Lawrence Greifer – President
Lawrence (Larry) Greifer has been involved in Luxury marketing since the beginning of his career when he was hired to assist with press relations in the US for the French West Indies as a travel destination. From there, he was recruited by the Bordeaux Wine Information Bureau to be a key participant in developing the high-end image of the largest fine-wine vineyard of France.
Larry was once again recruited to join a US subsidiary of French Luxury Goods company LVMH where he would remain for 20 years, focusing on the disciplines of Public Relations, Entertainment Marketing and Influencer Marketing. Getting exposure to the marketing of the various brands in the LVMH portfolio, Larry found that his professional passion lied in the Luxury positioning of brands and understanding the commercial mindset of the Luxury consumer.
A creative source for brand promotional ideas, Larry has developed programs that reach out simultaneously to consumers, press and numerous industry trades. Throughout his career he has connected high-image brands with deserving, targeted consumers through a variety of means, delivering clients’ marketing messages via numerous entertainment vehicles such as television and film.
Often asked to coach marketing managers to improve their oral presentation style, Larry is also a media-trainer to corporate executives and celebrities alike. He has been a guest speaker at New York’s Columbia University, UCLA and Pasadena Art Center College of Design.
With his experience in working with a litany of Luxury and premium companies in the categories of fine wines and spirits, beauty, accessories, and travel, Larry counsels organizations seeking to change their internal corporate cultures as well as their external image perception.
Bilingual in English and French, Larry has lived in New York and Paris before permanently settling in Southern California.
Lisane Lapointe – Senior Vice President
Lisane Lapointe holds a key position at Luxury Management Group due to her 20+ years of expertise in Influencer marketing & creative experiential events, a strong understanding of the Luxury market, and in-depth knowledge of the food, wine and spirits industries.
Her career journey has taken her from television & film production to entertainment marketing, to Influencer public relations and educational high-net-worth consumer initiatives for premium and Luxury brands. She has worked with the world’s largest wine & spirits suppliers including Moët Hennessy, DIAGEO, Bacardi, Pernod-Ricard, Rémy Cointreau, and Beam Suntory. Most notably, Lisane was the first Dom Pérignon Ambassador, an innovative marketing position she held for 7 years, paving the way for a concept that has since been adopted and adapted for sales, by most wine & spirits companies today.
Lisane trains executives at all levels on various topics regarding Luxury. She has also collaborated with some of Los Angeles’ most renowned chefs and led many wine & spirit dinners for Hollywood’s elite, melding her Entertainment background with her love for gastronomy. This professional and personal passion for food along with wines & spirits has led her to further studies in Professional Cooking and to becoming a Certified Sommelier with both the Court of Master Sommeliers and the International Sommelier Guild. She is also a Wine & Spirits Education Trust (WSET) Certified Professional in Spirits with Distinction, a Society of Wine Educators CSS (Certified Specialist in Spirits) and CSW (Certified Specialist in Wine), and is Certified by the Consejo Regulador de Tequila. Lisane has also been quoted in What to Drink with What you Eat – The definitive guide to pairing food with wine (…) based on expert advice from America’s best sommeliers by James Beard Award-winning authors Andrew Dornenburg and Karen Page.
Born and raised in Montréal, Canada, Lisane is bilingual in French and English and has extensive knowledge of Spanish. She is a graduate of the prestigious Hautes Études Commerciales (HEC) business school.