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Olivia, Manager, Global PR at Publicly-Owned Footwear Company: Advize Career Interview
A Cal Poly journalism graduate with a focus on public relations and integrated marketing communications, Olivia's career trajectory is inspiring.
Early internships at a boutique PR agency and Oracle's global PR team laid a strong foundation, culminating in a current role as Manager, Global PR at a publicly-traded footwear company.
The work is dynamic and creative, balancing external media relations with internal team collaboration to craft a unified brand narrative.
While navigating the inherent tension between journalistic integrity and positive brand representation presents a key challenge, the creative writing and collaborative aspects are highly rewarding.
Olivia advises aspiring professionals to prioritize learning and growth opportunities, embrace the ups and downs of the industry, and leverage mentorship to overcome potential hurdles.
The interview highlights the importance of internships, the diverse and creative nature of the PR field, and the career paths available from agency work to in-house roles.
Advizer Information
Name
Job Title
Company
Undergrad
Grad Programs
Majors
Industries
Job Functions
Traits
Olivia Nelson
Manager, Global PR
Publicly-Owned Footwear Company
California Polytechnic State University, San Luis Obispo
N/A
Creative Writing, Journalism
Apparel
Communication and Marketing
Greek Life Member
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Career Path Of A Global PR Manager At Allbirds
Olivia's career path began with a journalism degree from Cal Poly, focusing on public relations and integrated marketing communications, and included internships at a boutique PR agency and Oracle's global PR team. This Oracle experience, "really changed post-grad trajectory," leading to a four-year tenure before a December 2022 move to Allbirds, a consumer-facing footwear company, where Olivia now enjoys a role focused on global PR.
Main Responsibilities of a Global PR Manager at a Public Footwear Company
Olivia's main responsibilities as Manager, Global PR, are split between "external" and "internal" work. The external focus, "the vast majority of the job," involves media relations—from responding to inquiries to pitching product launches and preparing executives for interviews—while internal work "acts as a connective tissue" between teams to craft a unified external narrative.
A Day In The Life Of A Global Public Relations Manager At A Publicly-Owned Footwear Company
Olivia, a Manager of Global PR at a publicly-owned footwear company, describes a dynamic workday where "every day looks very different," often beginning with urgent press inquiries dictating the day's priorities. A significant portion of the job involves writing—from press releases to executive briefs—a passion that led Olivia to public relations, complemented by collaborations with various teams to ensure alignment on initiatives like product launches.
Most Important Skills for a Global PR Manager at a Global Footwear Company
Olivia's biggest challenge as a Manager, Global PR is navigating the inherent tension between journalist responsibilities to their audience and the need to present the company in a "positive way that is also honest." This requires a constant "song and dance" to balance these competing priorities, a key aspect of public relations that Olivia highlights as requiring skillful relationship management.
Favorite Parts Of Being A Global PR Manager At A Footwear Company
Olivia, a Manager of Global PR, most enjoys the creative writing opportunities and collaborative nature of her role, a satisfying career path diverging from her journalism degree where she found "a very specific style of writing". The variety inherent in public relations, including daily interaction with "social media team, paid media team, [and] brand marketing team," is another key source of job satisfaction.
Tough Parts of Working in the Footwear Industry as a Global Public Relations Manager
Olivia's biggest challenge as Manager, Global PR is balancing "telling the stories of the business in a very positive way that is also honest" with the journalist's responsibility to their audience, requiring a delicate negotiation to create mutually beneficial narratives. This "song and dance" highlights the inherent tension and crucial relationship-building skills needed in public relations.
What Type Of Person Thrives In The Footwear Industry According To A Manager, Global PR At A Publicly Owned Footwear Company
Olivia, a Global PR Manager in the footwear industry, enjoys the inherent creativity and cultural relevance of the field, calling footwear "a unique piece of our self-expression". This is further enhanced by the tangible nature of the product, allowing Olivia to connect with the product team and market items, such as Allbirds, that Olivia personally uses and loves, resulting in "more authentic stories".
What a Global PR Manager at a Public Footwear Company Wishes They Had Known Before Entering the Footwear Industry
Olivia, a Global PR Manager in the footwear industry, finds the field attracts "really, like, creative, amazing people," a diverse group where extroversion is a key asset, especially in PR, due to the constant interaction with diverse individuals. The industry's inherent creativity and style are reflected in its workforce, making it a dynamic and exciting environment.
Entry-Level Positions For Aspiring Global PR Managers
Olivia, a Manager of Global PR at a publicly-owned footwear company, advises that the retail and PR industries, and indeed any career, are "very up and down," with periods of great success and challenging setbacks. The key, Olivia suggests, is to "ride the highs, keep a level head during the lows, and trust that everything comes back around."
Significant Career Lesson From a Global PR Manager at a Major Footwear Brand
Olivia, a Manager of Global PR, advises that entry-level PR roles typically involve starting as a "PR coordinator," with two main career paths: working in a PR agency for diverse client experience or going "in-house" at a single company, a route Olivia herself took. The choice depends on whether a new graduate has a clear industry preference.
College Experiences That Helped A Global PR Manager At A Footwear Company Succeed
Olivia, a Manager of Global PR, emphasizes identifying "non-negotiables" when seeking employment, advising that "learning and growth opportunity...should really be like top of the list." This prioritization of key aspects, even if it means compromising on others, significantly improves job satisfaction.
How Internships Influenced A Global PR Manager At A Footwear Company
Olivia's undergraduate internships significantly shaped their career path, with a first part-time role at a small agency leading to an in-house internship at Oracle, ultimately resulting in their current position as Manager, Global PR. Olivia emphasizes that "you can definitely connect [career] dots looking back," highlighting the unexpected but impactful nature of early career experiences.
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