Luxury real estate brokerage Douglas Elliman has hired a seasoned real estate marketing leader as the company works on a major rebrand that will see the company teased first end of October.
Natalie Passerini has been named chief marketing officer, approximately seven years after leaving her previous role as vice president of marketing at Elliman. She will replace Stephanie Garbarini, who will no longer be associated with the company as of this week. The real deal reported. Since 2019, she has been associated with Douglas Elliman.
Inman could not immediately reach Garbarini for comment. Douglas Elliman did not immediately respond to a request for comment on Garbarini’s departure.
Michael S. Liebowitz
Since last working at Elliman in 2018, Passerini has helped lead marketing efforts at Heritage House Sotheby’s International Realty, PlanOmatic, and most recently served as Chief Marketing Officer for the healthcare networking event eCap Summit, according to her LinkedIn profile. Passerini has also previously held marketing roles for affiliates of Sotheby’s International Realty and Atlanta-based Harry Norman Realtors.
“This pivotal moment calls for an innovative leader with a bold vision for the Douglas Elliman brand,” Michael Liebowitz, president and CEO of Douglas Elliman, said in a statement. “Natalie is that leader and I am happy to welcome her back.”
In her new role at Douglas Elliman, Passerini will oversee the company’s brand and national marketing platform, including the execution and direction of creative efforts across advertising, events, search engine optimization (SEO), generative engine optimization (GEO) and agent branding.
Over her 15+ years in the industry, Passerini has led national and global marketing initiatives and collaborated with top agents, developers and institutional clients to elevate luxury storytelling and growth.
Natalie Passerini
“Douglas Elliman has always been defined by its agents – their expertise, their relationships, their entrepreneurial spirit,” Passerini said in a statement. “Returning as CMO is a full-circle moment for me, and I’m excited to lead a brand evolution that puts our agents at the center. We’re building a platform that amplifies their voices, increases their visibility and gives them every advantage in the world’s most competitive luxury markets.”
The brokerage’s extensive rebranding initiative is being carried out in partnership with New York-based creative company Watson. The goal of the rebrand is to preserve Douglas Elliman’s legacy while positioning it for success in the modern luxury market, the company said in a press statement.
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