Leadership Team

Peter Friedman, Chairman & CEO

Peter Friedman is a social media visionary and veteran with over 35 years of experience in the space (23 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 Lacalade, 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.

Jason Kapler, Vice President, Marketing

As Vice President of Marketing, Jason heads up the corporate strategy for LiveWorld’s marketing efforts by managing the team that oversees their marketing programs targeting large global brands. His leadership assists with the shaping of corporate, sales and product strategies, developing compelling marketing programs, and their tactical execution.

Jason comes to LiveWorld with over 10+ years of marketing experience working in B2B and B2C context where he successfully developed multi-channel marketing programs focused on customer acquisition. Skilled at developing strategic marketing plans and managing teams focused on tactical execution, his versatile, passionate, and bold approach produces appreciable business results. Previously, Jason ran the marketing at Networked Insights, a technology company focused on integrating real-time insights and intelligence into brand marketing decisions.

A leading voice in the areas of Analytics, B2B Marketing, Real-Time Insights and Social MediaMarketing, Jason is a regular participant on advertising industry panels and has been quoted inAdExchangerBloomberg BusinessWeekeMarketeriMediaLos Angeles Business JournalMarketingProfsMediapostPRSASocial Media Today, and Social Media Week.

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.