Here is a small selection of some of the campaigns I have been involved with in my previous roles:
MAC Cosmetics
MAC’S first UK-led campaign for one of their hero categories, foundation, “What’s Your Thing”
Responsibilities: Campaign activations | NPD | Consumer & PR events | Retailer Management | Budget management (£1.5M)
What’s Your Thing campaign video: https://youtu.be/546jjH5vbBc
“I have had the extreme pleasure of working alongside Alaynia Garnsworthy for over a year whilst at M·A·C Cosmetics. I relied heavily on Alaynia to strategise, conceptualise, support and lead our marketing & event campaigns. She has the perfect mix of art and commerce, being creative to make sure the campaigns and activations speak to the brand and create standout shareable moments for our guests and customers, but also commercial in that they drive the message and have a strong link to product or sales and achieve set KPIs.”
— Chris Fisher, Senior PR & Communications Manager MAC
WALDO Vision (acq by Specsavers)
An innovative eyecare start-up on a mission to change the way people think about their eye care.
Responsibilities: Brand refresh and roll-out| Campaign management | USA Market launch strategy | NPD | Influencers | PR | DOOH | Events | B2B
“Working with Alaynia has been one of the true highlights of my career. She is that rare professional who combines extraordinary expertise with genuine warmth, consistently demonstrating an uncanny ability to know exactly what each situation demands and executing with flawless precision. Her deep knowledge of brand strategy & campaigns shines through in everything she touches, yet what sets her apart is the creative ideas she brings & her talent for making complex concepts feel accessible.
I witnessed firsthand her flawless handling of multiple high-stakes projects, always knowing precisely where to focus while keeping other initiatives moving forward seamlessly. She was additionally responsible for managing the entire marketing and brand team to ensure they were executing on their deliverables, doing high quality work, and receiving consistent coaching and feedback.
Her guidance and mentorship have been invaluable, as she brings both exceptional polish and authentic care to every interaction. Any client or brand working with Alaynia will be in the most capable hands - she is, without question, a true master of her craft.”
Beth Samenuk, VP of Business Development, WALDO
WHEN Fertility
Australia’s first at-home egg count test
Responsibilities: To-Market launch strategy | CRM | PR | Partnerships | Team training | Ambassador programme | B2B programme | DOOH
Bubble T Cosmetics
Responsibilities: Product launches | Campaign conceptualisation & roll out | CRM | Influencers | PR | Paid social | Social media / TikTok Shop
“Alaynia was a fantastic asset to our team. Her vast knowledge of marketing in the beauty industry allowed us to talk to a broader more engaged customer by use of storytelling and activations. Alaynia is organised, creative and forward thinking. Her work on the launch of Kellogg's line and hybrid body lotions were a huge success, resulting in multiple sell-outs and her architecture of the campaigns were fantastic.”
— Paul Rogers, Founder & Director Bubble T Cosmetics
Female Founder World
A global community and media company for female founders (podcasts, newsletter, events, workshops)
Responsibilities: Campaign activation | To-market launch strategy | Consumer & PR events | CRM | Influencers | PR | Budget management (£1.5M)