April 2013 — Present
Where Things Live
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Where Things Live
Responsible for the strategic development and management of public relations for OPSM, Sunglass Hut, Wholesale and Luxottica house (Ray-Ban, Vogue) and licensed (Burberry, Prada, Dolce & Gabbana, Miu Miu, Versace, etc.) eyewear brands in the Australian and New Zealand markets. In this role I work closely with both the internal marketing and Italian PR departments to ensure programs are aligned to local and global objectives. Oversaw the launch of OPSM’s Cricket Australia sponsorship and the Sunglass Hut Floating Store.
DashLuxe is a fashion technology company that host’s limited-time flash sales featuring fashion, design and lifestyle products to its members at discount prices. Reporting to the CEO, in this role I devised integrated marketing and communications strategies to increase brand recognition and achieve business growth objectives. Responsibilities included planning and implementing customer acquisition campaigns utilizing SEO, SEM, partnership marketing, lead generation and performance-based tactics. In addition to fostering relationships between DashLuxe and key industry influencers (fashion designers, bloggers, technology and business media), I also created and managed the content program for all digital platforms (social media, email, website, blog) and ensured consistent messaging throughout.
My primary responsibilities were to direct brand management activities across the Calvin Klein Fragrance portfolio to achieve revenue, sales and profit targets as well as provide strategic direction on launch of ck One Color cosmetics including the retail roll out, pricing, promotion and positioning. Additionally, I coordinated all advertising and promotional activities (print, TV & digital) and managed product inventory and forecasting.
As the Communications Manager of Australia, I created multi-channel marketing communications initiatives for M⋅A⋅C Cosmetics, M⋅A⋅C PRO and the M⋅A⋅C AIDS Fund to support the marketing mix, reinforce global brand messaging and drive sales. I also executed global programs to support the local marketing calendar and modified these to address the specific needs of the market. During my time I specifically developed strategies to maximize the brands sponsorship of Rosemount Australian Fashion Week; increased the Arts, Entertainment and Fashion industry portfolio and worked with local M⋅A⋅C AIDS Fund charity grantees to distribute funds and generate consumer/media awareness.
Clients: People’s Revolution for New York Fashion Week, Prescriptives, Virgin Mobile, Unilever Australia, The Great Jones Spa, Eva Scrivo Salon, BY142 Skincare, John Sahag Workshop, WhiteBoy Clothing, FHM Australia, The Book LA
As a consultant to FMCG, beauty and lifestyle brands I worked with clients to identify and implement public relations, sponsorship and marketing programs to increase brand recognition. I also assisted in generating new business on behalf of these clients and provided counsel on distribution channels.
Clients: Reebok, Virgin Mobile, Porsche Design
La Force + Stevens is a New York-based marketing and public relations firm specializing in fashion, retail, consumer and lifestyle brands. In this role I developed public relations and consumer initiatives to drive sales and brand awareness for clients including Reebok, Virgin Mobile, Porsche Design. I provided tactical counsel for existing clients and Managed new business pitches; maintained relationships with fashion, entertainment, sports and lifestyle media and utilized celebrity talent to communicate brand messages.
• Developed and executed presence marketing and publicity campaigns in North America to promote products, artists and the M⋅A⋅C AIDS Fund
• Public relations and marketing efforts helped to raise $15 million for the M·A·C AIDS Fund
• Produced ad campaign shoots, consumer retail and media events with brand spokespeople Lil' Kim, Mary J. Blige, Shirley Manson, Elton John, Missy Elliott, Christina Aguilera, Linda Evangelista, Boy George and Liza Minnelli
• Negotiated and executed sponsorships in the film, television, music and sports industries
• Created various programs and initiatives that were implemented globally
• Led special initiatives with the teen and Hispanic markets
• Managed 21 members of the North American M⋅A⋅C PRO Team. Duties included; securing media coverage on the artists, booking photo shoots and celebrity appointments, assist in media training and develop training materials
Clients: Levi’s, Frito-Lay, Hefty
Ketchum is a public relations and marketing agency, which specializes in corporate and product positioning. As a Brand Marketing Account Associate I coordinated large-scale events, press outreach and served as a brand spokesperson for clients.