Alana Garcia

About Alana Garcia

I am a creative and culturally fluent brand strategist with over a decade of experience shaping narratives that resonate across platforms, communities, and industries. I’m known for translating briefs into compelling campaigns that blend editorial voice, influencer and athlete talent, and audience insight—bringing brands to life through storytelling, not selling.Over the years, I’ve had the privilege of partnering with global names like adidas, NBCUniversal, VICE Media, and Food52, leading integrated marketing and PR strategies, cross-functional teams, and culture-forward content development. I build with intention, collaborate across departments, and consistently deliver brand impact rooted in relevance, inclusion, and connection.

Experience

1. Senior Manager of Social Media, Influencer, and Pr

   阿迪达斯

   Oct 2021 — Present · NY, US

   As Senior Manager of Social Media and PR at adidas, I lead cultural storytelling, editorial strategy, and PR influencer marketing across our U.S. social channels. I serve as the Cultural Lead for Newsroom, shaping activations that sit at the intersection of sport, style, and identity—spanning major cultural moments like Coachella and the U.S. Open. I manage a cross-functional team across PR, digital publishing, and athlete marketing, and act as the North American liaison for global Originals content.• Launched & Led @adudasUS Instagram Strategy: Unified LA and NYC into one North American voice; boosted brand sentiment and expanded U.S-focused content beyond Europe-centric narratives.• Created Cultural Breakthrough with Coachella “Sound Session” Series: Produced adidas’ first YouTube live music session; drove 11.3M+ impressions and positioned the brand at the heart of music culture.• Championed Influencer Marketing Strategy Across Fashion, Sport & Lifestyle: Built cross-platform campaigns aligned to cultural moments, elevating athletes, creators, and community voices.• Acted as North America Lead for Trends & Hype Strategy: Partnered with agencies to boost visibility through earned media, platform-native content, and cultural relevance.• Advanced Team & Agency Collaboration for Scalable Impact: Managed internal team and agency partner to unify publishing, PR, and athlete activations for greater cohesion.• Generated 40M+ Impressions with Viral F1 x Skateboarding Campaign: Led disruptive PR stunt with Tyshawn Jones and Toto Wolff; drove 10M+ Instagram views and global press coverage.

Education

• University of Washington

  Bachelor of Arts (B.A.), Communication and Sociology

• School of Visual Concepts

  Into to PR Writing

Skills

• Entertainment
• Mobile Advertising
• Digital Strategy
• Social Media Measurement
• Blogging
• Advertising
• Market Research
• Fashion
• Online Advertising
• Public Relations
• Social Media Marketing
• Press Releases
• Digital Media
• Marketing
• Web Analytics
• Facebook
• Sales
• Event Planning
• Radio
• Digital Marketing
• Social Media
• Newsletters