Rubenstein

I joined Rubenstein in 2007 as part of a management team helping Steven Rubenstein adapt the business to digital media. My work combined new services, company strategy and internal training.

A New York institution

Howard Rubenstein founded the firm in 1954. By the time I arrived, its work reached across New York’s business, media, cultural and civic institutions. Ken Auletta’s 2007 New Yorker profile documented Howard’s influence and the changes facing the business as Steven expanded its reach.

The firm’s work included publicity for the first section of the High Line, which opened in June 2009. Its opening announcement named Rubenstein Communications as the media contact—a specific example of the civic and cultural work around us.

Creating new services

I launched and managed the firm’s creative and digital/social media groups, as well as a team focused on Wikipedia. We expanded into online reputation management, content for clients’ own channels, and unconventional marketing and communications tactics.

Clients were dealing with faster news cycles and more places where people encountered information about them. My work helped extend the firm’s services into search, social media and direct communication with audiences.

Helping the company adapt

I developed and ran an internal modernization program, with workshops on emerging platforms and strategic thinking. I also advised executive leadership on company priorities, brand positioning, and internal and external communications.

Alongside that work, I partnered with the business development team on proposals and pitches and advised clients on marketing, digital and social media initiatives.