To drive awareness for Neutrogena Sun’s Facial SPF products, and educate Hispanic consumers on the importance of daily sun protection, Neutrogena took over Miami’s most iconic coffee window, Cafe Versailles. The 3-day long activation, leaned into an existing daily habit – a morning cafecito – to inspire customers to make sunscreen application as habitual as their daily coffee. This campaign transcended the traditional PR activation by tapping into an unexpected collaboration with a staple coffee window for Hispanics in Miami, generating cultural impact and scale. It reached more than 50+ influencers and media editors, who propelled virality with 100% organic social and editorial coverage around the campaign. In addition, the activation sampled more than 9,000+ consumers.

My Role:

• Participated as the lead executive of the program, from its creative ideation to collaborating with production partners and the overall execution of the campaign.

• Leveraged personal relationships with collaborators at Cafe Versailles to lead negotiations and contracting for the partnership on behalf of the brand.

• Led influencer and media relationships, as well as the consumer experience.

Neutrogena launched the Make A Splash campaign to promote its new Hydro Boost Hydrating Cleansing Gel, targeting Zillennials and Hispanic audiences. This campaign revived nostalgic Neutrogena splash commercials from the 90s and early 2000s on social media. It included a TikTok hashtag campaign, celebrity involvement, influencer partnerships, media outreach, a creative mailer, and an in-person brand owned event. These efforts celebrated Neutrogena's influence in pop culture and helped connect the new cleansers to consumers' skincare stories from the past and present. The hashtag campaign achieved over 100 million impressions and 9.8 billion views on TikTok.

My Role:

• Served as the primary executive in Hispanic PR, spearheading the charge to win the Hispanic market with meticulous collaboration across various agencies for an overarching successful campaign.

• Participated in the ideation and production of the in-person event, collaborating with production partners to bring the activation to life

• Led all Hispanic influencer and media relationships on behalf of the brand, including outreach, pitching, negotiations and contracting.

To launch Don Q's new Naranja flavored rum in Miami, PR organized a unique summer brunch event for local influencers. Attendees enjoyed of an immersive culinary experience carefully paired with crafted Don Q Naranja cocktails, all while learning about the brand and it’s historic distillery process. Hosted at the upscale venue, Klaw Miami, guests were encouraged to wear bright orange in honor of celebration of the new product. Leading up to the event, creative PR packages were sent to the influencers' homes, prompting them to get excited about the activation, try the rum and share their experience on their social. As a result, the campaign achieved more than 290+ pieces of social media content which came in 100% organically. This speaks to just how engaging tastemakers found the event, as the coverage rate for the total program exceeded 2x the expected benchmarks!

My Role:

• Spearheaded the conceptualization and execution of the launch program, as well as planning and KPIs analysis

• Led and executed the event production: scouted venues, negotiated/contracted catering, handled vision and decor, gifting, etc.

• Managed influencer relationships.

AXIA is an extra dry spirit distilled from the aromatic resin of a Greek tree called Mastiha. The brand made its impactful introduction to the city of Miami through one-of-a-kind immersive experiences, including a Trade event catered to mixologists and industry professionals, and an exclusive launch event for key influencer and media editors. The launch was also supported with sponsored branded content via a robust influencer network, and a series of PR package sent to key tastemakers sparking conversations on social media around this new spirit arriving to Miami. The overall campaign resulted in more than 426 pieces of content, which represented nearly 3x the amount of coverage expected!

My role:

• Participated in the business planning phase for the launch of the product, by doing research on the target demographic and market, helping to ideate the PR way in, and putting together the influencer recommendations to support the launch

• Led the execution of each of the campaign tactics, including relationships with media, industry professionals and influencers.

• Delivered data analysis and reporting that measured the impact of the campaign

MUSIC

Assisted in the creating and execution of publicity plan focusing on top-tier media outlets in the general market, US Latin Market and Latin America, in order to find maximum exposure for the album release. Pitched and secured media placements with outlets such as Pitchfork, Rolling Stone, Billboard, Associated Press, EFE, and more. Provided press materials to blogs, influencer and digital music outlets ensuring engagement with Sech’s online community.

Results: The album debuted #2 on Spotify’s “Top Global Album Debuts”. The release week closed at an estimate of 3.76 billion online readership and 3.66 million coverage views. See media clippings: HERE

Supported the creation and execution of publicity plan pitching to top-tier media outlets in the general market, as well as the Hispanic Market in the US and Latin America, securing media placements and creating surround sound buzz through traditional and digital media.

Results: The song peaked #7 on Billboard’s “Hot Latin Songs” chart, earning the artist’s first entry to the list. The release garnered an estimate of 2 billion online readership and 1.9 million coverage views.

Examples of secured placements:

• Rolling Stone

• CNN En Español

• EFE

• Billboard