Hi, thanks for stopping by.
I head up PR at Super Deluxe, Turner’s disruptive entertainment brand. I joined the company in 2016 following a 15-year career in journalism, during which I honed skills that still serve me well: developing media strategy, building awareness, leading multi-platform campaigns, keeping up with media trends, crafting compelling story angles, and springing into action for breaking news. Having a reporter’s instinct gives me special insight into how to connect with writers and editors on the sort of stories they’re excited to tell.
I’m inspired by the imagination, creativity and sheer chutzpah that’s goes into this job, but what really keeps me going is how a meaningful story can have so much consequence.
In 2018, I was honored to be named PR Executive of the Year by the PR World Awards.
Since joining Super Deluxe, Fast Company has named it one of Hollywood’s Ten Most Innovative Companies, alongside Marvel, Netflix and A24. The Los Angeles Times has described the company as “shaping the future of television” and the Guardian has called it “an MTV for the digital age.”
Super Deluxe’s team has been recognized along the way too, landing coveted spots in Variety’s New Leaders issue, AdWeek’s Media Disruptors issue, Time’s annual list of most influential people on the Internet and The Hollywood Reporter’s digital power players list.
I’ve led promotional and awards campaigns, spearheaded news announcements, been on the ground at film festivals, hosted events and screenings, made press mailers, and secured thought-leadership opportunities around diversity and innovation.
Prior to Super Deluxe, I worked at The Los Angeles Times as an editor and writer, during which time I launched two youth-oriented entertainment and lifestyle publications and led the digital newsrooms for the Opinion and Entertainment sections. I conceptualized and developed editorial products, project managed enterprise content, took the lead on live coverage, restructured departments, guided teams, and significantly increased readership.
When I was at The Times, an editor wrote in my annual review that no one in our department cared more about readers than I did. It was the ultimate compliment. I am a voracious reader; good stories are what make my heart beat. No matter what position I hold, the passion to tell meaningful stories that have purpose and make a connection will always ignite the spark that keeps me going.
Outside of work, I devour as much TV as I can, go to a ton of movies, and am podcast-obsessed. I love going to yoga, which I balance out by eating more sweets than I should. Despite being an L.A. native, I am still smitten with the city’s breathtaking views and am madly in love with bougainvillea season. I live in Mount Washington with my husband Aaron and our dog Ace.
Clear communicator with a keen sense for pitching story angles that resonate with press.
Keep up with media trends, audience interests and data insights and apply that research to promotional strategies aimed at building brand equity.
Manage PR campaigns, media launches and multi-platform projects from concept to completion: establish goals and timelines, figure out logistics, anticipate and solve problems, work directly with departments and facilitate collaboration between teams, and create play-books for all to follow.
A few kind words from my bosses:
“Full of ideas,” “takes charge,” “extraordinarily hard working, smart and thoughtful,” “ability to turn every obstacle on its head,” “indefatigable,” “ambitious, but also kind,” “technologically modern and journalistically grounded,” “infectious enthusiasm.”
“Public relations for a creative company is a unique form of storytelling, a synthesis of vision, facts and meaning. Alexandra is a gifted storyteller with a deep passion for visual entertainment, whether it’s produced for the internet or TV, and the cultural impact it can make. I couldn’t think of a better partner in building our admittedly unusual and diverse company.”
— Wolfgang Hammer
President, Super Deluxe