Luxury brokerage Douglas Elliman has signed on a seasoned real estate marketing leader as the company works on a major rebrand, which the firm first teased at the end of October.
Natalie Passerini has been named chief marketing officer, about seven years after she left her previous post as Elliman’s vice president of marketing. She will replace Stephanie Garbarini, who is no longer affiliated with the firm as of this week, The Real Deal reported. She had been affiliated with Douglas Elliman since 2019.
Inman was not immediately able to reach Garbarini for comment. Douglas Elliman did not immediately respond to a request for comment on Garbarini’s departure.
Michael S. Liebowitz
Since she last worked at Elliman in 2018, Passerini has helped lead marketing efforts at Heritage House Sotheby’s International Realty, PlanOmatic, and most recently was chief marketing officer for healthcare networking event eCap Summit, according to her LinkedIn profile. Passerini has also held marketing positions in the past for Sotheby’s International Realty affiliates and Atlanta-based Harry Norman Realtors.
“This pivotal moment calls for an innovative leader with a bold vision for the Douglas Elliman brand,” Douglas Elliman President and CEO Michael Liebowitz said in a statement. “Natalie is that leader, and I am thrilled to welcome her back.”
In her new role at Douglas Elliman, Passerini will oversee the corporate 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 the course of her more than 15 years in the industry, Passerini has led national and global marketing initiatives and partnered 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. “Coming back as CMO is a full-circle moment for me, and I’m excited to lead a brand evolution that puts our agents front and center. We’re building a platform that amplifies their voices, elevates their visibility and gives them every advantage in the most competitive luxury markets in the world.”
The brokerage’s comprehensive rebrand initiative is being conducted in partnership with New York-based creative firm Watson. The goal for the rebrand is to preserve Douglas Elliman’s heritage while positioning it for success in the modern luxury market, the firm said in a press statement.
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