Benefit Cosmetics
Hosting Miss Universe
Role: Global PR & Events Manager
Overview: Organized and executed a high-impact, custom brand experience for Miss Universe 2016, Iris Mittenaere, and key French media, driving global brand awareness and reinforcing Benefit Cosmetics’ authority in the brow category through a tailored San Francisco immersion.
Attendees: 4 guests from France
Location: San Francisco Bay Area, CA
Event dates: July 15-18, 2019
Key Responsibilities
Strategic Planning: Conceptualized a 4-day custom itinerary that balanced iconic San Francisco cultural moments with deep-dive brand immersion.
Stakeholder Collaboration: Partnered with Benefit France to align on KPIs, ensuring the experience was tailored to the specific content needs of the French market.
Cross-Functional Leadership: Managed workstreams across Internal PR, Product Innovation, Digital, and Global Spokespeople to deliver a unified brand narrative.
Talent & Media Management: Acted as the primary host for high-profile talent and a Chief Editor from Gala Magazine, facilitating exclusive interviews and content sessions.
Operational Excellence: Oversaw all logistics, including travel, private tours (VW Bus and Yacht), and VIP Masterclasses with the Global Brow Expert.
Impact Tracking: Monitored real-time social engagement and post-event Earned Media Value (EMV), ultimately delivering over $416K in EMV and 95 pieces of unique content.
Experience Deck
Organic Media
Immediate Results
Total Social Content: 95 Pieces (25 IG Posts / 70 IG Stories)
Total Earned Media Value: $416.1K
Top Talent Impact: $396.6K EMV (Iris Mittenaere)
Press Coverage: 2 Feature Stories in Gala Magazine