Brand Ethos Team

A flexible, scalable and experienced team that heightens
and manages all or just aspects of your marketing and
communications to help growing companies
build their best brand ethos.
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MEET OUR LEADERS!

We HELP companies BE their Best, and BE Amazing!

The Brand Ethos team is a combination of both seasoned and young talent. Together, we deliver a fresh, innovative approach to building brand and communications strategies for companies of any size.

Alicia Laszewski

Position: Founder & Chief Executive Officer
Phone: (954) 233-4354
Email: alicia@yourbrandethos.com

As the Founder of Brand Ethos, Alicia and her team serve as the outsourced Chief Marketing Officers for companies looking to grow and scale. Prior to forming her own firm, she was the Global Chief Marketing Officer and Employee Engagement Officer for Singapore-based C3/CustomerContactChannels. An original founder of the C3 brand in 2010, she created the LOVE brand and culture that established C3 as a unique provider into the BPO industry. In her various roles, she was responsible for all external and internal communications as well as branding, marketing, recruitment advertising, and overall employee engagement. She helped establish Malaysia-based Globee as well as the expansion of the parent firm, Everise throughout the US and Asian markets.

Prior to joining C3, she served as the Broward County Chapter Executive and Regional Marketing Officer for the America Red Cross after serving two years as a Board Member. Alicia and her team led the Chapter during the difficult economic downturn, the disaster in Haiti, and a change in strategic direction by its national headquarters.

Prior to the Red Cross, she served for over 9 years as the Vice President of Marketing, Communications, and Recruitment for PRC, a global contact center provider. She was a key member of the team that sold the company to Barry Diller’s USA Interactive, Corp. in 2000 and subsequently worked on a series of mergers and acquisitions to grow the Company’s share in the BPO industry. At PRC, she was an integral part of the senior leadership team responsible for driving and executing the company’s strategy, and directed all Brand, Advertising, Marketing, Corporate Communications, and Community Relations activities worldwide for the 14,000-person company. She also served as the official company spokesperson.

Alicia was also on the founding team of Extended Stay America, Inc. where she served as the National Marketing Manager for the hotel chain. In this role, she managed the Marketing, Communications, and Branding activities for the company’s 3 hotel brands and over 300 sites throughout the country and was a critical member of the team that helped build the baseline brand and processes that helped the Company grow in an aggressive time frame.

She began her career at Univision Television Network’s largest station, WLTV-23 in Miami before crossing over into the corporate world. A native of South Carolina, Alicia received her BS in Marketing and Communications from Clemson University.

Alicia Laszewski

Founder & Chief Executive Officer

As the Founder of Brand Ethos, Alicia and her team...

Toffer Mallari

Position: Vice President - Creative & Graphic Design
Phone: (954) 233-4354
Email: toffer@yourbrandethos.com

Christofferson “Toffer” Mallari is the Vice President of Creative & Graphic Design for Brand Ethos. His broad experience spans design work from basic brand imagery to targeted recruitment marketing graphics.

Toffer has worked for Global firms such as C3/CustomerContactChannels and Convergys as a global design artist across multiple platforms.  During his time at C3, his design skills were leveraged for new site interior design, sales collateral, social media, video production, and recruitment marketing support to name a few.  He has also worked in recruitment Operations and Employee Relations for BFS and Convergys.

What makes Toffer an unique designer is his ability to bring core brand messaging to visual life across any platform or audience in the most creative way possible.  In addition to his expertise supporting technology/BPO clients, he has designed for education, staffing, gaming, healthcare, and travel companies.

Toffer was born and raised in the Philippines where he resides with his family.  He received his bachelor’s degree in Mass Communications from Lyceum of the Philippines Laguna.

He loves movies, family, his Faith, and Toffer is a fan of discovering music from different countries.

Toffer Mallari

Vice President - Creative & Graphic Design

Christofferson “Toffer” Mallari is the Vice President of Creative &...

Janaur McCormick

Position: Vice President - Client Success & Recruitment Strategy
Phone: (954) 233-4354
Email: janaur@yourbrandethos.com

Janaur McCormick is the Vice President of Client Success at Brand Ethos. He has over 15 years of marketing experience ranging from Recruitment, Employee Engagement, Events, Digital and Social Media Marketing.

Janaur has spent much of his career working in the Contact Center industry. He was the Marketing Manager for PRC after working in several Operations roles with the company and served as the Global Manager of Recruitment Marketing and Culture for C3/CustomerContactChannels, a BPO with over 14,000 employees worldwide.

In addition to his Contact Center experience, Janaur served as the Marketing Manager for the American Red Cross, South Florida region and the Director of Marketing for the Association of Retail Environments (A.R.E.).

Janaur McCormick

Vice President - Client Success & Recruitment Strategy

Janaur McCormick is the Vice President of Client Success at...

Cariann Moore

Position: Senior Vice President - Client Success
Phone: (954)-818-8562
Email: cariann@yourbrandethos.com

Cariann Moore is an established global marketing, communications, and events professional with a successful career in non-profit and for-profit.

Before joining Brand Ethos, Cariann was Senior Director of Global Marketing, Communications, and Brand for Everise, a $250M Singapore-based Business Process Outsourcing (BPO) company with 15,000 employees worldwide. In her role, she led marketing, internal and external communications, and facility branding projects based in the US, Guatemala, Ireland, and across the APAC region. She also successfully launched two Employee Resource Groups – The Pride Network and The Global Women’s Network, where she created annual activities to celebrate Pride Month for the LGBTQIA+ community and International Women’s Day as part of the company’s DEI and ESG initiatives. As part of her role, she was responsible for organizing and executing all corporate events, including employee retreats and the annual Client Summit.

Prior to Everise, Cariann had a long career in the non-profit sector, holding various leadership positions, where she oversaw fundraising and special event activities with nationally recognized organizations like the American Red Cross, American Lung Association, Junior Achievement, and United Way, as well as South Florida based, Jack and Jill Children’s Center and Joe DiMaggio Children’s Hospital Foundation. In her non-profit career, Cariann was responsible for two popular local events: the Joe DiMaggio Legend’s Celebrity Baseball game, which grossed more than $1M annually, and the Las Olas Food and Wine Festival, Broward County’s largest outdoor wine and culinary event.

Cariann holds a bachelor’s degree in Political Science from the University of Florida.

Cariann Moore

Senior Vice President - Client Success

Cariann Moore is an established global marketing, communications, and events...

Mike Ficara

Position: Co-Founder & President of Operations
Phone: (954) 233-4354
Email: mike@yourbrandethos.com

Mike Ficara is a founding member and the President of Brand Ethos. His core focus is on the growth and scaling strategies for clients, in addition to expertise in personal brand building and social media strategy. He has had the opportunity to work in a variety of industries over his career including Classroom Teacher, Technology Specialist, Director of Curriculum, and Vice President of Business Development. This vast experience provided the insight into how people learn, leadership, and most importantly what motivates people to succeed. Through this, he has taken existing businesses and allowing them to see massive growth and stability through a variety of techniques, consulting for large companies such as Nestle and Purina among others.

Given this knowledge and experience, today Mike spends his time coaching and consulting where he has the privilege of working with many successful business leaders as well as entrepreneurs. Together, hard work and opportunity allowed them to grow several successful businesses in education, healthcare, oil and gas, telecommunication, e-commerce, and manufacturing. In addition, he has helped to consult on the development and training for creating a blended learning environment for several public, private, and charter schools across the United States.

Mike has worked with various enterprise clients to develop robust digital training programs along with strategic business plans to attack a variety of markets. Teamwork and self-motivation are something that are important to him and the team at Brand Ethos. He has a track record of bringing innovative ideas to clients and turning them into competitive products in their space. Due to his wide range of experiences he has been sought after to speak as an expert at several large conventions in a variety of industries across the United States and in International markets as well.

Mike is also the host of The Start Down Podcast. He currently possesses a BA in Psychology from Florida Atlantic University and a MS in Educational Media Design and Technology from Full Sail University. He is also involved in community and philanthropic ventures. During his free time he enjoys spending time with his wife and their 4
children.

Mike Ficara

Co-Founder & President of Operations

Mike Ficara is a founding member and the Chief Operating...

Anneliese Gonzalez

Position: Senior Director - Creative Content Strategy/Social Media
Phone: (954) 233-4354
Email: ag@yourbrandethos.com

Anneliese Gonzalez serves as the Director of Communications and Content Development for Brand Ethos.  In her role, she is responsible for developing communications and promotional opportunities for several of the firm’s client base.  In addition, she is part of the social media strategy team where she supports the brand strategy and content development for various channels.  Anneliese also oversees Public Relations for the firm.

A graduate of Loyola University, had a summer internship at world renowned rum company ‘Flor de Caña’,  worked with student run award winning newspaper ‘The Maroon’ as part of its social media team,  and joined The Donnelley Center for nonprofit communications as an art associate, and have contributed to social platforms for Loyola’s School of Mass Communication.

Prior to joining Brand Ethos, Anneliese implemented a full public relations campaign for the 2020 US Census through the PRSSA Bateman competition and worked for celebrity lawyer Juan LaFonta and NOLA Gold Rugby through Brand Lab, a New Orleans based agency.

In addition to her amazing communications skills, Anneliese’s ninja skill at Brand Ethos is her ability to quickly grasp a client’s brand message and encapsulate the story into something that is easy to follow for customers and reporters alike.

​A dual citizen of the United States and Nicaragua, Anneliese is fluent in both English and Spanish with some Portuguese. Her hobbies include running, making lists, and recreational design.  She’s fascinated by dogs, is mom to two pups, and hopes to one day own an animal shelter in Nicaragua.

Anneliese Gonzalez

Senior Director - Creative Content Strategy/Social Media

Anneliese Gonzalez serves as the Director of Communications and

Ace Echeverria

Position: Senior Director - Client Success & Strategic Operations
Phone: (954) 233-4354
Email: ace@yourbrandethos.com

Ace Echeverria serves as the Director of Digital Communications for Brand Ethos.  In his role, he is responsible for content development, delivery, and campaign analysis for several of the firm’s clients.  In addition, Ace works on the social media strategy for many of these clients along with content development to support it.  He also manages the video content production team.

A graduate of Loyola University, Ace received his degree in Business Administration.  During his studies, he expanded his course work into motion and graphics design as well as consumer and promotional analysis.  After joining Brand Ethos, Ace has continued to hone his skills in consumer analysis with further coursework across several marketing automation platforms.

Ace is the co-founder of Clout Enterprises, LLC, an online retailer specializing in vinyl sticker designs.  Before selling the company in 2018 to focus on completing his studies, Ace led the team to revenue growth of over 40% in under a year.

Prior to joining Brand Ethos, Ace served as an Assistant Project Manager at Gomez Construction where he streamlined internal communications as well as the external collaboration between the firm and City officials.   He also served as a Project Coordinator for the Housing Trust Group and established numerous databases that facilitated the flow of information between applicants and the finance department.

In addition to his strong client communications, Ace’s ninja skill at Brand Ethos is clearly his ability to take highly technical content into meaningful marketing communications.   His hobbies include building desktop computers and playing video games, and he’s a big fan of RuneScape.

Ace Echeverria

Senior Director - Client Success & Strategic Operations

Ace Echeverria serves as the Director of Digital Communications for...

Anthony Azarro

Position: Senior Director - Digital Marketing
Phone: (954) 233-4354
Email: anthony@yourbrandethos.com

Anthony Azarro is the Director of Digital Marketing. Anthony’s background is in data analysis after focusing on math studies at Valencia College.

He joined Brand Ethos after working in various management training and leadership roles within the hospitality industry.

At Brand Ethos, Anthony oversees the back-end analysis of the firm’s digital marketing initiatives providing insights to both the Client Services and Technology teams.

He is based in Orlando, FL.

Anthony Azarro

Senior Director - Digital Marketing

Anthony Azarro is the Director of Digital Marketing. Anthony’s background...

Oliver Ellerton

Position: Corporate Communications - Asia
Phone: (954) 233-4354
Email: info@yourbrandethos.com

Oliver has lived and worked in Asia since January 2010, managing the marketing and communication requirements for some of the largest brands in the world. Oliver started off in Malaysia where he took on the role of PR Manager for the prestigious luxury hotels The Ritz-Carlton, Kuala Lumpur and JW Marriott Kuala Lumpur, managing the marketing communications for both hotels for almost three years. After stints in Indonesia and The Philippines Oliver arrived in Singapore to work with FleishmanHillard, before setting up his own consultancy, Ellerton & Co – www.ellerton.sg.

Oliver’s roster of clients is worth well over 7 billion, and manages local and international communications for firms ranging from large multinationals, growth-oriented SMEs and local start-ups. The range of services include strategy and PR roadmap building, media engagement, digital marketing and social media, among other areas.

Oliver studied Arabic at the University of Edinburgh and is a Brazilian Jiu Jitsu Brown Belt, teaching Jiu Jitsu in his spare time.

Oliver Ellerton

Corporate Communications - Asia

Oliver has lived and worked in Asia since January 2010....

Aaron Tutunick

Position: Director - Creative Design & Advertising
Phone: (954) 233-4354
Email: info@yourbrandethos.com

Aaron Tutunick is the Creative Director for Brand Ethos. He has a passion for creating impactful, professional, and unique designs while consistently meeting the most demanding deadlines. He is an effective communicator with experience in diverse industries.

As an artist, Aaron’s strength is the combination of his enormous creativity while integrating the client’s specific sales, marketing, and budgetary goals.   He is an integral part of the Brand Ethos process that begins with a well-planned message map to anchor all design and brand development.  Through this, he works seamlessly with both the brand team and the client directly to put out consistently good creative products in nearly every industry imaginable.

Aaron’s partial project list includes Paradisus Resorts, Junior Achievement, Boca Terry, Bonaventure Resorts, The Art Institute of Miami, Signature Resort Tampa, Alamo Rent-A-Car, Memorial Hospitals, Motorola, Joe DiMaggio Children’s Hospital, Duck Commander, Pitney Bowes, Alpine Adventures, Amber Dune Resort & Spa, ByoPlanet, Miami Dolphins, American Red Cross, Interiors by Steven G., The Fusion Group, Extended Stay America Hotels, C3/CustomerContactChannels, J.R. Dunn Jewelers, Airgas, Seminole Hard Rock Casino, Petri’s Pest Control, and Pepsi Co.

Aaron graduated from Florida Atlantic University with a Bachelors’s Degree in Graphic Design. He began working as an art director after graduation fulfilling his passion of helping drive brand excellence through impeccable design for over 30 years.

Aaron Tutunick

Director - Creative Design & Advertising

Aaron Tutunick is the Creative Director for Brand Ethos.  He has...

In memory of one beloved team member

Jeremy Poission