We told you she was heading somewhere exciting, and now BD can reveal PR expert Lauren Platt-Hepworth has been appointed to the position of communications manager.
Platt-Hepworth has worked in the public relations and marketing industry for the past eight years, previously holding positions at Dermalogica, David Jones, Baker Brand and Paspaley.
“Lauren will be responsible for developing and implementing a local communications strategy for M.A.C around our new product development and launches and collaborations, our senior artist team, brand activities and key product segments. Lauren will also oversee the relationship with our fashion partners and fashion activations,” says M.A.C brand general manager Jodie Matthews.
PR executive Kirsten Biro is finishing up with M.A.C at the end of the week.
Here, BD chats to Platt-Hepworth about the new appointment.
What attracted you to the role at M.A.C?
So many things, I don’t know where to start! The fact that it is such an iconic, well-respected brand which is a leader in the industry globally was one main reason. Also, the incredible partnerships and collaborations with designers, celebrities, singers and iconic characters was another. The philanthropic work they do through VIVA Glam is so admirable and fun, too. It is such a diverse brand which could only mean the role would be diverse. and the fact it combined my love of beauty and fashion was a win-win!
What will your position involve?
It will be quite varied, which I love. I will manage all media and sponsorship requests, and relationships with our wonderful fashion partners, plus implement APAC and global strategies and create exciting opportunities for our senior make-up artists Nicole Thompson and Carol Mackie. It will also involve ensuring that MAC remains in its position as the number one professional make-up brand in Australia.
What are you looking forward to the most?
Being able to work with some incredible people as well as launch some extremely exciting collaborations, trying to push the boundaries even more so than we already do, and having the ability to shake things up and do things differently. We have a really exciting year ahead and I am so looking forward to working on some big things.
What are you hoping to achieve in the position?
A lot! We really want to focus on cementing our position as the number one make-up brand in Australia for both consumers and make-up artists. We also want to work more closely with those brands that we support on a regular basis and find ways that we can do even more exciting things with them. Our customers are our number one priority, so we want to create excitement and in-store theatre to make their shopping experience a memorable one. It is such a competitive market but I believe we have a real point of difference to other brands and I’m excited to do some great things and really make some noise.
