Duke University

NYU School of Professional Studies

Head of Business Development at Uncommon Goods

AUTHOR AND FREELANCE WRITER:
-Currently writing a narrative non-fiction book that intertwines my personal experiences of infertility and loss with the history of women's reproductive rights. Represented by literary agent Stacey Glick.
-Published articles in The New York Times, CNN.com, and Refinery29 focusing on women's health, reproductive rights, and personal resilience.
-Write a weekly Substack newsletter, Fly Bravely.

SPEAKER ON NAVIGATING GRIEF AND REPRODUCTIVE RIGHTS
Deliver talks at conferences, corporate events, and universities on topics including: 
-The intersection of personal experience and reproductive rights.
-Navigating infertility and loss with resilience and hope.
-How to use the arts and creativity to heal. 
-Winner of The Moth StorySLAM.
-Speaker at: Art Expo NY, Speaker at the International Home & Housewares Show, LIMA Licensing Expo, FUSE Design & Branding conference and more.

REPRODUCTIVE RIGHTS ADVOCATE
-Volunteer with Resolve.org to protect and advance the right to IVF nationwide.
-Spoke at the New York State Assembly in support of legalizing surrogacy in New York State.
- Met Senator Schumer in June 2024 in support of the Right to IVF Act to protect IVF access nationwide in the shadow of the embryonic personhood movement.
-Authored opinion pieces in CNN and The Albany Times Union in support of IVF and surrogacy.

INFERTILITY AND LOSS COACH
-Provide support and guidance to individuals and couples navigating infertility, pregnancy loss, and related challenges.
-Leverage personal experiences with infertility, surrogacy, stillbirth, infant loss, and breast cancer to offer empathetic and informed coaching.

www.liadefeo.com

Author and Freelance Writer

Oversight of product development, virtual experiences, licensing, and partnerships.
Established Uncommon Originals private label brand.
Launched Uncommon Goods' virtual experience business in under a month, delivering consistent 5-star rated experiences to customers and meeting revenue projections.
Transformed product development process resulting in double-digit increases to new item productivity.
Drove significant growth of MLB licensing program through strategic product introductions. 
Identified and capitalized on consumer trends to rapidly develop highly successful new products around themes including National Parks, oversized blankets, female empowerment and more.

Uncommon Goods

Head of Product Development and Business Development

Identify, evaluate and lead the development of new business opportunities including experiential offerings and business partnerships.

Head of Strategy and New Business Development

Founder of Fly Bravely, a New York City consultancy that operated from 2020 through 2023. It was dedicated to normalizing infertility and raising awareness of infant loss by providing information, hope, support and advocacy to those who experience loss and infertility on their family-building journey. Published by Refinery29, Healthline, Pregnantish, The Albany Times and more. Shared my story on The  Moth stage and with the InfertileAF podcast. Although my work with individuals and couples has come to an end, I continue to advocate with Resolve.org for access to essential healthcare to support everyone who wants to build a family.

Fly Bravely Consultancy & Advocacy

Founder & Advocate

Lead the development of a multi-million dollar consumer and commercial print business for Getty Images.  Operating as a start-up within corporate environment. Oversight includes Photos.com, Getty Images Gallery, and B2B/B2C sales. Responsible for optimizing and aligning each channel and their associated products to significantly build and grow revenue and profitability of the print business. Manage a multi-functional global team of resources.

Getty Images

Vice President & General Manager- Consumer Prints

Recruited to support the startup’s launch and establish the brand’s position, recognition, and revenue via strategic partnerships. Developed all branding elements, including logos and the brand’s voice with limited resources and in less than 8 weeks. Led the design and development of Quiet Learning, an e-Learning portal.

•	Established strategic partnerships with leading media companies, including Huffington Post, producing 1M monthly page views and Panoply for a podcast which debuted at #12 on iTunes
•	Spearheaded the company’s launch, public relations, and marketing campaigns, resulting in over 250M impressions, including a feature in the New York Times Sunday Styles section

Quiet Revolution LLC

Head of Strategic Partnerships & Brand Licensing

Responsible for the business-side of design collaborations, marketing partnerships, influencer campaigns and more for contemporary artist Michael De Feo.  Establish rules of engagement for artist with brands ensuring artist maintains artistic integrity and freedom while adding value for each brand.  Evaluate opportunities and negotiate deal terms.  Led business-side of artistic collaboration with Guerlain for the re-branding of the Aqua Allegoria fragrance line introduced in 2020 including packaging, collateral and advertising collaborations. Oversaw Michael De Feo for J.Crew which launched in January 2017 with branded t-shirts, store windows, in-store signage, blog post, catalog page and social media mentions.  Assist with PR efforts including securing front-page NYT Style section profile in April 2016.

www.mdefeo.com

Artist Michael De Feo

Director, Studio of Michael De Feo

Identified an emerging trend and conceived and founded New York City’s first-ever Street art Walking Tour company in 2011. Recognized in the Top 3 Art Tours in NYC by CBS and ranked 5/5 on TripAdvisor.

Hosted both street art walking tours and photography workshops.

https://www.timeout.com/newyork/walks-tours/street-art-tours-see-graffiti-on-these-new-york-walking-tours

https://passportaddict.wordpress.com/2012/05/01/obscura-day-2012-street-art-photography-workshop/

https://brooklynbrainery.com/users/15939-saddleshoe-tours

Saddleshoe Tours

Founder & CEO

Directed Food Network’s multi-channel monetization efforts resulting in over $200M in annual sales; identified and evaluated opportunities for licensing, strategic investments, joint ventures, marketing driven partnerships, and e-Commerce. Translated opportunities into strategic action plans; led RFP processes, negotiate deals, and oversaw all creative activity. Grew ad sales revenue by over $8M by negotiating advertising commitments into consumer product contracts.

Led the following businesses: Food Network housewares at Kohl's, Food Network wine, Food Network's Online Store, DVDs, Candles, Studio Tour program, Cooking classes and more.

Food Network

VP, New Business - Consumer Products

Hired to evaluate the existing Shop at Home TV Commerce business and launch a white label e-Commerce platform. Executed the wind-down of the existing business and led RFP, partner selection, deal negotiation, and the launch of a new online store in under 10 months.  Build the platform as a springboard for talent to introduce and launch products; served as an exclusive launch partner for Rachael Ray’s multimillion dollar cutlery line. Concurrently led $10M talent-centric DVD line in partnership with Sony Home Entertainment & Target.

Director, e-Commerce

Involved in a strategic project with Limited Brands to streamline the merchandise planning process across the enterprise.  Documented current state practices, developed a future state model and worked with a chosen software solution (JDA) to build the support system for the future state process.

CapGemini Consulting

Manager

Began at Martha Stewart overseeing Martha Stewart Everyday (MSE) line at Kmart. Relaunched MSE Soft Home line including bedding, bath, window and kitchen products. Launched new lines for MSE including Baby and Paint line. Oversaw everything from merchandise planning to product development through to in-store packaging & POS.

Monetized Martha Stewart’s TV brand through licensing deals with Warner Bros. (DVDs) and Sony Music (CDs); fostered productive relationships with major brands and successfully negotiated the profitable deals.

Received MSLO Employee Excellence award in 2005.  Consistently promoted within the organization.

Lia De Feo