Shani Seidman

At B&H Photo, I lead Creative Development and brand strategy across one of the most iconic names in imaging, technology, and creative retail. My focus is on strengthening and evolving the B&H brand while honoring the legacy, trust, and cultural equity that generations of creators, professionals, and enthusiasts have built with the company over decades.I work across brand, creative, marketing, and strategic partnerships to help shape how B&H shows up across physical, digital, social, experiential, and creator-facing channels. From building brand awareness and deepening customer connection to developing integrated campaigns and creative initiatives, my role centers around ensuring B&H continues to lead as both a retailer and a trusted authority within the creative industry.A major part of my work is collaborating closely with the world-class brands and partners that power the B&H ecosystem across camera, video, audio, computing, production, and emerging technology. Together, we create meaningful storytelling, educational experiences, product launches, and community-driven activations that serve the next generation of creators and professionals.At its core, B&H is more than a store. It is a destination for expertise, creativity, and innovation, and I’m proud to help shape the future of a brand that has meant so much to the creative community for generations.