Brooklyn's Progress
November 2003

Joseph M. Perello, NYC’s first Chief Marketing Officer, will be the keynote speaker for the Brooklyn Chamber of Commerce’s Marketing Expo 2003 from 8:30 to 11:30 a.m. on Nov. 19, at Grand Prospect Hall.  In addition to the Keynote address the event will include a continental breakfast, networking and a tradeshow.  The Marketing Expo is sponsored by ConEdison, Pfizer, and Verizon.  Visit the Brooklyn Chamber of Commerce’s website, http://www.ibrooklyn.com/ to register and for more information about the event.

As Chief Marketing Officer, Mr. Perello develops revenue-generating opportunities that benefit New York City through marketing, licensing, sponsorship, and other commercial enterprises.  The primary objectives of the Office of the Chief Marketing Officer (CMO) include identifying the core marketing assets of the City and each City agency and tastefully centralizing them into a comprehensive value proposition to corporate sponsorship much the same way any successful sports franchise or museum develops proprietary City trademarks to license and distribute much the same was the NFL or the NBA develops, licenses and distributes their teams and league marks.

The CMO also coordinates the City’s marketing efforts to build a consistent brand by working with NYC & Company, the City’s tourism and convention bureau, the Department of Cultural Affairs, the New York City Host Committee, which is charged with attracting major, image enhancing events, The Mayor’s Office of Film, Theatre and Broadcasting, which has made enormous strides in making New York an even more friendly place to shoot a film and put on a show, and the City’s Economic Development Corporation, which is now aggressively courting business to New York.  The CMO reports directly to Deputy Mayor Dan Doctoroff.

Prior to his appointment to this position by Mayor Michael R. Bloomberg on April 2, Joe Perello was the president of the marketing agency Perello & Company.  The firm specialized in sports consulting, team and league marketing services, and sponsorship measurement and development.  Clients include Modell’s Sporting Goods, the National Football League and Everlast Worldwide. 

Prior to running the agency, he was Vice President of Business Development for he New York Yankees.  He developed many of the team’s business models, doubles sponsorship revenue and helped the Yankees to exceed to 3 million-attendance mark for the first time.  Mr. Perello also helped start David Bowie’s interactive firm, UltraStar, a subscription-based business focused on the music industry.  Before that, Mr. Perello spent almost 10 years with MBNA America.

Mr. Perello graduated from the University of Delaware in 1990 with a degree in History and Journalism.  He is married to Wendy, also a marketing professional, and they have a son, Matthew who is 18 months old.