Heather Youmans, Mba Email & Phone Number

Bologna, Emilia-Romagna, Italy

Oversees strategy and execution for company-wide global marketing, reporting directly to Chief Business Officer.

Southern California

Los Angeles Metropolitan Area

Leading publicity and a variety of startups in a head of communications-style role. Building and launching brands in music and tech with sharp storytelling and cultural impact.

Los Angeles, California, United States

-Support strategic PR efforts, develop the Americas/ANZ regional program of media outreach for the brand and B2C product portfolio, Sonos Radio and B2B Professional offerings-Manage all aspects of the Americas/ANZ public relations and advocacy strategies, including execution, project planning, consumer lifestyle and tech media outreach, earned campaign development and the Americas/ANZ advocacy (influencer) program-Responsible for new product/service launches, partnerships, social impact and seasonal storytelling in region.-Develop and oversee regional PR strategy, plan and lead consumer electronics, lifestyle or luxury industries that drive impact and results.-Create compelling messaging, and use media relations skills to coach company spokespeople-Lead project/program execution across earned campaigns, new product launches and always on activity in region-Work cross-functionally to build integrated strategies across platforms to elevate company-wide initiatives. -Lead Americas level press asset development including press materials, bios, backgrounders, fact sheets and in-depth media list development, adapting Global press materials where relevant and overseeing localization/translation -Lead US/C/ANZ agencies across PR & Advocacy ensuring work is on brand, on strategy, deliverable on time and on budget. -Develop briefs for the region’s PR agencies, ensuring campaigns are on brand/strategy. -Direct management of the Americas & ANZ senior PR specialists-Lead “always-on” media relations for the US, Canada, ANZ. Provide guidance on best practice media relations to LATAM Marketing Manager-Partner with Global PR team to craft, pitch, and place high-impact stories supporting corporate narrative.-Increase impact of paid and earned media, amplifying editorial coverage through paid media strategy-Budget management and overseeing executive/cross functional reporting-Identify appropriate coverage for licensing editorial quotes for broad use across the business

Hollywood, Ca

- Develop global PR strategy, plan and lead brand strategy and execution for all NPI & tier 1 campaigns, including the company's highest performing PR campaigns in its 75-year history; Grew global Fender press coverage 350% from 2016-2021 - Manage PR agencies and organize strategy/execution for global PR teams; ensure cohesive approach, process, strategy, assets, and messaging and adapt per region - Place stories and manage inquiries from top tier music, entertainment, business, tech, and other lifestyle press: Business Insider, Billboard, Rolling Stone, CNN, NYT, VICE, CBS This Morning, WSJ, Forbes, Playboy, Variety, KTLA, various ent, music, lifestyle and guitar press - Direct PR counsel for CEO, CMO, other high-level global execs; organize frequent media training of executives, other key spokespeople and prepare artists for press before launches and speaking engagements - Develop PR Daily award-winning thought leadership platform, overall corporate narrative, and cadence - Develop brand crisis communications plan for VP of Comms and CMO; draft holding statements for media and work directly with CEO and other c-suite executives for approvals and adjustments - Manage partnerships with Jose Cuervo, Barbie, LEGO, Zappos, Hurley, Supreme- Develop PR measurement & insights approach, designing a process for comms from the ground up- Lead campaigns, work directly with top talent: H.E.R., Nile Rodgers, Jimmy Page, Brian Wilson- Led viral PR campaign (PR Week finalist) for “Play Through” guitar lesson giveback during the pandemic, generating 7B impressions, 1M new users in the Fender Play learning app - Employ advanced writing/editing skills when crafting campaign materials, executive messaging, speeches, CEO shareholders letter, board meeting decks, etc.- Influencer program strategy and management- Manage overall PR budget alongside VP of Comms- Lead, plan and execute media events - Manage and mentor team of interns, coordinators, and specialists

Los Angeles, Ca

-Worked on consumer marketing, entertainment and technology teams handling media relations strategy, influencer programs, day-to-day planning and project management, strategic plan preparation, partnerships, special event management, talent relations and client awards programs-Main clients in the media relations and/or digital/influencer relations: Target (CSR and local), Twentieth Century Fox Home Entertainment, FX and MGM (managed campaigns for "American Horror Story: Freak Show", "The Grand Budapest Hotel," "Teen Wolf" and "Glee"), Dolby (managed influencer program), Deloitte Digital, Tournament of Roses (Rose Parade), Ford, Shell, TCL, IHG/Holiday Inn, LINE Webtoon/Naver (Korea's Google), 5miles app, Rosland Capital and Oakwood Worldwide-Led campaign media strategy and pitch teams, securing story placements through strong LA and national media relationships with top-tier outlets: WSJ, NYT, LA Times, TODAY Show, USA Today, People, Forbes, Variety, CNBC, Bloomberg, TV Guide, Rolling Stone, THR, Adweek, Reuters, AP TV, Fox News and Parade, among others. -Booked suites of top-tier media for campaigns centering on Susan Sarandon, Mel Brooks and Rose Parade grand marshals-Honed crisis communication skills in on- and off-site responses; Provided client counsel and recommendations, while working on the Tournament of Roses parade, ExxonMobil, Chick-fil-A, Southern California Gas Company and Rosland Capital -Participated in multiple new business pitches with senior management and assisted with preparing strategic plans; Identified new business leads with senior management, built relationships with potential targets and generated leads -Developed thought leadership messaging platform, coordinated message testing activities, media trained key spokespeople, wrote executive bylines and identified key speaking/awards opportunities

Signal Hill, Ca

-Developed pitches and press kits for media, which resulted in story placements from key ukulele bloggers, Vintage Guitar Magazine, ABC7 and CBS2/KCAL9-Coordinated the company's social media channels, including: Facebook, Twitter, Instagram, Pinterest, LinkedIn and YouTube boosting followers and likes by 100 percent, on average-Coordinated trade magazine and broadcast interviews with founder and Grammy-winner Daniel Ho-Outlined public relations strategy with CEO - including overall PR and social strategy for NAMM trade shows

Santa Ana, Ca

-Wrote advance stories, reviews and cover stories for the Go+Do, Varsity Arts and Shows sections in the Orange County Register -Interviewed entertainment personalities, such as George Lopez, Drew Carey, Brooke Shields, as well as Grammy Award-winning musicians like Brian McKnight, David Sanborn and Jeff Hamilton-Reviewed concerts and musicals at LA's top music and entertainment venues (Hollywood Bowl, etc.) -Wrote stories published in Long Beach Register's Varsity Arts section - which focused on performing and visual arts programs in local high schools

-Hired by Wundermanwest/ Y&R and Innocean advertising agencies for photography-related work-Shot stills for a Nestle advertising campaign airing online and on Univision -Services include event photography, photojournalism assignments, entertainment head shots, maternity or engagement photos and retouching using Adobe Photoshop

-Performed in concert and stage shows-Assisted the special events and public relations teams with photography, set-up and event staffing -Learned how to work with children, while upholding the corporation's family-oriented policies

Costa Mesa, Ca

-Wrote advance stories, features and critiques for performing arts events in the following areas: musical theatre, dance, music (popular and jazz genres), circus, and multi-media presentations (i.e. Blue Man Group)-Interviewed high-profile musicians and performing arts personalities, such as Martina McBride, Ann Wilson of Heart, The Beach Boys, and more -Stories and photos published in three LA Times-owned newspapers, as well as on the main Los Angeles Times website

Long Beach, Ca

-Worked with the non-profit organization assisting with public relations efforts -Created a press kit for the client as part of a revitalized theatre education program roll-out

Long Beach, Ca

-Wrote comprehensive critiques of professional and community musical theatre productions, which included Broadway musicals and original works

Bachelor Of Arts (B.A.) Journalism (Emphasis Public Relations), Public Relations, Journalism, Music, Sociology, Magna Cum Laude (3.9 Gpa)

Activities and Societies: Kappa Tau Alpha: National Honor Society in Journalism and Mass Communication; University Honors Program.

Master Of Business Administration (Mba), Marketing