Joseph Perello

Joseph Perello is the founder and CEO of Props, the performance-based creator marketing platform redefining how brands drive measurable business outcomes. Props combines the humanity and trust of creator-led storytelling with the precision of paid media, enabling clients to unlock new audiences and achieve results that consistently outperform traditional advertising.

In addition to leading Props, Joe serves on the board of directors of New York Cruise Lines, the company behind iconic brands including Circle Line, New York Water Taxi, and World Yacht.

Before launching Props, Joe co-founded a New York City digital agency that grew into an award-winning firm serving brands such as Nike, Hewlett-Packard, Loews Hotels, Betterment, Cardtronics, and First Lady Michelle Obama.

In 2003, Joe was appointed by Mayor Michael Bloomberg as New York City’s first Chief Marketing Officer, where he helped revitalize the city following 9/11. Reporting to Deputy Mayor Daniel Doctoroff, he developed the city’s first self-sustaining marketing organization—an initiative that generated over $100 million and played a pivotal role in transforming New York’s tourism industry. Harvard Business School recognized the strategy as one of the most forward-thinking municipal marketing models ever implemented.

Joe later served as Vice President of Business Development for the New York Yankees, working closely with the late George M. Steinbrenner III to modernize business operations. His contributions in marketing, partnerships, and digital media drove record-breaking results in ticket sales, sponsorships, and online engagement.

Earlier in his career, Joe held leadership roles at UltraStar, a music and internet venture with David Bowie, and at Mars Health & Nutrition, where he collaborated with Muhammad Ali on the launch of a healthy snack line. He began his professional journey at MBNA America, a leader in affinity credit card programs.

A recognized thought leader in marketing and innovation, Joe has lectured at Harvard Business School, Stanford University, and NYU and is a sought-after speaker and writer. He holds degrees in History and Journalism from the University of Delaware and lives with his family in Princeton, New Jersey.