As Senior Vice President, East Coast Lead at UM Studios, Rochelle oversees the full spectrum of content and experience execution capabilities for UM’s New York based clients. She leads a team of content specialists who work to develop stories and experiences that help brands such as L'Oreal Paris, BMW, and United States Postal Service unlock competitive advantage through media. She has over ten years of experience in branded entertainment, most recently serving as VP, Branded Content at Ensemble, IPG Mediabrands’ branded content specialty agency, and prior to that at OMD. Her work has been recognized with industry awards, including a Cannes Bronze Lion, Adweek Buzz and One Show Entertainment Award.