Brian France

As Chairman of Brand Sense Partners, Brian France provides strategic guidance for the firm and its wide range of business development and brand extension initiatives. Actively involved in NASCAR for more than two decades, Brian is a member of the NASCAR-founding France family and assumed the roles of NASCAR Chairman and CEO in October 2003. France has been at the forefront of NASCAR's dramatic sponsorship growth, including the recent ground-breaking announcement of Sprint Nextel Communications as the new sponsor of the NASCAR NEXTEL Cup Series, which began in 2004. He has also led a host of marketing initiatives including internalizing the sanctioning body's licensing efforts and developing NASCAR's consolidated television plans that culminated with events being broadcast on FOX Sports, FX, NBC Sports and TNT. France has been the recipient of many awards, including "Sports Industrialist of the Year" by The Sports Business Daily and "Marketing Statesman of the Year" by the Sales and Marketing Executives International (SMEI). Additional awards include Advertising Age honoring France as one of the publication's top 100 marketers of the year and Promo Magazine naming him as one of that publication's top promoters of the year. He serves on many boards and is the founder and Chairman of NASCAR's Diversity Council, an organization comprised of motorsports executives focused on encouraging greater diversity within the industry.


Jonathan Levine

Jon has spent his career in various marketing, strategy, finance and business development roles. At bsp Jon is responsible for identifying, closing and managing brand acquisition and incubation targets for bsp. As part of this, Jon helped lead the acquisition of Shabby Chic, and manages the brand’s business development, marketing and international expansion. While at bsp, Jon has also led client acquisition, strategy and management of consulting and execution engagements focused across industries and oversaw bsp’s media and entertainment practice group. Prior to joining bsp, Jon was an Associate at the financial firm C.P. Eaton & Associates, where he was responsible for the firm’s new business development and marketing. Previously, Jon was with Credit Suisse First Boston in their private equity division and Donaldson, Lufkin & Jenrette in various finance capacities. Jon received his Master of Business Administration from the UCLA Anderson School of Management and a Bachelor of Arts from Colgate University. Jon currently serves on the Los Angeles Board of Directors for the not-for-profit, Minds Matter.


Ramez Toubassy

Ramez oversees all of the firm’s day to day operations and charts the strategy for long-term growth. He is responsible for managing all the company’s acquisition, incubation and consulting activities and takes a roll up the sleeves role in the resulting businesses that are created. Ramez also serves as the CEO of bsp portfolio company Shabby Chic Brands and is hard at work directing all aspects of the development of that business. Prior to joining bsp, Ramez served as the head of Business Development for private equity backed Indian Motorcycle Company in Gilroy, California where he was responsible for all non-vehicle businesses including Indian’s licensing program, the dealer-channel apparel and merchandise businesses, and the company’s eCommerce efforts. Previously Ramez was a principal at Evolution Global Partners, an investment firm focused on partnering with Fortune 500 companies to develop and build new businesses based on under-leveraged corporate assets. Ramez has also spent several years advising senior management of a variety of global corporations in his positions at Deutsche Bank and Price Waterhouse. Ramez is a member of the Santa Monica Bay Chapter of the Young Presidents’ Organization (“YPO”) and holds a Master of Business Administration from Stanford University and a Bachelor of Arts degree in economics from Pomona College.


Monica Hallinan

Monica is responsible for all financial, information system, human resource, product development and legal functions at bsp. She oversees the intellectual property and royalty processing administration within the agency. Monica brings 16 years of finance and consulting experience to bsp. Prior to joining bsp, Monica served as a professional services consultant for several software companies including Evolve, Counterpoint Systems and Infinium. She possesses vast experience implementing a variety of accounting and royalty processing software applications. Monica was previously employed at Nabisco, Inc. where she held several accounting and finance positions over the course of her eight years of employment. Monica is a Certified Public Accountant. She holds a Master of Business Administration from the University of St. Thomas, Houston TX and a Bachelor of Science degree in accounting from the University of Colorado, Boulder, CO.


Kim Ray

Kim Ray brings nearly two decades of intellectual property and business law experience to Brand Sense Partners, LLC. Prior to joining bsp, Kim’s private practice focused on intellectual property, business and commercial real estate matters for creative entrepreneurs and small business owners. With far more than simply a focus on the legal aspects of an organization’s intellectual property interests, Kim is known for her consultative and holistic approach to IP portfolios, and she incorporates the business concerns and human capital considerations to develop powerful strategies for protecting rights globally, maintaining a solid stance during mergers or buyouts, leveraging IP assets, and building strong brands. Kim was previously employed by Chrysler LLC and Sidley Austin, where she was involved in the management of large intellectual property portfolios, intellectual property licensing, and intellectual property litigation. Kim was the summa cum laude graduate of the paralegal program at University of North Texas; received her Bachelor of Science degree, cum laude, from Excelsior College; her California Mediator Certificate from the California State University – Dominguez Hills; and her Juris Doctorate degree, with honors, from Ventura College of Law.


John Moore

John Moore (aka Juan Mas) oversees all of bsp's creative efforts with respect to branding, marketing and design projects as well as overseeing the day-to-day operations of bsp's creative workshop, Pencil on Paper studio (the POP studio). John made his first major footprint on the fashion and apparel industries with Abercrombie & Fitch. In 1999, John was handpicked to create the third concept for A&F. He conceptualized the brand identity, store concept, directed clothing and graphic design, and named it Hollister. Opening its doors in 2000 and driving most of A&F's success over the last decade, Hollister is arguably the most successful retail rollout of all time. John quickly rose up the corporate ranks to Global Conceptual Director of all businesses at A&F. Six years later, he went on to become Creative Director of the much-heralded label Modern Amusement where he used his retail knowledge and cultured style to elevate the brand from a little known Southern California street wear label to an in-demand premium collection, available in the very best accounts globally. He quickly became known as the California kid with the golden touch, the go-to-guy who was paving his own way in the fashion game. A conceptual storyteller, John believes that a good narrative is essential to every great concept. Always assigning equal value to art and commerce, John can best be summed up as the "Merchant Creative Director." John proudly holds a Bachelor of Fine Arts degree from Westmont College in Santa Barbara.


Jaime Lewisohn

Jaime oversees bsp’s Strategic Alliances business, where she leads a team that is responsible for developing brand extension, partnership and brand development strategies as well as identifying, executing and managing them. Before joining Brand Sense Partners, Jaime worked first as a Senior Associate and then as a Quantitative Analyst at Bernstein Investment Research & Management, where she integrated her in-depth wealth management research into strategic presentations for clients and other professional advisors. She serviced high net worth accounts, analyzed client portfolios and partnered closely with other financial advisors to market Bernstein research and help source new business opportunities. Jaime received a Master of Business Administration from the UCLA Anderson School of Management and a Bachelor of Science in Nutritional Sciences from Cornell University.


Scott Minker

Scott is responsible for client acquisition, and developing strategic partnerships & brand extension programs on behalf of Brand Sense Partners’ clients. Prior to joining bsp, Scott was a Director at the Corporate Executive Board, where he consulted Fortune 500 chief marketing officers on strategic brand & marketing issues. Previously, he led business development initiatives within the entertainment, consumer products and retail industries.


Scott received a Masters in Business Administration from the UCLA Anderson School of Management and graduated with honors from Georgetown University.

Ryan Rocca

Ryan is our resident experiential marketing expert who develops and creates unique and unforgettable consumer experiences for brands. He leads our Modern Marketing group, responsible for building our new and existing relationships as well as for the day-to-day operations and management of the programs. He brings over 20 years of experience working with top consumer brands such as PepsiCo brands, AT&T, Starbucks, Luxottica, Gatorade, Havaianas, Kodak, JBL, Hewlett-Packard, X-Factor and many others.


Previously, Ryan was COO and partner of PGW Experience, a strategic experience marketing agency. Prior to PGW, Ryan served as the Business Development Director for MAGIC, the largest apparel tradeshow, where he secured and activated sponsorships, partnerships and events. Early in his career, Ryan was the Business Director of GMR Marketing, where he worked with high profile accounts such as Daimler/Chrysler, Mercedes Benz, Cadillac, Grey Goose, Kettle One and Miller Brewing Company. Ryan proudly holds a degree from University of California, Santa Barbara.


Travis Heard

Travis is responsible for creating strategic marketing plans and developing new partnerships opportunities on behalf of our clients. Prior to joining bsp, Travis oversaw development for The Coffee Bean & Tea Leaf in airports, universities and hotels and worked with international licensees to expand the brand throughout Asia.


Travis received his MBA from the UCLA Anderson School of Management and his BA from the University of California, Santa Barbara.

Brian Gum

Brian is responsible for helping clients grow and enhance their brands through branding strategy, business development, and new partnership opportunities. Prior to joining bsp, Brian worked in brand management in the CPG and food/restaurant industries at Munchkin and Pizza Hut. Brian's previous experience also includes management consulting with Deloitte Consulting where he assisted Fortune 500 companies on strategy and operations projects across the financial services, high tech, and pharmaceutical industries.


Brian received his BA in Political Science at Columbia University and his MBA at the Kellogg School of Management.

Our People

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Brian France

Brian Gum

Monica Hallinan

Travis Heard

Ryan Rocco

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