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EVP, Media Relations Resume Example

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EVP, MEDIA RELATIONS
Business Profile
Hands-on public relations professional with 15 years of media relations and management experience on the agency and client side. Global client focus with concentration on consumer brands across a variety of industries, including fashion, retail, e-commerce, lifestyle and technology. Highly motivated and passionate leader who maximizes media impressions, raising awareness for brands, products, and marketing initiatives. Utilizes outstanding interpersonal and communication skills, developing and maintaining lasting relationships with media, clients, staff and management.         .
Areas of Expertise
  • PR, Communications and Messaging Strategy
  • Media Relations
  • Crisis Communications
  • Brand & Product Launch
  • Budget Management
  • Team Leadership
Core Accomplishments
  • Launched RueLaLa, the first invitation-only private sales e-commerce site for designer brands. Media coverage resulted in over 48 million impressions through placements in Associated Press, WWD, TIME, Forbes, Dow Jones, Internet Retailer, MediaPost, TechCrunch, eCommerce Times
  • Secured top tier media placements for clients including Zappos, RueLaLa, Spreadshirt, and others, consistently delivering double & triple digit ROI's, elevating brand awareness
  • ?Successfully delivered over $68 million in publicity value and over 1.7 billion impressions in a single year to agency's marquis account through broadcast, online and print coverage
  • Negotiated dedicated national television segment on The Oprah Winfrey Show, exponentially increasing Zappos' brand awareness and association as "more than shoes," aligning with key business objectives
  • Managed experiential "ReCharge" activation for Zappos at New York Fashion Week in NYC. Leveraged fashion designer, Betsy Johnson and fashion blogger Leandra Medine (Man Repeller) to drive media coverage. Generated 46.7 million impressions and 147K Twitter impressions. Hits in WWD, New York Times, NY Daily News, StyleBistro, Madly Chic, Examiner.com, BBC, Shoeography, Footwear News
Professional Experience
EVP, Media Relations05/2012 to 04/2016Company NameCity, State
Responsible for the strategic and tactical execution of all outreach initiatives for Kel & Partners' clients, ensuring communications strategies and results align with client business objectives. Direct report to Founder & CEO.
  • Collaborated with global CEOs, CMOs, and leadership teams, delivering outstanding results through targeted PR strategies & plans
  • Created and implemented communications plans utilizing digital, social and traditional media tools, attracting the attention of consumer, business & trade news media, raising awareness for clients' and driving SEO 
  • Worked closely with clients and agency partners to incorporate digital & social media, video & blog content in outreach communications to help drive SEO traffic 
  • Nurtured, maintained and leveraged strong media relationships to consistently deliver outstanding consumer, business and trade coverage
  • Oversaw client messaging and communication across all touchpoints internally and externally to ensure brand consistency
  • Developed strategies to exploit real-time opportunities
  • Achieved notable media placements in Ellen's 12 Days of Giveaways (6.3 million impressions), TODAY Show (4.1 million impressions), Cosmopolitan, People StyleWatch, InStyle, US Weekly, Seventeen, Glamour
Vice President, Public Relations05/2011 to 05/2012Company NameCity, State
Established an imbedded knowledge of clients' business, business plan, industry trends and competitive landscape to create and implement communications strategies and PR launch plans to support them. Measured, prepared and reported metrics/results through quarterly statistical and descriptive reports tied to marketing and performance goals. 
  • Built and managed targeted programs, working with agency partners, to influence the influencers; worked closely with fashion bloggers, accessory bloggers, stylists, celebrities and other influencers relevant to clients' business and objectives
  • Developed proposals and managed budgets for client events and marketing initiatives
  • Developed key talking points & messaging for client spokespeople
  • Managed experiential activations including the Zappos "Happiness" Toll Event on busiest travel day of the year, which garnered 22.7 million impressions and over 1.1 million Twitter impressions through notable coverage in Wall Street Journal, CBS, Boston Globe, Consumerist, Metro, Business Insider, NECN, Washington Post; Zappos Baggage Claim Game at Houston Airport which garnered 41 million impressions through notable coverage in USA Today, AdAge, Business Insider, Digiday, Los Angeles Times, Internet Retailer
  • Supported and leveraged clients' cause marketing efforts, including "Think Pink" pink glasses initiative for breast cancer awareness, "Movember" limited edition product initiative to raise awareness for men's health, and "Change the View" community events to help visually impaired people in third world countries, while driving media coverage
  • Achieved notable media placements on The Oprah Winfrey Show (Zappos exclusively featured), 20/20 with Barbara Walters (Zappos CEO interview), Glamour, Redbook, Good Housekeeping, InStyle, Life & Style, People StyleWatch, Refinery29, PopSugar
Director, Public Relations05/2009 to 04/2011Company NameCity, State
Directed public relations strategy, managing relationships with key consumer, business and trade media. Developed targeted PR plans to support individual key selling seasons and verticals, implementing integrated strategic marketing and communications plans to advance the clients' brand identity.
  • Created online/social media campaigns, including SMNRs (social media news releases) targeted at key bloggers & influencers
  • Sought methods to increase effectiveness of pitching brands, products, spokespeople and events
  • Provided on-site client support for live and taped broadcast segments and photo shoots; provide talking points and media training
  • Created and implemented strategic PR launches for individual brand initiatives, including exclusive product designed for major motion picture, Water for Elephants. Media coverage generated 42.9 million impressions including WWD, USA Today, InStyle, The New York Post, Life & Style, US Weekly, SheFinds, among other notable lifestyle & fashion media outlets
  • Achieved notable media placements on The View, Rachael Ray Show (Zappos & Coastal.com holiday segments), Cosmopolitan, US Weekly, OK! Weekly, Self, Better Homes & Gardens, Lucky, Every Day with Rachael Ray
Sr. Account Manager02/2006 to 04/2009Company NameCity, State
Managed day to day operations of agency's marquis account, Zappos.com, including all media activity, speaking opportunities, sample request activity, incoming media requests, pitching and bi-weekly PR update calls. 
  • Evaluated and managed all incoming PR requests for interviews; coordinated appropriate client spokespeople to ensure responses result in positive media exposure 
  • Researched, developed, recommended, coordinated and implemented Deskside Media Tours with key editors in NYC
  • Implemented and managed sample request procedures & tracking to ensure media contacts receive samples on time for photo shoots and product placement opportunities
  • Opportunistic pitching, leveraging clients as expert source for trending news stories, creating editorial opportunities, and raising brand awareness 
  • Led team brainstorming sessions to develop topics for national press releases for execution across all clients
  • Planning and execution of special projects, sponsorships and celebrity endorsements to help drive media coverage
  • Achieved notable media placements in Nightline (Zappos CEO interview, CBS Sunday Morning (Zappos profile piece), People StyleWatch, Life & Style, Lucky, Seventeen, Cosmopolitan, Examiner.com, Woman's World, First for Women
Communications Supervisor/PR Specialist and Trade Show Manager03/2001 to 02/2006Company NameCity, State
Individual contributor and manager of overall PR function for multiple brands and product lines. Direct report to the VP of Marketing and Global Communications. 
  • Developed internal PR team which generated over $2.5 million in publicity value for multiple product brands including Crock-Pot, Bionaire, Holmes, Rival
  • Secured major product placements across all media outlets; highlights include Good Morning America, The Today Show, Good Housekeeping, Real Simple, Health, Smart Money, Fitness, The New York Times, USA Today
  • Tracked PR plan to budget and consistently delivered outstanding results annually without exceeding budget
  • Managed corporate trade show program, including booth design, coordination and implementation, as well as outside PR agency and vendor partners
  • Created and developed criteria for successful implementation of Communications/Public Relations Internship Program - the first of its kind for the company
PROFESSIONAL RECOGNITION
Publicity Club of New EnglandRecognized in 2007, 2008, 2009, 2010 - received Bellringer Awards for excellence in writing, communication, and implementation of PR placements
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Resume Overview

School Attended

  • Publicity Club of New England

Job Titles Held:

  • EVP, Media Relations
  • Vice President, Public Relations
  • Director, Public Relations
  • Sr. Account Manager
  • Communications Supervisor/PR Specialist and Trade Show Manager

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