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Alex Laurelli Vice President Alex Laurelli has more than a decade of marketing communications experience spanning from corporate and consumer to consortiums and technology, with clients including Sony Electronics, Discovery Channel, LIVESTRONG.com, IQNavigator, and All-America Rose Selections (AARS). Her wide range of expertise extends from strategy development, rebranding initiatives, event management and product launches to corralling, meeting and exceeding the many, and often divergent, needs of audiences, clients and constituents. Leading the Sony account, Alex managed the strategy and execution for VAIO personal computers, one of the company’s most important brands. Under her watch, the team executed a comprehensive media and reviews program, and scaled-up dramatically to drive creative launch and cross-partner initiatives whenever the client requested. As a result, media coverage for VAIO increased dramatically, and consecutively, over four years, as did the positive perception of the brand. Alex also managed all the marketing and communications efforts for AARS, a non-profit alliance representing 90 percent of rose growers within the U.S. Under this umbrella, Alex oversaw the redesign and implementation of their updated brand, while leading strategic PR campaigns, which have increased coverage for AARS by more than 146 percent. Additionally, she managed all U.S.-based activities for the Open Mobile Alliance, a consortium of wireless industry thought leaders, where she helped build its positive reputation and credibility within the mobile industry; increased visibility for the organization, and created a positive reputation with analysts and trade press. She ran this account in tandem with Ruder Finn’s UK and Singapore offices. Early in her career, Alex spent several years with Bain & Company, the global business consulting firm, where she created and implemented the model for its Practice Area program, and edited articles for Harvard Business Review. Alex earned a bachelor’s degree in English from Hobart and William Smith Colleges in Geneva, New York, and is an avid skier, bicyclist, and hiker – with seven 14,000+ foot peaks under her belt. |
