Hillary A.

Experience

• 

  E.L.F. BEAUTY

  Associate Director of Integrated Marketing Communications, Keys Soulcare

  Jul 2024 - Feb 2026

  e.l.f. Beauty is a bold disruptor with a kind heart. We stand with every eye, lip, face, paw and fin. We’re making the best of beauty accessible to everyone.

  • Led integrated marketing communications for Keys Soulcare, delivering cohesive 360° campaigns across paid, earned, owned and shared channels to build brand awareness and community growth.
  • Designed and executed influencer and creator programs—managing end-to-end selection, briefs, and amplification—to increase brand affinity and drive user-generated content.
  • Sourced and negotiated brand partnerships and retail collaborations to extend reach into priority consumer segments and support product launches.
  • Conceptualized and produced immersive brand experiences and in‑person activations to deepen community engagement and generate earned media coverage.
  • Managed agency partners, budgets and timelines to ensure on-time, on-budget campaign delivery and consistent brand storytelling across touchpoints.
  • Established measurement frameworks and reporting cadence to assess campaign performance and inform creative and media optimization.
• 

  Billionaire Boys Club & Ice Cream LLC

  Director of Brand Marketing and PR

  Jan 2022 - Jul 2024

  Official store of the Billionaire Boys Club and ICECREAM clothing lines by Pharrell Williams. Luxury streetwear tees, sweatshirts, denim, accessories & more.

  • Owned brand marketing and PR strategy to elevate the BBC/ICECREAM identity across editorial, social and experiential channels.
  • Built and led media relations programs to secure national and trade coverage, shaping consumer perception and cultural relevance.
  • Directed integrated launch plans for seasonal drops and collaborations—aligning creative, retail, influencer and PR tactics to maximize reach.
  • Forged strategic partnerships with lifestyle and entertainment brands to create co-branded product and event opportunities that amplified visibility.
  • Coordinated cross-functional teams and external agencies to ensure consistent messaging and seamless execution across markets and channels.
• 

  Billionaire Boys Club & Ice Cream LLC

  Brand Marketing And Public Relations Manager

  Feb 2019 - Jan 2022

  • Developed and executed integrated marketing communications for product launches, including email, paid & organic social, influencer relations, OOH and in‑store promotion.
  • Built digital analytics and reporting workflows (Google Analytics, Facebook Business/Ads Manager, Shopify analytics, Sprout Social) to track campaign KPIs and guide optimization.
  • Conceptualized and produced branded experiences—pop-ups, in‑store activations and sponsorships—driving foot traffic and consumer engagement.
  • Managed high-profile partnership marketing with adidas, Reebok, Mattel, HBO, Star Wars, ComplexCon and others to extend brand reach and create culturally relevant activations.
  • Provided market research and competitive insights to inform product positioning, messaging and go-to-market planning.
  • Oversaw influencer outreach and creative direction to generate content assets that supported both brand storytelling and conversion goals.
• 

  Billionaire Boys Club & Ice Cream LLC

  PR & Social Media Manager

  Mar 2017 - Feb 2019

  • Owned PR and social media strategy to grow brand presence across editorial and social platforms.
  • Produced and scheduled platform-specific content, maintained community engagement and implemented moderation and response protocols.
  • Led press outreach and media relations to secure product and brand coverage in lifestyle and fashion outlets.
  • Coordinated influencer and creator partnerships to drive content production and campaign amplification.
  • Monitored social and media performance, translating insights into content and PR optimizations to increase reach and relevance.
• 

  MOSCOT NYC Since 1915

  PR & Marketing Coordinator

  Jul 2015 - Mar 2017

  • Oversee and coordinate vetting and servicing of all press requests, and stylist and celebrity pulls
  • Execute press outreach for media placements
  • Maintain press database
  • Oversee and coordinate logistics for all PR and marketing initiatives and events
  • Create and execute all social media campaigns and initiatives including writing, posting and maintaining all interactions on website, blog, Facebook, Twitter, Instagram, YouTube, etc.
  • Manage all internal communication to ensure all staff and domestic and international partners are briefed and up-to-date on all things MOSCOT
  • Fulfill requests from domestic and international partners and agencies, and ensure each has most current marketing assets
• 

  Allied Integrated Marketing

  Movie Studios Promotion Intern

  Jan 2015 - May 2015

  Allied Global Marketing is a full-service integrated marketing agency working with the world's largest entertainment, consumer and lifestyle brands. We are the leading full-service digital agency for entertainment, arts and culture.

  • Supported execution of grassroots and field promotions across NYC, Long Island and northern New Jersey for major studio releases.
  • Built local promotional concepts and partner outreach to create word-of-mouth buzz and drive event attendance.
  • Researched and contacted potential promotional partners, securing on-the-ground activations and co-marketing opportunities.
  • Developed college-focused marketing campaigns to reach student audiences and increase pre-release awareness.
  • Attended pre-release screenings and produced screening reports to inform studio feedback and tactical adjustments.
• 

  Glow Connection

  Public Relations Intern

  May 2014 - Aug 2014

  Glow Connection (GC) is a full-service integrated talent and strategic brand management agency. Based in New York City, the organization specializes in entertainment, lifestyle and consumer marketing and public relations.

  • Executed media relations tasks including pitching, research and interview scheduling to support client visibility.
  • Assisted planning and onsite execution of special events to maximize press attendance and client exposure.
  • Maintained and curated media contact lists and followed up with reporters to track placements and coverage.
  • Drafted and distributed eblasts and supported email marketing efforts for clients and agency initiatives.
  • Contributed to creative brainstorming sessions and campaign concepting to support client PR strategies.
• 

  Foundation for a Drug Free World of The Americas

  Public Relations Intern

  May 2013 - Jun 2013

  Learn about the latest on substance abuse prevention, education and outreach from the Foundation for a Drug-Free World, Americas Chapter. Explore our Truth About Drugs booklets, award-winning PSAs and documentaries. Join our mission for a drug-free world. Subscribe to stay informed & empowered.

  • Prepared press releases and media materials to promote the organization’s 6th Annual Drug Free Heroes Awards Gala.
  • Conducted targeted media outreach and pitching to drive event coverage and stakeholder awareness.
  • Provided on-site event support—coordinating press logistics and assisting with guest/media needs during the gala.
  • Compiled post-event summaries to capture media placements and inform future outreach strategies.