Emma Hernandez
El Monte
Summary
Strategic and creative Senior Manager with 10+ years of experience leading influencer marketing, brand partnerships, and culture-driven campaigns across beauty and entertainment. Proven ability to drive brand relevance and community connection through impactful collaborations, culturally resonant storytelling, and integrated influencer activations. Strong background in cross-functional leadership, content development, and building programs that deliver both business results, brand love and awareness.
Overview
9
9
years of professional experience
Work History
Senior Manager, Influencer Marketing & Culture
L’Oreal - Urban Decay
06.2023 - Current
- Lead strategic development and execution of influencer campaigns, brand collaborations, and cultural partnerships aligned with brand objectives and cultural moments.
- Cultivate long-term relationships with influencers, artists, and creators who authentically connect with Gen Z and millennial audiences.
- Drive co-branded partnerships (e.g., with entertainment, sports, or nonprofit partners) to maximize cultural relevance and earned media.
- Ideate and produce community-first activations tied to key moments like Women’s History Month, Latinx Heritage Month, and Pride.
- Oversee campaign budgets, briefing, creative development, and contract negotiations across all influencer tiers.
- Collaborate with internal PR, social, and creative teams to ensure message consistency and amplification.
- Partner with legal and procurement to manage contracts via Ironclad and ensure timely compliance and execution.
- Deliver partnership recaps and insights based on KPI's such as EMV, reach, impressions, and ROI
Manager, Influencer Marketing & PR
L’Oreal - Urban Decay
05.2018 - 06.2023
- Developed and managed multi-platform influencer strategies in collaboration with cross-functional teams.
- Co-led brand partnership initiatives including experiential events, product co-creation, and retailer collaborations.
- Activated culture-driven campaigns aligned with social moments and brand values, increasing engagement by 20%.
- Built a diverse creator network and implemented inclusive casting standards.
- Supported product seeding and VIP mailer programs tailored to cultural calendars and new launches.
Assistant Manager, Influencer & PR
L’Oreal - Urban Decay
03.2016 - 04.2018
- Supported campaign execution from seeding logistics to asset tracking and content approvals.
- Maintained influencer databases and assisted with reporting and insights.
- Helped coordinate brand events and community activations alongside influencer appearances.
Education
Associate of Arts - Merchandise Product Development
Fashion Institute of Design & Merchandising
Los Angeles, CASkills
- Paid and organic influencer campaigns
- Brand Partnerships & Co-Marketing
- Cultural Marketing & Community Engagement
- Campaign Development & Execution
- Talent Sourcing & Contract Negotiation
- Social Strategy & Platform Trends
- Cross-Functional Collaboration
- Creative Briefing & Storytelling
- Event & Activation Support
- Measurement & Reporting (EMV, Reach, Engagement)
Notable Campaigns And Activations
- Urban Decay x LA Sparks: Led purpose-driven partnership rooted in cultural relevance, equity, and community storytelling.
- Urban Decay x Game of Thrones: Partnered with HBO to develop and execute a go-to market plan for a Game of Thrones product collaboration, including influencer campaign, targeted seeding, social strategy, and an immersive launch event - resulting in a sold-out collection.
- “Moments That Move Us” campaign: Built a culture-forward initiative celebrating diversity while aligning brand with community through art and storytelling through social, influencer, and IRL activations. Drove a significant lift in EMV, organic influencer engagement, and brand love.
Tools And Platforms
- CreatorIQ
- Traackr
- AspireIQ
- Dash Hudson
- Resolver
- Ironclad
- Canva
- Google Workspace
- Microsoft Office
- Monday
Languages
Spanish
Native or Bilingual
Timeline
Senior Manager, Influencer Marketing & Culture
L’Oreal - Urban Decay
06.2023 - Current
Manager, Influencer Marketing & PR
L’Oreal - Urban Decay
05.2018 - 06.2023
Assistant Manager, Influencer & PR
L’Oreal - Urban Decay
03.2016 - 04.2018
Associate of Arts - Merchandise Product Development
Fashion Institute of Design & Merchandising
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