Ziel Feldman’s HFZ Capital has tapped Alicia Goldstein, a former executive vice president at Faena Group, to be the company’s senior managing director and president of sales and marketing.
The newly created position will see Goldstein, a veteran of the Related Companies, bring HFZ’s latest development, a mixed-use office, retail and residential project at 76 11th Avenue, to market.
Goldstein was at Faena, the firm led by Argentinian developer Alan Faena and partner Len Blavatnik, for three years. During her tenure, she spearheaded the company’s U.S. expansion, and launched sales at Faena House, a high-end condominium project in Miami Beach. The building’s penthouse recently sold for $60 million to billionaire hedge fund manager Kenneth Griffin.
Feldman told The Real Deal that Goldstein “will help us with projects already underway, while positioning and bringing to market a variety of future developments including plans for 76 Eleventh Avenue where she’ll work closely with BIG, the architecture firm we’ve engaged to design the full block site.”
Nir Meir, a principal at HFZ, noted how unusual it was for a company of HFZ’s size to bring such a significant name in marketing in-house.
“Usually, these people represent developers on behalf of the big marketing firms like Elliman and Corcoran,” he said. “No one, except for the likes of Related, has really brought anyone of that caliber in-house.”
Meir said HFZ, which will work with Elliman On The 11th Avenue project, has not yet decided if it will bring sales and marketing efforts entirely in-house in the future.
Goldstein was formerly a senior vice president and the head of nationwide condo marketing for the Related Companies, where she worked on the Residences at Time Warner Center, the Brompton, Superior Ink and the Caledonia. She also marketed properties across the country, including Viceroy Snowmass and Snowmass Base Village in Colorado and the Century in Los Angeles.
HFZ has been one of the most active developers in the city over the past year.
Its residential pipeline also includes a 64-story, nearly 800-foot-tall condo tower at 8-16 West 30th Street in NoMad and a condominium conversion at the Belnord rental building, at 225 West 86th Street.