LAURA LACHMAN
Dallas, TX 75248
646.509.9473 laura.lachman@gmail.com
Strategic and action-oriented leader of event marketing programs that increase revenue, generate press coverage, boost customer engagement, and create awareness. Creative manager adept at implementing and producing innovative events with expertise in consumer marketing, partnerships, experiential, and business development.
EXPERIENCE AND ACHIEVEMENTS
AMP AGENCY Remote 2021 – 2022
Account Director
· Led Amazon account with four pop-up experiences in retail locations at universities across the US to target Gen Z and student demographics.
· Functioned as the day-to-day contact with Amazon and their advertisers to develop strategic concepts and execute engaging activations; clients included Johnson & Johnson, Monster Energy Beverages, Proctor & Gamble and Philips Norelco.
· Navigated experiential programs across Production, Strategy, Creative, UX, Digital, Social, and Influencer teams
· Provided accurate financial management of client’s business, from scoping to forecasting and budget reconciliations.
· Managed Southwest Airlines sports and entertainment sponsorships, working with partners, clients and internal team to create branding and hospitality experiences for fans and attendees.
LL PROJECTS New York, NY and Los Angeles, CA 2009 – Present
Marketing & Events Consultant
Clients/Projects: A2G, Adidas, AgenC, Airbnb, American Express, Blackberry, Cartier, Christie’s, Dove, Edelman, Essie, GAP, Gradient Experiential, Greenlight Media & Marketing, Harrison & Shriftman, Heineken, Hermés, Hyundai, IMG Sports, J. Crew, KCD, L’Oreal, Maybelline, Michael Kors, Momentum Worldwide, People, Project Show, Rise + Set, Thompson Hotels, Tory Burch, Unilever, Us Weekly, VANS US Open of Surfing, Veuve Cliquot, W Magazine
· Produced store openings, activations, concerts, pop-ups, fashion presentations, product launches, trade show booths, conferences, and meetings for clients ranging from 30 - 20,000 attendees with budgets from $3,000 - $3M, including vendor negotiations (décor, A/V, catering, fabrication, sampling, staffing, signage, registration and invitations).
· Event Marketing Manager for VANS US Open of Surfing, responsible for budget tracking, sponsor activation management, vendor sourcing, event production, and development of a sustainability program.
· Vehicle activation and VIP relations for Hyundai for the 57th Annual GRAMMY awards, Clive Davis Party, Billboard 100, and GRAMMYS After Party.
· Planned American Express Centurion sponsorship integration at Mercedes Benz Fashion Week across card member events, digital and social.
JACK MORTON WORLDWIDE Dallas, TX 2019 - 2020
Account Director – Cadillac
· Headed up regional event marketing activities for Cadillac; identified and negotiated sponsorships, developed engaging activations, and worked with event producers to execute and deliver post-event reporting.
· Proactively pursued new opportunities to engage further and organically grow business while overseeing client profitability, resulting in year-over-year growth.
· Managed Southwest Regional Dealer Marketing Group budgets, marketing programs, and sponsorships.
· Implemented the Live Nation Test Drive for Tickets program, a drive-to-dealer program for in-market luxury SUV customers, resulting in test drives and increased sales.
KARMA AUTOMOTIVE Irvine, CA
Experiential Marketing and Events Manager 2016 – 2018
· Spearheaded marketing strategy for the luxury electric OEM startup with brand-enhancing partnerships and events programs, resulting in increased customer engagement and brand awareness, thereby driving sales and expansion of dealerships.
· Developed and produced engaging activations through authentic, innovative, and memorable brand experiences with measurable KPIs.
· Launched the Karma Revero at Monterey Car Week, with the company’s first stand at The Quail, test drives, and pop-up activations.
· Built national omnichannel programs across content, PR, digital, media, social, and events.
· Briefed and managed agency partners on events and campaigns, acting as day-to-day communications for all programs and activations.
CONDE NAST TRAVELER, CONDE NAST New York, NY 2012 - 2014
Promotions & Events Director
· Developed and executed a multi-city integrated and experiential program for the MasterCard Priceless Global Tasting Tour with notable chefs and restaurants in Chicago, Los Angeles, and New York.
· Created unique key event documents, reporting and processes, timelines, recaps, sponsor guides, site plans, and activation checklists.
· Orchestrated sales meetings for VIP clients and sales team via hotel negotiations, venue selection, collateral design, transportation, unique guest activities, and dinners.
· Land Rover x Explorers Club event partnership program management from concept to completion, beginning with pitch development and client management through production.
TAG HEUER, LVMH WATCH & JEWELRY Springfield, NJ 2011 - 2012
Senior Public Relations & Events Manager
· Produced a diverse range of events: Link Lady Launch Party, America’s Cup Event, Indy 500 VIP hospitality experience, store openings, and Formula 1 Press Dinner.
· Orchestrated strategic marketing plans for all North American stores, resulting in increased sales revenues, client base expansion, and client retention.
· Identified high-profile event opportunities with high media value, driving celebrity and influencer coverage and generating a compelling brand position for new and existing consumers.
VOGUE, CONDE NAST PUBLICATIONS New York, NY 2006 – 2007
Senior Manager, Fashion/Retail Events
· Liaison with fashion/retail clients, managing expectations and logistics to ensure that each event fulfilled goals and objectives tailored to each brand.
· Presented innovative value-added events and marketing concepts to top fashion and luxury brand advertisers.
· Created strategic partnerships with influencers, charitable organizations, art institutions, and music, film, and art industries, ensuring evolving relevancy to events.