One Rockwell One Rockwell One Rockwell One Rockwell One Rockwell



Gustavo Waizbrot Gustavo Waizbrot
Gustavo Waizbrot President & Creative Director

As Executive Creative Director, Gustavo combines a passion for design with a keen understanding of technology and eCommerce. He works with the creative team in developing the unique world that expresses a brand while incorporating innovative solutions, ensuring an optimized, intuitive and branded user experience. Gustavo acquired a comprehensive background working as a web designer and developer in New York starting in 1996. In 2001 he opened his own digital studio, One Rockwell. His unique creative thinking, backed by his highly technical and critical understanding of the web, lead him to create, develop and deploy multiple websites, digital experiences and award-winning applications throughout the globe.

  • Hobby: Argentine asado
  • Favorite place in NYC: Brooklyn
  • Next trip abroad: Buenos Aires
  • Something to live by: Be and let be
  • On the weekend, I am... connected with everything else
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Shelly Socol Shelly Socol
Shelly Socol Executive Vice President

Backed by a strong foundation in online retail and the many facets of the fashion industry, Shelly Socol will advise Clients in all areas of their eCommerce business, from creative development to brand positioning. Prior to joining One Rockwell, Shelly served as Creative Director of Accessories at Theory, where she oversaw the design, production, and launch of their entire accessories collection. Through One Rockwell, she provides creative consulting services for fashion houses, guiding them on creative, development, merchandising, brand extension, marketing and PR.

  • Hobby: Collecting art
  • Favorite place in NYC: Walking the streets with friends
  • Next trip abroad: Buenos Aires, Argentina
  • Something to live by: listening
  • On the weekend, I am... at the beach with my children
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Howard Socol Howard Socol
Howard Socol Founder & Advisor

Howard served as Chairman and Chief Executive Officer of Barneys New York from January 2001 to August 2008, where he was credited with increasing Barneys value from $125 million to its sale value in 2007 at $943 million. Prior to this, Howard served as CEO of J.Crew where he grew the company from 50 to 64 stores and expanded its Internet sales from $6 million to $30 million. Howard started his career in 1969 in Florida at Burdines. In 1981 he was named President, and in 1984 he became Chairman and CEO, a position he held for 13 years. During his tenure as CEO, Burdines grew from 17 to 45 stores and from $475 million to $1.4 billion. Howard was awarded the Visionary Award from The Parsons School of Design in April 2008. In October of 2007 The Fashion Group International honored him with the Corporate Leadership Award. Since 2006 Howard has served as a mentor to designers in a program originally established by The Vogue-CFDA Fashion Fund.

  • Hobby: Grandchildren....Miami Heat....Politics and Israel
  • Favorite place in NYC: Giorgione's, I Sodi, Buvette, Little Owl, Aqua Grill
  • Next trip abroad: Israel - London - Paris
  • Something to live by: Be nice and fair to others
  • On the weekend, I am... the same person I am Monday through Friday
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Paul Healion Paul Healion
Paul Healion Vice President of Technology

As Vice President of Technology, Paul Healion brings more than 15 years of experience in software and web development. Paul is responsible for the technical execution of each project, including infrastructure assessment, development, testing, launch and upkeep. Prior to joining One Rockwell, Paul served as Chief Architect at Spiralfrog. com, where he oversaw the design and development of a large, scalable website and internal content management systems. Paul has built online solutions for Maxim. com, and, and has created full back-end systems for Marie Claire, Now Magazine, Loaded, and NME. He has also developed proprietary financial services software for The Hartford Insurance Group and GE Financial Assurances.

  • Hobby: No time, working...
  • Favorite place in NYC: Prospect Park
  • Next trip abroad: Home to Dublin, Ireland
  • Something to live by: "I have learned from my mistakes, and I am sure I can repeat them exactly." –Peter Cook
  • On the weekend, I am... watching soccer or on my motorcycle
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Jin Kim Jin Kim
Jin Kim Innovation &
IT Director

As Innovation and Information Technology Director, Jin brings more than 16 years of industry experience to One Rockwell. Jin previously was the Director of IT at Createthe Group where among his accomplishments, he partnered with key hosting providers to build and manage cloud infrastructures for websites tested to handle up to one billion dollars worth of ecommerce transactions per year. Jin's past experience includes working as the technical account manager at one of the first managed hosting companies Digex (now Verizon) whose clients included Martha Stewart, Bed, Bath & Beyond and many other Fortune 500 companies.

  • Hobby: Photography
  • Favorite place in NYC: Washington Sqr Park
  • Next trip abroad: Seoul, Korea
  • Something to live by: Keep Calm and Carry On
  • On the weekend, I am... Camping somewhere with a 4g connection
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Advisory Board

Suzanne Norris Founder of SRN Consulting, an eCommerce strategy consulting firm, Suzanne Norris acts as an advisor for One Rockwell and in this role, helps define eCommerce channel strategies that maximize economic potential while balancing overall brand strategies for our clients. Prior to founding SRN Consulting, Suzanne served as Vice President of eCommerce for Kate Spade New York and Jack Spade from 2008 to 2011. During her tenure, she was responsible for the overall growth and profitability of the business, contributing to the sales and profit increase of over 500%. Prior to Kate Spade New York, she was Vice President of eCommerce for the Liz Claiborne, Sigrid Olsen, and Elisabeth brands from 2006 to 2008, where she was also directly responsible for the eCommerce channel’s performance. Before her beginnings in the apparel and accessories industry, she was a Principal at The Parthenon Group, a boutique management consulting firm, where she advised consumer clients on growth strategies, acquisition opportunities, and profit enhancement initiatives. Suzanne has an undergraduate degree from Harvard University and an MBA from Harvard Business School.

Caren Rabbino As an entrepreneur and chief executive officer of her own practice, Caren Rabbino has extensive experience in strategic planning and managing operations to ensure growth and stability for technology-dependent businesses. Since establishing Fast Forward Consulting in 2000, Caren has worked with entrepreneurial companies across a wide range of industries to provide an outside perspective and re-think strategic and operational issues that thwart organizational growth. Caren is able to advise on best practices in finance, marketing, sales, customer service, human resources and information technology. Prior to starting her consulting firm, Caren served as Director of Miami Light Project, a not-for-profit cultural organization, producing an annual music, dance and theater series from 1987 to 1998. Currently Caren serves as a judge for the Global Social Venture Competition (Columbia University) and on the Board of Directors of Hester Street Collaborative in New York.

Mo Clancy A former trend watcher and cultural futurist, Mo Clancy has an incredible breadth of knowledge in marketing, branding and product development and has been featured in media such as Fortune, Elle, Daily Candy, Angeleno and In 2007, Mo founded Nomade Exquis, a limited edition line of artisanal hand-crafted and vintage accessories, which were sold to celebrities, stylists and taste makers alike. Most recently, her vintage jewelry curations have been sold at Barneys New York and Church in Los Angeles. In 1999 Mo co-founded Ammo Marketing, the first influencer marketing company in the US, which is now considered the pioneer of word of mouth marketing. Ammo Marketing was named the fastest growing US marketing agency by Adweek, served a roster of Fortune 500 clients and its case studies are taught in marketing curriculums of colleges such as Northwestern University. Mo also co-founded Thread Group (now Hatch Beauty), an agency specializing in branding, product development and packaging for the beauty industry. Under Thread, Mo helped develop acclaimed beauty blog, We Love Beauty. Currently, Mo is working on a documentary with director/filmmaker Julie Drazen.

Jane Seo Jane Seo employs a broad background in brand strategy, merchandising, production, planning, and finance. Jane advises in the development and execution of partnerships, growth strategies and service offerings. Most recently, Jane served as CEO of Katherine Fleming, LLC where she was responsible for all business and operational aspects of the company. Prior to the launch of Katherine Fleming, Jane served as Director of Brand Strategy and Fashion Merchandising for Limited Brands, and has worked for, Polo Ralph Lauren's Club Monaco, PRADA, and was Co-founder of Tawfik Mounayer LLC, a designer apparel company.

About Us

Strategy, Design, Technology, Marketing, and Support. One Rockwell is a full-service ecommerce agency that partners with brands to connect them to the online marketplace with their unique aesthetic and voice, an effective strategy, and the right tools for growth.

We understand the power of connecting. One Rockwell knows that brands must engage their customers at every level while maintaining their core identity. We know that the best sites are ones that provide incredible brand extension, marketing opportunities and a vehicle to communicate directly with customers. We make the process of going digital simple by offering valuable inside knowledge with a step-by-step blueprint for growth.

We know online branding and retail. One Rockwell's management team includes the industry's best talent. We are knowledgeable of the trends and experts in patterning the competitive landscape. We use consumer insight and research to inform our decisions when creating and extending brands online. Our sites stay relevant by stepping ahead of the curve and balancing flawless execution with an engaging experience.

We deliver innovative solutions for our clients. One Rockwell brings together the best technology solutions to drive your business forward and increase conversion. We believe in building solutions that best support our client's needs and expand as their business grows. In the fast paced world of technology, we will keep you informed of the latest innovations and will always deliver an experience that is open, transparent and easy.

We love the creative process and designing beautiful sites is our passion. One Rockwell believes in building sites that look good, are shopping centric, and function great. Our design philosophy focuses on fully understanding your brand from the beginning and then re-imagining it within the online marketplace. We don't consider any partnership a success until the site becomes a revenue-generating extension of your brand.

We believe in keeping it fresh. One Rockwell creates dynamic content that tells the story of your brand. We work with your team to develop keyword-rich, SEO language and captivating visual elements that are interactive, consistent and branded. We understand that new editorial content not only keeps your site interesting but will drive traffic and increase conversion. The end result? Loyal engaged customers and an overall improvement to your bottom line.

Our Vision

Service + Efficiency. We act with the same sense of urgency as your in-house team. The fashion world moves fast and the online world even faster; partners should be set-up to react to an everchanging set of priorities. The best software in the world means nothing if it is not sustained by customer-centric support.

Build an online brand experience that is deeply integrated with the offline brand experience. The online experience must always be considered in the context of how it fits into a multi-channel marketing strategy and offline investment decisions; return on investment is greatest when strategies generated offline are repurposed for the web and vice-versa.

Be prepared to constantly create new content catered to the web. The web moves at an accelerated pace and seasonal ad campaigns are not enough; to keep the site relevant, new content must be created frequently to keep customers engaged.

Experiment strategically to stay innovative and drive business. The digital world changes fast. It is important to act quickly, learn from available data and refine strategies as necessary.