Oversee Public Relations (PR) and Influencer programs for retail and eyewear brands. Lead strategic planning and implementation of key marketing and branding initiatives. Manage resource allocation and budgeting, collaborate with international business leaders, and manage daily program activities. Drive media inquiry strategies, media outreach efforts, partnership development, celebrity seeding, product placements, and new store awareness. Build relationships with agencies and vendors, liaise with retail, corporate communications and content teams, and manage a team of PR Associates. I have effectively launched brand-building initiatives to drive awareness of Luxottica retail brand LensCrafters and eyewear brands (Vogue Eyewear, Michael Kors, Coach). Promoted to Senior PR Manager in 2017 in recognition of outstanding performance as a PR Manager, including increased program accountability for organizational goals.

Selected through a competitive bidding process to represent national brands by developing innovative marketing and branding strategies. Led project management and leveraged technologies and tools for data-driven reporting. Developed a wide array of engaging and SEO content, press releases, company backgrounders, press kits, bios, blogs, and web content. Identified key client markets through in-depth research to build effective brand positioning and awareness strategies, product launches/re-launches, and content overhauls. Secured strategic partnerships with major brands, led direction for promotions and campaigns, and planned editorial calendars.Clients included:• STA Travel (1/2014 to 10/2014): Effectively implemented digital and print media programs targeting millennial market, including brand awareness among students and youth travelers in collaboration with the Social Media Manager.• Ipsy.com (2/2013 to 8/2013): Collaborated with marketing team to identify brand awareness challenges and develop PR campaign strategies to transform market penetration.• GLOSSYBOX.com (5/2012 to 1/2013): Drove launch and image branding through strategic PR, partnerships and marketing strategies. Media highlights include The New York Times, Today Show, Allure, InStyle, People StyleWatch, Lucky, and New York Magazine.

Created and executed transformative brand-building strategies aligned with client and agency goals, gaining in-depth experience in health, beauty and fashion brands. Strategically led media outreach, public relations matters, and overall direction for social media and marketing communications. Managed relationships with consumer and trade press, managed events for product launches, and developed partnerships for branding and marketing. Fostered branding opportunities with influencers, tastemakers, and celebrities. Conceptualized and launched numerous brainstorm ideas and projects to drive marketing, brand awareness, and social outreach strategies.

Developed proactive communications and PR strategies to create buzz and awareness around the start-up online flash sale platform (previously launched as ideeli) while promoting and advancing the business objectives. Maintained relationships with key regional and national press. Launched ideel's signature programs including ideel Style Experts and Charity Program (online fundraiser partnerships). Liaised with merchandising team to promote upcoming flash sales.