My name is Annie Perretta, and I am a brand, customer experience, and design strategist.  

My passion for customer experience strategy began in 2014, when I co-founded a home décor retail business, Phoebe & Belle.   From the identification of a new market opportunity, to executing on our business plan, my approach has always married business-minded strategic thinking and consumer-focused design.   My role has ranged from brand development, back-end operation design, and the recent launch of our ecommerce business. To date, Phoebe & Belle has been a success. We surpassed our first month’s revenue target by 60% and experienced 35% growth in gross profit by our second year.

While studying at NYU Stern, I worked as the MBA Strategy Resident for one of the world’s leading brand and design consultancies, Interbrand, and as an Business Development Consultant for an ecommerce apparel startup, Of Mercer.

An avid performing arts fan, I began my career at Lincoln Center for the Performing Arts, where I worked in the fast-paced executive office. 

I hold a BA in Dance and Sociology from Wesleyan University and an MBA from NYU Stern School of Business, where I specialized in Finance, Marketing, and Strategy.

 

EXPERIENCE

Phoebe & Belle, Co-Founder  (2014 - Present)

  • Founding partner of successful 1,500-square-foot retail store that specializes in furniture and home décor on the North Fork of Long Island
  • Designed branding materials, ranging from visual identity to in-store experience; managed public relations, ad campaigns, and social media outlets
  • Designed, built, and launched ecommerce platform, phoebeandbelle.com, in Spring 2016
  • Conducted comprehensive sales analysis to predict future trends and develop inventory strategy
  • Built integrated financial model, creating cash flow projections and recommended annual budgets
  • Hired, trained, and managed staff of four

Interbrand, MBA Strategy Resident (Summer 2015)

  • Served as a senior consultant at one of the world's leading brand consultancy, identified and applied strategic insights to help Fortune 500 clients clarify and operationalize their brands
  • Delivered comprehensive industry audits and interviewed key stakeholders to develop a new brand architecture and go-to-market strategy for a $24b global B2B company
  • Crafted strategy for three successful new business proposals, working directly with Interbrand's North America CEO and Creative Director

Of Mercer, Business Development Consultant (Spring 2015)

  • Identified and executed on partnership opportunities with nonprofits, corporations, and retail businesses for an ecommerce startup specializing in women's work apparel
  • Developed consumer research initiative to improve the experience and design of product page
  • Created multi-platform digital marketing strategy, encompassing social media and retargeting advertising 

Lincoln Center for the Performing Arts, Special Assistant to the President (2012-2014)

  • Served alongside Lincoln Center's President to plan and execute daily agenda and strategic vision for LCPA, an organization with an operating budget of $120 million
  • Managed the communication, logistics, and operations of the Executive Office, with daily tasks including resolution of issues brought by senior staff, trustees, and public officials; organization of the President's calendar; and organization of the President's donor cultivation events and speaking engagements
  • Led team responsible for the planning and fundraising of Lincoln Center's Spring Gala 2013; raised $9.4 million in total, the highest gross amount for a fundraiser in organization's history 

Lincoln Center for the Performing Arts, Patron Service Associate (2010-2012)

  • Served as liaison between Lincoln center and high level individual and corporate patrons
  • Increased Patron Service desk annual revenue by 84% to $1.2 million through VIP ticket sales and event attendance

 

EDUCATION

New York University,  Leonard N. Stern School of Business

Master of Business Administration, May 2016

Specializations in Strategy, Marketing, & Finance

  •  Vice President, Entertainment, Media, and Technology Association & Social Enterprise Association
  • Recipient, The Gosain Foundation Merit Scholarship (academic merit) and The Earnest Bloch MBA Award (community service)

Wesleyan University                                                                                     

Bachelor of Arts, Dance & Sociology, May 2010

  • Study Abroad: School of International Training, Durban, South Africa, Fall 2008