Rebecca Obrien Fernandez
Head of Communications @Prose
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WORK HISTORY
Head of Communications @Prose
Brooklyn, NY, US
I lead communications for a $175M+ PE- and VC-backed personalized beauty brand, owning a seven-figure integrated strategy across organic social, influencer, PR, community, social impact, and emerging LLM/AEO visibility. I manage a seven-person team and two agency partners while serving as the owner of brand narrative, crisis readiness, and enterprise communications.Over the past four years, I\'ve scaled influencer strategy to generate 1.9x growth in earned media value, driven a 6x lift in earned media impressions, and expanded social audiences to 750K+ followers and 25M+ video views. Behind that growth was a full rebuild of the brand\'s social presence – overhauling channel strategy, elevating content quality, and creating the foundation for sustained engagement at scale. I\'ve embedded a performance marketing mindset into communications, launched a direct-response influencer program to support revenue growth, and established an integrated LLM and SEO strategy to increase share of editorial visibility in AI search environments from a 61% baseline to a 75% target. Alongside that work, I brought social impact and corporate responsibility into the communications function, strengthening brand alignment with B Corp and sustainability priorities.
EDUCATION
The University of Georgia
Bachelor of Arts - BA, Journalism
ABOUT REBECCA OBRIEN FERNANDEZ
I lead communications for PE- and VC-backed consumer brands through the moments that shape reputation and drive growth — launches, acquisitions, crises, and reinvention. As Head of Communications & Integrated Marketing at Prose, I own an integrated strategy across PR, organic social, influencer, community, SEO, LLM/AI search, and social impact — leading a team and agency partners alongside the CMO, founders, and executive leadership. I\'ve built enterprise crisis readiness, expanded earned presence and social community, turned influencer into a real revenue driver, and laid the foundation for how we show up in AI search. Earlier, I led communications through DevaCurl\'s acquisition by Henkel and global CPG portfolios at DeVries — Wella, Nioxin, Olay, Fekkai — where I launched the first-ever celebrity spokesperson program for a global professional hair brand. The through-line across my career is partnering closely with founders and executive teams on the decisions that shape how a brand is understood — acquisitions, crisis response, launches, and long-term narrative. Outside of work, I\'m with my family on the North Fork, in a wine region somewhere in Europe, or on a yoga mat.
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