mona team

Brandon L. Singer

chief executive officer & founder

During his 17+ year career as a commercial real estate broker MONA chief executive officer and founder Brandon L. Singer has negotiated lease transactions with an aggregate value totaling well over $3 billion. In September of 2020, Singer launched MONA, a forward-thinking retail brokerage firm that guides tenants and landlords through the increasingly disrupted retail and commercial real estate landscape. Since its inception, MONA has hired many of the top retail brokers in New York City and become a launchpad for the retail stars of tomorrow all while negotiating many of the most prominent retail real estate deals in New York City.

Singer’s myriad deals at MONA have included Gucci’s lease of 45 Ninth Avenue and Breitling’s lease of 875 Washington Street, both of which were signed in Manhattan’s Meatpacking District, as well as LUISAVIAROMA’s lease of 1 Bond Street in Noho for the brand’s first United States store. All three deals were nominated for REBNY’s prestigious Retail Deal of the Year award. Singer also negotiated flagship leases for clients Ben Soleimani Furniture, Showfields, Padel Haus, and many others. As a corporate executive and founder, Singer is most proud of bringing aboard several high-profile brokers and their teams to be a part of MONA’s winning culture, as well as fostering an environment where new talent can learn and grow their careers in an accelerated fashion relative to other commercial real estate firms.

Prior to his commercial real estate career, Brandon graduated from The George Washington University in 2007 with a degree in Business Administration, and as a proud alum, Brandon has been back to campus to teach classes in the Real Estate school. Brandon is a member of the International Council of Shopping Centers and the Real Estate Board of New York. He is also a Root Society member and former Vice Chairman of Jewish National Fund’s JNF Future as well as a benefactor to UJA, AJC, AIPAC and the Real Estate Division, New Leadership Cabinet of the State of Israel Bonds.

Michael Cody

head of operations and administration

Michael Cody, the Head of Operations and Administration at MONA, ensures that the best retail brokerage team in New York City consistently receives innovative support, guidance, and mentorship.

In late 2013, Michael accepted what he originally believed would be a temporary support role in retail real estate to financially supplement his performing arts career. However, that “short-term gig” led to Michael developing an unexpected passion for retail and transitioning into brokerage. Michael then spent the next several years leasing flagship locations for trailblazing retail tenants and marketing retail opportunities for many of New York City’s top commercial landlords. In September of 2020, Michael’s journey continued when he co-founded MONA with his longtime business partner, Brandon L. Singer.

Michael feels a special connection to young entrepreneurs, taking great pride in helping new tenants roll out their concepts in New York City. His long-term goal is to help make MONA the best-in-class partner for up-and-coming retailers, regardless of whether their expansion plans are local or national.

Michael has earned multiple nominations for REBNY’s prestigious Retail Deal of the Year award.

Eric Le Goff

head of luxury

Eric Le Goff, a Vice Chairman at MONA, has spent his distinguished commercial real estate career advising leading international retailers in the Premium and Luxury sectors during their pursuits of High Street and Shopping Center locations across North America. A tenant representation specialist, Eric began his career at Cushman & Wakefield’s Paris office in 1997 before relocating to New York City in 2001. With his extensive experience in site selection, strategic disposition, and leasing in the United States and Canada, Eric has become the trusted advisor to many of the world’s most recognized retailers. His list of esteemed clients includes LVMH, Kering, Richemont, Chopard, Prada, Jimmy Choo, Tiffany & Co., Longchamp, Bottega Veneta, Baccarat, and Nars Cosmetics. Eric’s creativity, his rigorous approach to site selection, and his European background have been key contributors to the success of his international clients entering the United States retail market, including Goyard, The Row, Moynat, Elie Saab, Repetto, Sandro, Roland Mouret, Zilli, and Devialet.

Eric is also an advisor to premium restaurant groups, having represented Le Bilboquet in Palm Beach, FL and Moma Group’s Cafe Laperouse in Bal Harbour, FL. The upcoming Café Laperouse at Bal Harbour Shops, one of the world’s highest-grossing shopping centers, will be the brand’s first restaurant in the United States.

As examples of the diverse nature of his practice activities, Eric acted as advisor to LVMH, Louis Vuitton’s parent company, in an analysis of all its New York real estate holdings, including the LVMH tower. Eric also represented LVMH in its acquisition of 743 Fifth Avenue, a 20,000 square foot building that later became the flagship for LVMH’s successful watch brand, Hublot. Eric’s negotiation of Bottega Veneta’s 24,000-square foot lease at 740 Madison was awarded REBNY’S “Most Ingenious Deal of the Year” Award, the industry’s highest honor.

Eric has dual citizenship in the United States and France.

Virginia "Ginny" Pittarelli

vice chair & head of W.I.S.E. council

Virginia Pittarelli holds an impressive background in retail real estate, boasting over 25 years of experience. Prior to joining MONA, Ms. Pittarelli was an acting principal of Crown Retail Services, an affiliate of Crown Acquisitions, and a principal and chief operating officer of Madison Retail Group.

Known for her expertise, integrity and know-how, Ms. Pittarelli’s primary focus is national tenant representation. She specializes in the development of strategic store expansion programs on a local, regional and national level. Forward thinking and tactical, Ms. Pittarelli has successfully spearheaded the multi-market strategic planning for several high profile national and international companies. She offers her clients the highest quality service incorporating her extensive knowledge of the full retail landscape while providing her clients with a path to maximize revenues to result in optimum profitability across their store network.

Her clients include distinguished quality retailers such as Sephora, Coach, Kate Spade, Stuart Weitzman, Pronovias, Godiva, Lip Lab, and Vitamin Shoppe to name a few. Her client list also expands across a number of national and international retailers to include Acqua di Parma, Brown Jordan, Club Monaco, Diesel, Hackett, Jill Sander, Kenneth Cole, Nordstrom Rack, Rapha, Sarah Pacini, The Body Shop and The Swatch Group.

In addition, Ms. Pittarelli has extensive agency experience and has represented prominent New York landlords such as Silverstein Properties, Brookfield Properties, Jones Lang LaSalle, Kensico Properties, J.P. Morgan, Starwood Hotels and Resorts, Rockfeld Group, Howard Hughes Corporation, and a variety of specialty retail spaces under private ownership.

Ms. Pittarelli began her career at Citibank, N.A., where she last served as a Vice President responsible for over three million square feet of commercial real estate. She is a graduate of Brooklyn College and is a licensed Real Estate Broker in New York, Connecticut, and Florida. She is a member of CREW (Commercial Real Estate Women), The Fashion Group International, The Accessories Council, Real Estate Board of New York (REBNY), Stores Committee, and The International Council of Shopping Centers (ICSC). She is also an Investor and Contributor in Verite Capital Partners philanthropic endeavors for all underserved areas including women of color, children, veterans, and people with disabilities.

Alexandra "Alex" Turboff

head of food and beverage

Alexandra “Alex” Turboff has over 22 years of experience in commercial real estate and specializes in tenant representation for restaurants, food and beverage, and hospitality businesses. Prior to joining MONA, Alex was a Partner at Branded Concept Development (BCD), where she worked for 19 years. Alex has extensive experience navigating the nuances of the food and beverage sector, including New York City code requirements and the legal challenges specific to restaurant operations. Her knowledge of the build-out process and potential construction and permitting obstacles provides clients with a real advantage as they undertake their development. Alex has executed transactions on behalf of numerous national, international, and regional clients, including Corner Table Restaurants (The Smith), The Granola Bar, Parched Hospitality Group (Hole in the Wall and Isla), Mexicue, Daily Provisions, Ippudo / Kuro Obi, Bourke Street Bakery, La Pecora Bianca, The Meatball Shop, Boqueria, Joe Coffee, Veggie Grill, Tacombi, Wagamama, Burger & Lobster, Partners (Toby’s Estate), Shelsky’s, Naya, Joe’s Pizza, Five Guys Burgers & Fries, Chinah, Luke’s Lobster, Jersey Mike’s, Quiznos and many others.

Alex is a licensed associate real estate broker in the State of New York. She received a Bachelor of Arts in Spanish Literature from Washington University in 2000. Alex is active in the real estate community, is a member of the International Council of Shopping Centers (ICSC), and was involved for many years with the Next Gen Committee Planning Board. She is passionate about client service and maintaining the brand integrity of the companies with whom she works. Alex enjoys gardening and dining out (especially if it involves dumplings!) and is a happy mom of two boys.

Executive Team

Brandon L. Singer

chief executive officer & founder
brandon@retailbymona.com 516 808 6794

Michael Cody

head of operations and administration
michael@retailbymona.com 513 374 8630

Eric Le Goff

head of luxury
eric@retailbymona.com 646 701 1004

Virginia "Ginny" Pittarelli

vice chair & head of W.I.S.E. council
virginia@retailbymona.com 917 306 4436

Alexandra "Alex" Turboff

head of food and beverage
alex@retailbymona.com 917 406 1269
Kelly Gedinsky has been a retail broker for 16 years and has successfully leased over 800,000 square feet of retail space. A native New Yorker who knows Manhattan like the back of her hand, Ms. Gedinsky has become one of the most successful female brokers in the commercial real estate industry. In tending to the unique needs and requirements of each tenant and landlord in her portfolio, Ms. Gedinsky has cultivated a comprehensive understanding of major flagship lease transactions, plus unique skills related to ground-up construction and re-development. Ms. Gedinsky’s notable tenant representation transactions include leases for Ferragamo, Nili Lotan, Whalebone, SnapChat, American Horror Story, Comedy Central, Yigal Azrouel, ASICS, CVS, the Gagosian Gallery, Aaron Basha, QVC, and Yves Saint Laurent. Throughout her career Ms. Gedinsky has proudly represented a list of noteworthy landlords that includes Madison Capital, L.H. Charney, Atlantic Development, GreenOak, CB Developers, and The Chetrit Group. Ms. Gedinsky successfully represented ownership of 3 Columbus Circle (SL Green and The Moinian Group) during negotiations for Nordstrom Men’s first Manhattan store. Ms. Gedinsky is a member of the Real Estate Board of New York (REBNY) and Innovating Commerce Serving Communities (ICSC). She was named one of Commercial Observer’s “20 to Watch,” “Top Women in Real Estate,” “Top 40 Under 40” and “Top 30 Under 30.”

Christine Jorge is a seasoned real estate professional with a career that seamlessly bridges over three decades. Currently serving as Executive Vice President at MONA, Christine has etched her reputation as a pivotal player in both commercial and residential real estate. With a specialization in retail leasing for the past 20 years, she is highly regarded for her expertise in national tenant representation.

Christine's passion for real estate was ignited at a young age, during her senior year of high school, when she secured her New Jersey real estate license. It was when she joined HGCD Retail Services in New York and obtained her New York license that she found her true calling for retail. Alongside her esteemed colleague, Virginia Pittarelli, the duo has significantly contributed to the growth of their team, providing strategic leadership and shaping the course of retail leasing in the region.

Her tenure at Crown Retail Services before joining MONA has further bolstered her experience and reputation in the sector. Christine's roster of esteemed clients, indicative of her dedication and expertise, features globally recognized brands like Sephora, Lip Lab, Vitamin Shoppe, Godiva, Pronovias, Coach, and Kate Spade.

An alumna of Rutgers University, Christine continuously invests in expanding her knowledge base and aligning herself with industry standards and trends. She holds memberships in recognized organizations, including the International Council of Shopping Centers (ICSC) and the Monmouth County Board of Realtors. Beyond her professional achievements, Christine has consistently been active in her community, offering her skills and time to various local community boards, nonprofit endeavors, and land preservation organizations.

With dual citizenship in the United States and Portugal, Christine offers a unique blend of global insights complemented by her extensive local expertise, underscoring her status as a leading figure in the real estate landscape.

Matthew Ball has over nine years of commercial real estate experience. Mr. Ball and his team handle both Landlord and Tenant representation. In addition to maintaining a strong national profile, Mr. Ball has been involved with numerous high-profile New York City lease transactions, including Pele’s lease of 1560 Broadway; Sunglass Hut’s lease of 590 Fifth Avenue; and the lease-up of 432 Park Avenue to Beauvais Carpets, John Barret Salon, and Amaffi. Mr. Ball graduated from Syracuse University in 2013 with a degree in Business & Hospitality. Prior to joining MONA, Mr. Ball worked at Cushman & Wakefield for seven years. The list of esteemed landlords that Mr. Ball has represented throughout his career includes Jack Resnick & Sons, Rose Associates, Park Hotels & Resorts, and Empire State Realty Trust. Mr. Ball’s past and current tenant roster includes Sonic, All My Children Daycare, Lenscrafters, Beauvais Carpets, Pele, Johnny Rockets, and IHOP.
Manu Wendum began his retail leasing career in 2016. Since that time, Manu has built a sterling reputation as one of the premier brokers for landlord and tenant representation in New York City. Manu has worked with many prominent New York City landlords, including JVL Property Group, AM Properties, Lightstone Group, Walter Samuels, Madison Capital, and SR Property Group. Manu’s notable transactions include securing a 9,000 sf lease for Century Medical & Dental's first Manhattan flagship location at 606 West 57th Street; a 10,500 sf lease with Lincoln Market at 501 6th Avenue; a 4,500 sf lease for Mezcali at 83 Maiden Lane; and a 8,000 sf lease with Cafe Hestia at 80 Maiden Lane. In addition, Manu represented the co-op board of 485-501 6th Avenue in negotiations for 7 leases totaling over 45,000 sf of retail. Manu has also led the Manhattan and Brooklyn rollouts of Craft & Carry, Century Medical & Dental, Crumbl Cookies, and QQ Nails. Manu graduated from Brandeis University, where he was a member of the varsity swimming team, competing in both backstroke and butterfly. A native of Belgium, Manu speaks four languages: English, French, Dutch, and Hebrew.

John DiGangi brings over seven years of successful experience in commercial real estate to MONA, with a strong focus on the hospitality industry. John is skilled at understanding food & beverage economics, developing tenant-specific expansion plans, and undergoing complex negotiations on behalf of his clients. Prior to joining MONA, John was a director at Murro Realty, where he specialized in the representation of hospitality brands on both a national and international scale.

John has represented a list of notable retailers that includes Juice Press, Tortazo by Rick Bayless, Fox Lifestyle Hospitality Group, City Roots Hospitality, El Bajío Restaurant Group, Bread & Butter, and Hudson Market. Landlords that John has represented include Tishman Speyer, Rudin Management, Empire State Realty Trust, ATA Enterprises, Premier Equities, Caspi Development, and The Durst Organization.

Jason Friedman brings to MONA a lifetime of retail experience, having spent his formative years working at his family’s business, J&R Music World. His office is a mini-Rock & Roll Hall of Fame, lined with pictures of Jason with music industry megastars like Beyonce, Rolling Stones, Led Zeppelin, Aretha Franklin, Sting, and Lenny Kravitz. Throughout his career, Jason has dealt with every facet of commercial real estate, from construction loans, ground-up development, multi-pronged renovations, zoning regulations, Landmarks preservation, property management, and residential and commercial leasing.

After graduating NYU Stern School of Business in 1995 with a degree in computer programming, Jason built J&R’s website from scratch, growing JR.com to a $250 million business. Other ventures Jason started at J&R include the children’s store J&R Jr., launching the successful J&R loyalty program that eventually had over 2 million members, and producing a series of TV commercials, one of which was featured during the Super Bowl. After J&R’s legendary 43-year run ended in 2014, Jason returned to NYU to earn a Masters in Real Estate Development from the Schack Institute. Jason used his degree to help his family and world-renowned architect CookFox develop 25 Park Row, a 50-story high-end condo tower. One of the most successful condo projects in New York City, 25 Park Row was featured in the NY Times and Architectural Digest. Jason oversaw every aspect of 25 Park Row’s development, including design, floorplan optimization, construction, sales, marketing, and retail positioning.

Jason is a passionate vegan, avid tennis fan, and spends every possible moment at the beach with his wife, 3 kids, and 2 dogs.

With his knowledge of New York City retail and his unique sense of style and taste, Max Kreinces brings a fresh, young perspective to the MONA team. Prior to joining MONA, Max earned a bachelor’s degree in business administration with a concentration in real estate from The George Washington University’s School of Business.

During his time at MONA, Max has successfully represented Forma Pilates, the red-hot boutique fitness brand based in Los Angeles, securing both of their New York City studios at 374 West Broadway and 819 Madison Avenue. Max also represented women’s contemporary brand Cinq A Sept to secure their first brick and mortar retail store at 108 Wooster Street in the heart of Soho. Additional deals that Max has been involved with as a tenant representative include Fusalp at 713 Madison Avenue, Showfields at 187 Kent Avenue, SORA at 73 Orchard Street, and Blank Street Coffee at 897 8th Avenue.

Max’s work with high profile landlords has resulted in RFR Realty leasing 50 East 61st Street to medical tenant Aethos and 980 Madison Avenue to women’s fashion brands Tanya Taylor & ME+EM.  Max’s representation of Taconic Partners yielded the lease of 401 West 14th Street to electric vehicle company Fisker for the brand’s first East Coast showroom.  Max also represented ownership of 1 Bond Street during negotiations with Italian fashion e-retailer Luisaviaroma for the brand’s first store in the United States.  Luisaviaroma’s lease at 1 Bond Street was nominated for the 2023 REBNY Retail Deal of the Year Award.

Max was recently selected to be part of the 2022 Commercial Observer’s Top Young Professionals 30 Under 30 list.

Kim Levandovsky brings a wealth of boots-on-the-ground knowledge and experience working with startups and small businesses to his role as an associate with MONA. He has built a startup from the ground up (and was involved in the creation of every department within the organization) and has worked alongside scores of small- and mid-sized companies to help them grow and scale. Prior to joining MONA, Kim also led a sales team of top producers for several years running. His CV includes time at United Debt Settlement, where he led sales and corporate development, Easy Leasing, and Colliers International. He is passionate about client service, operations, and the data that drives them, and he views his role with MONA as a truly strategic partner invested in his clients’ overall growth strategies and success. A graduate of Brooklyn College, Kim enjoys watching sports, skiing and travel.
Sue Bernstock brings 15 years of successful experience in high-end luxury retail and in coworking real estate management. Sue spent six years in the planning and buying offices of Saks Fifth Avenue, working in both men’s and women’s divisions and two years at VINCE following its IPO. In 2015, Sue joined Workville and within a year was promoted to President and COO. Sue successfully expanded Workville’s coworking space footprint through a focused approach on member retention and new clients. Now, Sue is excited to be part of the Retail by MONA team. A Tufts University graduate, Sue majored in Architectural Studies. She understands urban real estate trends, and incorporates this understanding in her planning and in her work. Sue enjoys exploring New York City’s neighborhoods, restaurants and culture. She also loves traveling, particularly to the Southeast and Southwest of the U.S., and most recently, to the South of France.

Jason Lloyd brings significant firsthand knowledge to the MONA hospitality team with 18 years of experience in the food and beverage industry as an operator, investor, consultant and chef. After four years as a high-net worth wealth management analyst in the financial sector, Jason decided to pursue his passion for the restaurant industry. In 2013, Jason founded Cow & Clover, a 110-seat restaurant, bar, and event space located in Williamsburg, Brooklyn. As Managing Partner, Jason grew Cow & Clover into one of Brooklyn’s most popular brunch spots and, in 2018, orchestrated a successful exit, partnering with Fornino Restaurant Group. Jason joined Branded Concept Development as Manager of Real Estate in 2018 and became Associate Partner in 2021, working with some of the most creative minds in the F&B industry. To quote his clients: “Jason speaks our language.”

Jason graduated from Wesleyan University in 1999 where he majored in Political Science and minored in Economics. He is a New York City native and resident of Brooklyn for over two decades, with a deep appreciation of the city’s history and the role the hospitality industry has played throughout the city’s ups and downs. Jason’s notable tenant representation transactions include leases for Sant Ambroeus, Veselka, Marlow Collective, Everytable, Live Axe, and Dan & John’s Wings. In addition, Jason represented landlord RFR Holding during successful negotiations with tenants Panera Bread, NAYA, and Chinah for leases at 285 Madison Avenue.

Marisa Simkin brings extensive restaurant experience to MONA, having spent the early part of her career working in Front of House Management and New Openings for various restaurant groups. In 2018, she joined Branded Concept Development (BCD) as a Project Manager, collaborating with BCD's brokerage division to help restaurants navigate the pitfalls of construction in New York City. Marisa joined BCD's real estate team in early 2020, focusing on tenant representation for restaurant clients. As a broker, Marisa represented Mexicue, Stand Up Burger, Chinah, and Bourke Street Bakery in successful lease negotiations for restaurants around New York City. A graduate of San Francisco State University, Marisa majored in Hospitality Management, and is always excited to use her experiences in hospitality and construction to evaluate the viability of spaces for her food & beverage clients. Marisa takes special pride in working with women-led enterprises as well as first time restaurateurs. A California transplant who is eternally obsessed with NYC, Marisa lives in Brooklyn, and spends her free time watching baseball, walking with her dog, and eating.

Lauren Farnoosh is a California native who recently joined the retail leasing team at MONA, bringing with her the tireless work ethic of a true New Yorker.  After spending several years working in the fashion industry on projects involving celebrities like Viola Davis, Michelle Rodriguez, and Lizzo, Lauren decided to pivot her career towards commercial real estate.

Lauren’s specialization lies in retail landlord representation within dynamic New York City neighborhoods, including but not limited to the Meatpacking District, NoLita, the Lower East Side, the East Village, and the West Village. Noteworthy among Lauren's recent achievements are the successful leasing transactions for Veronica De Piante at 833 Madison Avenue and Sunday Riley at 557-559 Hudson Street. Presently, Lauren manages institutional landlord listings, notably Gottlieb's properties at 835 Washington Street and 405 West 14th Street in the Meatpacking District, as well as RFR Realty's holdings at 997 Lexington Avenue and 1728-1732 First Avenue on the Upper East Side.

Lauren's distinctive attributes, including her warm personality, creative problem-solving acumen, and adept negotiation skills, have endeared her to all her retail clients. Committed to fostering enduring relationships, Lauren is a valuable asset to the MONA team, embodying the principles of professionalism and excellence in the field of commercial real estate.

Madison Grossman, a transplant from Los Angeles, made the move to New York after completing her bachelor's degree in real estate from the Kelley School of Business at Indiana University. Her prior professional experience in retail strategy and leasing with Caruso in Los Angeles ignited her passion for pursuing a career in retail advisory. In July of 2021, shortly after relocating to the New York City, Madison joined Virginia Pittarelli's team.

Madison actively contributes to the development of retail strategies for tenants by immersing herself in their businesses and understanding their unique needs. She takes on the responsibility of conducting comprehensive market research, which encompasses the analysis of current and upcoming availabilities, leasing rates, market comparables, and demographic data.

Madison's impressive track record includes representing Buffalo Wild Wings To-Go in their inaugural location in the city, marking a significant milestone for the brand's presence in New York. Additionally, she has been a key player in representing Lip Lab by Kendo in their new Soho location and continues to support their expansion efforts. Beyond her successes in New York, Madison has also ventured into other national markets, demonstrating her ability to adapt and excel on a broader scale.

Nicolas Paviet joined MONA after graduating from Roosevelt University in Chicago with a bachelor of science and arts degree in commercial real estate. A former collegiate golfer and entrepreneur, Nicolas was born and raised just south of Lyon, France. During his time at Roosevelt University, Nicolas studied under commercial real estate industry leaders like Collete English-Dixon and started a service through which he guided fellow French golfers throughout the collegiate recruiting process. Nicolas fell in love with retail brokerage when he shadowed for a boutique firm based in Chicago. Now that he has relocated to New York and joined the MONA team, Nicolas is excited to be a part of the city’s retail renaissance. Nicolas’ passions include sports, food, travel, and hunting for the next great retail concept.

Brokerage Team

Nicole McHale

executive assistant & client coordinator

Originally from Pennsylvania, Nikki moved to Hoboken, NJ in 2019. She earned her bachelor's degree in communications from The University of Kutztown, with a dual minor in psychology and women and gender studies. Nikki’s main functions include drafting, reviewing, and sending communications on behalf of her team, managing multiple schedules, coordinating travel arrangements and meetings, keeping track of records and documents, and ensuring her team stays in sync to better serve their clients. In addition to her administrative duties, Nikki assists with presentations, surveys, proposals, and marketing/demographic information when needed.

Administrative Team

Nicole McHale

executive assistant & client coordinator
nicole@retailbymona.com