Our Leadership

Rachel LedermanFounder, CEO and ECD

A groundbreaking veteran producer in entertainment advertising and promotion, Rachel Lederman-Melendez has delivered exceptional work for Disney, Spotco, Showtime, Serino Coyne, Radio City Music Hall and many others.

Xavier MelendezCOO

Interactive producer and project manager with 15+ year track record of delivering innovative digital initiatives for groundbreaking online start-ups and Fortune 500 companies. Experience leading multiple project teams in fast-paced environments to create exceptional and effective online marketing.

Elizabeth StewartExecutive Creative Director

A creative thought leader, Elizabeth excels at guiding teams of designers, writers, developers, and producers in executing successful work that is both compelling and effective in today’s marketplace. Her broad knowledge allows her to direct campaigns that involve all aspects of an integrated landscape, from print to social media, no channel is untouched. She is an unapologetic perfectionist.

Whitney AlexanderDirector of Digital Strategy

Whitney Alexander is a Digital Strategist who has created groundbreaking work for clients in beauty and fashion, from L’Oreal to LVMH to the Gap Inc. portfolio. With a strong understanding of the beauty space, Whitney is passionate about creating rich customer experiences drive loyalty as well as sales. She is currently on a lipstick buying freeze until 2018.

Jay SanduskyWriter, CD

A writer, creative director, strategist, cartoonist and one-time journalist with more than 20 years of advertising success in entertainment, sports, finance, healthcare, travel and cause marketing.

Zach WeinerWriter, CD

Zach’s work spans 15 years of digital, marketing, and advertising leadership for brands. A multi-channel campaign specialist, he brings deep beauty experience to Sweet Sadie, having led brand campaign and product activation teams for brands like Maybelline, Essie, and Cover Girl among others.

Jon LazarArt Director

A seasoned Art Director, Jon firmly believes in the power of creativity, making the best of every situation and that he only has a couple more years of being able to pull off shopping at Urban Outfitters.

Tom CaseProducer

A master of multi-media live events, commercials, music videos, EPKs and long-form productions, Tom Case has produced some of entertainment’s biggest shows, and biggest stars.

Jeannette Rodriguez-PinedaDigital Content Producer

With a deep love and appreciation for image making, Jeannette brings passion and vitality to the projects she aids in production.

SadieThe Boss

She is the sweet one of the bunch!