Alicia Fields Email & Phone Number

Boston, Ma, Us

Global Partners is a division that encompasses all Converse licensees and distributors around the world, coordinating more than 30 partners, operating in more than 100 countries. Our markets sit across three regions: EMEA (Central & Eastern Europe, Middle East and Africa), SEAIA (Southeast Asia, India and Australia) and LATAM (Latin America). I lead the overall communications strategy and execution for the division across brand consumer, corporate and employee communications including:• Developing and driving the Converse narrative through integrated communications programs, initiatives and key events• Serving as a member of the Converse Global Communications Leadership Team ensuring alignment to global strategy + priorities • Developing strategic brand and seasonal toolkits to partners and consult territory partners on how to build and grow local communications capabilities at scale •Partnering with cross-functional leaders to test and learn new capabilities in emerging markets• Proactively manage brand risk and provide issues management support

Purchase, New York, Us

Served as the front-line contact for PepsiCo Corporate global inbound media inquiries as part of the Global Media Relations team sitting across corporate and brand initiatives.HIGHLIGHTS:• Developed best in class resources to enable impactful earned media storytelling for PepsiCo• Developed and executed media strategies to amplify global brand purpose initiatives that ladder up to business priorities across Diversity, Equity and Inclusion as well as Sustainability • Strategically positioned PepsiCo's Diversity, Inclusion and Equity agenda through external comms and managed the prepping of the Chief Diversity Officer for key media opportunities and speaking engagements.• Elevated PepsiCo's Global People + Culture and Workplace initiatives, leveraging innovative and differentiating programs across the Learning & Development, Talent Acquisition and HR functions during COVID-19 pandemic.• Maintained and built relationships with influential reporters/journalists, media outlets and influencers across various beats relevant for the brand.• Collaborated across the global PepsiCo communications function to leverage, amplify and create supporting assets to strengthen corporate narratives and build strong global brands in the markets we served and operated within.• Prepped high-level executives for media interviews, speaking opportunities and stakeholder presentations.• Connected the dots across the business to build a compelling narrative for PepsiCo's digital transformation.

New York, Ny, Us

Adjunct faculty member advising graduate students completing their final capstone project to receive a masters degree in Public Relations and Corporate Communications from the NYU School of Professional Studies, Division of Programs in Business.

Mentor, Ohio, Us

Led global marketing and communications initiatives for the Retail and Apparel Branding Division. Partnered directly with senior executives across commercial sales, innovation, creative and corporate communications to build awareness for product innovations, while driving sales in key growth categories. Managed relationships with agency partners across public relations, experiential and social media.HIGHLIGHTS: • Executed Avery Dennison’s first global sustainability executive sponsorship of Copenhagen Fashion Summit, resulting in millions of media impressions, establishment of ownable global sustainability platform and new business pipeline opportunities • Launched Avery Dennison's first apparel digital blockchain pilot with design partner 1017 ALYX 9SM increasing awareness of the technology in the fashion industry• Implemented new process for digital marketing, leveraging in-house curated trends & insights materials to drive new customer acquisition and build thought leadership • Standardized budget management process, creating efficiencies with forecasting and decreasing excessive spend• Developed new integrated process for product marketing communications launches inclusive of trade shows, PR, digital marketing, thought leadership, commercial sales tools and influential partnerships.• Secured top tier media placements to highlight digital product innovations from Avery Dennison that were leading the industry at large on circularity

New York, New York, Us

Minorities in Media Connect (Mimconnect) is a start-up professional network connecting minorities in media to a digital community, job opportunities, and events for professional betterment.HIGHLIGHTS: • Increased the amount of active users within the community by developing a marketing ecosystem inclusive of media relations, events, branding, and social media • Managed rollout of recap and reporting following activations to directly apply learnings to processes moving forward

New York, Ny, Us

Led media relations for Macy’s Northeast region, focused on communicating Macy's public image as the premier retail destination for fashion, beauty, home decor and major iconic events, while also demonstrating its brand value as a community partner. HIGHLIGHTS: • Increased the amount of media impressions YOY regionally, while also increasing foot traffic in flagship stores by amplifying new store offerings • Expanded the amount of strategic media relationships for the brand across print, broadcast, online and fashion influencers covering retail and fashion • Built strong network of fashion stylists and influencers to act as brand champions of Macy’s on local morning television for key seasonal shopping periods • Developed media strategy to announce the rollout of Macy’s G50 business initiative regionally, structured to showcase the company’s path to growth - securing media exclusives with top-tier press• Managed media relations strategy for tentpole retail shopping events for Macy's HSQ and Northeast stores including Black Friday, Back to School and Fall Fashion.

New York, Ny, Us

Clients: Budweiser Global, New York Life, Meals on Wheels Served as day to day client partner for Global Marketing Directors at Budweiser and provided strategic counsel on the development of marketing campaigns deployed internationally. Budweiser was the largest account for Anomaly. Executed the production of global advertising assets across digital, OOH and TVC film assets for domestic and global campaigns HIGHLIGHTS: • Led the development and production of Budweiser’s first Halloween campaign “King of Fears” implemented as a disruptive nightlife strategy to own a massive global drinking occasion. Launched in China, Russia and Canada in 2016, the campaign included a new costume ritual, theatrical performances and the creation of a new product: Bloodweiser• Coordinated the development of New York Life's brand visual illustrative identity, implemented across the entire enterprise in company collateral from internal to external • Spearheaded Meals on Wheels ‘Save Lunch’ campaign as a direct call to Congress to save the organization's funding, resulting in increased awareness of the budget crisis, which led to donations and increased funding for the organization

New York City, New York, Us

Clients: Fruit of the Loom, Pernod Ricard (Malibu, Kahlua, Olmeca Altos, Jameson, Pernod Absinthe, Martel) Vanity Fair Brands, IKEA, Waterford Crystal, Kohler Co.)Account management client lead responsible for planning and development of communication platforms and campaigns to drive brand awareness and launch new products/messages, while maintaining strong working relationships with integrated agency partners from concept to execution. HIGHLIGHTS: • Executed the relaunch of Fruit of the Loom’s Fit for Me Plus Size women’s line, garnering more than 100MM impressions through a PR-led partnership with Digital. Identified celebrity stylist spokesperson, plus size influencers and developed integrated comms strategy to increase brand awareness and consideration of the refreshed brand.• Spearheaded Fruit of the Loom’s ongoing news engine efforts that aligned to moments in time and seasonal client priorities leading to an an increase in brand SOV against competitors, measured annually • Managed monthly client finances including budgeting, invoicing and installment billing on budgets ranging from 500,000 to 3 million dollars. • Launched a summer brand campaign for spirits brand Kahlũa with celebrity talent to establish it as a transitional cocktail beverage that could be enjoyed for occasions beyond the traditional holiday winter consumption period .

New York City, New York, Us

New York City, New York, Us

New York City, New York, Us

New York, Ny, Us

Clients: Hilton Garden Inn, Johnson & Johnson, Hickory Farms and Angry Orchard • Executed day to day media relations support., tactical program support, media strategy, client service and project development.• Supported targeted holiday campaign for Hickory Farms to gain share of voice during crowded holiday time period • Transferred to sister agency Ketchum PR in Omnicom network based on client budget shifts.

Burbank, Ca, Us

• Developed new ways to market volunteer project opportunities to Disney/ABC employees increase amount of community engagement • Improved process to track the number of employee volunteer hours in and outside the company• Managed coordination of executive correspondence and shipment and distributions of in-kind contributions.

• Provided support with press material development including press release writing, media lists, campaign management and brand expansion for several clients• Researched promotional opportunities for local organizations in need of expanding awareness

Phoenix, Arizona, Us

• Designed from the ground up SMCC's first student life newsletter released every other month• Partnered with student leaders of organizations on campus to promote activities to the student body • Supported the Director of the Student Life Department with developing ideas to help student clubs be more efficient within campus life.

Northbrook, Il, Us

• Developed media lists for regional campaign implementations and tracked media hits garnered on a regional level • Executed various strategies to promote a successful regional donation drive campaign while serving as project manager • Maintained an active role on Corporate Relations team to build and assist with agency local presence and growth of Allstate brand

Phoenix, Arizona, Us

• Wrote, edited and produced commercials and promos that appeared on local network television to promote the newscasts. The commercials promoted the on-air talent and station programming as well as tease stories to come on the evening news. • Coordinated project elements for locally executed Arizona Idol singing competition sponsored by the local station. • Operated cameras and other studio equipment during morning and evening newscasts

Phoenix, Az, Us

• Supported Special Events Director in promotion of hundreds of Walter Cronkite School events targeted toward students, faculty and the community. • Created event listings for Cronkite School event Web page, ASU calendars and other public calendars to increase foot traffic and expand awareness • Coordinated the development of event collateral and signage • Assisted with selecting menus, researching possible catering venues and serve as contact person for assigned events

Master Of Science, Public Relations And Corporate Communication

Bachelor Of Arts, Journalism