KJM Marketing & Communications: Resume of Kathy Macaraeg - press kit development, media outreach, tours, briefings, speech development, PR plans, key messaging

Expertise Overview:

Ten years of public relations experience with expertise in luxury, retail and fashion, automotive, beauty and skincare, marketing and advertising industries.
Clients include major brands such as Lexus, Rolls Royce and Bentley Motors, Vespa motor scooters, Nakamichi America (premium home stereos) and Beverly Center.
Consistent success developing and implementing public relations campaigns for product launches, corporate branding, media and consumer events and media tours.
Successful media placement in various national and regional broadcast print and online outlets.

Freelance Experience:
Lexus (Team One)
Provide public relations strategy and support for entertainment, fashion and travel sponsorship initiatives. Activities include working with Lexus’ agency to develop a public relations plan, coordinating with sponsorship partners, providing counsel regarding sponsorship benefits such as logo placement and photography requirements, drafting press materials, conducting media outreach, developing media lists and assisting with budgeting and planning.

Beverly Center
Conduct ongoing public relations support on behalf of Beverly Center, L.A.’s premier shopping destination. Activities include plan development, press release drafting, media outreach and sponsorship and event support. As a result of public relations efforts, Beverly Center has been covered by top tier media such as Good Morning America, Reuters Photo, Associate Press, Los Angeles Times, Style Network, KABC-TV, KNBC-TV, KCBS-TV, KTLA-TV, KTTV-TV, KCOP-TV, KYSR-FM, LA.com, Citysearch.com, AOL digitalcity and MSN.com, among others.

Muse Communications
Perform marketing public relations activities on behalf of the multi-cultural advertising agency. Support includes providing public relations strategy and counsel, creating and establishing a speaker’s bureau and conducting ongoing support for agency announcements, campaigns and newsworthy initiatives.

Canada Goose
Provided public relations support for Canada Goose, a premium outerwear brand launching in the U.S. market. Public relations support included creating press materials and conducting tradeshow support at select outerwear and fashion events. Secured on-site meetings with key trade and outerwear media at Outdoor Retailer, a significant show for the brand, as well as secured media interest and coverage for executive changes announcement.

Bay Solar Power Design
Provided public relations support for Bay Solar Power Design, a solar energy installation company. Public relations activities included creating a corporate press kit, drafting marketing materials, researching editorial calendar opportunities and regional media outreach.

Solavie
Conducted general public relations outreach to select media segments on behalf of Solavie, a skin and hair care company. Activities included drafting press materials, pitching media at key publications and writing and editing speeches for company founder.

Euphoria Loves RAWvolution
Developed local public relations campaign on behalf of a new raw food market café. Activities included developing a public relations plan, developing a company press kit and conducting regional media outreach. Secured coverage and interest from key media outlets such as DailyCandy.com, Santa Monica Mirror, Los Angeles Magazine and AOL Digital City.

JAM Studios
Provided marketing support to generate new business for Pilates studio. Marketing support included designing and writing consumer newsletters, researching and establishing cross promotional relationships with similar-minded local businesses, creating flyers for local events and developing press releases and media alerts for new classes and special workshops.

Agency Experience:
Team One, Account Supervisor (April 2002 – September 2005)
Provided public relations strategic planning and program implementation for Lexus, the top-selling luxury car brand.

Developed multi-year integrated public relations plans to support and enhance marketing efforts.
Created public relations campaigns and collaborated with brand partners.
Developed public relations campaigns for sponsorships and events including: Paul McCartney US Tour Presented by Lexus, Lexus Style in the Fast Lane fashion show, and Lexus Performance Driving School, among others.
Led lifestyle and marketing public relations efforts for five vehicle launch campaigns, including the Lexus RX 400h, the world's first luxury hybrid SUV. The RX 400h launch garnered more than 120 million media impressions with key lifestyle publications such as Good Morning America, Forbes, Town & Country, Smart Money, Money, Esquire, Men's Journal, Harper's Bazaar, US Weekly and InStyle, among others.
Created press kits to entice lifestyle media to test-drive Lexus vehicles. Secured test drives with Town & Country, Condé Nast Traveler, Esquire, Details, Men’s Journal, Forbes, Robb Report, GQ: Gentlemen's Quarterly, Maxim, Stuff, FHM, Black Book, Cigar Aficionado and Departures, among others.

JMPR Public Relations, Senior Account Executive (March 2001 - March 2002)
Served as the account lead for the agency's three flagship accounts: Rolls Royce and Bentley Motors, Vespa (motor scooters) and Nakamichi America (premium home stereo systems). Conducted public relations support on behalf of other agency accounts including Beverly Hills Car Collection, Meguiar’s, Inc. (car care products) and SEMA (Specialty Equipment Manufacturers Association).

Developed strategic public relations campaigns for corporate branding, product launches and crisis communications on behalf of clients.
Developed and oversaw multi-city grand opening events for Vespa boutiques throughout the country, securing coverage in regional publications in each market.
Developed a national test drive campaign on behalf of Bentley Motors to raise brand awareness in preparation for the launch of the mid-sized Bentley coupe.

Weber Shandwick Worldwide, Account Executive (November 1999 - March 2001)
Conducted successful media relations campaigns on behalf of clients including Initiative Media, getacard.com, drdrew.com, Reciprocal, Inc., Commission Junction, Charmed Technology and World Floor Covering Association among others.

McNally Media, T.W., Account Executive (1998 – 1999)
Served as the account lead developing and executing public relations efforts for two major agency accounts: Circle Track Magazine Racing Expo and Auto Custom Carpets.

Education:
1998 - California State University, Fullerton; Bachelor of Arts in Communications with an emphasis in Public Relations