Asbury Park — Kivvit today announced that Pearl Gabel is joining the firm as Director of Brand Strategy and Digital Integration across Kivvit’s six offices, located in Asbury Park, New York City, Chicago, Washington D.C., Miami and Boston. Gabel served as Governor Phil Murphy’s Digital Director since 2018, where she received national recognition for growing the governor and state’s social media presence through new, innovative and funny approaches.

“For three years, Pearl Gabel has worked tirelessly to transform our social media and digital presence — making it more accessible, more engaging, and more Jersey,” said Governor Murphy. “Pearl is nothing short of an extraordinary professional, and her creativity has been an incredible asset to my administration. We wish her all the best in this exciting new chapter of her career.”

“Kivvit is thrilled to welcome Pearl to our team. Her remarkable work in the governor’s office exemplifies the kind of unique insights and guidance we pride ourselves in providing. She will play an integral role as we continue to search for new and innovative ways to serve our clients and create real impacts here in New Jersey,” said Maggie Moran, Managing Partner at Kivvit.

Gabel, who grew up on the Jersey Shore and holds a Master’s of Science from Columbia University Graduate School of Journalism and Bachelor of the Arts from Hampshire College, worked for a decade as a photojournalist, writer and video producer for several news publications, including the Daily News, New York Times, Wall Street Journal, NBC News, and Reuters. Her work in photography and video has earned awards and recognition, including a New York Emmy nomination. After serving as New York City Mayor Bill de Blasio’s Director of Video, she joined Governor Murphy’s staff in 2018. As head of the governor’s digital media, Pearl was instrumental in crafting an online communications strategy that skyrocketed New Jersey to fame.

Pearl established the state’s first official Twitter account and in December 2019, in response to the question of “Who let New Jersey have a Twitter?” New Jersey tweeted back, “Your mom.” The tweet generated nearly 475,000 likes and drew worldwide attention. The state’s Twitter account now has over 360,000 followers, more than any other state in the country. The Governor and First Lady’s social media accounts, also started from zero in 2018, now rank among the highest in the country. During the pandemic, the governor’s digital team played a key role in disseminating information and advocating for public safety – utilizing livestream and rapid response video production; email communications; graphics; bold language and messaging; influencers; and innovative uses of Facebook, Twitter, Instagram, TikTok and Snapchat. For her work, Gabel has been recognized in the New York Times, the New Yorker,  Rolling Stone, PRWeek and was named to Fortune Magazine’s 40 Under 40  for Government and Politics in 2020 and PRWeek’s 2020 Power List.

As Director of Brand Strategy and Digital Integration, Gabel will work with Kivvit’s Chief Brand Strategist to develop creative direction and content for Kivvit clients and new business proposals. She will also work with Kivvit’s Director of Digital Strategy to ensure the successful integration of brand strategy into digital engagements as campaigns are developed and implemented.

Pearl will bolster the firm’s already strong digital capabilities. Kivvit was named Digital Agency of the Year by PRovoke (formerly Holmes Report) in May 2020 and also ranked fifth on PRovoke’s list of Best Agencies to Work For in North America. The Reed Awards recognized Kivvit as the “Public Affairs Firm of the Year” for 2020.