I oversee public relations programs for beauty and fashion brands, spanning from mass to prestige levels, aiming to engage multicultural audiences.

Founded Tractenberg & Co.'s Multicultural Division, specializing in beauty, fashion and lifestyle brands. My primary responsibility was to provide strategic counsel for communications programs aimed at the Hispanic and African-American markets.

Client industries included: Consumer Packaged Goods, Pharmaceutical, Restaurant, and Telecommunications.Provided strategic client counsel for 360° integrated marketing programs, working in a collaborative interagency team across Public Relations, Digital, Media Planning & Buying, Shopper Marketing. Spearheaded integrated communications strategies, including crisis communications counsel and issues scenarios. Developed online programs including social media strategy. Led press and consumer events in multiple markets. Oversaw consumer promotions, with selection of finalists, grand prize winners and prize fulfillment. Led PR efforts for high-profile red carpet sponsorships. Identified spokespeople, managing those relationships, and conducted contract negotiations in conjunction with talent agencies and legal counsel. Managed and tracked client budgets and billings totaling $1.5MM+.

Served as client day-to-day contact. Developed communications and social media strategies. Oversaw creation of press materials and social media content. Advised client on media partnerships. Coordinated creative process and script development for production shoots, advertorials and paid TV integrations. Handled budget management, including tracking and reporting.

Coordinated tour of grassroots events in 7 markets in partnership with third-party organization Las Comadres. Identified spokespeople and conducted research analysis, including media audit. Drafted and proofread press materials including talking points. Served as event planner for each event, securing an average attendance of 100 guests per event. Managed and tracked client budget. Assisted with new business efforts.

As a media relations specialist, developed relationships with media and third party organizations; secured national and local media coverage; wrote and proofread materials, including paid TV integration scripts; and contributed content to internal blog and newsletter.

Developed media relationships to garner national and local press coverage for new product launches. Analyzed media coverage into monthly and quarterly reports. Drafted press materials including press releases, fact sheets, key messages and biographies. Conducted research for new business proposals.