Aleksandra Phelan

Founded and lead a boutique consulting agency delivering brand strategy, personal positioning, digital growth, and earned media results for entrepreneurs, public figures, and athletes. Two Core Tracks: ✓ Earned Media & Lifestyle Lead – Specialized in visibility strategy, narrative development, and lifestyle PR for founders, athletes, and cultural leaders. Delivered placements in Forbes, Vogue, Fast Company, CBC, Bloomberg, and top sports/lifestyle outlets worldwide. ✓ Team Leadership & Growth – Built and mentored a high-performing team (2 direct reports + subcontractor network), scaling PSC’s impact across branding, PR, digital marketing, and partnerships. Key Responsibilities & Achievements: ✓ Led brand messaging and positioning across integrated campaigns and B2C partnerships in sport, wellness, and tech. ✓ Oversaw campaign planning, creative execution, and performance optimization to drive engagement and brand equity. ✓ Directed paid media campaigns (Google Ads, Meta, digital buys) alongside earned media storytelling—bridging performance marketing with PR. ✓ Built award-winning media kits and visibility programs, including speaking, press, and sponsorship pipelines. ✓ Negotiated brand partnerships and sponsorships to elevate client positioning and reach. ✓ Led web/digital rollouts for personal brands and business pivots (Squarespace, Webflow, Tilda). ✓ Provided executive coaching in brand articulation, media training, and public messaging. ✓ 🗣️ Served as PSC spokesperson for industry insights, advisory, and award nominations. Client Highlights: ✓ James Doty — Stanford neurosurgeon, author Into the Magic Shop ✓ Daniel Goleman — Psychologist, author of Emotional Intelligence ✓ Ruchika Sikri — Founder, Wisdom Ventures; former Head of Mindfulness at Google ✓ Aliya Grig — Visionary founder, speaker, and technologist ✓ Ilia Malinin — World Champion figure skater

Founded and scaled a sustainability-focused SaaS marketplace for designer furniture resale, connecting sellers with buyers through curated digital experiences. Key Responsibilities & Achievements: ✓ Developed and executed the go-to-market strategy, from concept to launch. ✓ Secured extensive earned media coverage in leading Canadian outlets including BlogTO, Toronto Star, Varsity, and Breakfast Television. ✓ Directed digital strategy and led social media launch and growth, building brand visibility and a loyal online community. ✓ Built and led a team of 5 supported by creative subcontractors, establishing Garage Online Sale as a category innovator. ✓ Led the design of the company’s brand identity, investor narrative, and public positioning. ✓ Created investor relations materials and pitch decks, driving fundraising conversations and market credibility. ✓ Exited company in 2023.

Leveraged my media network to secure top-tier U.S. and international coverage for a wellness tech startup. Earned media placements included Forbes Women, Thrive Global, and L’Officiel (Austria, Monaco, Cyprus), along with features across mental wellness and personal development blogs. Successfully distributed press releases to Yahoo Business, Business Insider, and AP News, amplifying brand visibility and credibility. In parallel, contributed to business development and strategic partnerships by pitching and introducing the Human Cosmos app to Google’s Learning and Mindfulness Program, Daniel Goleman’s team, and Dr. Patrick Porter, establishing pathways for scientific validation of the app’s technological effectiveness.

Directed PR and media strategy across the agency’s sports portfolio, covering global football, MMA, and hockey. Oversaw earned media campaigns, press coverage, interviews, media collaborations, special content production (including documentaries), and VIP management for top-tier international events. Key Responsibilities & Achievements: ✓ Led communications and earned media strategy for the 2018 FIFA World Cup™ lead-up events, including: 🔹Preliminary Draw (Saint Petersburg) — VIP management, hospitality, and global media operations, reaching an audience of 94.8M+. 🔹1,000 Days to Go Countdown (Moscow) — iconic celebration with footballers and fans. 🔹Ambassadors Program (Saint Petersburg) — media event announcing FIFA World Cup™ ambassadors. 🔹Russia Loves Football! Campaign (Nationwide) — fan engagement initiative launched by FIFA President Gianni Infantino; generated 4.2M+ mentions in one day. 🔹Russia Loves Football! EURO 2016 Drive (France) — campaign bus activation with fans across host cities, supported by extensive media and social coverage. ✓ Managed media strategy, press coverage, sponsorship plans, and VIP operations for the World Football Forum (Moscow), connecting leading figures in global football. ✓ Directed PR and event operations for the Kharlamov Trophy (Moscow/Toronto) — Russia’s most recognized ice hockey award. ✓ Oversaw earned media campaigns, press activations, and VIP management for major events at SPIEF (Saint Petersburg), including: 🔹MMA Fight Nights Global 50 — Fedor Emelianenko vs Fabio Maldonado. 🔹Legendary Football Player Luís Figo — Coca-Cola Appearance. ✓ Strengthened government relations and coordinated media events to raise awareness of Russia’s role as FIFA 2018 host nation. ✓ Contributed as a sports columnist, covering professional and youth soccer. ✓ Managed the personal brand of the agency CEO, including media engagements, speechwriting, and social media visibility.

Delivered the CEO’s overall personal brand positioning and communications strategy, aligning her brand development with the cultural and business calendar to ensure year-round visibility in relevant media. Expanded her brand presence globally and developed monetization pathways through strategic partnerships and luxury brand collaborations. ✓ Completed a 3-day one-on-one McKinsey executive training in sales and high-profile negotiations, strengthening my ability to deliver high-impact presentations and lead complex negotiations with senior stakeholders. Key Responsibilities & Achievements: Core Areas of Responsibility: 1. Media Profile Management — Directed all media relations, from handling inbound requests to securing tier-1 interviews and timely commentaries, ensuring consistent global visibility and narrative control. 2. Strategic Partnerships & Brand Monetization — Secured collaborations with Burberry, Tiffany & Co., Bobbi Brown, Vertu, and Bentley, strengthening international positioning and creating new revenue opportunities. Launched celebrity beauty line Ansaligy. 3. Content Strategy & Production — Oversaw concept development, cross-functional team leadership, and execution of creative assets, including photoshoots, documentaries, and branded content. 4. Executive Representation & Negotiations — Represented the CEO in meetings with luxury lifestyle and fashion brands, as well as government stakeholders, safeguarding her positioning and advancing strategic relationships. Key Achievements: ✓ Partnered with a leading branding agency to design and implement the CEO’s brand platform (mission, messaging, visual identity, and personal style guide). ✓ Worked closely with Branding, Analytics, Social Media, and Executive Leadership teams to ensure consistent amplification and protection of the CEO’s reputation. ✓ Directed ongoing management of the CEO’s personal website and social channels. ✓ Coordinated high-profile events and media appearances.

Directed public relations for leading global lifestyle, beauty, jewelry, and luxury brands, overseeing media strategy, press coverage, high-profile product launches, and VIP/celebrity collaborations across European markets. Successfully organized and executed a full media day with Italian actress Monica Bellucci for the launch of Dolce & Gabbana Makeup, securing extensive earned media visibility. Key Responsibilities & Achievements: ✓ Managed media coverage and launches for iconic clients, including Van Cleef & Arpels, Procter & Gamble Prestige Portfolio (now Coty) — Dolce & Gabbana Beauty, Gucci Beauty, Lacoste, Escada, Bruno Banani, Christina Aguilera, Mexx, James Bond — LVMH Moët Hennessy (Moët & Chandon, Krug, Veuve Clicquot, Hennessy), Tiffany & Co., Bobbi Brown, Vertu Luxury Smartphones, BMW, and Acura. ✓ Built strong partnerships with journalists, media owners, influencers, and KOLs across Europe, driving sustained earned media visibility. ✓ Organized and executed press tours to luxury Maisons, deepening media storytelling around brand heritage and craftsmanship. ✓ Led event PR and activations, including retail engagements, makeup artist and cultural creator collaborations, and celebrity-driven campaigns. ✓ Directed corporate communications: press release strategy, announcements, crisis communications, and trade show media support. ✓ Oversaw press sample distribution and gifting programs to amplify visibility across target journalists and influencers. ✓ Led and developed a team of 3 PR managers plus 4 cross-functional collaborators (digital, event, and brand teams). ✓ Managed multi-division budgets for high-profile campaigns and events.

As the Account Lead for the agency's telecommunication client Ericsson, I oversaw various aspects of media relations, including monthly press release distribution and organizing interviews. Collaborating closely with the Ericsson PR and communications team, I coordinated a successful roadshow for Ericsson in Russia. This involved leading media engagements, scheduling interviews for C-suit and CEO, and ensuring comprehensive event media coverage. Key Achievements: Organized and coordinated media activations and one-on-one interviews with C-suite executives during Ericsson’s roadshow “120 Years of Ericsson in Russia”, featuring CEO Hans Vestberg.