wall Street Journal Digital Network, Nielsen ProNet, MCEnergy, Guardian Water & Power, Rodale, PBS Thirteen, NYU Langone Medical Center, Smithsonian Magazine, Orlando Convention and Visitors Bureau, Reed Group, Maggie Maternity, VOX Magazine, The Zena Resort and DuPont. His personal branding clients include senior professionals, corporate teams and professional athletes.
Prior to Watermelon Social, George founded Stephan Direct, a full-service direct marketing agency based in New York City. Before that, he managed consumer packaged goods accounts including Pepsi, Frito-Lay and Mars for three of the largest worldwide agencies: BBDO, FCB and Publicis.
George has been an instructor in account management, branding and strategy at the Parsons School of Design. He has written articles and given speeches about his views on promise-based branding and digital marketing. George lives in New York and Maine with his wife Carolyne, his daughter Emma and his dog, Presley. He is also a mentor to Matthew, a 16 year old in the Big Brothers Big Sisters program. George is a distance swimmer and a single digit golfer.
Strategic Services Director
His career has covered all facets of the marketing communications -- from political fundraising, starting a direct marketing agency, President of a full service agency, Chief Marketing Officer for three global brands, a senior position at the US Chamber of Commerce, and working as a consultant and Board member.
This experience has made Bob a highly successful senior business leader and strategist -- establishing the appropriate structure, crafting the business plan, defining objectives, and building communication and positioning road maps, creating and managing teams for profit and non-profit corporations.
Bob consults with large corporations on communication and business strategies in the United States and Europe. Key clients have included Pfizer, the Financial Times, Ricoh Imaging, and the University of Pittsburgh Medical Center.
Bob also has served as a consultant to mid-sized companies wishing to rapidly expand. Examples of these clients are Sportsgenic, a technology platform to integrate media buying across on and off-line properties, Accelitec, a provider of next generation Customer Relationship Management software for retailers, and AdRevolution, an Austin-based technology company focused on improving the response rate to email offers.
For five years Bob was the Lead Director for 24/7 Real Media. He joined the Board in 2001 as the company faced bankruptcy and worked with management until it was sold to WPP for $649 million. He now serves on the Board of Director's of Collective Intellect, a Boulder, Colorado based provider of research on the Social Internet, Transpera, a San Francisco based company that delivers video advertising on mobile phones and PunchBowl Software, a party planning service with a strong ecommerce platform.
His earlier positions include Senior Vice President of Marketing for Pizza Hut, founder of Perkins/Butler Direct Marketing, various assignments at Chiat/Day advertising, were he became President of the New York office, and head of Global Marketing and Licensing for Calvin Klein.
Bob has a Masters in Economics from Texas Tech University, was a jet instructor pilot during his Air Force tour of duty, and serves on the board of the non-profit American Health Initiatives. His three passions are his partner, Joni Evans, snow skiing and golf. He lives in New York City.
Customer Insights Director
She has twenty five years of experience in market research and strategy development with leading advertising agencies and brands. She led research and planning teams at BBDO and Lowe, and was Partner and Director of Strategic Services at Gardner Nelson & Partners. She has established a successful market research consulting practice; her clients have included Johnson & Johnson, PepsiCo, Sullivan, JWT and Unilever.
Carolyne has used her knowledge of market research design, data analysis and presentation to uncover insights for brands such as Charles Schwab, the NYSE, Mountain Dew, KFC, Office Depot, Columbia Business School, Cornell Tech and too many more to mention.
She is a graduate of Smith College and has a MBA from Columbia Business School.
Business Development Director
Lexy is a 'big idea' strategic thinker and client opportunity seeker. She has the insights and creativity to help leaders grow in important, meaningful and enduring ways. Her passion lies in unlocking a leader's potential and harnessing it to maximize its impact on the businesses they run and the lives they lead.
She has spent over 25 years in business development, strategic planning, branding and marketing communications in top management and board director positions at advertising agencies such as Ogilvy & Mather, Publicis, Chiat/Day and Havas. Lexy most recently served as Corporate Communications Director at Betteridge in Greenwich, CT.
Her clients have included Fortune 500 companies such as American Express, Citibank, Ford Motor Company (Jaguar), Heinz, Pfizer, Unilever, UBS and The Boys & Girls Club of America.
Lexy recently added Co-Active Coaching to her skill set, working with clients on a broad range of issues ranging from business development to their professional and personal self-actualization. She has completed the Co-Active Coaching curriculum at world-renowned CTI (Coaching Training Institute) and will attain her CPCC accreditation (Certified Professional Co-Active Coach) in the Spring of 2018.
Lexy received her BS and MBA Degrees in Marketing and Finance from NYU's Stern School of Business. She graduated class valedictorian and was honored as the Valedictory Speaker from the 13 NYU colleges.
Business Development Director
In addition to his business development work, Larry provides executive coaching and business strategy assistance to both private and public sector organizations. He utilizes a specific assessment approach built around his brand promise of “Listen First”.
Larry’s private sector portfolio includes assignments with publicly traded corporations such as General Motors Corporation and Valassis Communications. He also has extensive political experience -- which includes fundraising and state leadership roles for both US presidential and senatorial candidates.
Larry has also built a strong national reputation for his work in the travel and tourism industry. He has represented state tourism agencies leading the way in bringing interactive marketing programs to their outreach efforts. His clients include state tourism agencies of New York, Michigan, Wisconsin, Mississippi, Arizona, Oklahoma, North Carolina, as well as private sector businesses.
Utilizing his diverse set of professional experiences across multiple industry sectors, for profit and not for profit, and political, Larry takes great pride in his ability to help clients navigate all aspects of their respective opportunities and challenges.
When not on assignment, Larry splits his time between Manhattan, NY and Indianapolis, IN and is the proud father of two sons, Brandon and Jake Dickerson.
Account Director/Social Selling Strategist
Prior to playing a key role in launching Watermelon Social, Kei also worked as an Account Manager/Digital Strategist at Stephan Partners where she managed the Time Inc. and Guardian Water & Power accounts. Before that she was Marketing and Sales Strategist at I&OC of Japan where she worked with blue chip brands such as Dial, Purex and Renuzit. She has 10 years of experience in international business, digital marketing and sales in the US and abroad.
Kei graduated with a BA in Marketing and International Business from Waseda University in Tokyo, Japan as a Dean’s Honor Scholar and Valedictorian. In her spare time Kei enjoys blogging to millennials and volunteering for community building projects. She also loves latin dancing, woodworking and learning everything Bulgarian.
Digital Marketing Director
Brian has worked professionally in the Internet industry since 1996. He started his career at Ruder Finn Public Relations where he helped found the Interactive division and worked on online development projects for clients such as GTE, Liz Claiborne and Lucent Technologies.
Wanting to immerse himself in the interactive industry, Brian accepted a position at i33 communications, a leading Silicon Alley Internet start-up that was acquired by AppNet. He worked three years at i33/AppNet as Director of Production where he managed and oversaw all Web production and account services for clients including the American Heart Association, Arrow Electronics, New York Life, MetLife and Suretrade.com.
Brian graduated with a BA in American Studies from Tulane University as a Dean's Honor Scholar.
A successful entrepreneurial team leader with extensive experience delivering creative solution in U.S. and Asia-Pacific markets, he has held regional leadership positions in Hong Kong and Australia with Rapp Collins, J. Walter Thompson and Leo Burnett, where he was a driving force in launching integrated marketing practices throughout the agencies' Asia-Pacific networks. He is recognized as one of the early advocates of Internet-driven marketing and brand-building, serving clients including Citibank, Ford, Shangri-la Hotels, AOL, Mercedes Benz, Morgan Stanley, Hong Kong Telecom and Cathay Pacific, among others.
In 2000, Steve joined the Greater China headquarters of the $2.5 billion professional services firm, marchFIRST, as Vice President, Brand Building Partner, where he managed teams responsible for branding, integrated media support, marketing strategy and all user experience elements for complex transactional websites. His clients included the People's Republic of China Ministry of Rail, United Broadcasting Company (Thailand), Dentsu Communications (Tokyo), eNETVision (Hong Kong) and Morgan Stanley Asia.
Steve returned to the US in 2001, and has provided creative, strategic planning and communications services to clients including Military OneSource, a Department of Defense family services initiative; Cox Communications; IntelSat General; US Department of Agriculture; UBC TV, the Thai national cable TV provider; Montgomery County Maryland Emergency Preparedness Center; The American Prospect magazine and The Center for American Progress.
Before Watermelon Social, Jim was a consultant to ad agencies such as Avrett, Free & Ginsberg, Burson-Marsteller, Della Femina, Deutsch, Grey, Hill Holliday and Messner, Vetere and was a consultant directly to advertisers such as CBS Television, Combe, Inc. and World Wildlife Fund.
Before that, he was a founder and Creative Director of two ad agencies: Posey, Parry & Quest and then James Parry, Inc. Here his clients included Best Western Hotels, Conoco, General Foods, Nivea, Pfizer, Pinkerton, Reader's digest and US Magazine.
Jim has held creative positions at a half dozen ad agencies, including two that started the so-called creative revolution: Carl Ally and Jack Tinker. He has won four Clios; ten 1st, 2nd and 3rd places in The One Show; four 1st place Andys; gold and silver medals from The Copy Club of New York; several medals from the International TV & Film Festival; a Bronze Lion at Cannes.
Jim received a BA from Harvard. He has also had a novel published by HarperCollins and has sold screenplays to Columbia and Universal.
She brings extensive experience as a creative director, art director and graphic designer to client campaigns. Prior to Watermelon Social, Carol founded the first all woman ad agency in New York. Her clients included CBS Television, USA Weekend, Scalamandre Silks, Osh Kosh B'Gosh shoes, Mikasa Retail Stores, Sam and Libby shoes and Absorba Childrenswear.
Before that, Carol was founding partner of one of the leading design firms in the country. M&Co produced ground breaking work that included corporate identity programs, advertising, annual reports, product design, record covers, promotional materials and custom publications for Bloomingdales, Revlon, Audubon Magazine, National Lampoon, The Talking Heads, The Rolling Stone, Billy Joel, Manufacturer's Hanover and Carnegie Hall.
Independent clients have included Lifetime Television, Viacom, Paramount, Fox TV, Hearst, Meredith Corporation, Warner Books, Nick and Eddie Restaurants and Lincoln Center.
A strong creative leader and visionary, she was Senior VP Creative at Saks Fifth Avenue for eight years where she developed and led a plethora of successful branding campaigns including the well celebrated "Saks loves..." and seasonal "Want it!" campaigns. She also oversaw the launch of the new logo and DNA branding.
Featured in the Adweek article, "Hidden Talent," as one of the five top in-house creative directors, Janice has worked with an impressive roster of A-List celebrities, models, photographers, illustrators, designers and stylists. She has run creative projects ranging from collaborations with VH1 top musicians to stories featuring dancers from the American Ballet Theatre and the Metropolitan Opera House.
As Group Creative Director, she worked at ad agencies on many high profile fashion, beauty and lifestyle accounts including Avon, Estee Lauder, Matrix, Kitchen Aid and Real Simple. And, as Creative Director at Anne Klein for six years she created and developed campaigns for all divisions.
Janice is also an illustrator who captures varied subject matter in a surprising, vivid and stylish fashion.
Creative Director/Direct Marketing
Bob Feinberg spent 14 years as Executive Vice-President and Global Chief Creative Officer of Grey Direct, one of the world's top ten direct marketing agencies. He has played a key role in creating national and international campaigns for major clients including IBM, Nokia, Microsoft, Chase Manhattan Bank, Aetna Healthcare, Glaxo-Wellcome, Astra Zeneca, Allergan, Oracle, Audi, Dreyfus Funds, Sprint, Goldman Sachs, Save the Children and M&M Mars. The body of work created or supervised by him encompasses all media -- broadcast, Internet advertising, print, mail, outdoor and sales promotion.
He joined Grey Direct after a long and distinguished career as a creative executive in general advertising. His work at Bozell, J. Walter Thompson and the William Esty Company for clients such as Warner-Lambert, The New York Times, Planters Peanuts, Gillette Blades, Four Roses Whiskey, Lee Jeans and Camel cigarettes earned him virtually every major creative award in the advertising world, including trophies from the One Show, Andy, Clio, Addy, Art Directors' Club and Cannes Festival.
Bob has been published in Playboy, is the author of two comedies produced off-Broadway and has written and produced two short films. While living in LA, he contributed scripts regularly to television shows such as "Mork and Mindy", "The Facts of Life", "The Bad News Bears", "Sha-Na-Na" (he wrote the pilot script for their long-running musical series), "The Misadventures of Sheriff Lobo" and many short-lived series.