The Elevator Statement

Five Blocks is an intelligent digital reputation management company. Our mission is helping people and businesses put their best foot forward. 

We use technology and big data analysis, working with clients to plan a deliberate search presence that tells their story. We execute the plan using proprietary technology and skills that provide long-lasting, holistic, and customized solutions. This empowers Fortune 500 companies and high-profile individuals to own their digital reputations and neutralize threats – ideally, before a crisis hits. 

CEO Sam Michelson is a serial entrepreneur and digital reputation pioneer. For over a decade he has been at the forefront of innovation and knowledge about the impact of search on brands, individuals, and products. Recognizing the power of search on marketing and brand building in 2003, Sam went on to found Five Blocks and has driven the firm’s growth into a leader in the digital reputation management space.

The Deeper Dive

Why we do what we do: Search is the gateway to your brand. 

Overwhelmingly, online search is the first stop for a stakeholder seeking information about a brand. It often takes the place of asking your friends or seeking an expert opinion, and we tend to believe that the first page or two of Google results will tell a reasonably accurate story about the subject. The problem is that it often doesn’t.

When a Google search or Wikipedia read leads to unbalanced, inaccurate, or irrelevant results, the searcher may draw conclusions that affect business opportunities or relationships in the real world. 

What’s wrong with the way things are: It makes no sense to allow an algorithm to determine how other people see us. 

Most people resign themselves to accepting the narrative which appears when googling them, even if it is unfair. They figure the algorithm decides what information to prioritize, and there is little for them to do if that information is disproportionately negative. 

Worse yet, imagine an algorithm that seems to prefer content that turns heads. It is  unfair that when people seek information about you or your brand, the deck may be stacked against you to highlight the less flattering content — which may be emotionally fueled and short lived (e.g.: Twitter.)

There is something you can do to manage online first impressions. That’s where Intelligent Digital Reputation Management comes in. 

What we do: We help people and brands take control of their reputation.

Five Blocks works with clients and their communications teams to deliberately plan their ideal presence on Google and other search engines. 

We create and execute a holistic, customized, and confidential plan to optimize and prioritize desired content. This content typically includes your own website and social media, earned media, images, video, Wikipedia, etc., so that these elements populate top results, helping you build the narrative

Our proprietary technology tracks millions of data points daily, enabling us to build strategy based on big data. Our analysis covers 500 different locations, across 69 countries, in 23 languages — allowing us to serve partners and clients with multinational stakeholders. 

Our team understands the delicate craft of blending content strategy with hardcore tech skills, of working with and not against search engines. As the old folk saying goes, “We can not control the winds, but we can adjust the sails.”  We are expert sailors.  

Who we are: 

We are a team of 40 results-oriented professionals from diverse disciplines including technology, communications, marketing, psychology, education, and intelligence. Our dedicated account leads have deep expertise in digital reputation management, marketing, and search engine optimization. With search industry veterans as key staff members, we help you navigate the evolving opportunities in Google and other digital platforms – as we have been doing since 2003.

Who our clients are:

We work with Fortune 500 corporations and fast-growing brands, multinational organizations, and high-profile individuals who want to build, promote, and defend their reputations. We have particular expertise in Financial Services, Healthcare, Energy, Hospitality, Food & Beverage, Education, and Real Estate.

Our ethics code:

Five Blocks takes ethics seriously. Our mission is helping people and businesses put their best foot forward.

We won’t engage in programs that rely on fake or “spammy” tactics, or where the outcome of our work could hurt someone. Likewise, we won’t use our skills to promote negative results about our clients’ competitors.

With the help of outside experts, Five Blocks has created a process for evaluating the possible ethical issues around potential client programs.

Meet Our Management Team

  • Sam Michelson
    Sam Michelson
    CEO & Founder
    Sam Michelson

    Sam Michelson

    CEO & Founder

    Sam is a serial entrepreneur and digital reputation management pioneer. For over a decade he has been at the forefront of innovation and knowledge about the impact of search on brands, individuals, and products. Recognizing the power of search on marketing, reputation, and brand building in 2003, Sam founded Five Blocks. He soon began to focus the company’s efforts exclusively on brand, corporate, and individual reputation management, and has driven the firm’s evolution to one of the most sought after business partners in digital reputation management.

    As CEO, Sam manages the fast-growing company’s vision while providing strategic counsel for the growing number of Fortune 500 companies and high-profile executives who are often referred to Five Blocks by strategic PR partners. He is the inventor of two US patents. One patent is in the area of self-tuning knowledge bases and text categorization, and the other in the field of interactive digital advertising.

    Sam received his BA in Psychology from Yeshiva University (1992) and a Masters in Management from Boston University (1994).

  • Hillel Davis
    Hillel Davis
    Chief Operating Officer
    Hillel Davis

    Hillel Davis

    Chief Operating Officer

    Hillel is a veteran business leader with close to 25 years working in senior human resources positions at Citibank, Republic National Bank of New York and IDT. At Five Blocks, Hillel oversees the day-to-day operations of the firm, its people, and finances. Prior to joining Five Blocks in 2012, he spent eight years as the Vice President for University Life at Yeshiva University where he oversaw the non-academic portion of the student experience for undergraduate and graduate students. Hillel has a BA in Math from Yeshiva University, as well as an MA and a PhD in Organizational Psychology from New York University.

  • Ofer Mizrahi
    Ofer Mizrahi
    Chief Technology Officer
    Ofer Mizrahi

    Ofer Mizrahi

    Chief Technology Officer

    Ofer Mizrahi serves as the Chief Technology Officer at Five Blocks Inc. where he is responsible for overseeing the company’s proprietary technological products and infrastructure. As a member of the senior management team, Ofer oversees the IT department on strategic technological planning as well as product research, development, and marketing.

    Prior to joining Five Blocks, he spent ten years as manager of Ping Mobile, where his skills as a veteran digital communication strategist, product developer, and planner helped create new products and build an international client base. Ofer’s programming skills have served several companies in developing digital products and launching business and technology initiatives.

    He has a BA in Science and an engineering degree in computer science.

  • Daniel Wolf
    Daniel Wolf
    Director of Account Management and Systems
    Daniel Wolf

    Daniel Wolf

    Director of Account Management and Systems

    Daniel is a veteran educator, manager, and programmer with more than two decades of experience exploring and testing the interaction between technology and human learning and development. He oversees all of Five Blocks account engagements; manages and trains the team of account managers; and sets policies and procedures for the firm’s outstanding client service. He is also the lead on Five Blocks’ ethics policy, interfacing regularly with external experts.

    Prior to his current role, Daniel spent eight years as the firm’s Director of R&D, where he developed hundreds of web-based applications and scripts that are central to Five Blocks’ client service model. Daniel has a Masters in Judaic Studies and an undergraduate degree in Computer Science.

  • Sara K. Eisen
    Sara K. Eisen
    Director of Brand and Marketing
    Sara K. Eisen

    Sara K. Eisen

    Director of Brand and Marketing

    Sara K. Eisen is a veteran creative director, brand and communications manager, content consultant, and journalist.  Before joining Five Blocks, Sara worked in the non-profit sector as Chief Communications Officer for Masa Israel Journey, and, at the Jewish Agency, as both Sr. Advisor to the Director General and Head of Marketing Content.

    In the earlier stages of her career, she was an independent marcom consultant and copywriter, working with both established corporations and startups. She co-founded two startups and has worked as a journalist in the fields of hi-tech, lifestyle, and culture.

    Sara holds a degree in Psychology and English.

  • Aharon Zeff
    Aharon Zeff
    Director of Business Development
    Aharon Zeff

    Aharon Zeff

    Director of Business Development

    Aharon is an expert in online reputation management. For the last decade, he has worked with strategic clients, from Fortune 500’s to several of the world’s largest hedge funds. He heads Five Blocks’ New York office where he oversees business development and account strategy for large financial institutions and several B2B clients. Aharon is the lead consultant helping clients implement our tech solutions.

    Aharon is fluent in English and Hebrew, enabling him to work seamlessly with clients both locally and internationally.

    Contact: azeff@fiveblocks.com

  • Romi Sussman
    Romi Sussman
    Director of Content
    Romi Sussman

    Romi Sussman

    Director of Content

    Romi Sussman has been the Director of Content for Five Blocks since 2009. She oversees the members of the Five Blocks writing team while working in tandem with the account managers to process all writing requests and needs. Prior to joining Five Blocks, she worked for a number of e-commerce sites writing web content, press releases and other deliverables. Originally trained as an English teacher, Romi worked in education for a decade.

    Romi has a B.A. in Communication Studies from U.C.L.A. and a Master of Arts in Education from Boston University.

  • Ben Michelson
    Ben Michelson
    Director of Research & Development
    Ben Michelson

    Ben Michelson

    Director of Research & Development

    With over 25 years in software research and development, Ben brings a vast array of expertise to Five Blocks. As Director of Research & Development, he leads the development of the firm’s proprietary technology tools and applications. Ben has played many different technical roles over his career including system analyst, software architect, and software customer support representative. He has led software development teams working on both desktop and web products. Before joining Five Blocks, Ben oversaw the web development, process automation, technical documentation, customer support and research of complex software suites. Ben graduated Cum Laude with a degree in computer science from Hebrew University in 1988.

  • Chaya Gottesman
    Chaya Gottesman
    Manager, Finance & Operations
    Chaya Gottesman

    Chaya Gottesman

    Manager, Finance & Operations

    Chaya manages Five Blocks’ finances and administration. She oversees budgets, expenses, and billing. Prior to joining Five Blocks, Chaya spent 11 years at Primedia and Bertelsmann as the Manager and then Director of Corporate Benefits. Earlier in her career, she served in actuarial roles at KPMG and Mercer.

  • Howard Opinsky
    Howard Opinsky
    Special Advisor
    Howard Opinsky

    Howard Opinsky

    Special Advisor

    Howard is the Managing Director of S-3 Group, a communications and policy strategy firm in Washington, D.C. A veteran digital communication strategist, crisis counselor, and corporate brand builder, Howard helps clients solve their most pressing business, public policy, and reputation challenges. He utilizes a combination of experience from politics, business, and the highest levels of major global corporations to deliver value and insight to clients.

    As Special Advisor to Five Blocks, Howard  provides strategic counsel and insight to the company. For over 15 years, Howard was a senior consultant and leader at Hill+Knowlton Strategies and Weber Shandwick where his clients included several global corporations, NGO’s, high-profile individuals, and governments.

    He has a wealth of experience advising Fortune 500 CEOs, public board members, and other senior executives on issues management, thought leadership and corporate strategy. Howard has also helped several major corporations develop and maximize their corporate social responsibility activities and digital engagement strategies. Howard began his career as a political strategist and communication advisor to candidates and causes including U.S. Senator John McCain’s presidential campaign, a national political party campaign committee, and several legislative candidates in the U.S. and around the globe.