Selected work · 2026
I build brands through earned media, talent and culture, and measure them like a commercial channel.
Senior marketing and PR leader with over ten years in prestige beauty. I run stylist and talent relationships that produce red carpet and runway credits, then convert those credits into coverage, creator volume and sell-through.
- Earned, owned & paid
- Influencer & talent
- Events & experiential
- US · Mexico · LATAM
- English & Spanish
About
I lead integrated marketing and PR for a premium beauty brand in North America, and I take on selected consulting work for brands building earned-first programmes from scratch.
My work sits where culture meets commerce: awards season and fashion week, the professional stylist community, creator partnerships, and the launches that have to land in retail. I direct agency teams and six-figure launch budgets, and I have built brands in the US, Mexico and across Latin America in both English and Spanish.
Experiential PR
Cultural activations designed to create desire, from fashion week backstage to launch events that the industry actually attends.
VIP & talent strategy
Celebrity and stylist ecosystems built for long-term credibility rather than one-off placements.
Strategic impact
Every programme built to perform and reported the way the business reads it: reach, earned value, category position and sell-through.
ghd Sculpt
Earned-first launch of a category innovation
- Client
- ghd North America
- Year
- 2026
- Disciplines
- PR · Influencer · Events · Social · Creative
My role
Owned the US launch end to end across PR, influencer, events, social and creative direction. Directed Bold PR, Sunny-side Up production and a four-person educator team, and managed the event budget and invite strategy.
Objective
Launch ghd's first interactive styler into a crowded premium category and convert cultural attention into first-week sell-through.
Strategy
Earned-first sequencing. Secure third-party validation before the product existed publicly, build professional credibility through the celebrity stylist community, then convert with talent and social at launch.
Execution
- Secured Best Straightener in the Harper's Bazaar Best Beauty Tools Awards ahead of debut, then built preorder around the win
- Directed the campaign shoot from moodboard through shot list to final asset scoping
- Set the consumer copy guardrails and claim substantiations every caption and paid asset ran on
- Sequenced media in three waves: a twelve-editor preview, an intimate New York styling event, then the Los Angeles launch
- Los Angeles launch at Gotham Estate for ninety guests, with a live sculptural exhibit and hands-on styling stations
- Built professional credibility with 32 working celebrity hairstylists, including Andrew Fitzsimons, Larry Sims, Mark Townsend and Bridget Brager.
2.04M
TODAY show broadcast viewers, plus 5.08M impressions on today.com
~50%
of Sculpt sales in the 24 hours after the TODAY segment and the Emmys credit, driven by earned, talent and social
No. 4
ghd in the US haircare tools category, ahead of Shark, T3 and BaByliss
CreatorIQ · August 2026
194
creator posts and roughly $254K in social ad value across the launch arc
CreatorIQ
NYFW SS27
Official hair tool sponsor
- Houses
- Proenza Schouler · SIMKHAI
- Hair
- Cyndia Harvey · Guido Palau
- Tools
- ghd Sculpt
My role
Led the fashion week partnership strategy, negotiated both sponsorships and directed Bold PR and Formed Consulting through delivery.
Objective
Establish ghd as the hot tools authority in fashion by owning the backstage at New York Fashion Week.
Strategy
Sponsor two houses with different audiences, put the tools in the hands of the industry's most credible session stylists, and convert backstage access into creator and press content.
Execution
- Proenza Schouler at The Rubin Museum, lead hairstylist Cyndia Harvey
- SIMKHAI at the Phillips Auction House, lead hairstylist Guido Palau
- Paid creator partners front row at both shows
- Hairstyling services for influencer guests across the week, plus look breakdowns distributed to press
$100K
earned media value across both shows
CreatorIQ · to 23 Sept
449K
reach and 605K views from 44 creator posts
CreatorIQ
2.5x
the earned value per post from SIMKHAI against Proenza, on fifteen posts to twenty-nine
Awards Season
Building cultural relevance across the carpet
- Carpets
- Academy Awards · Emmy Awards
- Hair
- Coree Moreno · Lacy Redway
- Talent
- Zendaya · Chase Infiniti · Emma Stone · Kate Hudson
My role
Own red carpet and awards season strategy, the stylist relationships behind it, and the earned amplification that follows each carpet.
Objective
Build cultural relevance and premium brand perception through sustained awards season and red carpet integration.
Strategy
Invest in the professional stylist community year round so the tools are in the kit before the carpet, then convert each credit into earned and social reach within hours.
Execution
- Academy Awards credits on Zendaya, Emma Stone and Kate Hudson through stylist partnerships
- Emmy Awards, two sponsorships: Zendaya with Coree Moreno and Chase Infiniti with Lacy Redway
- TODAY show Red Carpet Glam segment on Emmys day
- Look breakdowns distributed to beauty press within hours of each carpet
312M+
impressions within 48 hours of the Academy Awards, across Vogue, Harper's Bazaar and InStyle
39
Emmys stories at $1.99M ad value, from Allure, Cosmopolitan, Byrdie, Bustle and Grazia
$87K
creator earned media value from the Emmys carpet
CreatorIQ
Super Bowl Halftime
Global PR and cultural amplification
- Moment
- Bad Bunny halftime show
- Lead stylist
- Mariah Montes
- Exclusive
- Allure
My role
Directed the tool sponsorship and the post-show media strategy, including the stylist relationship and the exclusive pitch.
Objective
Maximise cultural conversation and brand equity during one of the most watched broadcast events of the year.
Strategy
Secure brand exclusivity across the lead stylist's full team, then translate the scale of the backstage operation into a consumer story through a single high-value exclusive.
Execution
- Exclusive tool sponsorship with lead stylist Mariah Montes and her team of fifteen
- Styling for over two hundred performers backstage
- Pitched and secured a post-show Allure get-the-look exclusive
$360K
earned media value in the first 24 hours
13.5M
global impressions in the first 24 hours
200+
performers styled backstage across a fifteen-stylist team
Cadillac F1 Miami
Driving conversion through experiential PR
- Partner
- Cadillac Formula 1
- Product
- ghd Speed launch
- Audience
- 8,000 on-site attendees
My role
Led the activation end to end, including the styling suite, educator staffing, creator partnerships and the on-site commercial promotion.
Objective
Launch the ghd Speed at F1 Miami and position the tool around high performance and precision.
Strategy
Borrow the prestige of Formula 1 to reinforce premium positioning, and build the activation so it converted on site rather than only generating content.
Execution
- Premium styling suite staffed by ghd educators, turning live sessions into consumer education
- Branded capture moment to drive organic social
- Paid partnerships with Miami creators
- Targeted product giveaways to extend trial beyond the footprint
8,000
captive attendees across the Cadillac F1 consumer footprint
26M
reach from organic creator content and product trial
Innovation Launches
One playbook, two category-defining products
- Products
- Duet Blowdry · Chronos Curve
- Retail
- Sephora · ULTA
- Partner
- Briogeo
My role
Led both launches end to end across PR, influencer, events and retail activation, directing agency partners and managing launch budgets.
Objective
Launch two category-defining tools and establish the brand as the innovation leader in a crowded premium category.
Strategy
One repeatable launch model applied to both: lead with the technology story, build professional credibility through pro stylist events, amplify with a macro and micro creator mix, activate at retail, and time award submissions ahead of debut.
Execution · Duet Blowdry
- Launch event with Briogeo for cross-community reach
- Macro and micro influencer activations
- Sephora and ULTA in-store demos
- Paid media and long-lead press
Execution · Chronos Curve
- Creator and pro celebrity stylist events
- Key city takeovers with masterclasses and VIP styling
- Curl Finder quiz as the campaign mechanic
- Paid partnerships, boosting and UGC
$2.3M
combined earned media value in the first month of each launch
5
top-tier titles covering both launches: ELLE, Allure, The Cut, Byrdie and Marie Claire
1st
global market to win an industry award for the Curve Max Wand ahead of its debut
Award Leadership
Third-party validation as a launch and conversion asset
My role
Own the North America submission calendar, product prioritisation, award messaging and the editor relationships behind it.
The mechanism
Submit against the editorial calendar rather than the product cycle, so hero wins land before launch and can carry a preorder. The Sculpt win was secured ahead of debut and became the launch hook.
The split
Prestige seals support premium pricing. Shopping-led titles drive affiliate traffic and conversion. The target list is deliberately divided between the two, which is the difference between running a programme and filing submissions.
The depth
Six wins across five products in the first ten weeks of the fiscal year, plus a four-time Hall of Fame entry. Recognition spread across the line rather than resting on one hero tool.
| Publication | Award | Product |
|---|---|---|
| Allure | Best of Beauty 2026 | Wave, Chronos Curve Grand Iron |
| Harper's Bazaar | Best Beauty Tools 2026 | Sculpt, secured pre-launch |
| Harper's Bazaar | Beauty Icon Awards 2026 | Sculpt |
| Byrdie | Beauty Awards 2026 | Chronos Curve Classic Iron |
| SheFinds | Best New Beauty 2026 | Speed |
| Shop TODAY | Beauty Awards 2026 | Hair tools |
LATAM Market Building
Brand building across Mexico and Latin America
- Brands
- SHEIN · SHEGLAM
- Market
- Mexico
- Talent
- Paulina Goto · Luis Torres
My role
Led marketing for Mexico and Latin America. Owned campaign strategy, production and celebrity partnerships in market.
Objective
Build brand credibility and consumer trust in the Mexican market from a standing start.
Strategy
Earn cultural permission locally. Platform Mexican designers and talent rather than importing global creative, then convert attention through retail and consumer activation.
Execution · SHEIN X
- End-to-end production of a live fashion show for emerging Mexican designers
- Pop-up store combining retail and content creation
- Influencer and celebrity guest curation
- Glam direction with celebrity makeup artist Luis Torres
Execution · SHEGLAM Powder Duo
- Paulina Goto as the face of the Insta-Ready Powder Duo
- TV commercial and Mexico City pop-up
- 360 integration across OOH, TV, influencer and social
- Talent meet and greet for direct consumer engagement
Available for senior in-house roles and selected consulting.
- /vartigas
- Based in
- Los Angeles, California
- Languages
- English & Spanish