Leadership Team

At LiveWorld, our leaders are innovation pioneers committed to driving the digital and social media revolution forward. As individuals and as an executive team, our dedication to our clients drives every idea, concept and solution we create.

Peter Friedman is social media visionary and veteran with 36 years experience in the space. He’s worked on Apple’s industry wide social network, AppleLink; MINI Cooper’s Member’s Lounge; Unilever’s Dove Campaign For Real Beauty; HBO’s original show character-driven web site community; the American Express Member’s Project, and Walmart’s Facebook and Twitter programs. Prior to LiveWorld, Peter was Vice President & General Manager of Apple’s Internet Services Division, overseeing the creation and management of social media services such as AppleLink, eWorld, AOL, and Salon. He is a fine art photographer and celebrated public speaker. He holds a bachelor’s degree in American History from Brown University, and an MBA from The Harvard Business School. His life-long mission is to help people create more value together than they can alone through collaborative relationships.

Peter friedman

Founder, Chairman & CEO

As Chief Financial Officer, David is responsible for accounting, resource management, financial transactions, and investor relations. From January of 2001 until September of 2006, he was a private consultant providing financial and merger and acquisition services to clients. From October of 1999 to December 2001, David managed the corporate development activity for the broadband group of Excite@Home, an Internet service provider. From May of 1994 to September 1999, David held various roles within CKS Group, a marketing communications company. David holds a Bachelor of Business Administration from the University of California, Riverside and an MBA from the University of Santa Clara.

David Houston

Chief Financial Officer

As Vice President, Client Services, Martin oversees day-to-day activities of some of LiveWorld’s largest clients’ social media programs on FaceBook, Twitter, Instagram and YouTube. He also works with LiveWorld clients to develop social media strategy so that they can continue to make the most of its opportunities. Prior to joining LiveWorld, he was director of brand strategy, in the San Francisco office of Landor Associates. He worked on strategic branding programs for a broad range of clients including Chevron, FedEx, HP, OtterBox, University of Colorado, Yahoo! and Walmart. He worked at Nestlé for 12 years including the position as the divisional vice president of the coffee business, where he led a successful brand revitalization project for Nescafé. Martin holds an MBA from the UCLA Anderson Graduate School of Management, and an MA in economics and psychology from the University of St. Andrews in Scotland.

Martin Bishop

Vice President, Client Services

Anu leads the IT, software, and product development teams for the technical and digital offerings at LiveWorld. Her mix of strong leadership, technical expertise, and skillful communication ensure that LiveWorld clients have the innovative digital strategies they need to disrupt their industries. Anu joined LiveWorld in 2007 as an engineer before stepping into numerous leadership roles. Leading a high-performing team of engineers to execute and deliver on complex digital goals is a challenge she loves. Anu takes pride in motivating her team, interacting with clients, and delivering timely and profitable results in a high-stakes and fast-paced environment. She volunteers as a teacher with Women Who Code and RailsBridge. Anu earned her Bachelor of Science degree at Academy of Architecture in Mumbai and gained her computer programming skills with honors at De Anza College in Cupertino.

Anu Shah

Vice President, Software

Matthew is a senior digital marketing leader with 20+ years cross-industry experience driving customer-focused B2B and B2C marketing, advertising and sales. He has led large digital marketing departments for Fortune 500 companies such as Dell and AMD, but also feels right at home working for small, start-ups alongside other entrepreneurs. At LiveWorld, Matthew leads strategic direction for marketing, communications, and sales enablement acrosss mulitple business segments driving company and services awareness, preference and sales. He earned a BS degree in Advertising from the Univerity of Texas at Austin and has resided there ever since. Father to 3 sons, doting husband and outdoor enthusiast.

Matthew Hammer

Vice President, Marketing

As Vice President of Sales, Jason oversees the growth and development of the company’s revenues and sales team. He is a strong believer in the power of social media and its ability to strengthen brand/consumer relationships. Jason has been with LiveWorld since 2009 and brings over 20 years of experience in television, radio, online, audience research, and social media sales. He has led teams at Turner Broadcasting’s TBS and TNT, at Comcast as VP, East Coast Sales, and he was a member of the launch team of the G4 cable network. His online history includes being SVP, Entertainment Sales at Phase2Media and at MTV. He was most recently VP, Brand Solutions at Pluck. Jason has a BA in Politics from Ithaca College.

Jason Liebowitz

Vice President, Sales

As Chief Social Strategist and Pharma Practice Lead, Dawn works with clients to develop innovative, tailored social media strategies that connect and engage patients, caregivers and HCPs to deliver patient value and business results. Her experience enables her to direct a specialized team focused on creating and implementing social initiatives and monitoring required for compliant social programs. Dawn joined LiveWorld after spending many years at Dell, SolarWinds and in consulting where she crafted social strategies and developed their online communities. She is often a keynote speaker and contributor at Digital Pharma, The WOMMA Summit, The Market Research Event, and Microsoft’s High Tech Global Summit. Dawn has been published in PharmaLive, Pharma Times, Pharma Tech, MedCityNews, and PM360.

Dawn Lacallade

Chief Social Strategist, Vice President, Healthcare

As Vice President, Strategy, Rishi works with clients to meet consumers at the intersection of innovation and customer experience. He partners with leading hospitals and pharmaceutical companies to drive marketing engagement by creating strategies that bridge both digital and physical touchpoints. He specializes in customer journey mapping, interpreting the voice of the customer, and design thinking. Prior to LiveWorld, Rishi worked at various agencies (McCann Health, Ogilvy, and PwC), managing innovation and digital transformation engagements for clients such as – Merck/MSD, Novartis, GSK, Sanofi, Mayo Clinic, and UAB Medicine. Rishi received an MBA from the University of Maryland’s Robert H. Smith School of Business.

Rishi Kadiwar

Vice President, Strategy - DTC

Danny Flamberg is a senior marketing strategist and practitioner who has been a pioneer in crafting compelling strategies, devising breakthrough messaging, and embracing omnichannel thinking about broadcast, digital, video, mobile, and social media to support leading and insurgent pharmaceutical and life science brands. For seven years he served as EVP Managing Director of Digital and CRM at Publicis working on Pfizer, Merck, AstraZeneca BI, AbbVie and Sanofi brands. Earlier in his career, Danny led brand launches, campaign development, and adherence marketing for McNeil Labs, Merck, Pfizer, Wyeth, GSK, Novartis, Johnson & Johnson, Genentech, Unilever and Sanofi. The author of Dancing Through the Digital Revolution, he earned an A.B, an M.A. and a Ph.D. in econometrics at Columbia University. He lives with his wife, talented daughter, and lovelorn dog.

Danny Flamberg

Vice President, Strategy - HCP

Jena is a strong conceptual thinker and best-in-class Creative Director/ Art Director, who builds brands through storytelling that engages and inspires others to take action. She leads and oversees LiveWorld’s creative strategy and work. This includes working hand-in-hand with her agency counterparts and teams to produce ideas and designs that are rooted in the brand aesthetic and voice. Among Jena’s top specialties are storytelling through video, infographics, and social media. For five years she served as Creative Director at Marina Maher Communications. Prior to joining Marina Maher she worked at Catapult Marketing and G2 Marketing. Her campaign work includes Merck for Mothers, Austedo, and Migraine Paraguard for Teva. Jena’s consumer work includes P&G brands, Kraft, Subway, and Kellogg’s among others.

Jena Dengrove

Vice President, Creative Director

Umar Siddiqui is an award-winning MD and digital health professional with 15+ years of experience spanning clinical research, health-system leadership, strategy consulting, venture-capital and health technology. Dr. Siddiqui joined LiveWorld after playing a role with PwC Health Industries Advisory, serving the Payer/Provider and Pharma/LifeSciences industries. He is a Co-founder of vPhysicians, and serving as a Chief Medical Officer and clinical advisor, scaling innovative health-tech solutions with Apple, Google, Accenture, Ascension Ventures, IQVIA, and Elligo Health Research. Umar earned a BSci in Neuroscience from the University of Pittsburgh. He conducted NIH-funded cancer research at UPMC. He got his MD from American University School of Medicine and did further training with a clinical appointment and internship at The Barts London and at the Royal College of Surgeons in the UK.

Umar Siddiqui, MD

Chief Medical Officer