The Real Deal Miami

Douglas Elliman and Andrea Greenberg cut ties after three months

Greenberg says she will explore ideas and focus on voids she sees in the marketplace
By Katherine Kallergis | March 03, 2017 06:30PM

Andrea Greenberg and Jay Parker

Andrea Greenberg parted ways with Douglas Elliman this week after three months as the firm’s chief marketing officer for Florida, The Real Deal has learned. Sources told TRD it was Elliman’s decision to end her short tenure.

Greenberg joined Elliman Dec. 1 after more than 16 years as vice president of marketing for Fortune International Realty.

Steve Larkin, a spokesperson for Douglas Elliman in New York, confirmed the departure but declined comment. Sources told TRD Greenberg’s managerial style didn’t mix with Elliman’s corporate culture.

“Douglas Elliman is a great organization and I am grateful for the opportunity that was given to me,” Greenberg told TRD via text. “I want to explore some different ideas that I have had brewing and focus on some voids that I see in the marketplace.”

In February, Modern Luxury published an article about Greenberg’s new position, which included that she led all corporate marketing initiatives and was working on growing the Latin American division. “I am finding myself more inspired than ever,” she told the magazine.

When Greenberg joined Elliman late last year, Florida CEO Jay Parker said the firm created the role for Greenberg after former executive vice president of sales and marketing Susie Glass left in the summer.

“The Douglas Elliman opportunity was an amazing one, and one I had to accept,” Greenberg told TRD. “I have enjoyed it, but I have had the strong desire to do something on my own and different for quite awhile, and feel I have some good ideas worth exploring. I’m excited to become an entrepreneur.”

At Fortune, Greenberg 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.

“People think marketing gets easier at the end of a project,” Greenberg told TRD in November, calling it a constant effort to be creative and innovative. “Certainly, the pressure is on.”