NEW YORK: Beauty product company L'Occitane has promoted Rachael Szporn to director of PR and events as part of its strategy to move all PR efforts in-house.
Szporn, who has worked at the company for two years, started in the newly created role on Tuesday. She is reporting to Christina Polychroni, VP of marketing and digital at L’Occitane USA.
As the brand’s first in-house PR director, Szporn is responsible for all media relations in the US, commercial media opportunities, promotions, and advertising. The company will leave her previous position open to encourage room for growth within its team.
Prior to joining L’Occitane, Szporn served as global communications manager at Kiehl’s, a cosmetic brand owned by L’Oreal.
Before Szporn’s promotion, L’Occitane USA worked with Tractenberg & Co. for three years. Representatives from the firm declined to comment.
The company is bringing its PR in-house across regions, making the same move in London about eight months ago, said Szporn.
She explained that mandating its internal staff to handle communications allows the brand to build relationships with media outlets and influencers and get information into editors’ hands in a timelier manner.
One key objective for the company is "being not just reactive, but proactive and making sure that we get the right products into the right hands as quickly as possible," Szporn added.
In addition to promoting Szporn, L’Occitane appointed former Kaplow Communications account executive Nicole Parker to serve in the new role of PR manager. Parker is reporting to Szporn.
"To me, PR 101 is having strong relationships with influencers nationwide, and [Parker] has that strength, so we’re looking as a brand to continue to build that awareness," explained Szporn.
Szporn also plans to hire a PR coordinator in the coming weeks.