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June 2017 to Feb. 2020
• Created, drove and executed public relations strategies to support the $145 million-dollar fashion portfolio including over 22 individual brands across men's, women's, footwear, children's and sourcing verticals reporting in to 8 internal clients.
• Restructured external agency support to strengthen network for events with highest revenue potential while reducing agency spend by 20%.
• Created and implemented KPI measurements to capture PR efforts while creating data points used to measure success. Presented findings to senior management teams.
• Successfully coordinated first-ever press email campaign utilizing companies CRM system - Salesforce.com and marketing automation tool - Eloqua, resulting in 15% average increase of press registrations and engagement across the business.
• Coordinated with registration, CRM, marketing automation and digital tech teams to recreate the press section of the website improving user experience helping to drive media registrations. Identify category fields and data capture points to be used for KPI analysis.
• Identified and sourced sponsorship leads across business units while communicating leads to appropriate corporate and event level teams. Outcome for 2019 of $100,000.00 and over $40,000.00 in barter value.
• Coordinated with Corporate Communications teams to ensure corporate brand guidelines are in place.
• Partnered with finance and senior leadership team to establish PR budget of approximately $500,000.00 dollars including planning, spending and post-show reconciliation.

PUBLIC RELATIONS DIRECTOR

• Created and project managed onsite experiences, activations and exposure for brands to generate revenue, add value and drive traffic. Worked closely with cross-functional teams such as operations, production, legal, and finance departments to address specific needs and present solutions. Hired, trained, managed onsite staff, and created pre-con event presentations.
• Created custom proposals, sponsorship cost analysis and coordinated with production and operations departments to identify and create sponsorship opportunities.
•   Produced, managed and executed first ever New York Fashion Week Presentation including vendor management, location scouting, designer/model talent, PR promotion and coverage.
•   Managed companies' largest off-site party during our Las Vegas event, MAGIC, at Marquee nightclub, becoming the must-attend event. Secured leading musical talent, Ghostface Killah and Raekwon from historic rapper group, Wu Tang Clan.
•   Created outdoor designer presentation and activation during New York Men's Day event garnering stand- alone coverage and highest off-site industry attendance to date. See Social Video Highlight Here.
•   Sourced and created strategic partnerships including ongoing partnership with LVMH Moet Hennessey to be official liquor sponsor for all Las Vegas based events. LVMH provided over $30k in product and fees bi-annually for events for 5 consecutive years and counting.
•   Spearheaded partnership with leading Fashion schools and organizations such as CFDA (Council of Fashion Designers of America) and Parsons The New School to create strategic programs for International and emerging designers at U.S. and Asia events.
•   Managed annual marketing budget of approximately one million dollars including planning, spend and post-show reconciliation.

EXPERIENTIAL MARKETING MANAGER

• Developed marketing and content strategies across the men's portfolio. Hired and managed outside vendors for social media, influencer marketing, videographers, and photographers. Negotiated rates, scope of work and liaised with legal to draft contracts.
• Worked with creative team to develop consistent brand messaging and marketing materials from concept to delivery within calendar deadlines, including creative briefs, copywriting, design direction, approvals, traffic managing, editing and distribution.
• Worked with marketing automation teams to segment data, code, and test and deploy email communication.  Secured all print and digital advertisements, both paid and bartered.
• Managed official influencer program with a combined reach of over one million followers targeting micro and macro talent as partners for our leading events.
• Sourced, pitched and managed non-endemic partners to create buzz and excitement during New York and Las Vegas fashion events. Collaborated with national brands such as Warby Parker, Organic Avenue, Double-Cross Vodka, Dell Computers among others.
• Established and managed timelines, while overseeing day-to-day projects. Produced sales materials, decks, presentations, and requested materials. Liaised with legal and executive teams to ensure proper material procurement. Worked with sales, retail and research team to gather assets as needed.
• Managed annual marketing budget of approximately $800,000.00 dollars including planning, spend and post-show reconciliation.

Sara Vaughn:

Sara Vaughn

Fashion Institute of Design & Merchandising