Andrea Greenberg will join Douglas Elliman Florida in a newly created executive role after leaving Fortune International Realty this summer.
Greenberg will become the firm’s new chief marketing officer beginning Dec. 1, she told The Real Deal.
A mainstay at Fortune, she left the real estate company as its vice president of marketing in August after more than 16 years. “My plan was to relax and travel a bit. I think it was time for a change and new challenges,” Greenberg told TRD.
At Fortune, she led the Jade brand from inception, which includes Jade Residences at Brickell Bay, Jade Beach, Jade Ocean and Jade Signature towers. The development marketing expert worked on Ritz-Carlton Residences Sunny Isles Beach, SLS Brickell and other Fortune projects. Before Fortune, she led marketing at Oceania for more than a decade.
Susie Glass, meanwhile, left Elliman to take over Greenberg’s position in August.
Greenberg was contacted by Douglas Elliman Florida CEO Jay Parker, who said she was “kind enough to take my call” about two years ago when he was first tipped off that she may be looking to make a move. She wasn’t, so Parker said he didn’t pursue it.
But the timing was right the second go-around, and the New York-based firm decided to wait to replace Glass and instead create a new role for Greenberg. Parker cited Greenberg’s depth of experience as a rarity.
Douglas Elliman Chairman Howard Lorber said her experience “will complement” Douglas Elliman’s growth in Florida, where the firm plans to expand geographically and by size.
“We have watched Andrea’s meaningful contribution to Florida’s development marketing industry from afar and are fortunate to now have her as part of our Development Marketing Team,” Lorber said in a statement provided to TRD.
At Elliman, Greenberg will focus on existing projects like the Ritz-Carlton Residences in Miami Beach, the Monad Terrace project in South Beach and some that have not yet launched sales.
Greenberg is joining Douglas Elliman during an overall slowdown in luxury condo sales in South Florida. She said regardless of where the market is in the cycle, marketing plays a role. “People think marketing gets easier at the end of a project,” she said, calling it a constant effort to be creative and innovative. “Certainly, the pressure is on.”
Once she starts in December, Greenberg will get to work. In the meantime, she has one more trip planned for Provence, France.