Creating thoughtful, story-driven campaigns through copywriting, public relations and strategic content creation.

Using the written word and media strategies to bolster brand image and shape brand identity, internally and externally, in order to build meaningful relationships with target audiences.

HONG KONG

August 2019 - Present

Black Sheep

Black Sheep is an industry-leading Hong Kong-based hospitality team founded in 2012. With 35+ individual restaurant identities, Black Sheep curates distinct dining experiences that tell a story about a particular time, place, culture or cuisine.

As Head of Communications, I oversaw and executed campaigns and brand strategy across all restaurants and overall Black Sheep brand identity. This includes managing a team of 10+ Account Managers, Coordinators, and Digital Marketers while liaising closely with the rest of the Creative Teams; Design and Guest Experience.

As part of the role, I author or review all external and internal communications including press releases, storytelling sheets, brand materials, websites, social media guidelines, and more. In addition, I build strategic PR and Marketing campaigns that enhance the brand story while building and maintaining strong relationships with industry leaders, media, influencers, partners, and collaborators within the hospitality world and beyond.

Pilgrim Collection

REMOTE

2018 - 2019

Pilgrim Collection provides wellness home devices that blur  the line between home appliance and decor with thoughtfully designed aromatherapy diffusers for the modern home.

As Content Marketing Manager I led content creation and shaped the emerging brand voice through copywriting on digital channels including social media, website, blogs and ad campaigns. Additionally, I consulted on and executed public relations strategies with KOLs and key media to enhance brand awareness.

I also established and implemented operational processes and training materials for new joiners which facilitated company growth; i.e. wholesale, accounting, customer service, etc.

PR Consulting is a boutique PR agency with offices in New York, Los Angeles and Paris. Clients include high-end luxury Fashion, Lifestyle, Hospitality and Culinary.

As Account Manager for Hospitality and Design, I executed PR strategies to secure top-tier coverage for luxury hospitality and culinary clients including Thomas Keller Restaurant Group, SA Hospitality Group, The Standard Hotels and Culinary, André Balazs Properties, Roman & Williams and Assouline Publishing.

During my time in the New York office, I established key media relationships with regional, national and international print, broadcast and digital outlets. Generated creative pitch campaigns, planned events, facilitated key partnerships and executed celebrity and influencer seeding and engagement.

NEW YORK

2016 - 2018

PR Consulting

Six One Agency

NEW YORK

2015 - 2016

Six One was founded in 2015, at the time of joining the boutique PR agency there were two team members and four clients from the US and AUS.

As Account Coordinator alongside Six One Agency founder, I learned to pitch long and short lead media, build media lists, monitor coverage, and maintain client reports and agency records.

Through this experience I was able to begin establishing familiarity with the US and AUS media landscape, I executed client events, media tours, on-air interviews, and deskside meetings across LA, NYC, and Chicago

Due to the nature of the start-up PR agency, I cultivated and enhanced key start-up skills for business and acted as PA to founder.

Education

  • Masters of Arts in Fashion Journalism

  • Bachelor of Arts in Cultural Anthropology

    Minor in Communications

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