Team Leadership: Smart. Dedicated. Experienced.

We are proud to offer you the talents of an exceptionally creative and technically skilled team with a deep understanding of merchandising and a global sense of style:

  • Perceptive and Analytical Brand Marketers
  • Fine Art and Commercially Trained Designers
  • Methodical and Precise Engineers
  • Purchasing, Logistics, Distribution and Manufacturing Experts


Bruce E. Teitelbaum/ Chief Executive Officer 

bruce_teitelbaum_RPG_retouched_low-res_1Bruce founded The Royal Promotion Group with the vision of delivering excellence in the design, development and manufacturing of displays, fixtures and retail environments. Bruce works continuously with his dedicated staff and direct reports – VP, Creative Director, Executive Director of Retail and Construction, Directors of Production and Engineering and CFO – to ensure the culture he has created is consistent throughout the organization.

Bruce has defined and upheld the brand standard and vision of RPG through a hands-on, systematic and client oriented process. Under his leadership, RPG is now a global resource with offices in New York, New Jersey, Minneapolis, Hong Kong and China.

He is noted for his combination of creative savvy and business acumen, which helps to facilitate success on all fronts. A native of New York, Bruce holds an undergraduate degree from Syracuse University and resides in Manhattan with his wife and their four children.

Ellen L. Friedman/ Executive Vice President

ellen_friedman_RPG_retouched_1_low_resEllen has been with the company since its inception and has been an integral part of its successful growth and development. As the Executive Vice President, Ellen help leads the Executive Leadership Team and manages the Sales Team throughout the United States. Her functions include being responsible for the overall marketing strategy of the company and maintaining the creative vision and integrity of RPG. She oversees the Project Management team and is responsible for the creative and branding strategy for our clients. Ellen has partnered with hundreds of brands to communicate their message in the retail environment.

Ellen has worked in all aspects of account management and business development. Through her experience with the company she has developed expertise in design and manufacturing.

Her past experience includes special event management and advertising. Ellen graduated from Boston University, College of Communications. Ellen currently serves on the Board of Governors of Cosmetic Executive Women.

Eric Williams/ Executive VP, Creative Director

eric_williams_RPG_retouched_low-resEric offers leadership, vision, and direction for his team, which is responsible for all creative design and product development within the company. He has gathered the best creative and engineering talent and developed his team into a category leader with the experience to take on any retail project and environment.

Prior to joining RPG, Eric was with the international branding and design firm of Desgrippes Gobé & Associates. He worked on strategy and design teams for the Movado, Coca Cola, Gillette, Bath & Body Works, and Elizabeth Arden accounts. Earlier, he was a Senior Designer for the architect Emilio Ambasz, responsible for product design of furniture, lighting, and personal good items for the New York office.

Eric graduated from the Cranbrook Academy of Art, where he received his Masters of Fine Arts degree in design. His work has been widely published and he has received numerous honors and awards, including a Gold Award from the Industrial Designers Society of America.

Andrea Millner/ Executive VP of Purchasing & Production

andrea_millner_RPG_retouched_low-resAndrea is responsible for effectively planning, directing and coordinating all activities of Project Development, Pricing and Manufacturing. She works closely with creative and engineering to ensure that the concepts proposed translate to production precisely, economically and within the required timing. Andrea constantly monitors the production department to ensure procedures are followed, estimates are accurate and that jobs are manufactured within estimated costs while maintaining the quality standards established.

Prior to joining RPG, Andrea was the Director of Production and Purchasing for AM/PM Sales, a major designer and manufacturer of retail displays.

Andrea lives in Fort Lee, NJ with her husband Robert and two children, Harrison and Jackson. She holds a Bachelor of Science degree from York College of Pennsylvania.

Ajay Khanna/ Chief Financial Officer

ajay_khanna_RPG_retouched_low-resAjay has over 22 years of professional financial management experience with mid to large size companies including real estate, distributors, commercial banks and financial services firms.

He has management oversight and responsibility for all financial functions and oversees all revenues, costs, capital expenditures and investments. Through his leadership, Ajay ensures the financial health of the organization, including responsibility for ensuring that resources are effectively employed toward the achievement of RPG’s strategic plan.

Ajay assumes a strategic role in the overall management of the company and provides leadership in the development for short and long-term objectives and constantly provides recommendations to strategically enhance financial performance and business opportunities.
He holds an undergraduate degree majoring in financial accounting and minor in computer science.

Brett Kalm/ Executive Director of Engineering

brett_kalm_RPG_retouched_low-resBrett entered the POP Display business in 1990, as a Preproduction Manager at Display Producers in the Bronx, NY, dealing primarily in the construction of final samples and Production Standards, setting up production lines, trouble shooting the manufacturing process, and monitored quality control. He transitioned into final engineering and engineering revisions to broaden his experience.

He joined the Thomson-Leeds Co. in 1995 as Director of Design, overseeing the development of all displays and responsible for the execution of all prototypes and subsequent engineering.

Brett came to RPG in early 1997 and over the years helped build a development function that included developing displays for pricing and cost structure, engineering for production, revisions, standards, implementation of quality assurance and control, and development of all services of 3D modelmaking, sample making, and prototyping.

Adam Lurie/ Executive Director of Purchasing and Production

adam_lurie_RPG_retouched_low-resAdam oversees the production management team, which is responsible for the successful manufacturing of all displays. With 14 years of experience in display manufacturing, his main focus is to ensure that our programs are produced on time, within budget and with the highest quality standards.

To achieve these ends, Adam works closely with RPG’s creative, engineering and sales teams, while maintaining a direct link with our manufacturing team in China.

Prior to joining the RPG, Adam has worked in finance and retail merchandising.

Adam is a graduate of Syracuse University, holding a Bachelor of Science degree in Marketing. He resides in Manhattan with his wife and two children.

Wendell Tolentino/ Executive Director of Development & Production, Asia

wendell_tolentino_RPG_retouched_low-resWendell oversees the design, development and manufacturing of RPG’s displays in Hong Kong and China. He has used his expertise of over 18 years in the display and product design industries to translate RPG’s outstanding design concepts into manufactured items of great quality and durability. Working hand in hand with RPG’s creative and production teams, and using his keen sense of aesthetic, he continuously balances cost effective production solutions without sacrificing quality or the original design intent.

Prior to his current position, Wendell has contributed his knowledge of manufacturing processes and materials to all aspects of RPG’s display design development including prototyping, production drawings, retail installations, and production line coordination. For a number of years, he also served as RPG’s Director of Design Engineering.

Born and raised in Pittsburgh, Pennsylvania, Wendell graduated from RISD (Rhode Island School of Design) with a BFA in Industrial Design. He currently resides in Hong Kong.

Jeff Dee/ Director of Retail Projects

jeff_dee_RPG_retouched_low_resJeff champions consistent project management practices which help RPG and its clients fulfill their mission and strategic goals. His focus is on managing the retail project portfolio to ensure projects are fit for purpose, completed within scope and budget, and on schedule.

Prior to joining RPG, Jeff worked for internationally renowned architectural firms including NADAAA, Office dA, and himma. He has directed efforts at a variety of scales, from transportation to academic buildings to high-end residential work to hospitality projects, including the Conrad New York. He has overseen retail projects and roll-outs for brands as diverse as Aesop, Ann Taylor, Barnes & Noble, BCBGMAXAZRIA, Beauty Brands, Best Buy, and MAC.

Jeff is a graduate of Columbia University, with a Master of Architecture degree. He lives in Manhattan with his wife, son, and cat.