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Work Background
Rolling Stone Culture CouncilOfficial Member
Jul. 2024
Higher Collective StoresHead of Brand & Marketing
Sep. 2023
Texas NORMLMember
Aug. 2023Austin, Texas, United StatesWe are the Austin chapter of The National Organization for the Reform of Marijuana Laws. Texas NORML is a trans-partisan, educational 501c4 nonprofit that focuses on cannabis law reform. Texas NORML’s mission is to change marijuana laws so that it reflects the majority opinion of Texans which is that the responsible use of cannabis by adults and patients should no longer be subject to penalty.
Orangetheory Fitness | Austin Fitness Group Marketing Director
Nov. 2022 - Jul. 2023Austin, Texas, United Statesbrand awareness, member acquisition and retention, and overall business growth. My role required a deep understanding of the fitness industry and Orangetheory's unique value proposition, as well as strong leadership and interpersonal skills to effectively collaborate with cross-functional teams and influence decision-making at all levels of the organization. From crafting compelling messaging and creative concepts to planning and executing multi-channel campaigns and leveraging data analytics to measure success, I was committed to delivering results that drove business impact and reinforced Orangetheory's position as a leading player in the fitness industry.
HNY-B ConsultingFounder + CEO
Jul. 2022United StatesAs the Founder and CEO of my own marketing, branding, and PR consulting practice, I specialize in cultivating the recognition and adoration of brands within distinctive sectors, such as the cannabis industry. With a keen focus on aligning each brand's identity to the visionary ideals of its founder and the regulatory landscape of its respective market, I have successfully guided numerous brands on their journey to becoming both well-known and beloved. Through strategic marketing initiatives, innovative branding strategies, and a deep understanding of sector-specific regulations, I have empowered my clients to thrive and stand out in their unique domains.
CuraleafSenior Brand Manager
Feb. 2022 - Jul. 2022Curaleaf is an international cannabis company named to TIME’s list of the 100 Most Influential Companies in 2022. As a former Senior Brand Manager for Curaleaf, I was responsible for driving the development and execution of the strategy for numerous brands within the Curaleaf portfolio. This included managing the brand positioning, messaging, and overall identity of each brand, as well as leading cross-functional teams in executing marketing initiatives, which was typically unique in each state due to the varying rules and regulations of each. My focus was on ensuring that each brand consistently reflected the company's values and goals, and that it connected with its target audience in a meaningful way. I was dedicated to driving growth and success through strategic planning, creative campaigns, and connecting the brand to culture.
University of California, RiversideAdvisory Board - Women in Leadership Program
Dec. 2021Los Angeles, California, United StatesI am proud to be a part of the advisory board for UCR's Women in Leadership Program. This program is designed to help women navigate the complexities of leadership in a dynamic environment and provides education and instruction on thought leadership, barrier destruction, and influence. The course serves as a platform for women to engage, uplift, and inspire positive change in the workplace and society.
CuraleafSenior Director of Public Relations - Curaleaf & Full Brand Portfolio
Feb. 2020 - Feb. 2022Los Angeles Metropolitan AreaAs the Senior Director of Public Relations for the largest cannabis company in the world, I was responsible for developing and executing comprehensive public relations strategies that elevated the company's reputation. I leveraged my expertise in media relations, crisis management, and strategic partnerships to create impactful campaigns that reached audiences at the national and local levels. I worked closely with the company's executives to ensure that all communications aligned with the company's business goals.
CuraleafSenior Director of Public Relations - Select Brand
Aug. 2018 - Feb. 2020Los Angeles, California
L'OréalDirector of Integrated Marketing & Communications at Kiehl’s
Aug. 2016 - Aug. 2018New York, New YorkAs the Director of Integrated Marketing for Kiehl's, I fortified the brand's position as the #1 skincare brand in press and social media rankings, and shaped a 360° consumer-centric, digital-first marketing strategies for numerous product launches, charity initiatives and celebrity partnerships. I also increased visibility to key retailers, charity platforms, 100+ free-standing retail stores, and our executives. I established 1,400+ new influencer relationships for the brand and collaborated with global and US cross-functional teams on strategy, tactics, timelines, and KPIs. As a board member of L'Oréal's Agency Selection Committee, I played a key role in selecting 10 national agencies of record.
Alison Brod Marketing and CommunicationsAccount Director - PR & Influencer Marketing (Mass, Luxury & Celeb Beauty)
May. 2014 - Aug. 2016New York, New YorkIn this role I was responsible for managing and executing strategic public relations campaigns for a diverse portfolio of beauty clients including Kerastase, OPI, FLOWER By Drew Barrymore, Sarah Jessica Parker Fragrances, Sofia Vergara Fragrances, Proactiv and many others. I led cross-functional teams in developing and implementing tactics that helped clients achieve their business objectives and improve their public image. With a focus on results, I oversaw media relations, crisis management, influencer partnerships, and events that drove awareness and engagement. I was known for my strong relationships with media outlets, my ability to think creatively, and my ability to effectively communicate complex concepts to clients and stakeholders.
HL GroupAccount Supervisor - PR & Influencer Marketing (Luxury Beauty)
Jan. 2013 - May. 2014Greater New York City AreaAs an Account Supervisor specializing in public relations, influencer marketing, and social media marketing at HL Group, I was responsible for developing and executing integrated communications strategies for a variety of clients including Charlotte Tilbury, Violet Grey, butter LONDON, Algenist, Dr. Apa, Dr. Haideh Hirmand and more. I effectively leveraged my expertise in public relations, influencer marketing, and social media to create impactful campaigns that drove results and strengthened client relationships. I was known for my ability to think outside the box, develop strategic partnerships, and effectively manage cross-functional teams to execute on all aspects of the campaign, from ideation to execution.
DEVRIES GLOBALAccount Executive & Junior Social Media Manager - P&G
Oct. 2009 - Jan. 2013Greater New York City AreaI was responsible for executing strategic public relations and social media campaigns for P&G's beauty and salon professional brands. I worked closely with the team to develop and implement tactics that drove awareness and engagement for each brand and built a community of iconic stylists to represent us. I managed media relations, influencer partnerships, our pay-per-play program with stylists and makeup artists, and launched and maintained our social media pages.
Clients included Patricia Field, Playboy, rag + bone and many othersFashion Stylist
Sep. 2005 - Nov. 2008New York, NYAs a Fashion Stylist for runway shows and international ad campaigns, I was responsible for bringing creative visions to life through the art of styling. I worked with a diverse range of clients, including high-end fashion brands, magazines, and celebrities, to create looks that told a story, showcased the clothing in the best light, and resonated with the target audience. I was known for my keen eye for detail, my ability to identify trends, and my ability to bring unique, fashion-forward ideas to the table. I was comfortable working in high-pressure environments and able to collaborate effectively with photographers, makeup artists, hair stylists, and other members of the creative team.
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