About Charlene
Public relations, communications and marketing consultant with 15 years of experience, specializing in luxury brands and hospitality. Easy to integrate and feel like part of your in-house team. Excellent communicator who easily navigates global cross-functional teams in multiple time zones.
English
Native or bilingual
Italian
Basic
Remote only
Primarily works remotely
Experience
- AccorDIRECTOR, GLOBAL COMMUNICATIONS, LUXURY & LIFESTYLEHOSPITALITYApril 2024 - November 2025 (1 year and 7 months)Paris, France• Streamline communications between Global Corporate Communications team and Luxury & Lifestyle network. Brands include Orient Express, Raffles, Fairmont, Sofitel, MGallery, Emblems Collection and Ennismore (The Hoxton, Mama Shelter, Mondrian, Rixos, SO/).• Facilitate monthly global luxury comms meeting between all Brand PR and Comms leads.• Facilitate communications coordination with Global Sales stream and Food & Beverage stream.• Advise on communications strategies and amplification at a global comms level.• Comms lead on luxury & global sales conferences in various markets, including ATM (Arabian Travel Market) in Dubai, Virtuoso - Luxury Travel Advisors, ILTM Cannes & more.• Support editing luxury brand communications i.e. press releases, key messages, media interviews
- Fire & FlowerCOMMUNICATIONS MANAGERRETAIL (LARGE RETAILERS)March 2020 - May 2023 (3 years and 2 months)Toronto, ON, CanadaLed the North American communications and brand partnerships strategy for this legal, recreational cannabis retailer, with over 100 stores across Canada.• Managed U.S. and Canadian media interviews and advertorials• Managed U.S. PR agency, creative and OOH advertising agencies• Liaised with Legal, HR, C-Suite, Marketing and Sales teams to inform communications and marketing strategies
- Shangri-La Hotel and ResortsCOMMUNICATIONS MANAGERHOSPITALITYAugust 2019 - November 2020 (1 year and 3 months)Toronto, ON, CanadaDirected and executed the Marketing and Communications strategy for this luxury five-star property in the heart of the arts and entertainment sector of downtown Toronto. Was part of the hotel leadership team who received the first Forbes Five-Star Travel Guide award for the property.• Developed and executed PR and social strategies for the hotel, spa, restaurant, Lobby Lounge, and Shangri-La Residences• Managed sponsorships and partnerships with tourism boards, luxury brands and cultural institutions including Destination Toronto, Canadian Opera Company, Toronto International Film Festival, National Ballet of Canada, and Veuve Clicquot• Managed budget and expenses for the Marketing & Communications department (P&L)• Wrote press releases, GM memos, and hotel resident communications• Managed photo shoots and film opportunities for the property• Developed and maintained relationships with key media, influencers, and cultural leaders, continually strengthening brand affinity and securing new marketing and PR opportunities• Managed crisis communications for the hotel during COVID-19• Acted as a in lieu of the GM
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Education
- POSTGRADUATECERTIFICATE IN PUBLIC RELATIONSHumber College2012POSTGRADUATECERTIFICATE IN PUBLIC RELATIONS
- BACHELOR OF ARTSUniversity of Waterloo2007BACHELOR OF ARTS