Company’s strategic improvement objectives continue

In advance of the upcoming launch of the new Theodore Alexander web site, and recognizing the importance of communicating its brand message across new and ever-changing media, Theodore Alexander has created the role of Director of Marketing Communications and Innovation. Lizzy Freundel has been appointed to lead the company in this new strategy.

This initiative recognizes the importance of the consumer and their use of the various social networking platforms to develop and sustain brand awareness in today’s rapidly changing information-based marketing. In response, Theodore Alexander will launch the online magazine “Theo” featuring guest bloggers, design inspiration, and cultural insights. Freundel’s previous position was Director of Marketing Services, but in this new role she will be responsible for the development and execution of the company’s social marketing and online advertising strategies, as well as oversee the operation of marketing services, including internal and external corporate communications. Her responsibilities will also involve the training of Theodore Alexander retailers on leveraging social media and online opportunities and exploring communication innovations and technology.

“I am excited about this new opportunity with Theodore Alexander,” Freundel said. “The fact that the company not only recognizes the importance of this growing segment of marketing but is also willing to invest in it speaks volumes about its commitment to the brand and the retailers.”
Freundel relocated to Vietnam in 2007 when she began working for Theodore Alexander as its Director of Marketing Services.

CEO Harvey Dondero stated, “I have complete confidence that Lizzy will take Theodore Alexander to the next level of innovative marketing with her drive, expertise and determination. With her skills, Theodore Alexander will be on the forefront of social media and online branding.”
About Theodore Alexander
Theodore Alexander is renowned for unmatched craftsmanship, exquisite finishes and extraordinary design.  Covering a diversity of periods and styles, their collections encompass thousands of unique lighting, home accents, case goods, and upholstered furnishings.  Theodore Alexander and its licensed collections, Althorp Living History and Keno Bros., are available throughout the world at fine furniture galleries and design centers.  For more information, please visit

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