Props, a performance-based creator marketing platform, has announced the appointment of Lee Sosin as its new Chief Client Officer. With over two decades of experience in media, marketing, and brand strategy, Sosin will play a key role in helping clients unlock greater business outcomes by combining creator content with paid media, propelling Props' next phase of growth.

A Distinguished Career

Sosin’s extensive career includes leadership roles at renowned companies such as Hearst, Yahoo, and Time Inc., where he shaped branded content, video strategies, and marketing solutions for some of the world’s most iconic brands. Most recently, he served as Chief Marketing Officer at Green Roads, transforming the CBD pioneer into a human-centric wellness brand through a strategic and creative overhaul.

Leadership at Props

At Props, Sosin will oversee sales, marketing, and client support, leading a team of seasoned experts, many of whom have been with the company since its inception. Having served as an advisor since the company’s early days, Sosin brings an in-depth understanding of Props’ unique approach of combining creator content with paid media. By leveraging Props' performance data, he will help clients uncover powerful insights, drive measurable results, and unlock new audiences across industries such as:

• Consumer banking
• Insurance
• Travel
• Financial services
• E-commerce

Statements from Leadership

Joseph Perello, Founder and CEO of Props, emphasized Sosin’s role:
“In many ways, Lee has been part of Props since the beginning, advising us from the start and helping craft our unique approach of combining the humanity of creator content with the precision of paid media. He is an extraordinary leader with a proven track record of crafting innovative strategies and delivering results for global brands. Lee’s expertise and ability to distill complex data into actionable insights will help our clients see even greater value from Props’ performance-based approach to creator marketing.”

Sosin shared his excitement about the opportunity:
“Brands today are holding their marketing partners more accountable for business results, and that’s where Props shines. I love that we’ve created a way for brands to use creators to drive performance, and it’s exciting to help our clients find new audiences and greater success. In 2025, the conversation with brands can no longer be about vanity metrics—it’s about results that matter.”

Educational Background

Sosin holds an MBA from Columbia University, an MFA in Motion Picture Producing from the University of Southern California, and a BA in English and American Literature from Brandeis University.

About Props

Since its formal launch in 2019, Props has pioneered the use of creator content combined with paid media to deliver tangible business results. The company partners with leading brands such as AAA, College Ave Student Loans, Hertz, Shell, Bread Financial, AAA Life Insurance, and more to attract and convert audiences into customers.