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Alexis tiacoh

innovative Communications & social strategist

Seattle, Washington
206-909-8794
alexis.tiacoh@gmail.com

Experience

Layercake

JAN 2020Present

Owner & Consultant

Provides strategic communications, marketing, and social media consulting for entrepreneurs to drive brand awareness and improve operational efficiency. Current clients include Hatch Cantina (restaurant), Perri Rhoden (mixed media artist), Peter Knoll (musician), and LEPS Protection (private security).
Volunteers PR expertise and time to the Greenbridge Neighborhood Association (HOA) to share community updates.

AMAZON

OCT 2021MAR 2023

Communications Manager

Managed external and internal communications, media relations, and social media programs for discounted Prime memberships (Prime Access and Prime Student) in partnership with Product Marketing.
- Negotiated an exclusive CNN story to launch the "Prime Access" rebrand campaign, featuring an executive interview, new membership data, and third-party analyst insights to emphasize value perception; secured over 700 earned media placements with an average of at least one key message pulling through in 100% of target media list coverage.
- Established and managed the inaugural year-long Prime Access social media influencer program, achieving over 245k engagements with a 13.1% engagement rate on in-feed content, surpassing the industry average of 2%, and generating 8.9k total link clicks with a click-through rate (CTR) of 0.9%.
- Implemented bilingual paid media initiatives that exceeded performance benchmarks and increased membership engagement, including a custom USA Today article highlighting a Prime Access member's story.
- Partnered with Prime Benefit PR teams to announce price increases and new member benefits (Grubhub+ trial access and Thursday Night Football availability through Prime Video).
Managed crisis communications for sensitive issues, performed daily news/social monitoring, collaborated with internal stakeholders on media responses, compiled incident reports, and wrote forward-looking scenario plans for emerging issues and partnerships.
Delivered strategic insights and actionable recommendations for internal stakeholders based on media monitoring activities and data analysis.
Scoped and managed PR agencies; led third-party communications activities with support from Prime Business and Marketing.
Wrote communications plans, press releases, blog posts, pitches, executive-level social media content, Q&As, media briefs, reactive statements, and coverage reports.
Created a Prime Communications Wiki offering internal stakeholders a 'PR 101' and guidance for support requests.

APPlE

AUG 2020SEP 2021

Public Relations Manager

Managed Smart Home and iOS communications in partnership with Product Marketing while supporting the larger PR team with launch events and consumer momentum across key Apple products and features.
- Led the HomePod mini launch in the U.S. and 15 international markets, identified media targets for briefings and product seeding, facilitated virtual media briefings, and sent launch recaps to the CEO.
Managed Smart Home and iOS crisis communications, performed daily news/social monitoring, collaborated with internal stakeholders on media responses, and compiled incident reports.
Developed ongoing proactive storytelling strategies and secured seasonal gift guide placements for iOS, Apple Maps Guides, HomePod mini, and HomeKit products.
Managed third-party communications for Apple Maps Guides publishers (Red Bull) and HomeKit partners (Anker and Logitech).
Wrote communications plans, press releases, pitches, Q&As, media briefs, reactive statements, and coverage reports.
Supervised PR Specialists and Interns while offering mentorship to support their professional growth.

EXPEDIA GROUP

APR 2017AUG 2020

Public Relations Manager

Managed communications and produced high-visibility campaigns designed to enhance awareness, strengthen brand affinity, position Expedia as the world's most trusted travel company, and promote loyalty member benefits.
Produced innovative story ideas by combining seasonal/cultural insights with data and consistently secured a high volume of earned media coverage.
- Introduced "Mobilemoons" as a new travel trend based on data from Expedia's first Solo Travel Report while championing the Expedia app as the ultimate travel companion to drive downloads.
- Launched the first 2020 Travel Trends Report and subsequent media event in NYC, bringing 30+ reporters together to discuss the data and insights with late-night TV host Andy Cohen.
- Landed a five-minute segment on Good Morning America for Expedia's 2018 Airplane + Hotel Etiquette global study by leveraging new data about annoying traveler behaviors.
Managed initial COVID-19 crisis communications with Legal, Corporate Communications, and Customer Support teams; supported daily media inbox management, news/social media monitoring, and customer escalations.
Spearheaded initiatives to leverage social media influencers and expand diversity in media outreach across Expedia Group.
On-the-record media spokeswoman and guest on Expedia's "Out Travel the System" podcast.
Scoped and managed PR agencies; led third-party communications for ad-hoc campaigns.
Collaborated with Corporate Communications to launch the first Expedia Group Research Summit, driving internal engagement across the company's research discipline.
Wrote communications plans, press releases, blog posts, social media content, media briefs, Q&As, reactive statements, pitches, and coverage reports; authored SEO-optimized blog content that ranked #1 for branded terms and achieved top results for generic terms, driving significant organic traffic.

we communications

feb 2015Apr 2017

Account Executive

Supported communications for Windows 10, Windows 10 Mobile, software updates, and the Windows Insider Program.
Managed Windows 10 demo workshops for tech, consumer, gaming, and business media to secure favorable product reviews.
Defended Microsoft's reputation through daily news/social monitoring and rapid response incident management.
Established the formal daily coverage analysis on Windows and Devices, Microsoft competitors, and the technology industry.
Wrote communications plans, pitches, media briefs, Q&As, coverage reports, executive-level social media copy, and reactive statements.

internships

Sep 2012dec 2014

Communications Intern

Recognized as the first intern to contribute valuable contributions to the quarterly newsletter. (Atlanta Community Food Bank, 2013)
Authored "Best Airport Eats" article for InsideCox corporate magazine distributed to 50,000+ employees. (COX Enterprises, 2013)
Interviewed professional athletes and broadcast news personalities for internal channels. (Atlanta Hawks, 2012 & Atlanta Community Food Bank, 2013)
Managed the internal newsrooms and Intranet sites. (Atlanta Hawks, 2012 & COX Enterprises, 2013)
Solely garnered on-site local news coverage for a HoneyBaked community donation; managed social media for FriendsFunWine. (Edelman, 2014)

Education

20092012

Georgia State University

Bachelor of Arts in Journalism (focus in Broadcast & Public Relations)
President of Journalism History Society