A Collective of Capabilities Designed to Grow Your Business

The Spyglass Collective Co-Founders James Bosworth and Alia Ahmed-Yahia aren’t just marketers. They’re disruptors. Change agents. Entrepreneurs. They’ve overseen development and growth of some of the world’s top brands. Media personalities. Creatives. And they’ve helmed enough sales and marketing strategies to know that what your brand needs is to keep up with today’s informed consumer—not another 100-page marketing deck.

Their authority and influence with consumers across the fashion, sports and financial categories enables them to directly apply market wants and needs into actionable strategies, which they then shape into a custom media ecosystem. Their unique combination of expertise has attracted a disruptive network of niche change agents in media, fashion, tech and retail. With more than 150 years of combined experience, The Spyglass Collective has the knowledge and relationships to evolve your business.

JAMES BOSWORTH
Co-Founder & Chief Executive Officer

Former Pebble Beach golf pro James Bosworth has a reputation for developing breakthrough business strategies thanks to his transformational leadership in infrastructure development and a unique ability to connect consumers to future market trends. With over two decades of analyzing consumer behavior and implementing sales and marketing strategies for some of the world’s leading technology companies, James introduces brands to their potential by delivering actionable plans that hold all management stakeholders accountable. As VP of Sales and Marketing at Callaway Golf, James oversaw a team of 1,100 and spearheaded the launch of Callaway’s White Hot putters — which generated sales exceeding $1 billion in revenue for the company. Prior to that, his sales direction for Cleveland Golf grew annual sales volume from $40 million to over $100 million in just 24 months. In 2010, James generated $35 million in seed funding to start Back9Network, a premier golf-centric cable, television and digital media network. In addition to growing Back9’s team from one to 150 in less than four years, he negotiated a distribution deal with DirecTV that gave the network a global audience of over 20 million viewers. As Chief Executive Officer and Co-Founder of The Spyglass Collective, James brings a wealth of expertise in business development, an integrated approach to sales and marketing, and the understanding that the best marketing strategies are an extension of consumer behavior.

ALIA AHMED-YAHIA
Co-Founder & Chief Brand Officer

A leading fashion voice, retail change agent and strategic style influencer with proven expertise in moving brands forward, Alia Ahmed-Yahia is a trusted authority in the eyes of today’s style-driven consumers – and a creative resource for brands looking to reach them. After beginning her career as an editor for Vanity Fair, Glamour and Elle, the style and content pioneer launched and hosted CBS’s first fashion podcast and a luxury jewelry website that was named fashion website of the year by Time in 2006 — long before most luxury brands even had e-commerce on their radar. In 2009, Alia was named Chief Style Director at Ann Taylor/LOFT, where she spent six years reinventing product, brand identity, marketing and creative. Launched in 2014, her fashion blog The Style Scout flipped the script on the blogosphere by taking a consumer-centric approach that empowered followers to confidently identify and hone their individual style. It also led to regular appearances as an on-air style expert on E! News, Today and Harper’s BAZAAR.com, with whom Alia partnered on the home décor web series Design Girlfriend. Her experience developing brands for clients ranging from Tiffany & Co. to Home Shopping Network eventually led Alia to co-found The Spyglass Collective. As Chief Brand Officer, she reinvents, defines and organizes brands for future success by integrating product, editorial, marketing and social strategies that build affinity and drive conversion.

LESLIEANNE WADE
Partner

LeslieAnne Wade founded Wade Media Management in December 2010. A strong and trusted advisor to professional athletes, broadcasters and executives across the sports industries, Wade is one of the most well-known experts in sports public relations and communications. As the Senior Vice President of Communications at CBS Sports for 17 years, she held the highest position ever attained by a woman in the history of the network's sports division. Her responsibilities comprised the network's total media relations effort, including corporate communications and promotions for all CBS Sports businesses, personalities and programming. Additionally, she directed media relations for CBSSports.com, CBS College Sports and CSTV.com. LeslieAnne worked closely with Showtime Sports on several series and specials, including leading publicity for the longest-running series in the history of cable television: Inside the NFL. Her extensive experience with events promotion includes leading awareness campaigns for broadcast coverage of the Olympic Winter Games, The National Football League, The Super Bowl, the PGA Tour, PGA Championship, The Masters, The NCAA Division I Men’s Basketball Championship and College Football’s Bowl Championship Series, and The U.S. Open Tennis Championships.

KATE McSHANE
Public Relations Strategist

Kate McShane brings over a dozen years of in-house and public relations agency experience, along with a record of success in working cross-functionally to develop integrated, strategic programming. She played critical leadership roles on Unilever’s Dove and Axe teams, where she defined best practices across consumer, digital and multicultural lines while developing creative and strategic “big picture” programming with inter-agency teams. Other clients of note include Embassy Suites by Hilton, Mattel, IKEA, Conair, Bridal Guide, and Make Up For Ever. As Director of Public Relations and Strategic Partnerships for Ann Taylor/LOFT, Kate developed strategic seasonal public relations plans to help LOFT gain fashion credibility and brand awareness. In addition to driving strategic partnerships in support of brand initiatives, she also lead the launch of LOFT's “lifewear” brand, Lou & Grey, by identifying spokespeople, storytelling and messaging opportunities as well as by placing stories in Women's Wear Daily, The New York Times T Magazine Blog, and the Los Angeles Times. Her agency experience includes T.J.Maxx and Marshalls, for whom she built fashion credibility, awareness and brand differentiation through leadership programming and evergreen consumer activations.

ALYSON JOHNSON
Marketing & Communications

As the President and Chief Executive Officer of Gilly Group, Alyson focuses on marketing communications, event production and management, sports marketing, and sponsorship activation. Prior to launching Gilly Group in late 2015, Johnson spent eight years as Senior Vice President of Marketing and Communications for Wyndham Worldwide, where she oversaw internal and external communications and media relations, branding, marketing, philanthropy and sports marketing, as well as the Wyndham Championship on the PGA TOUR. Prior to joining Wyndham Worldwide in 2007, Johnson held a variety of sales, marketing and communications positions with various golf organizations, including the New Jersey State Golf Association, PGA Championship, Hamilton Farm Golf Club, the HSBC Women’s World Match Play event, and The Academy of Golf at Royce Brook.

KYLE VINCZE
Social Media Manager

Kyle Vincze recently graduated from DePaul University, where he earned his bachelor's in Business Management with a Concentration in Sports Management and served as Captain of the Blue Demons golf team. Hailing from Boston and Chicago, Kyle has held internships with the Boston Bruins Foundation, TD Garden and Chicago Parks Golf Alliance. In all three positions, his main objectives were to increase social media presence, coordinate event logistics, and engage with the fan community to drive event traffic. In addition to providing social media expertise, Kyle assists James and Alia with all business development opportunities at The Spyglass Collective.

KENYON PHILLIPS
Copy Director

Kenyon Phillips is the Co-Founder and Copy Director of MRMRSCREATIVE, a NY-based micro-agency specializing in marketing, advertising and content creation for beauty, medical and financial services companies. A multifaceted copywriter with more than 20 years of digital, print and broadcast experience, Kenyon is currently the Global Copy Director for MTG brands MDNA SKIN and ReFa, and the former Senior Copywriter for Peter Thomas Roth Clinical Skincare. Agency experience includes Publicis, SelectNY, The Cheshire Company, The Goldstein Group, and Vitamin T for clients including Estée Lauder, Clairol, Sassoon, Time Warner, ClearChannel, Cablevision, ExxonMobil, Reebok, Raymond Weil, Michael C. Fina, Bayer, Chattem, Heinz, Colgate-Palmolive, and SelectQuote Insurance Services. Magazine experience includes Forbes, Men’s Health and Adweek. Kenyon graduated Phi Beta Kappa from Wesleyan University with a BA in English, and is proficient in both Italian and French.

ERYN PHILLIPS
Creative Director

Eryn Phillips is the Co-Founder and Creative Director of MRMRSCREATIVE, a NY-based micro-agency specializing in marketing, advertising and content creation for beauty, medical and financial services companies. The former Creative Director of MDNA SKIN and June Jacobs Spa Collection, Eryn has over 10 years of experience as an art director and designer for a broad range of companies that includes IT Cosmetics, Douglas Elliman Real Estate, David Lerner NY, and Paper Magazine. Eryn graduated with honors from the School of Visual Arts in Manhattan, where she majored in Photography.