Influencer, Social & PR Strategy
With extensive in-house experience leading the full-funnel marketing communications strategy at Beauty Industry Group, Cynosure, and Peter Thomas Roth, Rachel has successfully grown social media, PR and influencer teams, developed comprehensive marketing communications strategies from the ground up, and helped brands achieve significant and sustained year-over-year growth on social platforms.
Additionally, Rachel has consulted for well-known brands such as Mentos and SkinCeuticals, to design and execute large-scale influencer campaigns that delivered strong engagement and measurable results.
Below are just a few key examples, reach out for more information.
As the Director, Marketing Communications at Beauty Industry Group, Rachel led the social, PR and influencer strategies across 11 different hair extension brands. She developed marketing communications strategies across all brands, created and scaled professional stylist creator networks, started PR from 0-1 for multiple brands, and drove over 6M in annual revenue through affiliates. She also oversaw crisis communication messaging, including tariff-related messaging.
Working in partnership with Mentos’ marketing agency, Rachel sourced and cast 15 creators that were experts in areas like science, baking, travel and more. The 360 degree campaign resulted in more than 20 different pieces of content across social platforms, as well as in a commercial starring The Gregory Brothers’ to remind consumers that ‘Mentos are for chewing.’
At aesthetics device company Cynosure, Rachel created integrated and strategic global communications campaigns to help tell the Cynosure story across all digital platforms and touchpoints focusing on the provider journey to convert sales.
By creating a partnership with Dr. Ghavami, the brand was able to benefit from multiple posts from Kim Kardashian touting the PicoSure device. Additionally, to raise brand-awareness for both consumers and gain buy-in from HCPs, Rachel cast celebrity influencers such as Chrishell Stause and a wide-range of beauty influencers such as Nam Vo to bring heightened consumer awareness, resulting in 6M impressions, 2,543 clicks and 4.5M reach.
+382%
Organic Reach YOY
+219%
Impressions YOY
At Peter Thomas Roth, Rachel overhauled the digital presence to drive sales for the gen Z audience, working closely with Sephora to do so – creating the brand's first influencer collaborations and video strategies.
By focusing on goop shots, leaning in to audience trends, and working with a large amount of beauty influencers with high engagement rates our weekly follower growth rate was 1.28%, beating the competitor average of .70% WoW.
70K to 192K
Follower Growth Increase*in first year
143%
Organic Reach Increase