TEAM PLAYER: Los Angeles developer Caruso Affiliated has added a 20-year marketing veteran to its team with the addition of Melissa Cabot.
Cabot joined the company as senior vice president of marketing to oversee efforts across the developer’s portfolio in a bid to beef up marketing, which includes events and ad campaigns, at the company’s individual properties. She reports to chief marketing officer Judy Johnson.
Caruso’s flagship properties — the Grove and Americana at Brand shopping centers — each see as many as 350 events annually.
Cabot said her current focus is on growing the Caruso Rewards loyalty program, which was launched in November and is preparing for an advertising campaign rollout for the fall. The campaign will focus on digital and print ads in magazines such as Vanity Fair, Elle and Vogue in an attempt to attract “that affluent, fashion-minded customer,” she said.
Cabot most recently had her own consulting firm, Cabot Consulting, which worked with MTV and a global fashion client among others. She is also a former Lucky Brand vice president of brand marketing.