RESUME
Talent Curation + Partnerships | Social Programming | Influence Strategy | Integrated PR
TUMI
Manager, Global PR + Social
July 2022 - Present
Develop and execute global press, social, and influencer strategies for regional implementation while leading a team
Oversee global social media platforms, developing innovative content, planning rollouts, and growing net audience by 267% YoY
Manage PR agency to support media relations in North America, resulting in 8 interviews with talent and over 1500 placements in 2023
Establish tiered talent strategy, managing relationships, contracts, seeding programs, budgeting, and deliverables for campaign ambassadors and influencers, growing EMV by +207% YoY and reach by +191% YoY
Ideated and pioneered global content series with Highsnobiety and McLaren around three F1 races in 2023, earning record .com sessions from organic social and +60% in revenue in TUMI | McLaren product
Oversaw end-to-end implementation of campaign on social, talent, press, eCommerce, and partner channels
Led brand creative with Highsnobiety and casted talent, tying the brand to the heart of culture and reaching 38M on social
Managed partnerships between HS, McLaren, and talent, ensuring brand consistencies and collaboration
Successfully amplified London’s Regent Street store opening, gaining 47M social impressions
Oversaw launch party, 200+ guest list, Q+A panel with talent and editors, and event programming
Managed press interviews and global talent appearances as well as secured public placement of McLaren sports car
Arranged event content creation, leading to most engaged video on @tumitravel IG channel in 2023
Implemented tools and capabilities to establish consistencies around global owned social and earned media reporting and talent vetting
CALVIN KLEIN
Global Influence Coordinator
June 2021 - May 2022
Pitch seasonal global Influence initiatives in alignment with brand messaging and business goals, briefing globally and executing in N. America
Review and approve all influencer content for regions and licensees, achieving avg. 7-10% engagement and increasing YoY EMV by 30%
Curate culturally-relevant talent and execute partnerships from A-Z, successfully earning a 7X ROI on influencer initiatives in 2021
Create global Instagram and TikTok partnership filters aligned with the brand vision and strategy to consistently pinpoint on-the-rise partners
Build on-going relationships with talent and agencies to generate innovative and creative earned media exposure
Identified and supported content creation of top TikTok talent to amplify and sustain messaging around Saweetie x Amazon Live Show, garnering +130% engagement from previous Amazon activation
Global Communications & Influence Assistant
January 2019 - June 2021
Communicated cross-functionally with Social, Marketing, Creative, Brand Experience, and E-Commerce teams to align on key brand messaging
Executed Heron Preston for Calvin Klein global 500+ person seeding, building A-list recipient lists, inventorying product, and liaising with fulfillment vendors, leading to viral earned media engagement and sold out product capsule across e-commerce
Ideated and supported execution of the 2020 Global Holiday Influencer program, pushing key products and driving conversions, successfully garnering a 14% greater engagement rate than previous year’s Holiday program
Coordinated talent agreements and invoices with internal Legal and Finance teams, negotiating fees, usages, and deliverables
Tracked all paid and organic digital coverage from over 5K global talent, reporting and analyzing all earned social performance metrics
Public Relations Intern
June 2018 - December 2018
Coordinated incoming press requests with editors/stylists and oversaw sample set inventory across all product categories
Assisted all influencer requests for CALVIN KLEIN JEANS X Amazon Fashion activation market/ A$AP Rocky concert
Monitored competitor brand activities, generating weekly DMR reports and provided recaps of coverage, product launches, and events
Supported execution of monthly press and influencer giftings, managing all product stock and coordinating deliveries
TORY BURCH
Public Relations Intern
June 2017Â - May 2018
Assisted various VIP and influencer Fashion Week tasks such as fittings, delivery of garments, and logistics
Pulled, tracked, and sent out samples to various editors, influencers, and friends of Tory Burch
Identified and recorded digital and print Tory Burch credits, sharing daily & weekly reports
Supported seasonal in-house Press Day for editors and friends of the brand, organizing product and guest schedules
Pitched 360 event to support upcoming Tory Sport collection launch to PR managers