Christine Kayayan

Managed external PR agency with seasonal briefing, developed seasonal global PR tool kits, provided key assets and templates to global partners and managed yearly PR calendar. Developed strong relationships on behalf of the brand with key partners (e.g., media, influencers, celebrities, athletes, etc.) to ensure brand is always top of mind and able to capitalize on editorial opportunities. Managed the day-to-day PR and events budget, including monthly updates with leadership, finance and marketing to identify run rates, costs and more. Developed and managed an influencer marketing strategy which included an organic and paid product seeding program for influencers of varying tiers to gain social media coverage. Project management of special projects including marketing collateral and events/activations. Managed marketing budget for external creative & PR/Social Media agencies. Collaborated & built strong cross-functional relationships with DTC, Design, Product, Merchandising, Sales, etc. to drive seamless marketing/PR integration, and ensure the global positioning was well defined & always delivered a consistent brand message.

Built and nurtured relationships with media contacts for press coverage and brand building opportunities. Developed influencer network from the ground up, signing 200+ members in the first (4) months of the Alignment of cross functional teams on all partnerships and collaborations - Video, Content, Email, Social Media, SEO, Design and Sales. Project manage and lead all aspects of marketing campaigns/content franchises with internal teams.

Managed (2) external PR agencies (AUS & US) that drove brand awareness and reach via numerous high-profile placements across notable media outlets. Lead and oversaw all paid influencer campaigns (US & Global) for numerous collection launches/campaigns - from initial outreach, contract negotiation, execution/seeding to weekly/monthly reporting. Partnered with Teen Vogue on a co-branded media campaign that drove over 27M impressions across the web and social media. Managed Influencer Marketing Coordinator who coordinated all organic seeding/gifting programs for micro/nano influencers. Point of contact for daily press/media inquires, sample requests for short/long lead press and gifting/seeding opportunities (VIP/Celebrity/Stylist). Managed and coordinated all brand partnerships, collaborations, influencer/launch/press events, giveaways, and more.