MARKETING DIRECTOR

Earned Media

International Markets

Hi, I’m Irma - a Marketing Director specializing in earned media. I help brands get seen, talked about and discovered through PR, influencers, social media and integrated marketing campaigns.

I’ve worked in APAC, Europe and North America at award-winning creative agencies Havas and WPP with brands such as Coca Cola, Revlon, Qatar Airways and Toyota.

These days, I bring that global agency experience to help smaller lifestyle brands grow through international PR and marketing.

MY WORK

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MY WORK 〰️

Here is a small selection of projects I’ve worked on. Scroll Right →

  • Wellness Retreats (Mexico) - PR, Influencer & Communications: Managed global PR, influencer activity and paid social for two wellness retreats, including international journalist hosting, influencer partnerships, creative editorial pitching and paid social strategy across the US, Europe and Australia, securing press coverage and social content to increase international visibility and interest. Led crisis communications during a regional cartel-related incident, maintaining calm, factual communication while helping reshape the narrative to protect brand trust and reassure international audiences.

    One Influencer Reel Here

  • Stayz (Expedia) - PR campaign: Launched a PR program for Stayz' Holiday Homes Awards, landing close to 100 articles and TV segments across high-end publications including The Australian, Vogue and News.com.

    One Article Here

  • House of Rohl - PR, Influencer & Social: Managed the social media, influencer, ambassador and PR program for luxury home brand House of Rohl for close to two years, building a consistent brand presence across design, lifestyle and design media and on social.

    One Article Here

  • Batch & Bottle - Creative Integrated Launch: Led an experiential, integrated campaign for William Grants & Sons’ premium cocktail range, Batch & Bottle, by creating the world’s first limited-edition flatpack cocktail bar through a partnership with a furniture design brand that rose to fame during lockdown. Brought to life through PR, influencers, paid and organic social, digital and OOH, the campaign was recognized as the most creative and top performing launch across global markets, driving strong earned coverage and brand buzz.

    One Article Here

  • Revlon Professional & American Crew - Integrated PR, Influencer & Social: Managed a creative PR, influencer and social media program for Revlon Professional and American Crew for three years. The always-on program was amplified through experiential moments, including launching one of Australia’s first AI hair colour filters and hosting influencer and media events, driving consistent coverage and brand relevance.

    One Article Here

  • The Chia Co - Corporate PR: Developed thought leadership story angles to profile The Chia Co’s Founder & CEO to position the company as a leader in the plant-based snack category, securing coverage in top tier business publications including The Australian Financial Review.

    One Article Here

  • St John Ambulance - Health PR Campaign: Launched a national health PR campaign for St John Ambulance to raise awareness of sudden cardiac arrest and defibrillators, securing widespread local and national media coverage with strong traction across national TV and news.

    One TV Segment Here

  • American Crew - Editorial Publications: Produced two magazines (digital and printed) for American Crew which included creative concepting, photoshoots to capture content for the magazines and social media, leading a team of writers and designers to produce the magazines and running social media and influencer programs to announce the magazines.

    One Article Here

  • American Crew - Experiential Event: Hosted a cultural event that explored modern masculinity through a panel discussion led by an influencer synonymous with progressive culture, alongside barbers and hairdressers. It was brought to life through an exclusive influencer and journalist event in an underground barbershop with art installations, music, food and decor all breathing experimental culture. A video with a message from American Crew's Founder and visionary David Raccuglia was live streamed on socials, discussing the brand's evolution and how American Crew stand by the new frontier for masculinity. The creative platform - MASC - and the event helped reposition American Crew as a modern and progressive brand.

    One Article Here

  • Monkey Shoulder - Experiential Activation: Created a pop-up event for World Cocktail Day, with a giant cocktail shaker truck dishing out free Monkey Shoulder Old Fashion cocktails and a Guinness World Record competition to crown the fastest cocktail mixer. Brough to life through an integrated execution of influencers, PR, social and venue partnerships, the campaign drove strong editorial coverage, social share of voice and placed Monkey Shoulder at the centre of cocktail culture.

    One Article Here

  • Fancy Plants (The Chia Co.) - Vegan Month Digital Campaign: For Vegan Month, we pivoted from a planned physical activation to a fully digital campaign, to quickly adapt to COVID restrictions, for plant-based snack brand Fancy Plants. We launched a dual approach across influencers and PR, combining a playful 'Taste Your Tastebuds' challenge with an always-on press office led by a nutrition expert. The campaign blended playful entertainment and education, encouraging "flexitarians" to consider plant-based options while positioning Fancy Plants as an easy, everyday swap. The result was a high volume of earned and influencer coverage, significantly exceeding KPIs and driving strong awareness during a key cultural moment.

    One Article Here

  • Menulog - Experiential PR Activation: A creative PR stunt where a hidden Menulog hot chip (french fries) travelling truck handed out thousands of free french fries. The quirky twist was that the truck could only be found by following the scent of freshly cooked chips dispensed through scent diffusers that were specifically designed for the campaign. The ´Pay By Smell´ campaign was coupled with Menulog sales data that together with the playful, disruptive idea drove strong social sharing and national media attention.

    One Article Here

  • Tropico - PR Campaign (National Prawn Day): Created Australia’s first National Prawn Day and launched a nationwide search for the fastest prawn peeler. Anchored by a Guinness World Record attempt across prawn shops in every state of Australia to find the fastest prawn peeler, the campaign turned a simple product into a cultural moment, driving widespread national and hyper local media coverage and participation.

    One Article Here

  • Qatar Airways - PR, Influencer & Activations: Managed ongoing PR and influencer activity, including media and influencer FAM trips, news announcements and campaign moments including PR campaigns to announce new international routes and celebrity chef events for new in-flight menus, driving a consistent drumbeat of editorial coverage and brand buzz during key announcements.

    One Article Here

  • Toyota - PR & Brand Collaboration (Yaris Launch): Developed a creative PR campaign for the Toyota Yaris launch by partnering with a sustainable fashion designer to transform car materials into a limited-edition eco car apparel collection. The collaboration extended the product into culture, driving coverage across fashion, lifestyle and design media and on social.

    One Article Here

  • Ancestry - PR program & Cultural Campaigns: Managed an always-on PR program combining data-led stories, cultural moments and real life human storytelling coupled with bigger campaign moments such as a digital Anzac Day campaign in the COVID-era offering limited time, free access to military records, driving widespread national coverage and brand love.

    One TV Segment Here

  • Creative and Strategic Communications

  • Public Relations - consumer brands, corporate and crisis communications

  • Influencer Marketing

  • Events, Pop-ups and Experiental Campaigns

  • Integrated Marketing Campaign Management

  • Brand Collaborations

  • Copywriting: Social Media, Native Editorial and PR Materials

  • Organic Social Media

  • Paid Social Media

  • Project Management

  • Team Leadership and Mentoring

Skills

SECTORS

Travel, wellness, food &, beverage, home, beauty, pet, health, automotive and tech.

BRANDS

I’ve worked with over 50 brands including Transform Mental Health Retreat, Beyond Wellness Retreat, Grupo Vidanta (luxury resort and entertainment portfolio), Expedia, Qatar Airways, William Grants & Sons, Revlon Professional, American Crew, Coca-Cola, Toyota, The Chia Co., Saputo Dairy, TrustedHousesitters.com, House of Rohl, Winning Appliances, Ancestry.com, LiveRamp, Blackhawk Network, St John Ambulance, Mad Paws and more.

TESTIMONIALS

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TESTIMONIALS 〰️

“Irma Granit was a Senior Social Media Manager at Studio X on The Coca-Cola business for Europe, across 38 markets and led the always-on program, combining paid and organic content and social strategy, social creative and production execution oversight, and influence engagement. Irma was highly valued in her role, with her creative brilliance, positive attitude and passionate approach to each day, her energy fuelled the team. 

Previous to WPP, I worked with Irma at Red Havas. Irma was a PR Senior Account Manager across our consumer brand portfolio. She was a highly impactful and effective practitioner in achieving exceptional results for her clients, exceeding targets in building earned coverage and engagement. I highly recommend Irma for future opportunities pertaining to social, PR and influence services.“

Lynn Chinnock  - Studio X (WPP) Lead, former Managing Partner at Havas Red

“Irma is an outstanding communications specialist I've had the pleasure of working with for many years. She consistently delivers quality work across various areas like public relations, influencer marketing, events, and social media. Irma's creativity and strategic thinking have been invaluable assets to our business. Her project management skills are top-notch, and she and her team have even produced magazines for us. I've always been impressed by Irma's dedication, professionalism, and passion for her work. She's a true asset to any team.”

Cristobal de la Ruba - Marketing Manager at Revlon Professional

“I worked with Irma while she was at Red Havas (the Australian marketing agency for House of Rohl). Always enthusiastic and professional, Irma has made a significant contribution to developing the brand in the region.”

Nigel Palmer - Head of Communications Marketing EMEAA (House of Rohl)

¨Irma was an absolute joy to work with. She helped manage the launch of our new North Vancouver location and did a phenomenal job from start to finish. She was timely, communicative, and, most importantly, incredibly patient. She met me where I was at, providing gentle guidance and keeping the project moving forward while still allowing me to work at a pace that was manageable for me.

Since launching, I’ve received so many comments from clients about how great our Instagram looks and how professional, cohesive, and polished our brand has become. The difference has been incredible, and I’m so grateful for all of Irma’s work and guidance throughout the process.¨

Alishy Hyman - Founder at Sugar & Silk


“Irma Maria Granit worked as Head of Social during her time with us. Irma consistently demonstrated a strong sense of responsibility and professionalism in her role. She managed social media content with care, organization, and a clear understanding of brand voice and audience engagement. Her work was reliable, thoughtful, and aligned with the objectives assigned to her. 

Beyond her technical skills, Irma is a person of good principles. She is respectful, honest, and dependable, and she approaches her work with integrity. She collaborates well with others and maintains a positive and professional attitude in the workplace. 

I confidently recommend Irma Maria Granit as both a capable professional and a trustworthy individual. I believe she would be a valuable addition to any team.”

Emmanuel Garcia - Human Resource Manager at Vidanta

"While at Havas Red, Irma was our day-to-day lead - she always tackled our projects with verve, kept things moving at all times and communicated back with us well. She's a disciplined communications professional and a pleasure to work with!"

David Okubo - Global Communications Manager at LiveRamp

“Irma combines a keen eye for detail and strong project management skills with a flair for creativity that makes her a valuable asset for both clients and internal team.”

Matt Thomas - Managing Partner at Red Havas