Joseph Perello

Founder & CEO

Joseph is the founder and CEO of Props, a storytelling-as-a-service platform. Props combines the high response of stories with the control and scale of paid media. Brands use Props to unlock audiences who ignore ads.

Joe is also a member of the board of directors of New York Cruise Lines, home to Circle Line, New York Water Taxi, and World Yacht.

Prior to Props, he co-founded and led a NYC-based digital agency and bootstrapped it into an award-winning shop with clients including Nike Vision, Hewlett-Packard, Loews Hotels, Betterment, Cardtronics, and First Lady Michelle Obama.

To help fulfill the mission to rebuild New York City after 2001, Mayor Michael Bloomberg appointed Joe to be the first Chief Marketing Officer of the City of New York in 2003. Reporting to the Deputy Mayor for Economic Development and Rebuilding, Daniel Doctoroff, Joe and his team created the first self-funded marketing and promotional engine in the City's history, generating more than $100 million and paving the way for unprecedented results in tourism. Harvard Business School recognized his pioneering business model as some of the most innovative of any city.

Joe was the Vice President of Business Development for the New York Yankees during some of their most successful seasons. Reporting to the late George M. Steinbrenner, he was a leader in the transformation of the front office and designed new strategies for marketing, partnerships, and media. Joe and his team’s innovative approach helped shatter records in digital media, ticket sales, and sponsorship revenue.

He was a principal in UltraStar, a music and internet venture with David Bowie and the EVP of Mars Health & Nutrition group, where he helped launch a healthy snack food with Muhammad Ali. He started his career as a direct marketer with affinity credit card pioneer MBNA America.

Joe has lectured about marketing at Harvard Business School, Stanford University, NYU, and is a sought-after industry writer and speaker. He’s a graduate of the University of Delaware with a degree in History and Journalism. He and his family live in Princeton, New Jersey.