Leadership Team

Peter Friedman, Chairman & CEO

Peter Friedman is a social media visionary and veteran with over 37 years of experience in the space (25 at LiveWorld and 12 at Apple). He’s provided multiple global brands with strategic social media guidance and delivered hundreds of social media programs for them in multiple countries and languages. These include Unilever’s Dove Campaign For Real Beauty; HBO’s original show character-driven web site community; the American Express Member’s Project; Walmart’s social media programs; MINI Cooper’s Member’s Lounge; and one of the social media platforms that started it all, Apple’s revolutionary, industry-wide social network called AppleLink.

Peter founded LiveWorld to help people and brands leverage the transformative power of online dialogue and relationships to create value together that they couldn’t do alone. He raised over $100 Million in private rounds and an IPO, grew the company to hundreds of employees, and managed its downsizing, survival, and re-invention through multiple market crashes, recessions, and resurgences. 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. His Apple tenure incudes being a member of the original Macintosh division.

He is a also a fine art photographer, celebrated public speaker, and author. Peter’s books include The CMO’s Social Media Handbook, A Step By Step Guide For Leading Marketing Teams in the Social Media World  and Is Privacy Dead in the Digital Age? Peter holds a bachelor’s degree in American History from Brown University and an MBA from Harvard Business School.


David Houston, Chief Financial Officer

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, where he was a key member of the management team and he focused on developing the management reporting systems, guiding the merger and acquisition activity, leading the international expansion strategy, and managing the world-wide financial planning and analysis.

David holds a Bachelor of Business Administration from the University of California, Riverside and an MBA from the University of Santa Clara.

Martin Bishop, Vice President, Client Services

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 Charles Schwab, Chevron, Diamond Foods, FedEx, HP, OtterBox, State Street, University of Colorado, Yahoo! and Walmart. He was Landor’s designated specialist in the areas of brand architecture and portfolio strategy.

Martin has more than 20 years of national and international marketing experience with both global industry leaders and start-up companies. He has worked in Germany, the Netherlands, South Africa, Switzerland, and the United Kingdom. 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.

He is a frequent commentator on marketing strategy and has been published or quoted including Fast Company and AdWeek.

Danny Flamberg, Vice President, Strategy - HCP

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.

Prior to joining Publicis, he led the digital transformation of JUICE Pharma Advertising. His digital experience also includes tenure as Vice President of Global Marketing at SAP, SVP Managing Director at Digitas and as CMO of CellularOne and 1-800-Mattress.  An early adopter of digital, relationship, database, mobile and social media marketing, Danny was President of Relationship Marketing at Ammirati Puris Lintas and Lowe Worldwide.

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 on Manhattan’s Upper West Side.

Dawn Lacallade, Chief Social Strategist, Vice President, Healthcare Practice

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 extensive healthcare and pharma experience enable her to direct a specialized team focused on creating and implementing social initiatives and the services that enable success, such as community management, audience intelligence, and the content & 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. Under her leadership, these companies experienced significant community engagement and growth.

As a veteran online community strategist, Dawn is often a keynote speaker and contributor at Digital Pharma (East & West), The WOMMA Summit, Social Media and Community 2.0 Conference, Front End of Innovation, The Market Research Event, the Online Marketing Institute, and Microsoft’s High Tech Global Summit. She is also the founding member of The Community Round Table. Dawn has been published in PharmaLivePharma TimesPharma TechThe PharmaLetterMedCityNews, and PM360.

Jena Dengrove, Vice President, Creative Director

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 ranging from comprehensive campaigns to day-to-day team production. 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.

Jena brings over 15 years of work that spans both pharmaceutical and consumer, which gives her unique insight into her audiences. 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, Otezla and Abraxane for Celgene, OneTouch, Women’s Diversity for Johnson & Johnson, Copaxone, Austedo, and Migraine Paraguard for Teva as well as programs for Eisai, Novo Nordisk, and Novartis. Jena’s consumer work includes Clairol, Venus, Herbal Essence, and other P&G brands as well as work for Kraft, Subway, and Kellogg’s among others.

Her work spans numerous cause-marketing campaigns, re-brandings, new product launches, and evergreen programs. She has also helped launch brands on social media, creating unique and compelling content to help drive engagement with target audiences — whether that be patients, consumers or professionals.

Rishi Kadiwar, Vice President, Strategy

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.

Rishi’s healthcare experience allows him to understand the broader digital health ecosystem, thus connecting the touchpoints between patients, caregivers, HCPs, and payers. Rishi is a regular participant on industry panels and has consulted with buy-side firms as a subject matter expert on health tech-related acquisitions.

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.

Jason Liebowitz, Vice President, Sales

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 brings to LiveWorld 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.

Umar Siddiqui, MD, Chief Medical Officer

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 was part of the clinical digital transformation team implementing Scott & White Healthcare’s integration with Baylor Health, and he led regional programs for the Texas Health Services Authority. Umar consulted on digital technology and transformation at Merck as part of the Global Marketing Excellence team.
His digital health ventures include co-founding 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.

Anu Shah, Vice President, Software

As Vice President of Software, Anu leads the IT, software, and product development teams for the technical and digital offerings at LiveWorld. She has 18+ years of experience across marketing, products, sales, and engineering. 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. From developing the social media conversation management platform to expanding LiveWorld’s software product offerings, Anu takes pride in motivating her team, interacting with clients, and delivering timely and profitable results in a high-stakes and fast-paced environment.

Outside of work, Anu is passionate about serving and empowering her community. She volunteers as a teacher with Women Who Code and RailsBridge. She is also the President of a non-profit organization that supports middle school students in becoming better public speakers and debaters. 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.