Jaocel named managing director at Brand New

Manhattan, NY Brand New, an award-winning, female-owned, integrated marketing collective has appointed Sophie Jaocel to its executive team as the company’s managing director. Founded by Kellie Pean and Alyssa Convertini Lindquist, Brand New specializes in cultural strategy, integrated marketing solutions showcased through their work in brand strategy, creative, experiential, content and talent partnerships. As one of Brand New’s most recent additions to its executive team, Jaocel brings years of experience running multiple pieces of client business across multiple consumer verticals, including Proximo, Samsung, Molson Coors, Google, JetBlue, Pepsi, TikTok, and Slack.

Coming off the heels of leading Brand New’s recent 1800 Tequila x DoorDash x Carmelo Anthony holiday campaign, Jaocel will bring her vast expertise to oversee the agency’s overall operations, strategy, client relationships and profitability.

She will also be responsible for setting the vision and direction for the agency, ensuring alignment with Brand New’s goals and client expectations.

“Having Sophie on board at Brand New is a special moment for us as we look to place an emphasis on company growth and further place our stake in the ground as leaders within the marketing industry,” said Brand New co-founder, Kellie Pean. “Sophie is a highly accomplished executive and knows not only how to advise clients, but more importantly how to take Brand New to the next level,” said Alyssa Covertini.

“I’m excited to work with Kellie and Alyssa to continue bringing Brand New’s work to new creative and cultural heights that lead us and our clients to growth. As clients look for nimble, creative, and culture-minded shops, we as an executive team believe Brand New is best placed in the market to take this on,” said Jacoel.

Prior to joining Brand New, Jaocel was a group director for two years at 72andSunny where she was responsible for spearheading and directing accounts such as Comcast, Etsy, 1800 Tequila, Champion and Dollar. Prior to that she spent a year at ATTN: as a group account director growing their agency business offerings and leading priority accounts including Google, Amazon, Verizon, Airbnb and more.