ALESSIA PELISTRI
São Paulo
Summary
Dynamic, internationally-minded leader with 10+ years of experience driving brand visibility through strategic planning, PR, and event execution in the fashion and beauty industries. Fluent in multiple languages, with a creative, out-of-the-box approach to leading go-to-market strategies, orchestrating high-profile events, and building impactful partnerships with influencers and media. Proven success in optimizing budgets and driving brand growth across diverse global markets
Overview
20
20
years of professional experience
Work History
GLOBAL COMMUNICATION STRATEGY AND EVENTS – FREELANCER
ESTEE LAUDER\ BOBBI BROWN
06.2023 - Current
- Conceptualized and executed global consumer engagement strategies for product launches and campaigns, reaching over 1 million consumers, increasing brand awareness by 15%, and driving a 25% rise in digital engagement across multiple platforms.
- Spearheaded the development and execution of 15+ immersive, culturally relevant events annually, attended by 2,000+ guests, achieving 95% positive feedback while contributing to a 30% increase in brand visibility and consumer engagement.
- Led strategic PR initiatives, collaborating with global and regional teams to localize toolkits and event concepts, resulting in a 10% sales increase in key markets and a 40% boost in media coverage across PR, social, and trade marketing channels.
- Enhanced post-event consumer journeys and strategic storytelling, partnering with cross-functional teams to drive a 12% conversion rate and develop influencer partnerships that increased event visibility by 25%.
HEAD OF PARTNERSHIPS AND TALENTS – FREELANCER
ESTEE LAUDER| LA MER
10.2022 - 05.2023
- Identified and built brand-building collaborations with new luxury brand partners, media, and platform partners, integrating creative ideas
- Initiated impactful collaborations and global influencer marketing strategies, resulting in a 40% increase in brand reach among Millennial and Gen Z consumers
- Established brand presence globally through diverse collaborations in major markets, resulting in impactful launches and heightened brand visibility
- Devised and implemented a comprehensive talent strategy encompassing VIP/Celebrity, ambassadors, influencers, and creators, fostering positive brand momentum
- Collaborated with cross-functional teams to develop and execute comprehensive Toolkits, optimizing global press coverage and digital visibility
HEAD OF GLOBAL FASHION STRATEGY AND COLLABORATIONS
MAC COSMETICS
01.2019 - 10.2022
- Spearheaded the formulation and execution of MAC COSMETICS’ global fashion strategy, crafting immersive experiences in line with the brand's dynamic identity
- Engineered robust event frameworks and guidelines, promoting adaptability across regions and scalability for local implementation
- Collaborated closely with the global creative team to conceptualize event themes and engagement strategies, harmonizing with overarching marketing and product objectives
- Curated comprehensive communications strategies and executed high-profile launches in partnership with renowned designers and brands, including Richard Quinn, Comme des Garçons, Harry Reed, Giambattista Valli, Jeremy Scott, and Nicopanda
- Implemented a strategic approach to vendor and venue selection, cultivating partnerships that elevate brand events and enrich consumer experiences
- Strategically orchestrated talent acquisition efforts, securing brand-aligned personalities and influencers in collaboration with internal and external stakeholders
- Directed meticulous fashion collaborations and fashion weeks planning processes and timelines, ensuring flawless execution and seamless coordination
- Maximized fashion strategy budgets to optimize ROI while upholding brand standards of excellence and representation
- Fostered the creation of compelling event materials in conjunction with the creative team, augmenting consumer engagement and narrative cohesion
- Embodied MAC COSMETICS brand ethos throughout all consumer touchpoints, from pre-event initiatives to post-event interactions, fostering warmth and inclusivity
- Curated comprehensive communications strategies in collaboration with marketing and creative teams, fostering community building among attendees
- Maintained cohesive collaboration and goal alignment among partners, stakeholders, and internal teams, fostering effective relationship management and unified efforts
MANAGER GLOBAL FASHION COLLECTIONS
MAC COSMETICS
07.2014 - 12.2018
- Spearheaded MAC’s Fashion Week corporate sponsorship program, managing 500+ fashion shows annually in major cities, and negotiated agreements with designers and top make-up artists globally, resulting in successful partnerships and heightened brand visibility
- Directed an international team of 200+ make-up artists, overseeing logistical aspects for Fashion Week, managed a USD 6M budget and 500+ vendors per season
- Collaborate with global communications / PR, social media, influencer, and marketing teams, developing and executing fashion week initiatives and building brand awareness
- Contributed to a 50% increase in MAC’s 20M Instagram followers in the past 5 years
MANAGER PR AND EVENTS
NEGRI FIRMAN INC
08.2012 - 12.2013
- Established and opened a new NYC office, driving direct partnerships in the largest fashion capital and positioning the brand at the center of key industry events and collaborations.
- Leveraged strong relationships with media contacts, both new and long-standing, across priority markets (North America, UK, France) and emerging markets (China, South America), enhancing brand visibility through strategic PR initiatives and event participation.
- Managed talent press days, interviews, personal appearances, and events, showcasing talent management and relationship-building skills while ensuring seamless event execution.
- Collaborated with agency partners to execute influencer programs and logistics for major fashion events, ensuring smooth coordination and high-impact brand activations.
EVENT MANAGER
NEGRI FIRMAN
06.2008 - 12.2010
- Spearheaded high-profile event execution for global brands, including creative conceptualization, budget management, and timeline development
- Delivered events with a focus on storytelling and cultural relevance, consistently ensuring adherence to brand standards and objectives
- Developed collaborations with internal and external teams to create event themes, installations, and experiences aligned with current cultural trends
- Managed on-site event logistics, troubleshooting issues and ensuring a memorable experience for all attendees
JUNIOR PR
FUTURENET
05.2004 - 12.2007
- Assisted in the development and execution of PR strategies to enhance brand visibility and awareness
- Coordinated press events, including fashion shows, product launches, and press previews, ensuring smooth execution and positive media coverage
- Managed sample trafficking and press inquiries, maintaining relationships with journalists and media outlets
- Prepared press materials such as press releases, media kits, and product information sheets
- Conducted market research and competitor analysis to identify PR opportunities and industry trends
- Provided administrative support to the PR team, including scheduling appointments, organizing meetings, and managing databases
- Assisted in monitoring and analyzing media coverage, compiling press clippings, and preparing media reports for clients
Education
Bachelor - Political Science
Università del Sacro Cuore
Erasmus - Economics and Management
Universitat UB
Digital Marketing Course -
Kellogg Executive Education
Skills
- Fluent in Italian, English, Spanish, and Portuguese, Intermediate in French
- Specialized knowledge in music, fashion, beauty, pop culture, and digital marketing
- Strong expertise in working with established brands, influencers, and creatives in the industry
- Established relationships with fashion labels, agents, influencers, art buyers, editors, vendors, and creatives
Timeline
GLOBAL COMMUNICATION STRATEGY AND EVENTS – FREELANCER
ESTEE LAUDER\ BOBBI BROWN
06.2023 - Current
HEAD OF PARTNERSHIPS AND TALENTS – FREELANCER
ESTEE LAUDER| LA MER
10.2022 - 05.2023
HEAD OF GLOBAL FASHION STRATEGY AND COLLABORATIONS
MAC COSMETICS
01.2019 - 10.2022
MANAGER GLOBAL FASHION COLLECTIONS
MAC COSMETICS
07.2014 - 12.2018
MANAGER PR AND EVENTS
NEGRI FIRMAN INC
08.2012 - 12.2013
EVENT MANAGER
NEGRI FIRMAN
06.2008 - 12.2010
JUNIOR PR
FUTURENET
05.2004 - 12.2007
Erasmus - Economics and Management
Universitat UB
Digital Marketing Course -
Kellogg Executive Education
Bachelor - Political Science
Università del Sacro Cuore
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