Led, conceptualized and strategically executed all PR and consumer engagement activities, including high-visibility press, influencer and editorial stylist programs and events designed to drive awareness, engagement and brand equity.• Oversaw PR agency, serving as day-to-day contact for account team to ensure effective execution of PR strategy and programming for press, influencers and stylists.• Served integral role in liaising with senior leadership team to provide PR program updates, discuss press opportunities and review PR creative assets in collaboration with Global PR.• Partnered with cross-functional teams to ensure PR-related activity aligns with brand objectives, equity and messaging.• Collaborated with Senior Leadership and cross-functional teams to develop programming and/or messaging for brand’s DE&I, crisis and corporate communications initiatives.• Managed affiliate marketing program to drive incremental revenue for Oribe.com through strategic press and influencer partnerships.• Managed all paid influencer campaigns, featuring diverse talent to create on-brand content, drive brand awareness and generate revenue for new NPD launches and product priorities.• Led and executed hair industry trade press advertorial buys and editorial opportunities to maintain brand’s position in the prestige, professional segment.• Mentored junior staff to foster career growth, while ensuring high engagement, clear accountability and strong collaboration.

Developed cohesive integrated communications plans for IT Cosmetics' new product launches, evergreen priorities and campaigns in partnership with 360 cross-functional teams.KEY WINS•Cultivated earned media strategy, increasing media placements by +31% Year over Year (YOY), '19 vs '20.•Spearheaded sustainable PR mailer efforts, increasing eco-friendly media and influencer product seeding +33% YOY, '19 vs. '20 and resulting in implementation of global eco-friendly strategy across key markets.•Amplified brand's inclusivity efforts by developing Hispanic PR strategy and programming to drive brand love and recruit new consumers, resulting in first-ever dedicated LatinX Heritage Month digital-first campaign•Accelerated social media strategy by developing and executing strategies for Facebook Live series and Instagram co-branded giveaways, resulting in increased posting cadence (Facebook: 2x/week; Instagram 1-2 partnerships/month) that drove consistent brand awareness, engagement and conversion. •Implemented earned influencer strategy on TikTok, resulting in relationship building and product-seeding to 100+ new beauty creators within three months of outreach.•Managed agency partners and third-party vendors to ensure flawless execution across all PR programming.

Served as account lead, providing strategic client counsel while managing development and execution for all PR programming, including earned media strategy and event activations, to successfully achieve brand goals YOY.KEY WINSSephora: Led communications strategy and programming for Sephora Stands initiatives, Sephora Accelerate and Classes for Confidence, resulting in launch of largest global female beauty entrepreneur cohort to-date (+30% YOY) and first-ever, in-story beauty class for transgender community.

Oversaw strategic program development and execution, media relations strategy and event planning for General Motors accounts.KEY WINS•Buick: Drafted a lifestyle-centric media strategy, facilitated event execution, and managed talent for Coachella & Super Bowl activations to drive brand awareness among key media targets and consumers.

Developed brand strategy, led program execution and conducted media relations for CPG beauty and lifestyle brands.KEY WINS•Pantene Pro-V (Global & US): Served as Co-Creative Director for Global "Always-On" content photoshoot to provide cohesive still/video content to key markets. Launched brand's most successful US campaign in history "Pantene Dad-Do, fostering Next Generation of Strong Women", resulting in 1.68B media impressions and 45M video views and two 2017 PR Week Awards (Best Viral & Best Product Brand Development).Additional clients: Markwins Beauty, Celebrity Cruises