Douglas Elliman has named a new chief marketing officer as it heads into 2026 focused on its previously announced rebranding efforts. Earlier this week, the brokerage firm announced the appointment of Natalie Passerini as CMO. 

This appointment comes roughly seven years after she left her previous position as Douglas Elliman’s vice president of marketing. 

“Douglas Elliman has always been defined by its agents — their expertise, their relationships, their entrepreneurial spirit,” Passerini said in a statement. “Coming back as CMO is a full-circle moment for me, and I’m excited to lead a brand evolution that puts our agents front and center.

“We’re building a platform that amplifies their voices, elevates their visibility and gives them every advantage in the most competitive luxury markets in the world.”

In this role, Passerini will oversee Douglas Elliman’s  corporate brand and national marketing platform. This includes the execution and direction of creative efforts across advertising, events, search engine optimization (SEO), generative engine optimization (GEO) and agent branding.

“This pivotal moment calls for an innovative leader with a bold vision for the Douglas Elliman brand,” Michael Liebowitz, the president and CEO of Douglas Elliman, said in a statement. “Natalie is that leader, and I am thrilled to welcome her back.”

Since departing Douglas Elliman, Passerini has held marketing leadership roles at Heritage House Sotheby’s International Realty, PlanOmatic, and health care networking event company eCap Summit. 

Passerini’s appointment comes after Stephanie Garbarini, who had been with Douglas Elliman since 2019, left the firm earlier this week, as reported by The Real Deal. 

Douglas Elliman told HousingWire in an emailed statement that it had no comments to share on Garbarini’s departure. 

Douglas Elliman’s rebranding initiative is being aided by New York-based creative firm Watson. The firm has said it hopes to preserve Douglas Elliman’s heritage while positioning it for success in the modern luxury market.

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