"I'm the social director, the party planner, the camp counselor all rolled into one.”
As a born and bred New Yorker (by way of Brooklyn to be exact), Melissa Rosenfield has always been a connector. Her affinity for the most cutting-edge, unique and thoughtful cultural experiences and things has led her to a life defined by well-seeded relationships with movers and shakers in a variety of lifestyle verticals, including but not limited to hospitality, fashion, art, music and food.
Being around trailblazers throughout her life, Melissa naturally decided to forge for herself a new and unknown path. As the world’s first “Director of Vibe,” she is a lifestyle innovator, luxury travel expert and social director all rolled into one. She connects brands with the right people, in the right places, at the right times and establishes partnerships that are authentic, and most importantly, alignments that drive business and yield a strong ROI.
From planning programming to handling celebrities and VIPs, Melissa does it all, but most importantly she sets a unique tone and creates a sense of vibe. Through her work with major brands such as Stila, Tarina Tarantino, she also offers a deep sense of understanding earned media and PR acumen.
In 2010, Melissa made her role as Director of Vibe official and put the concept into the world by way of her work with Viceroy Hotel Group. In the role, she was responsible for programming, events and global PR strategies. The move was unprecedented; not only did people not believe her title (or responsibilities) were real, but they couldn’t quite seem to grasp that one influential individual could oversee and curate an entire feeling and sensory experience for guests of a luxury hospitality company. Now, brands such as W and Renaissance have developed similar roles that they agree are pivotal in enhancing their guest experiences and general reputation.
By 2015, Melissa transitioned into a consulting role and landed collaborations with GM, Samsung and 1Hotels putting her on a fast-track to conquering the lifestyle space in both New York, LA and beyond. In 2015, she returned to her hospitality roots and launched IFP Communications, a New York-based agency that focused on creative brand strategy, to launch a speaker series dubbed, “This Vibe Life” to showcase new, interesting and exciting brands. The series has evolved into a monthly founders panel, and has been part of a larger initiative with IFP that touches on work with Soho House and Marriott.
In her spare time, Melissa is incredibly active – both figuratively and literally. She is an engaged member of The Wing, feels No Kid Hungry is a major cause everyone should be paying attention to, and partakes often in workout sessions at Y7 and The BRRRN. And she believes in the power of doing things with swagger and a smile.