Props, the performance-based creator marketing platform, announced that Lee Sosin has joined the company as Chief Client Officer. With more than two decades of experience in media, marketing, and brand strategy, Sosin will play a pivotal role in helping clients unlock greater business outcomes by combining creator content with paid media, driving Props’ next phase of growth.
Sosin’s distinguished career spans leadership roles at Hearst, Yahoo, and Time Inc., where he shaped branded content, video strategies, and marketing solutions for some of the world’s most recognizable brands. Most recently, he served as Chief Marketing Officer at Green Roads, where he transformed the CBD pioneer into a human-centric wellness brand through a strategic and creative overhaul.
At Props, Sosin will run sales, marketing, and client support, leading a seasoned team of experts, many of whom have been with the company since its founding. Having served as an advisor to Props since its inception, Sosin brings deep knowledge of the company’s unique and proven approach to combining creator content with paid media. Leveraging years of Props’ performance data, he will help clients uncover powerful insights, drive measurable results, and unlock new audiences. His leadership will enhance client relationships and attract new enterprise partners across industries such as consumer banking, insurance, travel, financial services and e-commerce.
“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,” said Joseph Perello, Founder and CEO of Props. “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 enthusiasm about joining Props, stating, “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.”
Sosin holds an MBA from Columbia University, an MFA in Motion Picture Producing from University of Southern California and a BA in English and American Literature from Brandeis University.
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 collaborates with leading brands such as AAA, College Ave Student Loans, Hertz, Shell, Bread Financial, AAA Life Insurance and others to attract and convert audiences into customers.
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