Vijay Lalwani

Vijay Lalwani


Talented, results-producing Communications Professional offering more than 12 years of experience with a proven record of accomplishment in planning and leading comprehensive marketing strategiesleveraging public relations and consumer engagement. Highly successful in building high-impactawareness campaigns for global consumer, lifestyle and luxury brands through program development,strategic planning, implementation of key projects, social media activation and media relations.

Equipped with solid leadership skills and a robust database of business, trade and consumer media contacts across various sectors including Food & Beverage, Beauty, Fashion, Travel/Hospitality, Entertainment and Philanthropy.

Core Competencies:

  • Integrated Marketing Communications
  • Media Relations
  • Word-of Mouth/Consumer Engagement Marketing
  • Corporate Communications
  • Reputation Management and Crisis Communications
  • Spokesperson Positioning
  • Strategic Brand Alliances
  • Hollywood Partnerships
  • Cause Related Marketing

Work History

Work History
2011 - Present

Vice President

Bratskeir & Co.

Maintain the overall health of the agency while consulting on consumer, corporate, crisis, media, brandreputation and leadership positioning programs for a number of clients ranging from L’Oreal USA,Elizabeth Arden, The Body Shop, Kings Supermarkets and more. Lead a team of 20 communicationprofessionals, develop and implement human resource, operations and communications strategies andprograms that enable high retention levels and optimal profitability

Selected Contributions:

  • Day to day responsibilities include building and managing account teams, overseeing client relationships,managing practice finances and forecasting, and supporting new business development
  • Lead agency practice by providing strategic consultation, client relations, and tactical execution for all client partners
  • Outline strategies and direct program implementation of corporate social responsibility (CSR) and corporate reputation initiatives
  • Lead corporate reputation team and oversee evolution from reactive, issues-focused communications to comprehensive corporate reputation
  • Provide best practices consultation and leadership development to senior management
  • Develop and nurture strong external and internal relationships with key stakeholders including media, bloggers, and opinion leaders
  • Oversee and manage all budgets related to public relations assignments
  • Evaluate agency culture and provide recommendations on ways to accomplish agency goals and objectives
  • Collaborate with Finance to ensure the proper management of workstreams, appropriate capacity levels, and synergy with all agency matters that affect finance
2009 - 2011

Director/Vice President

Citizen Paine (PainePR)

Create, implement and oversee fully-integrated communications plans while providing strategic and tactical counsel to clients within the Kraft Foods, Inc. portfolio of brands including Trident, Dentyne and Stride gum, Green & Black's Organic Chocolate and Sour Patch Kids.

Selected Contributions:

  • Lead and direct a team of 10 full-time team members and manage program budgets totaling up to $6.5 million
  • Develop and recommend marketing programs; lead cross-functional integrated planning meetings; pitch incremental programs
  • Oversee the execution of 360-degree communications/public relations programs and coordinate overall marketing effort to reach corporate goals
  • Develop and enact aggressive viral Consumer Engagement Marketing programs for all clients incorporating Social Media strategies
  • Serve as in-house PR liaison during client absence
  • Develop and activate business/trade media strategy for advertising launches
  • Support client diversity programs by implementing campaigns targeting the Hispanic community
  • Negotiate celebrity and expert contracts on behalf of clients; manage relationships with spokespeople
  • Oversee the creation and editing of written materials from media strategies and recommendations to press releases and media alerts
  • Plan and coordinate all aspects of special events from concept to completion
2006 - 2009


Brand Building Communications

Define strategy and develop, execute, and manage comprehensive communications plans encompassing integrated marketing initiatives for major lifestyle brands including L'Oreal Paris, Bausch & Lomb, Mars Snackfood US, DOVE Chocolate and 3 Musketeers.

Selected Contributions:

  • Supervised and mentored team of 6-8 full time staffers and managed annual and program budgets totaling up to $4 million

  • Provided strategic counsel to clients including crisis management
  • Developed and led the execution of strategic global 360-degree communications plans

  • Created targeted social media programs to enhance loyalty and drive trial and awareness

  • Launched and established the agency's west coast office in Los Angeles, CA

  • Created, edited and organized the disbursement of global and national press releases and media alerts

  • Led internal and external weekly meetings with account team and clients

  • Provide public relations, co-marketing and event planning services at high-profile special events including
2005 - 2006

Senior Account Executive

Marina Maher Communications

Developed and managed a wide range of public relations strategies and tactics for clients including Secret Deodorant and Thomas' English Muffins.

Selected Contributions:

  • Served as account lead and primary client contact while providing leadership, direction and guidance to a team of 4-5 per client
  • Maintained communication with management to ensure all activities aligned with the business goals of each client
  • Developed client pitches on a monthly basis and determined key selling points of brands and products
  • Created, edited and organized the disbursement of national press releases and media alerts.
  • Generated monthly client reports containing updates on recent client hits, marketing objectives and monthly pitch strategies
  • Managed ongoing tracking such as tabulating and monitoring account team hours to ensure proper resource allocation
2001 - 2004

Senior Account Executive

TARA, Ink.

Worked within a team environment to carry out daily public relations efforts for clients including Delano Hotel, Agua Spa at Delano, Hotel Victor, SPA V at Hotel Victor, Juvena of Switzerland and The Art of Shaving.

Selected Contribution:

  • Served as account lead and primary contact for a range of Travel/Hospitality and Beauty clients.
  • Pitched material on behalf of clients to national and regional media. Successful placements include those in InStyle, W Magazine, Conde Nast Traveler, TIME Magazine, Town and Country, The Wall Street Journal, and Women's Wear Daily
  • Successfully planned and executed the launch of SPA V at Hotel Victor
  • Provided public relations and event planning services at high-profile special events


1999 - 2001

Bachelor of Science

New York University
1997 - 1999

Associates Degree

Babson College

Sample Press Clips