Tanya Pushkine is an accomplished, results-driven global communications, marketing, and philanthropy brand specialist with proven success developing innovative strategies for international and domestic brands. Her experience runs across multiple categories: beauty, fashion, jewelry, luxury, entertainment and consumer lifestyle. Tanya’s expertise lies in integrating all communications including marketing, advertising, social/digital, public relations, event planning, celebrity relationships, art and cultural initiatives. She is extraordinarily passionate and imaginative, her in the know, out-of-the-box thinking and flawlessly executed concepts surpass strategic, marketing and creative objectives across all touch points.
Fluent in English and French, Tanya Pushkine was born and raised in Brussels, Belgium to an American musical conductor and German painter. She moved to the US in her early twenties to attend The Juilliard School Drama Division. Upon graduation, she was awarded the role of Mozart’s wife in Amadeus on Broadway, which was followed by recurring roles in television, stage and film throughout Europe and the US.
After a successful 10-year career, and the birth of two children, Tanya changed paths and re-invented herself. Coming from the entertainment world, she capitalized on her relationships with celebrities and began to manage projects, events and personal publicity for several high-profile clients. She eventually joined public relations and event agencies, which then led to her first foray into the corporate world.
LVMH recruited Tanya to be the Cultural and Philanthropic Director for the newly created Sephora. She pioneered this program by curating exhibits, partnerships and events with fashion designers, artists, museums, ballet companies and private collectors. She also created and launched the first cause-marketing campaign for the brand, positioning Sephora/LVMH as a key philanthropic leader in the world of beauty. Choosing Operation Smile as the beneficiary organization, Tanya created successful revenue-producing product-based programs that successfully raised millions of dollars in its first year. She also implemented a groundbreaking global employee volunteer program whereby individuals were given the opportunity to attend two-week missions in third world countries.
Following her unparalleled success at Sephora, Tanya was recruited as Director of Business Development, Education and Public Relations at L’Oreal Professional Products. This was followed by a directorship at Barnes & Noble where she headed the Community Relations programs in over 1000 stores. While there, Tanya created award-winning literacy programs by engaging well-known authors to participate in what turned out to be the most successful cause-related initiative in the brand’s history.
In 2006, Tanya joined Clarins as Vice President of Public Relations. In her 8 years there, Tanya was credited with giving new life, and visibility to the brand. Among some of her many accomplishments, she spearheaded the internationally acclaimed global partnership with Beyoncé and Thierry Mugler, secured endorsement contracts with Naomi Watts, Eva Mendez, Oscar Pistorious and Enrique Iglesias, and produced a documentary on the Swarovski heritage in Austria for HSN.
Tanya’s passion for Corporate Social Responsibility had her conceive an entirely new platform in partnership with Lauren Bush Lauren’s FEED initiative, which she launched successfully in 16 countries. One of the highlights of this endeavor was a concert at Lincoln Center featuring New York Philharmonic conductor, Alan Gilbert, pianist Christoph Eschenbach, John Legend, Michelle Williams, and a special appearance by President Bill Clinton. In addition, Tanya launched the first ever “Gift with Purpose”, replacing the traditional cosmetic model of “Gift with Purchase.”
In her 8 years at Clarins, Tanya achieved never-before-seen media rankings in publicity. She directed the Double Serum launch which remains the most successful, award-winning launch in Clarins’ history. She also started the social media department long before most beauty brands even considered this new platform. Under her tutelage, Clarins’ social media platform was soon recognized as a leader in the industry.
In 2015, Tanya joined Nestle Skin Health as Head of Communications, tasked with conceiving and initiating a strategic plan for the new venture to launch 10 global innovation and educational hubs to advance skin health. While there, she directed the creation of their brand identity and oversaw all elements of positioning, digital and social media strategy, event programming and internal and external positioning for her first billion dollar brand.
- Proven success in brand strategy and positioning, concept development, celebrity spokespeople, event management, philanthropic alliances, partnership/co-branding and integrated marketing
- Personally and professionally connected with celebrities, artists, designers and industry leaders
- Especially strong in continuously elevating brand visibility and awareness by creating high-impact initiatives
- Proven track record in launching, developing and re-invigorating brands.
- Forward-thinking creation of social/digital media platforms
- Excellent relationship building and leadership skills across all channels
- Self-motivated visionary with excellent superlative communication skills
- Interfaces seamlessly with internal/external teams
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