Shanice Collins

Developed and launched FitFlop's inaugural scalable global PR playbook, unifying communications across EMEAI and powering high-growth market entries, including the Middle East flagship expansion.

Directed communications for high-profile designer and cultural collaborations including ROKSANDA, Ester Manas, Keith Haring, and Pantone, broadening market penetration across the core 30 to 45 demographic.

Orchestrated a 360-degree multi-market launch campaign for the Ester Manas capsule, generating double-digit earned media growth through targeted tastemaker seeding, exclusive editorial features, and VIP preview events.

Elevated corporate profile and thought leadership by placing C-suite executives into tier-one retail, trade, and business publications, securing keynote speaking opportunities and panel features.

Supervised international PR agency partners and global operational budgets across the UK, US, and key export markets, introducing metric-driven reporting frameworks to optimize ROI.

Formulated localized media campaigns, including the FitFlop x Haringey Girls Academy grassroots initiative and London Half Marathon activations, directly strengthening community engagement and organic reach.

Served as senior strategic lead across key accounts including Fabletics, Nobody's Child, Intimissimi, GUESS, hush, Marcolin Eyewear, Coco de Mer, Atelier VM, and The Fold.

Led, mentored, and resourced a high-performing team of 5 account managers, executives, and interns, maintaining high client retention and driving measurable organic revenue growth.

Secured major executive speaking platforms and national profiles, including booking Fabletics Europe GM Mark Ralea as keynote speaker at Shoptalk Europe 2025.

Delivered major press and cultural events, such as the seasonal Paul Costelloe London Fashion Week shows, retail store debuts, and press previews that drove sustained press coverage.

Built high-impact creator and influencer ambassador frameworks, negotiating contractual terms and integrating affiliate activity to yield measurable direct-to-consumer conversions.

Consistently outperformed seasonal KPI coverage targets, placing in-depth brand features across UK national newspapers, monthly fashion glossies, and business periodicals.

Spearheaded the UK market launch of clean beauty brand Plenaire, curating an exclusive preview activation for leading beauty editors that generated widespread launch coverage.

Managed Royal Ascot's seasonal press and creator hospitality programmes, facilitating media coverage around the Royal Ascot Style Guide and on-site hospitality days.

Formulated and executed the Mae Cassidy VIP dressing and celebrity placement strategy, securing high-visibility placements on Paloma Faith, Gabrielle Union, Daisy Lowe, and Kelly Eastwood.

Directed seasonal agency press day events, ensuring high editorial attendance and maximizing collection placement across leading luxury and lifestyle publications.

Maintained daily relations with top-tier fashion editors, freelance stylists, and digital tastemakers, driving consistent product placement across print and online titles.