Meet Linda Popowytsch, Director of Public Relations and Social Marketing at Dr. BRANDT. The Miami-based marketer brings a unique in-house perspective, as the brand was at the forefront of influencer marketing (known as celebrity relations what feels like long ago). Linda shares how she came to land her role and some highlights along the way, plus intel about the positive initiatives in the works at Dr. BRANDT.
What attracted you to the beauty industry and how did you get your start?
In college, every semester was a new internship and I was mostly interested in entertainment and public relations but always had an affinity for beauty. I interned at a Fashion App start up, travel PR agency, AMC Networks during Emmy Award Season and loved every one I did! I landed my first full time position at beauty PR company Tractenberg & Co. as an assistant on the then-named Celebrity Relations team. Tractenberg & Co. gave me the opportunity to work on a huge variety of clients, makeup, skincare, haircare, wellness, fitness, artists, experts, the list goes on! During my tenure, I watched and helped the development of the team go from Celebrity Relations, to Celebrity and Artistry Relations, to Influencer, Artistry and Celebrity Relations with the progression and transformation of the industry. The company was at the forefront of influencer marketing and pioneered the partnership of influencers and brands to reach a digitally focused audience.
What does your current role as Director of Public Relations and Social Marketing at Dr. BRANDT Skincare entail?
At my current role, I handle all public relations initiatives including influencer relations and partnerships, events, and campaigns and oversee the strategy behind all the brand’s social media accounts. I work closely with our marketing, digital and eCommerce teams to identify the best partnership to increase our digital footprint and increase awareness and overall brand growth.
Please share a few career highlights with us.
There are a few big moments that come to mind – really any time I was able to see my work come to life was a highlight. The celebrity campaigns I led started with my team’s recommendations and came to fruition through our negotiation, coordination, and hard work! Opening up a magazine and seeing an ad we created, red carpet we managed, or photo opp. we placed was always the best. There was a digital spot we created that would ALWAYS come up as a Hulu commercial whenever I was binging shows, and seeing it pop up was a great reminder that my time off (even if it was spent binging Hulu shows) was well deserved.
What are a couple of current projects you’re excited about?
This year, Dr. BRANDT skincare is partnering up with Miami Beach Pride as a co-sponsor for their FACES OF PRIDE campaign! The campaign will highlight the diversity within the community as we continue to celebrate those who make the LGBTQ+ community so colorful. As part of the partnership, Dr. BRANDT is creating a sponsorship fund for Florida-based LGBTQ+ high school students in hopes to recognize and support those who are active in the LGBTQ+ community in Florida and inspire future leaders through the opportunity for further education. As a local Miami-based company, we are thrilled to bring this campaign to life.
Any future goals and/or plans you’re working towards?
At my current role, we have some BIG plans coming for 2022 that will require tons of work and possible rebranding 😊 I can’t give too much away but I’m really looking forward to what we create.
Other than that, I look forward to networking more in the Miami community and PR industry. I was working remotely for a NY based company until 2019 and VERY soon after my switch, the pandemic hit so I look forward to being able to meet more people in the industry in person vs. virtually.
