Joseph Perello is the founder and CEO of Props, a performance-driven content platform. Props combines the attraction of creator content with the results of paid media. Brands use the platform to engage audiences who typically ignore traditional advertisements.

In addition to leading Props, Joe serves on the board of directors of New York Cruise Lines, which oversees iconic brands such as Circle Line, New York Water Taxi, and World Yacht.

Prior to founding Props, Joe co-founded a digital agency in New York City, which he built from the ground up into an award-winning firm. His agency’s client list included top-tier 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, tasked with helping to revitalize the city following 9/11. Reporting to Deputy Mayor Daniel Doctoroff, Joe led the development of the city’s first self-sustaining marketing agency, which generated over $100 million and transformed the city’s tourism industry. Harvard Business School recognized his strategy as one of the most forward-thinking models ever implemented by a city.

Joe also served as Vice President of Business Development for the New York Yankees, where he worked closely with the late George M. Steinbrenner III to modernize the team’s business operations. His contributions to marketing, partnerships, and media strategies drove record-breaking success in digital media, ticket sales, and sponsorships.

Throughout his career, Joe has held leadership roles at UltraStar, a music and internet venture with David Bowie, and Mars Health & Nutrition, where he worked with Muhammad Ali to launch a line of healthy snacks. He began his career in direct marketing with MBNA America, a leader in affinity credit card programs.

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