Amanda MacNeil
Summary
Public Relations leader with 15+ years of experience shaping U.S. brand narratives for global, high-growth consumer and e-commerce fashion & lifestyle brands. Proven expertise in developing and executing PR strategies aligned with global communications priorities, managing reputation and messaging, and securing top-tier national, business, and trade media coverage. Strategic storyteller and trusted advisor to leadership, known for translating insights, media sentiment, and cultural moments into impactful communications that drive awareness, trust, and long-term brand equity. I don’t just follow trends — I help create the ones everyone else jumps on.
Overview
17
17
years of professional experience
Work History
Senior PR & Brand Manager
Azazie
Los Angeles, CA
06.2024 - Current
- Manage all PR efforts for the brand, including internal and agency, as well as directly manage the Influencer Marketing team.
- Brand placements have included, but are not limited to, Forbes feature story, Glamour, InStyle, Who What Wear, PopSugar, Cosmopolitan, Refinery 29, Brides, and The Knot.
- Led brand partnerships for Christian Siriano for Azazie and Mattel's Barbie for Azazie.
- Personally secured brand partnerships with Jordyn Woods and Normani.
- Grew Google Trends percentage from 132% to 189% in one year due to PR efforts and placements.
- Consistently garnered 1.5B-3.5B UVM in placements each month.
- Monitor media coverage and public sentiment, providing strategic insights and recommendations to executive leadership.
- Collaborate cross-functionally with design, social, influencer, affiliate, and executive teams to ensure consistent, high-impact messaging.
- Serve as a trusted advisor on messaging, narrative framing, and reputational considerations.
Associate Account Supervisor
Bollare Communications
Remote
02.2023 - 06.2024
- Lead publicist and client-facing for global beauty, fashion, and footwear accounts, including Urban Decay, LANEIGE, innisfree, and Caleres brands (Naturalizer, Vionic, PNINA TORNAI for Naturalizer).
- Developed and executed integrated PR strategies spanning product launches, seasonal moments, and brand collaborations.
- Managed junior team members while serving as day-to-day client lead.
- Secured consistent national and digital media coverage across top-tier outlets.
Global Public Relations Manager
SHEIN
Los Angeles, CA
12.2020 - 10.2022
- Led U.S. and Global fashion PR strategy for a large-scale international e-commerce platform, aligning regional communications with global priorities.
- Led crisis communication efforts, ensuring rapid, strategic responses while partnering cross-functionally with the in-house legal team as needed.
- Managed mega celebrity relationships and partnerships, including Kloe Kardashian, Steve Aoki, Joe Jonas, G-Eazy, Saweetie, and more.
- Built SHEIN’s in-house fashion PR function as the company’s first in-house fashion publicist.
- Developed and managed SHEIN's advertising with top-tier publishers, generating high-impact exposure and measurable performance across premium media placements.
- Partnered cross-functionally with international teams, leadership, the CEO, and external partners across multiple time zones.
- Spearheaded the launch of the SHEIN X 100K Design Competition, Stagecoach’s first fashion sponsorship, and SHEIN TogetherFest, driving pre- and post-event national press coverage.
Account Manager
Bollare Communications
West Hollywood, CA
11.2019 - 03.2020
- Served as lead editorial publicist for major fashion and lifestyle brands, including Forever 21, Missguided, Ipanema, Emu Australia, Impala Skates, Out Of The Woods, LF Stores, Vitamin A Swim, and MIMI The Label.
- Secured top-tier editorial coverage and hosted branded high-level editor events that generated additional press and strengthened relationships among agency, self, and brand.
Account Executive
Azione PR
Hollywood, CA
12.2014 - 11.2016
- Led PR strategy and media relations for brands including Neff, Arnette Eyewear, Stance Socks, Volcom, and NudeAudio.
- Executed product launches, brand events, and influencer partnerships.
Account Coordinator
Bollare Communications
West Hollywood, CA
10.2012 - 12.2014
- Led PR editorial efforts for brands including Timberland Shoes, Reef, LILOGI x Rolling Stones, Grey City Shoes, Bella Bag, Karen London, Mr. Kate, Anthem Wares, KOMONO, SICKY Eyewear, Buddha Mama Fine Jewelry, Dr. York Eyewear, ADORNIA Fine Jewelry, and more.
- Collaborated with the in-house VIP team to drive celebrity seeding for Timberland shoes, by leveraging placements including Kourtney and Khloé Kardashian, Kris Jenner, North West, Jennifer Lopez, Beyoncé, Cara Delevingne, Rihanna, and Suki Waterhouse I created a larger cultural trend moment, earning consistent national coverage and credits in Page Six, Us Weekly, Vogue, ELLE, Harper’s Bazaar, Glamour, InStyle, and Who What Wear.
- Worked with Timberland's corporate Marketing Team to host Timberland's 40th Yellow Boot VIP Anniversary event in Brooklyn, NY. Secured top-tier editor attendance, post-event press, and product placements due to editor relationships.
Account Executive
American Rebel PR
Hollywood, CA
07.2011 - 10.2012
- Served as lead publicist for top accounts including Ellery, Alex Perry, Yeojin Bae, BELL Sports, LA Made, Dearfoams, BearPaw, ENZOANI, Lazypants, JVC, and Lily.B Skincare.
Digital Fashion Publicist
Dietch PR
Los Angeles, CA
05.2009 - 06.2011
- Served as lead publicist for top accounts including Dickies, Rich & Skinny, Alexander McQueen Brick + Mortar, Aviator Nation, Pleasure Doing Business, ODYLYNE, SOLD Design Lab, and more.
- Established and nurtured early relationships with pioneering fashion bloggers who evolved into top-tier global influencers, including Rumi Neely, Chiara Ferragni, Aimee Song, Julie Sariñana, Chriselle Lim, Danielle Bernstein, and more, demonstrating long-term industry foresight and cultural fluency.
Education
Associate of Arts - Visual Communications
Fashion Institute of Design & Merchandising
Los Angeles, CA05.2010
High School Diploma -
Malibu High School
Malibu05.2003
Skills
- US & Global Public Relations Strategy
- Strategic Communications
- E-commerce & Consumer Brand Communications
- Strong Editorial Relationships
- Creative pitching and story telling
- Earned Media
- Crisis Management
- Event Planning and High Profile Events
- Product Positioning
- Paid Media Advertising
- Press Releases
- Affiliate Program Management
Early Career
- Office Manager & Marketing Assistant - Anastasia Beverly Hills
- Lead Assistant Celebrity Stylist - Jessica Paster
Timeline
Senior PR & Brand Manager
Azazie
06.2024 - Current
Associate Account Supervisor
Bollare Communications
02.2023 - 06.2024
Global Public Relations Manager
SHEIN
12.2020 - 10.2022
Account Manager
Bollare Communications
11.2019 - 03.2020
Account Executive
Azione PR
12.2014 - 11.2016
Account Coordinator
Bollare Communications
10.2012 - 12.2014
Account Executive
American Rebel PR
07.2011 - 10.2012
Digital Fashion Publicist
Dietch PR
05.2009 - 06.2011
Associate of Arts - Visual Communications
Fashion Institute of Design & Merchandising
High School Diploma -
Malibu High School