18 years, many stages.

Global PR Consultant

• Sectors: AI, travel, government
• Reporting line: directly to founders, SVPs and client leadership

• Positioned GetViktor AI, an early-stage company building a Slack agent, from a feature list into a defined category story, advising the founders on launch sequencing and press readiness.
• Fractional Head of PR for MAC Cosmetics through January 2026 via a New York-based agency, reporting to the SVP of Communications at MAC. Ran global press release distribution and Cannes Lions 2025 programming, including a speaking slot for MAC's President.
• Advise Saudi institutions on conference, speaker and executive communications through Approach Communications in Riyadh: SCEGA, Sports Boulevard, the International MICE Summit 2025, CoMotion Riyadh and the Fortune Most Powerful Women Summit Riyadh.
• Project work for Almatar and IHG Hotels on product announcements, messaging and executive communications. Supported a New York-based communications agency and project managed the social team and creatives for Lovesac furniture and Naomi Watts' beauty brand, Stripes.
• Ran six weeks of World Cup public viewing parties in Stockholm for the sports tech app SportGo, working with local embassies on ambassador participation, securing the Mexican Ambassador to Sweden on TV4 news, two Sweden public radio interviews and three event listings.

Global PR Advisor

• Remit: UK press during a period of concentrated UK market focus

• Ran UK press for the brand, placing it in The Guardian, The Telegraph, Metro, Stylist and Glamour.

Global Head of Communications and Social Media

• First communications hire at a travel-tech unicorn, built the function from nothing
• Team managed: grew to six, taking social from one person to four
• Agency roster: seven partners across eight markets (Germany, Italy, Spain, Sweden, UK, US, China, Brazil)
• Budget: owned the press office budget, agency pitches and quarterly reporting
• Reporting line: C-suite and executive team; monthly and quarterly KPI reporting to leadership

• Delivered 804 tracked placements in two years, 709 in European markets, 325 in tier-one titles. By market: Italy 245, Germany 157, UK 146, Spain 131. Coverage grew 3,600% against the pre-function baseline.
• Built the workflows and playbooks that held all seven agencies to one narrative, and worked market by market with country GMs, commercial leads and marketing to turn global announcements into local stories rather than translated ones.
• Landed recurring coverage in Die Welt, Focus Online, ZDF and B.Z.; La Repubblica, ANSA, Il Sole 24 Ore, Sky Tg24 and Wired; El Mundo, La Vanguardia, 20 Minutos and Europa Press; The Guardian, The Independent and Metro; plus CNN, Bloomberg, Vogue and Condé Nast Traveler.
• Briefed C-suite executives daily and ran their media training, interview preparation and speaking programme, establishing founder Naren Shaam as a named voice in European travel tech.
• Built the Omio Experience journalist programme, which generated 100+ feature articles, and a data storytelling unit that turned platform booking data into quarterly trend reports and a recurring tier-one franchise.
• Led the brand team through European campaign development from concept to execution, including out-of-home, and set the measurement framework reporting campaign performance to leadership.
• Ran the joint announcements for the Uber and Ryanair partnerships, agreeing messaging and sign-off with each partner's communications team, and led product communications for flexible cancellations and seat selection.
• Ran investor and funding communications for a company backed by Goldman Sachs, Temasek, NEA and Lazard.
• Wrote the messaging and public-facing copy for Omio's European public affairs programme during the German competition case, working to the Corporate Affairs Director on positioning a challenger platform against incumbent rail operators.

Senior PR Director, Consumer and Corporate

• Team managed: five
• Remit: agency operations task force, account structure, personnel, resourcing and P&L

• Led press, influencer and brand partnership work for AG1 including European markets, plus Whoop, Eight Sleep, Hyperice, SATISFY Running, Forward and Titan Wealth Management.
• Secured CNN, The New York Times, Bloomberg, CNBC, FOX, the TODAY Show and The Wall Street Journal for clients selling products most consumers could not yet explain.
• Ran corporate communications and reputation work across the client base: executive thought leadership, funding announcements, business profiles, award submissions and conference programming at SXSW, Web Summit, AdAge and AdWeek.
• Promoted a junior team into senior roles.

VP, Technology PR

• Accounts: Dropbox, Lowe's

• Ran media relations for Dropbox product feature launches.
• Led the Lowe's road-trip campaign carrying out home repairs for nominated families, which landed the TODAY Show, and ran the fashion and culture programme on the account.

Global PR and Partnerships

• Team managed: three
• Budget: PR and celebrity agencies against budgets exceeding $1M
• Regions aligned: EMEA, APAC and Oceania

• 200+ US placements in 18 months, including Vogue's Shoe of the Summer in 2019, plus The New York Times, The Wall Street Journal and ELLE.
• Put a heritage outdoor sandal on three New York Fashion Week runways through collaborations with Anna Sui, Stance Socks and Christian Cowan, repositioning the brand for a Gen Z audience.
• Built the seasonal campaign calendar across Pride, Holiday, Back to School and Spring, and managed 50+ influencer, athlete and ambassador partnerships.

PR Director

• Accounts: British Airways, JetBlue, American Express, Intel, Ford, Lincoln, LG, BP
• Remit: led the LA news bureau

• Covered executive communications, press kits, talking points, speeches and consumer-facing messaging across the account base.
• Launched LG Electronics #RealMomLife with Busy Philipps, a creator-led campaign that lifted product awareness by handing the narrative to a talent audience.
• Launched the Lincoln MKC, which lifted website traffic 20%, and ran the announcement of IKEA's acquisition of TaskRabbit including all press and interviews.
• Built 100+ West Coast media relationships and represented clients at CES and SXSW.