Marketing & Communications

Melissa
Lukach

I help culinary business owners improve their marketing and PR through my business Morning Night.

I also lead all of Modernist Cuisine and Modernist Cuisine Gallery’s marketing, press relations, and business development.

There’s more! Additionally, I am head of internal and external corporate communications for Intellectual Ventures.

Some highlights

Developed and executed the marketing and PR strategy for six cookbook launches

Managed international press and marketing campaigns

Co-produced a podcast Modernist Breadcrumbs & Modernist Pizza Podcast

Worked with Martha Stewart’s, Anthony Bourdain’s, and David Chang’s teams to produce TV segments

Launched two businesses: Modernist Cuisine Gallery by Nathan Myhrvold and Morning Night

Managed a 10MM advertising budget

Collaboratively created over 100 TV commercials

Pitched, launched and oversee DTC online store

Launched websites modernistcuisinegallery.com and modernistbread.com

Rebranded and repositioned Garden Design magazine

Redesigned websites saveur.com, gardendesign.com, modernistcuisine.com 

Created and executed licensing deals for Modernist Cuisine

Produced concerts and developed digital programs for Rolling Stone

Researched and secured influential actors, musicians, chefs, and designers for campaigns

Collaborated with a brewery to create a beer

Oversee Amazon ads with a ROAS of 6+

A Brief Work summary

My career started at top NYC ad agencies by focusing on the importance of strong storytelling and grounding multi-channel strategies with a deep understanding of the intended audience. I then created experiences and content that authentically wed consumer brands with influencers (before that term existed!) at Rolling Stone, US Weekly, Men’s Journal, Saveur, and Garden Design. Much of my work at Saveur and Garden Design involved re-positioning the magazines and building a marketing team.

I then worked at tech and digital publishing startup SAY Media. As with my work with traditional publishers, I created strategic marketing plans for consumer brands that went beyond standard ad buys and instead infused brand stories with editorial and influencers to create experiences that drove results. I worked cross-functionally to create pitch materials and ideas that would sell.

I joined the Modernist Cuisine team in 2012 to lead brand and communication strategy, from the website to customer service. My role has grown to also lead new business ventures. What started as an idea to sell former Microsoft CTO Nathan Myhrvold’s photography directly to collectors has turned into a thriving art business with galleries. I oversee this business and am the Head of Corporate Communications for Nathan’s other business Intellectual Ventures.

I started Morning Night to teach culinary businesses how to make more money through better marketing. Through consulting sessions, guides, and detailed emails, business owners find their ideal customer and connect with them in a meaningful way.

What are you really good at doing?

My strengths (as confirmed by CliftonStrengths) are that I able to vividly envision the future, be strategic, and am a high achiever. I enjoy creating a plan to get a company to a desired future state and have the work ethic to make it happen. I gravitate towards new challenges, finding dots to connect, and doing things differently. My favorite days involve brainstorming and researching.

What is your leadership style?

My leadership style is like coaching. I want to leverage each person’s strengths, let them shine, and create a supportive atmosphere that fosters teamwork and creativity. I hire applicants who demonstrate the potential to work cooperatively and are genuinely good people.

How do you foster innovation?

I create a collaborative space, hire people from different backgrounds, and ask for ideas and input from all levels. I also give team members autonomy to decide how to structure their days to produce their best work.

experience

Morning Night, 2021-present

Intellectual Ventures, 2023-present

Modernist Cuisine Gallery, 2016-present

Modernist Cuisine, 2012-present

SAY Media, 2011-2012

Saveur, Garden Design magazines & websites, 2008-2011

Rolling Stone, Us Weekly, Men’s Journal magazines & websites, 2006-2008

J. Walter Thompson / Domino’s Pizza, 2006

Deutsch NY / Pier 1 imports, Revlon, 2004-2005

Learn more on LINKEDIN

when i’m not working

I’m spending time with my family, including my floppy four-legged pal Laser Pizza.

Remodeling and updating my craftsman home and garden is an ongoing labor of love.

I’m listening to podcasts & reading business books; yes for fun.