EST. 2008
At Sweet Management Group we eat, breath and live a food passionate lifestyle.
We believe food is the ultimate connection point. We know creating memories around the table is impactful. And we thrive on using culinary as a marketing tool to bring people together and drive results.
The Team
LONNY SWEET
CEO
After almost a decade in sports marketing, representing the best athletes, coaches and broadcasters in the business, Lonny launched Sweet Management Group (The Connect Group) in 2008, initially continuing to pursue a career in sports marketing. The path of SMG changed when Lonny met Chef Forgione following his Next Iron Chef victory, and the rest is history (or so we hope). He is a proud sales guy, prouder father of two girls and fierce protector of his 617 cell phone area code. #masshole #bostonstrong #gosox #gopats #wickedawesome
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Food is part of my everyday work life, but at home, I cook for my family and grow herbs and vegetables in our backyard. I'm on a never-ending hunt for the perfect Chinese takeout and will drop everything for an afternoon of tailgating with my buddies.
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Appetizer: NOLA Crawfish Boil; Entrée: Potato Bacon Pizza from Antonio's Pizza in Amherst, MA; After dinner snack: Mom's Wontons
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I'd be hanging out, having fun with my daughters (on the beach would be awesome).
CASSANDRE PALLAS
VP Talent Management & Client Services Director
Cassie took an unexpected road on the way to Sweet Management Group. After graduating from Wesleyan University with a double major in Architecture and Art History (yay liberal arts education!), she worked at several small architecture firms and Edelman Digital before realizing that she was hungry for the food world. Immediately before Sweet Management Group, she spent several years working in Corporate Communications at POSSIBLE, a digital marketing agency. She’s a born and bred New Yorker who loves a good craft project and a strong cocktail. #sorrynotsorry #Tribeca #hapa
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Sometimes I wonder how I’m NOT connected to food! My mom taught me how to cook when I was very young and exposed us to many different types of cuisines. My cookbooks and cooking equipment probably take up at least 75% of my small NYC apartment! I also eat out a lot, whether it’s my favorite restaurant in Chinatown or a new spot I’ve been wanting to try.
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My Mom’s Sukiyaki or Japanese Steak. I’m also crazy for hot dogs.
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Playing a board game outside with a bottle (or actually 3 or 4) of rosé.
RACHEL WAYNBERG
VP Talent/Head of Brand Consulting
A lifelong food enthusiast originally from a Washington, DC suburb, always dreamed of a career in the culinary world. After college, she spent some memorable years in Austin, Texas (Hook'em!), and then followed her passion for food to New York City. In 2003, Rachel co-founded Intellivent Group, a groundbreaking marketing agency specializing in food and beverage. Throughout her career, she has created tailored marketing and strategic partnership programs for industry leaders and startups alike, with clients including PepsiCo, McDonald's, Freshly, Emirates, ConAgra, Yum Brands, and Diageo. When she's not hard at work, Rachel enjoys indulging in her passions for music, food, drinks, and travel.
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I grew up in a diverse suburb of Washington, DC, where I was surrounded by a wonderful mix of cultures and cuisines. At home, my mother's nightly cooking sessions were a vibrant blend of my father's European influences, our Jewish heritage, and my parents' health-conscious approach to meals, which was, for lack of a better term, “ahead of its time.” My upbringing ignited a deep love curiosity and appreciation for food that continues to shape my life and career.
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Probably a hot dog and apple pie OR a BLT with avocado and extra mayo. OR bucatini Americana OR pierogies from veselka - how could anyone choose just one thing?!
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A music festival surrounded by good music, great friends- and adult beverages
BAILEE OPENSHAW
Senior Director, Talent and Business Development
Originally from Cleveland, Ohio (GO BROWNS) Bailee made her move to NYC in 2021. She’s always been food connected and passionate in her spare time, but after spending a combined 10 years in recruiting, finance and most recently, marketing in the wine & spirits space, she decided it was time to pursue her passions of food and business. Fortunately, she landed at SMG. She loves perusing the NY art galleries, drinking really good wine, and will never say no to tequila.
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Growing up with a single, working mother and three younger siblings, I was cooking from a very young age. We ate together at the table every night so it was my way of bringing the family together. It later evolved (when I learned how to cook beyond mom’s meatloaf and tuna casserole) into my way of showing those close to me, how much I care for and appreciate them, not only through cooking, but finding a great chef/restaurant/meal and sharing with others so they can experience it as well.
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Tom Kha soup (mild spicy), jumbo stone crab claws, and a really good carbonara.
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BEC (S, P, K) in Central Park.
