STRATEGIC COMMUNICATIONS & BRAND STRATEGY

strategic communications for responsible business

Growth built on transparency and integrity

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About me

I'm a strategic communications and PR leader with more than 12 years of experience helping brands shape the story and voice that builds a following.

I've led global PR and brand communications for Helly Hansen, KÜHL, and Altra Footwear, earning coverage in The New York Times, The Wall Street Journal, Vogue, and Popular Science, and securing Gear of the Year honors from outlets including Outside and Men's Journal. At Helly Hansen, I drove six consecutive years of growth in media impressions. I've built lasting relationships with journalists and editors who often come to me for brand stories and product news, and hosted media trips that are still talked about years later.

Today, I serve as Chief Marketing & Communications Officer at Green Threads DPP, a textile transparency startup. Through rabin & co, I partner with brands at every stage on a project, retainer, or fractional basis, bringing senior-level strategy without the cost of a full agency or in-house team.

Whether you're launching your first product or scaling into new markets, you work directly with me, with the same relationships and strategy I've brought to global brands, sized to your goals and budget. My work centers on messaging, brand voice, and sustainability communications, an area I continue to deepen through ongoing education. I help companies in the sustainability and outdoor spaces turn complex ideas into clear, credible stories that build lasting audiences.

SERVICES

Brand Strategy & Messaging

  • One clear brand voice

  • A written messaging framework

  • Messaging your whole team can use

  • A defined position in your market

Copywriting & Content

  • Outreach to your target outlets

  • Lasting media relationships

  • Press materials ready to send

  • A crisis communications plan

PR & Media Relations

  • Website, newsletter, and social copy

  • Copy that matches your brand voice

  • Clear executive communications

  • Content published on a steady schedule

Fractional Marketing & Comms Leadership

  • Clear ownership of tasks

  • Projects that stay on schedule

  • Aligned internal and external teams

  • Check-ins with one point of contact - me

Work

  • 25+ trips, planned and led across the globe.

    Over a decade of planning and leading media trips across multiple countries — a bilingual water-safety expedition through Guatemala, the untouched coastline of British Columbia's Great Bear Rainforest, backpacking through California's Sierra Nevadas, ski trips across Aspen, Beaver Creek, Vail, and Breckenridge, and sailing with The Ocean Race athletes off the coast of Italy — plus additional trips planned and coordinated remotely across the US, Norway, and Italy.

  • 13 agencies, 1 global voice.

    Directed and aligned 13 international PR agencies across regions, building unified seasonal messaging for a heritage outdoor brand — including leading the search, SOW, and hiring process for a new agency partner — managed entirely from the US for a Norway-based team.

  • 20+ events, hundreds of conversations.

    Representing clients at trade shows and industry events — talking shop with dozens of media about the latest product and technology launches, and hosting happy hours that put the right media in the room with the right client reps. Moderated live, on-camera international press interviews, including global sessions with internationally renowned athletes.

  • Built to win, season after season.

    Led the design award submission strategy for Helly Hansen and other clients — including seasonal Red Dot Design Award, GOOD DESIGN Award, and ISPO Award entries — helping turn strong product design into recognized, award-winning work year after year.

Why rabin & co

  • The classic model — a full agency retainer, or a full-time in-house hire — doesn't fit every team, every season, or every budget. rabin & co plugs in exactly where and when you need support, then steps back when you don't.

  • More than 12 years leading PR and brand communications for global outdoor and performance brands means strategic depth from day one — no junior hand-offs, no learning curve.

  • From a single project to ongoing fractional leadership, the engagement scales to what your team actually needs — not a fixed package that doesn't quite fit.

  • The same honesty and transparency I help brands build into their own story is how I show up as a partner — clear communication, real accountability, and work you can trust.