Lauren Yacker

Freelance Blog Writer & Branding Freelancer

239
Location:Redondo Beach, California, United States
Profile:https://www.freelanced.com/laurenyacker
0
Kudos
3.0
2 Skills
$100
Rate/Hr
LAUREN YACKER Phone: (310) 508-8106
Email: lyacker@gmail.com

SUMMARY
An energetic and creative senior PR and marketing communications prof with extensive consumer branding experience and clients that span food/beverage, travel/hospitality, entertainment, moms/kids, consumer technology, packaged goods, retail, and health/wellness. Track record for building strategic, high-impact communications, integrated marketing, media and digital programs that deliver high ROI and exceed client expectations. Strong leadership skills that foster a collaborative work environment and aid in the success of organic client growth and new business wins.

EXPERIENCE

OGILVY, Los Angeles, CA 2016-2018
Senior Vice President, PR & Influence
• Served as senior account lead for agency’s consumer clients including ACC’s Plastics Make it Possible (one of the top 50 US accounts), OUE Skyspace LA and west coast lead for Lincoln Motor Company
• Responsible for managing a large integrated team and work that included brand strategy, social and digital content strategy, paid social media, earned media, sponsorships/partnerships, event management and more
• Launched popular Sunrise Yoga Series at Skyspace that generated top local and national media coverage including an 8-minute segment on KTLA Morning News and coverage in Well+Good, Los Angeles Magazine, Shape and USA Today and led to monthly sold out classes (2018 Hermes Award for Best Publicity Campaign)
• Created an integrated Hudson the Railroad Puppy program that generated award-winning content and major media coverage for Plastics Make it Possible including People, NY Post, Reuter’s, USA Today and more (2016 ADDY award winner and Webby award finalist)
• Responsible for 25% organic budget growth for ACC and additional Skyspace attractions outside of LA
• Managed a cross-office team of 15 and managed an annual budget of more than $5 million

COYNE PR, Los Angeles, CA
2014-2015
Vice President and LA Office Lead
• Provided strategic counsel for consumer lifestyle accounts including Hard Rock Cafe, thinkThin, My Fit Foods, Hong Kong Tourism Board and Outrigger Hotels & Resorts.
• Launched thinkThin Lean Protein bars with integrated traditional and social media campaign that generated more than 150 media placements and 100MM media impressions including coverage in SHAPE, Self, Fitness, HungryGirl.com, Examiner.com, and more. Also generated buzz around the company’s new “Guilt-free” ad campaign, including a spotlight feature by Stuart Elliott in The New York Times
• Elevated Hard Rock Cafe's profile among “foodies” and lifestyle media through a targeted awareness campaign that included media dinners, blogger events and charity partnerships to focus on the legendary theme restaurant’s new menu. Generated more than 75 media visits and coverage in outlets that had never before covered it like Eater LA, laist.com, EXTRA, and KTLA Morning News
• Created an integrated marketing strategy for re-launch of Outrigger Resorts brand to position the 65-year old hospitality company as a premier beachfront resort brand including FAM trips, media events and deskside briefings in NY and LA that generated meetings and placements with top travel, trade and business media including Travel & Leisure and FOX Business News

ZENO GROUP (A Daniel J. Edelman Company), Los Angeles, CA 2012-2014
Senior Vice President
• Oversaw the Consumer Marketing team in the Los Angeles office and clients including Coca-Cola, Pinkberry, Plum District, University of Phoenix, Union Bank and Sears/Kmart; provided leadership and created positive work culture for agency’s West Coast flagship location
• Drove an integrated marketing campaign for Coca-Cola and (RED) centered on music and dance to engage consumers in a global effort to fight AIDS. Program included PR, social/digital media, an original music video, branded integration and partnership with DanceOn YouTube Dance Network. Generated more than 5MM views of online content, more than 1,000 user-generated video submissions and 150MM media impressions
• Positioned Pinkberry as the frozen yogurt innovator with launch of Pinkberry Greek yogurt, supported by a multi-phased PR and marketing plan that generated feature coverage (print and video) in USA Today, SHAPE, Self, FOX Business News, New York Times and Huffington Post and more than 150MM impressions
• Implemented holiday campaign for national retailers Sears and Kmart’s online and integrated retail business unit that drove more than 500MM media impressions, major national media coverage including Forbes, Wall Street Journal and MSNBC and helped drive a 20 percent increase in year over year online holiday sales

OGILVY, Los Angeles, CA
2009-2012
Vice President
• Served as account leader in the consumer marketing practice for clients such as the American Chemistry Council’s Plastics Make it Possible branding campaign and tourism clients including Mexico Tourism Board and Tourism New South Wales
• Generated awareness and major media coverage for clients through inspired sponsorships, and creative pitches and campaigns including sponsoring a fashion show and working with Top Chef Richard Blaise at New York Food & Wine for Plastics Make it Possible (winner of Ogilvy PR Consumer Marketing campaign of the year) and building a replica of Sydney Harbour out of 14 tons of sand for Tourism New South Wales
• Headed Plastics campaign that included designing and populating a website, a news bureau with a heavy focus on consumer media outreach, social media and blogger engagement and influencer partnerships for additional reach across consumer verticals including automotive, fashion, food/beverage and “green living”

CITIZEN RELATIONS (FORMERLY PAINE PR), Irvine, CA 2005-2009
Director
• Formulated strategic branding, PR and communications campaigns for consumer clients with a specialization in marketing to moms including Pampers, Ancestry.com, Johnny Rockets, Hoover and DirecTV
• Delivered creative and strategic ideas, traditional and social media relations, event planning, and worked seamlessly with client partners and other agencies
• Planned and executed integrated campaigns to effectively launch new products and position Pampers as
the leader in baby care and development, including award-winning Pampers/ UNICEF “One Pack = One Vaccine” national launch featuring Salma Hayek in 2008 (PRism “Best of Show” and PRWeek Award finalist) and “Baby Stages of Development” educational initiative in 2005
• Implemented P&G’s first-ever “Blogger Day” with Pampers

ORANGE COUNTY VISITOR & CONVENTION BUREAU, Anaheim, CA 2004-2005
Communications Manager
• Directed communications and media relations; oversaw production of, wrote and edited publications; developed collateral and participated on web marketing task force for non-profit visitor and convention bureau serving Orange County, Calif. and its surrounding areas
• Collaborated with 850 partners including attractions, hotels, museums, beaches and entertainment venues to deliver consistent messages and increase tourism and visitor spending throughout Orange County
• Handled media inquiries, acted as company spokesperson, planned and conducted FAM trips, tracked industry trends and statistics, and communicated key messages
• Identified new marketing opportunities including consumer e-blasts, promotion with The O.C. television
show and coastal branding initiative featuring a cooperative of 12 luxury hotel properties and restaurants

CONTIKI HOLIDAYS, Anaheim, CA 2001-2004
Marketing Manager
• Oversaw public relations, promotions, event planning/management, assisted with web marketing, advertising and collateral production for travel company specializing in packaged vacations for 18-35 year olds
• Acted as one-person PR department handling media relations, material development and spokesperson duties
• Liaised with worldwide company representatives to ensure clear and consistent brand message to industry, travel agents and consumers in all sales territories
• Produced an integrated marketing campaign with MTV’s The Real World including product placement, advertising, public relations, collateral development and sales

WILLS COMMUNICATIONS & OGILVY, Los Angeles, CA 1996-2001

Account Coordinator to Account Supervisor
• Held various junior positions at Wills Communications and Ogilvy PR with increasing amounts of responsibility
• Clients included Viking River Cruises, Skechers, Mag-Lite, Nature Made, PeopleFirst Auto Loans, Miadora Jewelry, U.S. Postal Service, IHOP, IMAX, Hyatt, Madame Tussaud’s Boston Market, P.F. Chang’s, Daily Grill, Aquarium of the Pacific, Pacific Theatres, Stratosphere Hotel & Casino
• Winner of 2001 Silver SABRE award for excellence in public relations for PeopleFirst Auto Loans

EDUCATION
UNIVERSITY OF CALIFORNIA, Los Angeles, CA
• Bachelor’s Degree in Sociology and Communications
• Member of Golden Key National Honor Society
• Member of Alpha Kappa Delta, International Sociology Honor Society
Skills (2) Rating
Blog Writing
Branding