Proper, Senior Vice President of Brand and Creative
Proper’s Next Chapter Lives at the Intersection of Brand, Culture and Creative Leadership.
Proper has built one of hospitality’s most distinctive worlds: culturally attuned, design-led, deeply considered,
and unmistakably its own.
The opportunity now is to expand that world across properties, tiers, F&B concepts, wellness, content, and digital without losing the clarity, taste, and point of view that made it matter in the first place.
The most powerful hospitality brands do more than create beautiful experiences.
They create worlds people want to enter, remember and return to.
One Proper World.
Distinct Places, Stories and Experiences.
Proper has the opportunity to build a connected portfolio in which every property, tier, and concept has a distinct role while remaining unmistakably part of the same brand world.
BRAND ARCHITECTURE CREATES MEANING
Define what Proper, By Proper, The Collective, Cal Neva, wellness, and each F&B concept stands for, how they relate, and where their boundaries live.
STORYTELLING MAKES THE WORLD TANGIBLE
Create a coherent narrative and aesthetic system across campaigns, photography, film, voice, content, social, digital, environmental graphics, and property touchpoints.
DISTINCT EXPRESSION CREATES DESIRE
Give every place and concept its own cultural texture and story without allowing the portfolio to fragment or drift toward category convention.
CREATIVE SYSTEMS PROTECT THE WORLD AS IT GROWS
Encode taste into standards, libraries, tools, decision rights, and a responsive review process so quality scales without becoming a bottleneck.
The result is not sameness. It is a portfolio of distinct destinations and concepts that all feel authored by Proper, and unlike anything a competitor could create.
Prepared to Help Shape Proper’s Next Creative Chapter.
Brand World Building.
Executive Creative Leadership.
Portfolio Transformation at Scale.
GLOBAL CREATIVE LEADER
Two decades building and transforming global consumer brands across beauty, wellness, performance, food and beverage, and lifestyle categories.
BUSINESS & BRAND BUILDER
Creative leadership that strengthens relevance, sharpens distinction, builds equity, and has supported more than $16 billion in acquisitions, investments, and enterprise value.
BRAND WORLD BUILDER
Creating coherent worlds across strategy, identity, storytelling, campaigns, content, digital, packaging, retail, and experience so every touchpoint reinforces the same idea.
STRATEGIC CREATIVE PARTNER
Trusted partner to founders and executive leaders, connecting business ambition, cultural insight, and creative vision with clear reasoning and decisive standards.
Global Brand Leadership with Measurable Impact.
BUILDING AND TRANSFORMING BRAND WORLDS
Creating distinctive identities and scalable expressions across categories, cultures, channels, and markets.
BUILDING PORTFOLIO ARCHITECTURE FOR GROWTH
Creating masterbrand and sub-brand systems that bringt clarity across products and audiences while enabling expansion.
TURNING EXPERIENCE INTO CULTURAL RELEVANCE
Translating performance, innovation, and credibility into emotionally resonant consumer experiences.
Let’s Build a Proper World People Want to Experience.
Proper has already created a brand with unusual cultural permission: to move between design and hospitality, place and community, luxury and lived experience.
I would welcome the opportunity to bring my global brand-building experience, creative leadership, and portfolio perspective to the team shaping what comes next, protecting what makes Proper distinctive while expanding its world with clarity, creativity, and exceptional craft.
Tammy Vaserstein
p: 646.342.0681
e: tammy@tammyvaserstein.com
www.tammyvaserstein.com