For three years following the death of my mentor Jane McEntyre, working with key organizational leadership based in Montreal, I led and executed all United States PR & Marketing efforts for international botanical beauty leader Yves Rocher, the world’s 17th largest beauty company. In the course of our work with dozens of top tier print publications, such as Allure and Teen Vogue, as well as wide-ranging bloggers and social media campaigns, US sales grew nearly sixteen percent over the course of two and a half years.
For the NewFest premiere of The TENTS: The NY Fashion Week Documentary - the quintessential landmark documentary on the history of the rise of “The Tents” at New York’s fashion week - working closely with Director James Belzer, I managed scores of press requests from all over the world and supported the many aspects of planning its extravagant launch/after party.
Bringing new life to the LOVE & PRIDE brand following the extraordinary progress of the LGBT rights movement in the course of overturning DOMA, we created and conducted two national social media campaigns to reinvigorate consumer awareness and interest in the brand. First we delivered a giant Thank You card to the Supreme Court one month after the repeal of DOMA, with signatures from over three thousand participants nationwide and 1138 roses representing the 1138 rights that come with the “right to marry.” Then, leading up to the Sochi Olympics, our “Missing Link” campaign encouraged conversation and support for the LGBT community facing horrific circumstances and human rights violations in Russia.
More than doubling the organization’s presence in print and digital media, and tripling its social media activity and following, as Director of PR & Communications at Hetrick-Martin Institute I led the planning and execution of all external and internal communications strategies.
Speechwriting, copywriting, storyboarding, proactive press outreach, developing media and community partnerships, working with wide-ranging external partners, creating all promotional copy for the website, e-blasts, major events and printed collateral, as well as developing organizational policy and messaging with regards to national events, were just some of my daily responsibilities.
Representing and supporting MY FRIEND HUGGLES in the launch of their new product line at New York City’s Toy Fair, the largest toy trade show in the Western hemisphere, we secured dozens of interviews and other earned media, assisting in building buzz amongst buyers and retailers, managing the booth, and supporting all pre-during-and-post-event activities and communications.
The God vs. Gay: The Religious Case for Equality book tour launched at NYC’s LGBT Center with a community-fair style event bringing together leaders and representatives from over thirty religious, LGBT, and political action groups. Over the next six months, I organized several dozen regional events, working with local vendors, community partners, and local press in all major markets.
Working with lifestyle journalists, party promoters, and area businesses, through traditional media relations and multi-faceted marketing approaches, we worked to elevate consumer brand recognition and engagement for Fire Island Pines only luxury accommodations, The Madison.
As volunteer PR Chair for the Human Rights Campaign in New York City for four years, working closely with national leadership and the regional steering committee, I led press and marketing outreach for the organization’s annual gala at the Walforf-Astoria, and supported other local membership engagement efforts. Securing media sponsors and lining up event and red-carpet coverage, as well as managing press on-site at our events, we secured dozens of high-profile write-ups and sponsored ads throughout the greater New York metropolitan area.
Though only a one-night performance off-Broadway, Twilight: The Unauthorized Musical Parody garnered widespread acclaim, including features on CNN, E-Hollywood News, and Perez Hilton. Working closely with the show’s creator, Ashley Griffin, on developing her career as an aspiring playwright ever since, we have supported her outreach for a number of staged readings and workshops.