Arlene Benza
Arlene Benza
Merrick, New York 11566
Mobile:------------ ------------
PROFESSIONAL EXPERIENCE
Rahua® New York, New York
Director of PR & Communications 2018 – 2020
• Lead global communications campaign strategy and execution for mission-based beauty brand. Built brand awareness and secured maximum exposure on sustainable luxury hair, body, and wellness care line with plant-derived ingredients sourced from the Amazon Rainforest.
• Worked collaboratively with key internal stakeholders and brand teams (marketing, operations, sales, education) as well as external retailers/agencies to lead the planning, development, and implementation of integrated marketing activities as part of brand launches. Marketing vehicles include PR, digital, social media, influencer marketing.
• Built the company image and profile of co-founders, aligning with strategic goals as leaders in clean beauty, sustainability, and their philanthropic work to improve the lives of indigenous people.
• Partnered with retailers such as The Detox Market, SpaceNK and Net-A-Porter to conceive and execute successful, innovative brand product launches/store events broadening outreach and driving sales.
• Conceptualized and directed consumer media tours and press receptions resulting in key media placements such as Elle, Harper’s Bazaar and Marie Claire.
• Broadened Influencer Program resulting in a 15% increase in followers on Facebook, +25% increase in followers on IG for with minimal paid support.
• Produced brand 10 Year Anniversary video securing videographer, location, concept, scripting, and editing.
• Directed global PR counterparts on press outreach and initiatives for brand launches contributing to increased press value.
• Increased press coverage by 50%, including beauty awards in Allure, InStyle, Elle, The Oprah Magazine, Intothegloss, and Byrdie along with increased online exposure in outlets such as Refinery29, PureWow, Well + Good, etc.
Rebel Gail Communications New York, New York
Initial consulting role lead to full time Media Executive Position 2016 – 2017
Brands: Cutera Laser Treatments, CeraVe, AcneFree, Surya Brasil, Bulldog Skin Care for Men
? Write pitches and press releases for media outreach resulting in top level placements.
? Organize all details of press events with key media.
? Facilitated and coached media interviews with dermatologists and top-level spokespersons.
Public Relations Consultant New York, New York
PR Consulting for both in-house brands and PR agencies. 2016 – 2017
Amore Pacific, Bratskeir & Co., CLY Communications, Rebel Gail Communications
Consult with agencies as well as independent projects on variety of brands: Amorepacific, Sulwhasoo, Laneige, Annick Goutal, Mirai Clinical, Babo Botanicals, Glossybox, Elizabeth Arden Fragrances, Éclair Naturals, DCL Skin Care, Susan Posnick Cosmetics, Erasa and L’Oréal’s Multicultural Division.
American Culture Hair Care Huntington, New York
Communications Director 2011-2015
? Designed market position for brands through print, digital and television media resulted in multi-million impressions.
? Generated national exposure in top-tier magazines (Allure, Vogue, W) and television (The View, LX-NBC).
? Attracted and achieved new users through social media platforms, fashion partnerships and sponsorships.
? Directed promotional opportunities and creative process for cohesive print and radio advertising campaigns.
Essie Cosmetics, Ltd., (Acquired by L’Oréal) New York, New York
Director of Public Relations 2010
? Bolstered brand’s luxury positioning through print, online and television media resulting in over 10 million monthly impressions. Increased consumer press 56%, increased trade press exposure 35%.
? Assessed and facilitated all co-branded partnerships and custom color proposals for strategic brand alliance resulting in partnerships with UGGS, ABC Television, Twentieth Century Fox, Time Warner, JCrew and
Michael Kors.
? Attracted new users and reached young audience through social media outlets, i.e. facebook, blog, press updates on website and twitter.
Y Communications & Consulting, Inc. Las Vegas, Nevada
Public Relations Consultant 2009-2010
Consulted on Rusk hair care, Pixi Beauty, Satin Smooth, and the Professional Beauty Association (PBA).
L’Oréal USA New York, New York
Sr. Director of Public Relations 2003-2008
Director of Public Relations 2002-2003
? Developed PR programs and product launches generating a $20 million increased publicity value.
? Executed initiatives for high end events, flagship store openings, sponsorships, and spokesperson development.
? Established solid partnerships with designers Zac Posen, Herve Leger, Catherine Malandrino, Carolina Herrera,
Badgley Mischka and the Council of Fashion Designer Awards. Leveraged high-profile events (Sundance Film
Festival) which resulted in exposure on The Tonight Show and CNN on-line.
? Negotiated premium advertising/media opportunities such as Harper’s Bazaar with limited expenditures.
? Partnered with marketing, education, and creative teams to integrate publicity across all mediums including L’Oréal’s website, advertising, and internal publications.
? Managed charitable initiatives: Dress for Success Foundation, Fashion Delivers, and Hairdressers Unlocking Hope.
EDUCATION___________________________________________________________________________________________
State University of New York Business Administration / Marketing
Arlene Benza
Merrick, New York 11566
Mobile:------------ ------------
PROFESSIONAL EXPERIENCE
Rahua® New York, New York
Director of PR & Communications 2018 – 2020
• Lead global communications campaign strategy and execution for mission-based beauty brand. Built brand awareness and secured maximum exposure on sustainable luxury hair, body, and wellness care line with plant-derived ingredients sourced from the Amazon Rainforest.
• Worked collaboratively with key internal stakeholders and brand teams (marketing, operations, sales, education) as well as external retailers/agencies to lead the planning, development, and implementation of integrated marketing activities as part of brand launches. Marketing vehicles include PR, digital, social media, influencer marketing.
• Built the company image and profile of co-founders, aligning with strategic goals as leaders in clean beauty, sustainability, and their philanthropic work to improve the lives of indigenous people.
• Partnered with retailers such as The Detox Market, SpaceNK and Net-A-Porter to conceive and execute successful, innovative brand product launches/store events broadening outreach and driving sales.
• Conceptualized and directed consumer media tours and press receptions resulting in key media placements such as Elle, Harper’s Bazaar and Marie Claire.
• Broadened Influencer Program resulting in a 15% increase in followers on Facebook, +25% increase in followers on IG for with minimal paid support.
• Produced brand 10 Year Anniversary video securing videographer, location, concept, scripting, and editing.
• Directed global PR counterparts on press outreach and initiatives for brand launches contributing to increased press value.
• Increased press coverage by 50%, including beauty awards in Allure, InStyle, Elle, The Oprah Magazine, Intothegloss, and Byrdie along with increased online exposure in outlets such as Refinery29, PureWow, Well + Good, etc.
Rebel Gail Communications New York, New York
Initial consulting role lead to full time Media Executive Position 2016 – 2017
Brands: Cutera Laser Treatments, CeraVe, AcneFree, Surya Brasil, Bulldog Skin Care for Men
? Write pitches and press releases for media outreach resulting in top level placements.
? Organize all details of press events with key media.
? Facilitated and coached media interviews with dermatologists and top-level spokespersons.
Public Relations Consultant New York, New York
PR Consulting for both in-house brands and PR agencies. 2016 – 2017
Amore Pacific, Bratskeir & Co., CLY Communications, Rebel Gail Communications
Consult with agencies as well as independent projects on variety of brands: Amorepacific, Sulwhasoo, Laneige, Annick Goutal, Mirai Clinical, Babo Botanicals, Glossybox, Elizabeth Arden Fragrances, Éclair Naturals, DCL Skin Care, Susan Posnick Cosmetics, Erasa and L’Oréal’s Multicultural Division.
American Culture Hair Care Huntington, New York
Communications Director 2011-2015
? Designed market position for brands through print, digital and television media resulted in multi-million impressions.
? Generated national exposure in top-tier magazines (Allure, Vogue, W) and television (The View, LX-NBC).
? Attracted and achieved new users through social media platforms, fashion partnerships and sponsorships.
? Directed promotional opportunities and creative process for cohesive print and radio advertising campaigns.
Essie Cosmetics, Ltd., (Acquired by L’Oréal) New York, New York
Director of Public Relations 2010
? Bolstered brand’s luxury positioning through print, online and television media resulting in over 10 million monthly impressions. Increased consumer press 56%, increased trade press exposure 35%.
? Assessed and facilitated all co-branded partnerships and custom color proposals for strategic brand alliance resulting in partnerships with UGGS, ABC Television, Twentieth Century Fox, Time Warner, JCrew and
Michael Kors.
? Attracted new users and reached young audience through social media outlets, i.e. facebook, blog, press updates on website and twitter.
Y Communications & Consulting, Inc. Las Vegas, Nevada
Public Relations Consultant 2009-2010
Consulted on Rusk hair care, Pixi Beauty, Satin Smooth, and the Professional Beauty Association (PBA).
L’Oréal USA New York, New York
Sr. Director of Public Relations 2003-2008
Director of Public Relations 2002-2003
? Developed PR programs and product launches generating a $20 million increased publicity value.
? Executed initiatives for high end events, flagship store openings, sponsorships, and spokesperson development.
? Established solid partnerships with designers Zac Posen, Herve Leger, Catherine Malandrino, Carolina Herrera,
Badgley Mischka and the Council of Fashion Designer Awards. Leveraged high-profile events (Sundance Film
Festival) which resulted in exposure on The Tonight Show and CNN on-line.
? Negotiated premium advertising/media opportunities such as Harper’s Bazaar with limited expenditures.
? Partnered with marketing, education, and creative teams to integrate publicity across all mediums including L’Oréal’s website, advertising, and internal publications.
? Managed charitable initiatives: Dress for Success Foundation, Fashion Delivers, and Hairdressers Unlocking Hope.
EDUCATION___________________________________________________________________________________________
State University of New York Business Administration / Marketing