# Lisette Sand-Freedman

> Lisette Sand-Freedman is the co-founder and Chief Visionary Officer of SHADOW, the independent creative marketing and communications agency she launched with Brad Zeifman in 2007. Her work spans consumer-brand strategy, celebrity and influencer partnerships, creative campaigns and media relationships. Her career is marked by long client relationships, the agency’s expansion beyond traditional PR and a leadership team that includes longtime colleagues who became partners.

- **Role:** Co-Founder & Chief Visionary Officer at SHADOW
- **Organizations:** SHADOW, Alison Brod
- **Known for:** Co-founded SHADOW in 2007 and helped develop it from a PR agency into a creative marketing and communications business., Named in Adweek’s 2026 Agencies Vanguard Awards., Credited on e.l.f. Cosmetics’ 2023 eyes.lips.face.sticky. campaign, which earned a Silver Honor for Multi-Platform Partnership at the 16th Shorty Awards.

## Career timeline

- **Before 2007** — Worked at Alison Brod, where she became a partner and worked in fashion, hospitality and celebrity-brand connections.
- **2007** — Launched SHADOW with Brad Zeifman, initially working from her apartment; Michelle Sokoloff joined at the beginning.
- **2007** — Opened a West Coast office five months after launching the agency.
- **2008** — Liza Suloti joined SHADOW; she is now identified as a co-founder.
- **2016** — SHADOW dropped PR from its name and formally expanded disciplines including creative, influencer marketing and events.
- **2021** — SHADOW named Brian Vaughan, Erica Larsen and Jamie D’Attoma partners.
- **2022** — Identified as SHADOW’s first Chief Visionary Officer in its 15th-anniversary interview.
- **2023** — Credited on SHADOW’s e.l.f. Cosmetics eyes.lips.face.sticky. campaign featuring Jennifer Coolidge.
- **2026** — Recognized in Adweek’s Agencies Vanguard Awards.

## Achievements

- Co-founded SHADOW in 2007 and helped develop it from a PR agency into a creative marketing and communications business.
- Named in Adweek’s 2026 Agencies Vanguard Awards.
- Credited on e.l.f. Cosmetics’ 2023 eyes.lips.face.sticky. campaign, which earned a Silver Honor for Multi-Platform Partnership at the 16th Shorty Awards.
- Helped build long client partnerships with American Eagle and Aerie.

## Latest updates

- **2026-09** — Appeared with Michelle Sokoloff in a Westport Moms interview about building SHADOW and their lives in Westport. The interview describes a team of roughly 120; its anniversary wording conflicts with the documented 2007 founding year and is not used as chronology.
- **2026-04** — Featured in Adweek’s 2026 Agencies Vanguard Awards, with work for Google Shopping, Dove and Estée Lauder highlighted.
- **2025-12** — Her year-end LinkedIn post thanked 117 SHADOW team members and described her work as driving vision and protecting culture.
- **2025-04** — Discussed her career, working style, clients and media relationships in RePressed’s 33 Questions interview.

## Links

- Website: https://weareshadow.com
- LinkedIn: https://www.linkedin.com/in/lisette-sand-freedman-55b1135/

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Profile page: https://yespress.io/lisette-sand-freedman
Published by YesPress — https://yespress.io
Last updated: 2026-10-06