After an ‘aha’ moment over a glass of wine and years of friendship under their belts, Alison and Tori made the conscious decision to trust in their unique capabilities, perspective, and instincts. They left their previous jobs, simply, with the drive to create a life and agency for themselves, on their own terms, with people and companies that speak to their personal missions and passions.
Through their work as contɘnt, they aim to collaborate solely with mission-driven brands on storytelling through community-driven marketing initiatives and strategy. This is their journey ~ #tobe_content.
Alison has an innate understanding of what companies and consumers want — engaging content and brand authenticity — and she has carried this throughout her career.
Alison began her career at SWW Creative where she worked directly with the President & CEO, managing and developing projects for companies in fashion, philanthropy, and global diplomacy, working very closely with the United Nations.
Alison continued her work at the Atelier Doré creative studio, where she met her future contɘnt co-founder, Tori Lazar. She developed close relationships with brands, such as Sézane, Laura Mercier, Galeries Lafayette, and Omega, while managing commissioned projects for the Atelier’s Founder and Chief Creative Officer, Garance Doré. Alison produced and orchestrated editorial content for clients, such as Nespresso, The Outnet, and Bumble and Bumble. She was also deeply involved in the Atelier's community engagement, facilitating an experience during the 2016 Women's March in Washington D.C., as well as creating content and curating the programming for the launch of the Atelier Doré retreat in Marrakech.
In 2017, Alison transitioned to the wellness industry, where she launched editorial experiences at the premier health and lifestyle company, Well+Good. This included the inception of Well+Good TALKS, giving the Well+Good community a front-row seat to industry insiders, entrepreneurs, and celebrities at the forefront of wellness. Alison curated and produced Well+Good’s quarterly retreats, focusing on intimate and impactful experiences, led by hand-picked fitness and wellness talent, becoming a wide-spread success, and deemed by Forbes as the “ultimate curated wellness getaway.” Alison also orchestrated experiential partnerships with Urban Zen, 92Y, The Assemblage, and Fast Company.
Through her work, Alison has demonstrated the value of content creation and storytelling through experiences and organic collaborations.
Tori approaches her work with empathy and a passion for empowering founders, brands, and the larger community to present and live their truth - a foundation she believes is crucial for successful communication and impact.
Tori’s career began under the wing of stylist and entrepreneur, Laura Ferrarra, where she focused her efforts in two parts: first, supporting and managing large scale fashion, beauty, and lifestyle campaigns and editorials with notable companies like Maybelline, Olay, Glamour, and Allure; and second, coordinating wholesale accounts, press features, and creative brand assets for Laura’s family farm, Westwind Orchard. This was Tori’s first foray into entrepreneurship and an unconventional career path.
Tori continued her work at the Atelier Doré creative studio, where she met her future contɘnt co-founder, Alison Belilty. Tori’s role there quickly transitioned from Assistant Fashion Editor to Content Editor, where she oversaw creative direction, production, and casting for all fashion and lifestyle features, as well as custom branded content for clients like Calvin Klein, Vince, Net-A-Porter, Bumble and Bumble, and Nespresso. Through her work at Atelier Doré, Tori was able to develop and establish strong relationships with a vast network of talent, creatives, brands, and entrepreneurs, and ultimately, discover her true passion - marketing.
In 2018, Tori transitioned from an editorial setting to dive deeper into modern marketing at the agency, bybabba, where she directed and managed more than half of their accounts, working closely with clients and founders on strategic efforts, such as influencer relations and community building, brand positioning, creative partnerships, and experiential marketing. Tori’s roster of clients included Lexington Company, Waldo, Yoga Vida, ba&sh, Bemz, and Showfields, recently deemed the “future of retail,” amongst others. She also worked closely with agency founder and award-winning marketing professional, Babba C. Rivera, on business development, engaging and developing relationships with new and potential clients.
Through her work, Tori has demonstrated an instinctive ability to relate to the various climates, needs, and goals of the companies, brands, and the people she has had the pleasure to work with; allowing her to clearly strategize and execute with authenticity and storytelling at the forefront.
Isabella’s key strengths stem from a holistic marketing and PR background, grounded in authentic relationships. Throughout her career, she has maintained a forward-thinking perspective on marketing trends through an innate curiosity to stay ahead of the ever-changing landscape.
As a graduate of NYU Steinhard’s Media, Culture and Communications program, Isabella’s career began as an Account Manager on Purple PR’s Beauty and Lifestyle division. Supporting and managing clients, including Tata Harper, Lancôme, and Too Cool For School, Isabella led client relations while executing wide-working scopes. This included conceptualizing and producing press and influencer events, scaling from intimate breakfasts to large-scale experiences, producing press and influencer trips, developing product launch media strategies and securing consistent media coverage across her client roster.
In 2018, Isabella began working with award-winning founder and CEO, Babba C. Rivera, and her tight-knit team at the marketing agency, bybabba. Working directly with Babba across various marketing initiatives, Isabella grew into a flexible role where she ultimately found one of her greatest strengths - creating impactful and meaningful partnerships with, both brands and people. Isabella managed and worked closely with brand founders on projects varying from experiential marketing, social media strategy, influencer relations and community building, creative partnerships, influencer trips and more - with brands including Summersalt, Glossier, ATP Atelier, HICKEYS, and Suistudio. She also conceptualized and produced a multi-day experience for October 2018’s she bybabba, the agency’s first-ever pop-up shop, with proceeds benefiting the Lower Eastside Girls Club. Ultimately, this experience took her across NY, LA, Stockholm and beyond, and she couldn’t be prouder of the work she produced with the team there.
Isabella believes in partnering with brands to make an impact through projects, both large and small, emphasizing a brand’s integrity through the stories they tell.