Senior Leadership


President & CEO

Ronn Torossian is the founder and CEO of 5W Public Relations, one of the 15 largest independently-owned PR firms in the United States. With over 20 years of experience creating powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals.

His strategic, resourceful approach has been recognized with numerous awards including being named the American Business Awards PR Executive of the Year and Ernst & Young Entrepreneur of the Year semi-finalist. Ronn is a widely recognized authority on crisis communications, and his firm is regularly called on to counsel blue chip companies and business leaders.

5W is an established Top 10 PR firm which remains fiercely independent. The agency has grown through building a diverse and impressive client roster that includes KRUPS, Unilever, All-Clad, Sparkling Ice, Walgreens, Zeta Global, JetSmarter and many others. The firm was recently named 'PR Agency of the Year' by the American Business Awards for the third straight year.

Torossian is a thought leader and provides expert commentary for Fox News, CNBC and Entertainment Tonight and is an op-ed columnist for The Huffington Post, Business Insider and NY Observer. His "Behind the Lines" blog gives readers an insider perspective on today's trending topics and his best-selling PR book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations" is required reading at numerous universities.

Ronn is a lifelong New Yorker and lives in Manhattan with his children. He is a member of the Young Presidents Organization (YPO), and active in numerous charities as a philanthropist.


Executive Vice President,Corporate and Technology Practices

Matthew Caiola serves as Executive Vice President at 5W Public Relations, managing the Corporate and Technology Communications Divisions. With 10 years of experience in media relations and corporate communications, Matthew is well versed in developing and executing broad-reaching public relations campaigns across a variety of industries. In his role at 5WPR, Matthew has managed strategic and integrated campaigns for such clients as John Sculley, SAP, DigitalOcean, Framebridge, Comcast, Zeta Global and Roblox, among others. His responsibilities at 5W include developing global media campaigns, brand awareness, and event management.

Before coming to 5W, Matthew was at a mid-sized New Jersey PR firm and yielded brand building results for a diverse range of well-recognized companies in the clean-tech, aviation, and consumer areas. Matthew's media relations expertise played a key role in securing top tier features for his clients, ranging from CEO profiles, company case studies, and awards. Matthew holds a Communication and Political Science degree from Iona College. When he's not busy launching the next Facebook, Matthew enjoys traveling, spending time with his dog, and hoping that the Mets and the Jets finally see a winning season.


Executive Vice President, Consumer Practice

As Executive Vice President at 5W Public Relations, Dara oversees 5W's Consumer Practice, which includes Travel & Entertainment, Apparel & Accessories, Non-Profits, Brands/Services, Home & Housewares, Health & Wellness, Beauty & Grooming, and Consumer Product Goods. Under her leadership, the teams run award-winning campaigns for clients like Groupe SEB (All-Clad, Krups, T-fal, Rowenta and IMUSA), Sparkling ICE, Medifast, Jane Iredale, Bowlmor, Wendy Williams, Welch's Fruit Snacks, among dozens of others. With 20-plus years of public relations experience, Dara is a seasoned practitioner in consumer lifestyle brand publicity, and also develops successful strategic media campaigns around large-scale events.
In addition to her experience in media relations, she has the know-how to develop multifaceted programs that include Digital, Social Media, Marketing and Brand Building elements. She is a strategic thinker who isn't afraid to step out of her comfort zone to create a stunt or a 360-degree tactical plan. Her vast knowledge of the media and consumer landscape gives her an edge when it comes to the developing tactical campaigns that will move the needle for brands. She understands that end of the day programs need to effect a client's ROI to be successful. Her client relationships span decades and she has an interesting rolodex of influential movers and shakers from around the globe.

Prior to joining 5W, Dara was the Executive Vice President/Managing Director at Rubenstein Public Relations, where she worked for 16 years. At Rubenstein she managed the luxury/lifestyle division in addition to oversight of all agency practices. During her tenure there, she managed the firms marquee clients including the Miss Universe Organization; Ferrari North America; the Paley Center for Media; Country Music Television; among others.
She began her career at Zarem Inc., where she handled publicity for movie releases and celebrities, including Entertainment Weekly's Oscar Party, and Art Garfunkel.
Dara holds a Bachelor of Arts degree in public relations and theater arts and a minor in marketing from the University of Miami. While in college, she was chosen to run the Hank Meyer Associates public relations office that was donated to the University of Miami.


Senior Vice President, Chief HR Officer

Angela Sposato is the Senior Vice President of Human Resources at 5W Public Relations. Bringing 25+ years of diverse human resources expertise, Angela leads Human Resources at the agency including employee relations, policy design, compensation, performance management, recruiting, compliance reporting, HR workflow development, and training and development.
Throughout her tenure as a hands-on HR professional, Angela has had experience with both established organizations and startups, providing counsel to senior leadership, as well mentoring junior staff. Prior to joining the 5W team, Angela was a project lead for New York University managing multiple projects with multiple stakeholders to drive efficiencies. Before NYU, Angela spent 20+ years with PitneyBowes, Inc., holding various positions across the organization.

There she was responsible for partnering with business counterparts to effectively create programs based on the organizational needs of the company. Her various roles within PitneyBowes, Inc. required expert leadership in Project Management, Organizational Design, Change Management and HR Implementations.
Angela holds a Bachelor's of Science Degree from Iona College with a major in Business Administration. She is also an active member of the Society for Human Resource Management and Women in Leadership.


Senior Vice President, Technology

Shane Russell is a Senior Vice President leading both the B2B and B2C Technology Practices at 5W Public Relations. With 15 years of senior public relations experience that includes both agency and in-house roles, Shane spearheads powerful media relations programs for some of the world's fastest-growing startups across enterprise and cloud software, FinTech, AdTech, eCommerce, apps and platforms, consumer product, digital content, gaming, and more. Currently, Shane and his team manage strategic campaigns for two Unicorn companies (Zeta Global and JetSmarter), as well as the former CEO of Apple Inc. (John Sculley) and America's fastest growing private company (Ultra Mobile), while helping craft the futures for a range of innovative early-stage companies.

Prior to joining 5WPR, Shane was head of global public relations for a public technology marketplace, Shutterstock, where he managed multiple external PR agencies and stakeholder relations programs while crafting the company's international media strategy. Shane launched his career in his homeland of Australia where he operated his own PR agency before relocating to New York in 2012. Shane holds a Bachelor of Journalism and Communication from James Cook University in Queensland, Australia.


Senior Vice President, Group Director, Beauty

Ilisa Wirgin is responsible for implementing product launches, philanthropic initiatives, media and consumer events, strategic partnerships, awards season activations, celebrity-driven initiatives, and social media strategic planning for both entrepreneurial startups and established brands including jane iredale, Dashing Diva, Rowenta Beauty,, Uni K Wax Centers, Sebamed, Supersmile, Amarte, Cold-EEZE, Jordin Sparks Fragrance, Glisodin Skin Nutrients and Suki Skincare.
She maintains strong relationships with key industry players across print, broadcast, and web outlets.

Her media efforts have garnered features in all facets of top-tier media such as the New York Times, Wall Street Journal, Financial Times, Vogue, Vanity Fair, Harper's Bazaar, ELLE, W, Allure, Real Simple, Marie Claire, WWD, "Good Morning America," "The Today Show," and "Access Hollywood.".
Prior to joining 5W, Ilisa worked at LaForce + Stevens on their Health & Beauty team for five years. She managed clients including Coty Fragrances, By Terry, Orly and SpaRitual, Kiss My Face and Scott Barnes. Ilisa holds a Bachelor of Arts degree in Journalism from the University of Wisconsin, Madison. Outside of the office Ilisa loves to explore Manhattan, and try the latest workout trend and food genre in the city.


Senior Vice President, Corporate

Rob Ford serves as Senior Vice President within 5W's Corporate division, helping to lead the Corporate team in representing clients across a range of industries including real estate, finance, legal services, politics, and healthcare. He serves as the primary engine for strategic direction and campaign management and specializes in high-level media relations for clients including SAP NS2, Amsterdam & Partners, Duane Reade, Magnum Real Estate Group and SpringOwl Asset Management. Additionally, he advises an array of major brands on crisis preparedness and crisis response both crafting response strategy and serving as spokesperson for the company.
Since joining 5W, Rob has successfully led the communications strategy and execution around two major proxy fights - both domestic and abroad - which resulted in wins for the client. He also directed a PR campaign that resulted in the awarding of a city-owned building to an African American developer - the first such major project awarded to a black real estate developer in New York City's history.

Prior to 5W, he worked in Public Affairs in Washington, D.C. where he coordinated national grassroots and grasstops advocacy campaigns on behalf of Fortune 500 companies and their executives as well as trade associations and non-profit organizations. His advocacy efforts spanned many industries including telecom, agriculture, food safety, biotech, retail, and defense. Rob's forte was directing real-time crisis response and management and shaping public opinion at both the local and national levels.
Rob holds a Bachelor of Science in Business Administration from the University of Delaware's Lerner School of Business.


Senior Vice President, Health and Wellness

Annette Banca is a Senior Vice President leading the Health & Wellness and Parenting Practice at 5W Public Relations. Annette works with established as well as up and coming brands in the Health & Wellness and Mom & Baby categories, including Medifast, The Cookie Diet, Pritikin Longevity Center & Spa, Promises Treatment Center, Rainbow Light, ColdEEZE, USANA, BornFree, Maty's Healthy Products, Diono USA and The Moodsters to name a few. Annette has also worked for a wide array of beauty brands such as AHAVA Skin Care, DECLEOR Paris, CARITA Paris, Merle Norman Cosmetics, Supersmile Smile Care, Jordin Sparks Fragrance, as well as top medical professionals in the plastic surgery, aesthetic and dental industries including Dr. Anthony Griffin from ABC's "Extreme Makeover", Dr. Michael Fiorillo from The Real Housewives of New Jersey, Dr. Oz Garcia, and the Father of Aesthetic Dentistry Dr. Irwin Smigel.
With her extensive public relations and marketing background in health, beauty, skin care and parenting, Annette has coordinated and executed several major product launches, celebrity and media-driven events, working with celebrities such as Kristin Davis, Giuliana Rancic, Jenny McCarthy, Russell Simmons, Jordin Sparks, Lorna Luft and Nicole "Snooki" Polizzi to name a few. She has created key celebrity partnerships that have garnered brand awareness and national media features for her clients.

She maintains strong relationships with key industry players across print, broadcast, and web outlets which have allowed her to secure top-tier features and profiles for her clients on a consistent basis. Her media efforts have garnered features in all facets of top-tier media such as the Cover of People Magazine, New York Times, Wall Street Journal, Forbes, Financial Times, WWD, Good Morning America, The Today Show, The View, Access Hollywood, etc.
Previously, Annette had worked at Shiseido Skin Care heading the PR campaigns for their men's skin care line, ZIRH International. There she was responsible for helping to launch the ZIRH brand as well as its licensees, the FCUK (French Connection) Fragrances and the John Varvatos Fragrances. She was instrumental in landing ZIRH in the top 3 men's skincare companies in the U.S.
Annette holds a Bachelor of Arts degree in Communications from Bernard Baruch College in New York City. Annette is also a proud mom of two little ones, Sienna and Matteo, who keep her very busy when she is not working.


Senior Vice President, Finance

John Ferrari is the Senior Vice President of Finance at 5W Public Relations. At 5W, John oversees the management and development of the agency's financial framework and provides leadership and direction to ensure the highest level of financial accountability, compliance, policy and procedures, business systems, and financial reporting.

John most recently served as Chief Financial Officer of Hunter Public Relations, where he spent two years developing a wide range of practices and disciplines to build a strategic financial framework for the company to bring added value to both new and existing clients and to the firm as a whole. Prior to joining Hunter Public Relations, John was Senior Vice President of Finance at MWW Group, one of the world's leading global public relations firms, and spent over fourteen years as a member of its financial team.
He holds a bachelor's degree in international business from the University of Buffalo and a graduate degree in business from the State University of New York at Stony Brook.


Senior Vice President, Consumer
Packaged Goods

Suejin Kim serves as a Senior Vice President within the Consumer division at 5W Public Relations, leading a team that works with both emerging and established brands within the food &beverage, nutrition and culinary space. Since joining 5W Public Relations more than 5 years ago, Suejin has represented brands including: Welch's Fruit Snacks, TOGGI Chocolate Wafers, KRUPS, Colman's Mustard (Unilever), T-fal, WearEver, IMUSA USA, Caffebene, Gaea Olive Oils and more.
Suejin and her team, which includes industry experts, food publicists, ex-journalists and social media experts, are responsible for developing and executing out-of-the box media, digital and consumer-facing campaigns for a diverse portfolio of brands. Her experience and relationships in the culinary world paired with her passion for driving campaigns with a purpose have resulted in the implementation of meaningful PR campaigns that act as key cogs in brands' comprehensive marketing strategies and brand visions. An expert in telling the lifestyle element behind each brand they represent, Suejin and her team craft and deploy integrated campaigns that sync together events, celebrity influencer programming, blogger engagement, on-the-ground marketing, content creation, and digital/social media campaigns along with traditional PR efforts.

Prior to joining 5W Public Relations, Suejin worked for a boutique, New York public relations agency that specialized in health and wellness brands.
Suejin holds a Bachelor of Arts degree in Sociology from The College of William & Mary.

Jonathan Mark

Senior Vice President, Digital Practice

With 15+ years of experience providing creative marketing solutions across all digital and traditional channels, Jonathan oversees 5W�s digital practice which boasts a full suite of digital services including social media management, technical services, content creation, paid media, strategic consulting and more. Jonathan and his team partner with clients to scale their digital presence, engaging audiences while aligning business and brand goals to produce measurable results. Outside of managing the digital practice, Jonathan also provides strategic counsel to clients across the agency as they look to expand their brand�s footprint in the digital space.
Prior to joining the team at 5W, Jonathan oversaw the digital media and marketing practice of Blue Fountain Media. Jonathan began his career at GREY before launching his own startup, a food-themed social network. Upon selling his startup to, Jonathan then served as their Vice President of marketing before joining the team at Blue Fountain Media. Throughout his career Jonathan has developed and managed digital programs for Procter & Gamble, Kraft, SONY, Dewars, Bowlmor AMF, Service King, Taj Hotels and more.

Jonathan holds a Bachelor of Science � Business, Marketing from the University of Maryland, Robert H Smith School of Business.

Leslie Bishop

Senior Vice President, Travel, Entertainment, and Lifestyle

Leslie Bishop leads the Travel, Entertainment, and Lifestyle divisions at 5W. Leslie is an accomplished communications strategist with 15 years of experience helping to solve business challenges by implementing insightful strategies and powerful storytelling; communicating brand platforms; and building communication campaigns.
She is highly skilled at developing and executing integrated marketing strategies that deliver impact. She has a proven ability to lead teams, grow business, expand client relationships, and deliver excellent product within budget.
Prior to joining the team at 5W, Leslie was the Senior Communications Director at Exposure communications for 10 years. At Exposure, she oversaw the fashion, lifestyle and consumer practice in addition to having oversight of the agency as a whole.
During her tenure at exposure, Leslie spearhead leading Globally recognized brands including Dr. Martens, KITH, Quiksilver, G-Shock, Converse, Herschel Supply and Uniqlo and Polaroid.

In 2012, Leslie moved back to her hometown of Vancouver where she was hired by Vancouver-based women�s clothing boutique Aritzia as PR Director- reporting directly to the CEO. Leslie was responsible for third-party agency management in New York and Quebec, overall PR direction and strategy.
In 2012, Leslie returned to Brooklyn, New York where she now resides permanently with her husband and three children.
Leslie Bishop holds a degree in Communications from The Surrey Institute of Art & Design in London, England.

Austin Rotter

Vice President, Technology Practice

Austin Rotter serves as a Vice President within 5W's B2B tech division. With close to a decade of experience in the digital media industry, Austin is a driving force in creating strategic communications and media relations programs for various hyper-growth tech companies in a wide-range of ecosystems such as adtech/martech, fintech, e-commerce, cyber security, blockchain, and everything in between.

Since joining the agency in 2010, Austin has steered his teams in developing robust media-driven campaigns for clients such as The Trade Desk, Payoneer, Xaxis, Storyblocks and CommerceHub.

Prior to joining 5W, Austin worked at Sirius XM under the Howard Stern umbrella, helping �The King of All Media� launch his various digital and social platforms. He holds a Bachelor�s degree in Mass Communications from Towson University and lives in Hoboken with his wife and dog, Toby.


Vice President, Consumer Packaged Goods

Marijana Gucunski serves as Vice President within the Consumer division at 5W Public Relations, leading communications programs for global and emerging brands, including The Coca-Cola Companies' ZICO Coconut Water, Welch's Fruit Snacks, Santa Margherita Wines, and more. Acting as a true extension to client partners, she is accomplished at developing and executing integrated communications strategies that include media relations, events, influencer and celebrity programming, digital/social campaigns, partnerships and more. With a focus on strategy that drives measurable results, Marijana and her team take pride in building dynamic, creative and impactful programming.

In addition to her public relations experience, Marijana holds an MBA from Rutgers University, specializing in Marketing and Strategy, and a BA in Communications. In her spare time, Marijana loves to travel, compete in marathons and explore the outdoors.

Nicole Milazzo

Vice President, Travel, Hospitality & Entertainment

Nicole Milazzo serves as the Vice President of the Travel, Hospitality and Entertainment team at 5W Public Relations. With over 10 years of industry experience, Nicole has worked with clients including, Bowlero Corporate, Luna Park in Coney Island, Carolines on Broadway, the New York Comedy Festival, El Cid Resorts, Embassy Suites Hotels, the Box House Hotel Group, The Sanctuary Hotel, JetSmarter, CheapOair,, ESquared Hospitality,, Gulliver's Gate, and many more.
Currently, Nicole provides day-to-day client counsel, strategic direction and an innovative approach to targeting top media outlets for her clients. Through her keen understanding of media relations and by maintaining her strong media contacts, her clients have been featured in The New York Times, the Wall Street Journal, Conde Nast Traveler, Travel and Leisure, the New York Post,,, Associated Press, Reuters, and more. In addition to overseeing strategy within her division, Nicole continues to support team member's roles and growth within the company.

Throughout her career, Nicole has executed numerous media relations campaigns on tourist attraction launches, hotel openings and expansions, multi-million dollar hotel renovations, press trips internationally and domestically and more, overseeing each project from beginning to end.
Prior to joining 5WPR, Nicole began her career at a travel/hospitality boutique PR firm, where she executed restaurant and hotel openings in New York City and the Hamptons. Nicole is graduate of Seton Hall University, with a Public Relations and Journalism degree.

Alise Edgcomb

Vice President, Beauty Practice

Alise serves as Vice President, Beauty at 5W Public Relations, an award-winning and top 10 independently owned U.S. PR firm. As a results-driven marketing expert, she's managed needle-moving campaigns for Fortune 500 companies, global indie brands, spas, physicians and more.
For the past decade, Alise has committed her career to elevating brands working to advance sustainability, philanthropy and female leadership within our industry. Her resume includes work with jane iredale, HydroPeptide, It's a 10 Haircare, Ethique, suki skincare, Arbonne, Zero Gravity Skin, Lycored and numerous partner spas, makeup artists and dermatologists.

Alise holds a Bachelor of Arts in Public Relations and Marketing from Marquette University. Prior to her 5W tenure, she built her career at leading advertising agency, Cramer-Krasselt, and Vanity Fair Magazine.
She spends much of her free time writing, hiking, skiing and adventuring alongside her family and two dogs.

Jason Heller

Vice President, Technology Marketing

Jason Heller serves as Vice President within 5W's Technology division, specializing in B2B businesses. With over 11 years of experience, he helps lead teams launching and building high-growth tech companies - from seed stage to publicly traded - in a range of industries, including finance, real estate, ecommerce, cyber security, digital marketing, blockchain and Vice. In his tenure at 5WPR, Jason has led his teams on strategic and integrated campaigns for such clients as Avant, Commercehub, RealPage and BioCatch. In addition to securing strategic trade media, Jason excels at breaking down companies' complex technologies and inserting them into the mainstream news cycle, including with announcements, thought leadership, profiles, case studies and data campaigns. He has been integral part of 5W's tech team's growth since joining the firm in 2013. Prior to joining 5W, Jason worked at Beckerman Public Relations and Antenna, a Beckerman company, representing clients in real estate and ancillary industries, as well as clean technology. He holds a Bachelor's degree in Communications from Rutgers University and lives in Jersey City with his wife and dog, Duffy.

Taylor Naples

Vice President, Beauty Practice

As Vice President of the beauty division, Taylor spearheads comprehensive public relations campaigns for her clients who range from niche indie brands, to some of the most recognized legacy beauty brands in the industry. Taylor is a forward-thinking publicist with a strong understanding of the beauty category. She oversees a robust team of beauty enthusiasts and works closely with her team on strategic planning and programming, media relations, influencer campaigns, celebrity and brand activations, collaborations and much more. She ideates integrated creative strategies to help drive clients' bottom line - whatever their goal is. Her years of experience have enabled her to understand her clients - what they need, how to get there - and how to keep programs evolving so that brands can continue to grow in a changing beauty landscape.

Since joining the agency in 2010, Taylor's client work has included L'Or�al Professionnel, KOS�, Guthy-Renker, AHAVA, Arbonne, Baxter of California, Decl�or Paris, Supersmile, Uni K Wax Centers, Nad's, Borghese, NuMe, Merle Norman, Lumenis and more. She has worked with many industry professionals including leading dermatologists, makeup artists, aestheticians and cosmetic surgeons, along with key industry trade shows including IECSC, IBS, and the Indie Beauty Expo.
Taylor holds a Bachelor of Arts degree in Public Relations and Marketing from Quinnipiac University. She grew up on Long Island and currently resides on the Upper West Side of Manhattan with her husband.