Natalie Bruss, the former VP of digital strategy at Hollywood Public Relations Powerhouse ID, has been hired by real estate focused VC firm, Fifth Wall Ventures, as a partner.
Fifth Wall Ventures is a real estate technology startup which is focused on investments. Bruss will be working on the firm’s partners and portfolio companies and will be overseeing the marketing and brand strategy at the company.
Looking at the career graph of Bruce, she might appear a misfit at the organization, but Brad Greiwe, co-founder and managing partner at Fifth Wall, has faith in her. According to Greiwe, she has the relevant expertise which large real estate incumbents need as their industry evolves to focus more on experiences and services.
“Natalie is a well-regarded trend forecaster and connector, bringing together innovators and creating new ecosystems across technology, entertainment, media, and consumer brands,” Brad Greiwe wrote in a blog post announcing her hire. “Partnerships are one of the core tenets of Fifth Wall’s approach, and Natalie’s ability to recognize patterns and see around the corner on emerging consumer trends and cultural shifts are unmatched.”
As per Fifth Wall, they have $240 million of assets under management. The company has collaborated with major real estate owners and operators including CBRE, Equity Residential, Hines, and Host Hotels & Resorts to generate investments in real-estate technology companies. Companies which are part of its investment portfolio are B8ta, ClassPass, Clutter, Notarize, Opendoor, States Title, and VTS.
Prior to joining Fifth Wall, Bruss was working as VP of digital strategy and partnerships at ID. In this role, she worked with some high profile clients which included, Alicia Keys, Katie Couric, Maker Studios, Universal Studios, Fox, Funny or Die, Tim McGraw, Sean Parker, Pee Wee Herman, Ben Stiller, and Felix & Paul Studios. Prior to ID, Bruss worked at viral-marketing agency Fanscape subsequent to her career as an assistant at. Bruss is currently based out of Los Angeles and currently co-chairs the NextGen board of the Motion Picture & Television Fund.