Available to hire
I am Sonal Nayee, an Associate Director and PR & Communications Lead with 15 years’ agency experience delivering integrated campaigns for global brands across consumer, lifestyle and travel sectors. I help brands shape strategic messaging, build strong media relations, and run multi-channel campaigns that boost visibility, reputation and business results. I thrive on turning insights into compelling storytelling, engaging senior stakeholders, and mentoring teams to deliver high-impact work. In my hands, projects blend creativity with commercial results, and partnerships with journalists, influencers and brand partners become lasting value for clients.
Experience Level
Language
English
Fluent
Work Experience
Freelance Senior PR Lead / Associate Director at PRM Global
December 1, 2023 - November 1, 2025Led the Consumer Lifestyle and Travel & Tourism division, managing a UK-based team of six and supporting MENA (UAE and KSA) operations to deliver strategic PR-led campaigns, launches and experiential activations. Strategised and delivered high-impact campaigns for Ras Al Khaimah Tourism Development Authority (RAKTDA), NEOM, Zeus International, Acro Suites, The Ixian Grand & All Suites and Badael across media and influencer events, brand launches, press trips and experiential moments. Led end-to-end campaign development from concepting and messaging through activation planning to media and influencer management, on-site delivery and post-event evaluation. Served as senior client lead for reputation management and crisis communications, securing thought leadership platforms and high-profile interviews for VIP spokespeople. Developed RAKTDA’s core messaging framework and ensured consistency across flagship announcements and sustainability initiatives. Planned and delivered content-led c
Senior Account Director at Ogilvy
March 1, 2023 - November 1, 2023Planned and delivered PR-led events, launches and activations for FORD of Britain, Google and YouTube, and Johnson & Johnson (Nicorette); supported major vehicle launches and culture-focused activations. Led end-to-end campaign delivery including planning, timelines, budgets and stakeholder management for vehicle launches (Ford Pro, Mach-E BlueCruise, Ford Explorer) spanning media, influencer and brand events. Managed talent-led campaigns and partnerships to engage Gen Z and broader consumer audiences, while supporting cultural launch events and stakeholder activations for Abu Dhabi’s Cultural District and Saadiyat Island.
Associate Director – Contract at Axicom
November 1, 2022 - March 1, 2023PR, campaign and strategic lead for TalkTalk TV Hub; managed day-to-day PR operations and key accounts including ROKU, HMD Global (Nokia), Belkin and Linksys. Responsible for resourcing plans, SOW development and contributed to new business proposals.
Senior Account Director at PrettyGreen
October 1, 2022 - October 31, 2022Delivered integrated PR campaigns for clients including Audible, Pantene H2, Snapchat x Penguin, and The Athletic; led influencer strategy, media relations and ambassador management with strong focus on multi-channel storytelling.
Associate Director at John Doe
July 1, 2022 - September 30, 2022Directed campaign and strategy development for premium brands; led client engagements, new business activities and senior stakeholder management.
Senior Account Director at PrettyGreen
April 1, 2022 - June 30, 2022Campaign leadership for Pantene Gold Series, Laver Cup activation and broader client development; oversaw influencer content strategies and ambassador management.
Senior Account Director - Contract at Ketchum
May 1, 2021 - April 30, 2022Led PR for Samsung Pay, SmartThings, Samsung Home and Velux; managed European market campaigns, macro influencer partnerships and licensing communications; collaborated with digital, creative and production teams to ensure seamless execution; drafted CTO content scripts and briefed senior stakeholders; managed executive media interviews.
Senior PR Consultant at Freelance
April 1, 2020 - April 1, 2021Provided consultancy for PR agency brand campaigns, new business pitching and influencer strategy during COVID-19, supporting agency growth and client outcomes.
Associate Director – Consumer at Media Zoo
July 1, 2019 - April 30, 2020Led consumer lifestyle press office, developed PR strategies, managed client communications for Tandem Bank, LabTech, a Family Office; handled team resourcing, budgets, forecasting and account growth.
Senior Account Director – Brand at Ketchum
February 1, 2019 - July 31, 2019Global campaign lead for Braun and Gillette Venus; managed influencer partnerships, global toolkit development, ambassador content and Frankfurt-based media/ambassador workshops.
Freelance Senior Account Director at FleishmanHillard Fishburn
January 1, 2019 - February 28, 2019Supported PR strategy for brands entering the UK market with emphasis on earned media and influencer outreach.
Senior Account Director – Brand at Ketchum London
August 1, 2018 - December 31, 2018Project lead for Coty Global/Wella at annual global media and influencer event in Lisbon; managed brand experiences for sub-brands including Wella, ghd, OPI and Seb Man; oversaw event logistics, ambassadors and budget management.
Freelance Senior PR Account Director at SwitchedOn Communications
July 1, 2018 - August 31, 2018Led media relations and activation strategy for the Royal British Legion Centenary 'Thank You' campaign.
PR Account Director - Campaigns at ZPR London
September 1, 2015 - May 31, 2018Delivered creative campaigns for JD Williams, including Fifty Plus Fashion Week and the ‘New F Word’; owned media planning, influencer partnerships, talent bookings and budget oversight.
Freelance PR & Events Manager - Freelance at Norwegian Rain
May 1, 2015 - July 31, 2015Managed PR and guest lists for London flagship launch, delivering key media placements.
Menswear Press Manager at Louis Vuitton
February 1, 2015 - May 31, 2015Oversaw UK & Ireland menswear press office, VIP placements and press events for LC:M and Basel activations.
Senior Press Officer at River Island
July 1, 2014 - February 28, 2015Led menswear press office, developed strategy for designer collaborations and London Collections: Men event with GQ and BFC.
Senior Fashion Account Manager at Purple
October 1, 2008 - May 31, 2014PR lead for luxury brands including Lanvin, Karl Lagerfeld; delivered LC:M runway shows, VIP dressing and international campaign placements.
Associate Director (Freelance) at Munch – Stakked
March 1, 2026 - June 1, 2026Led the UK communications team (5 direct reports) and day-to-day press office across retained and project-based clients spanning consumer lifestyle, travel, tech and corpsumer; senior client lead, providing strategic counsel and overseeing delivery of integrated campaigns; developed quarterly strategies, budgets and SOWs; drove Time Out London's World's Best campaigns and expanded high-value media relationships; identified new business opportunities within existing accounts.
Associate Director at PRM Global
December 1, 2023 - January 1, 2026Led Travel & Tourism division (team of six) delivering PR-led campaigns, launches, brand partnerships and reputation management for luxury hotels, resorts and destinations; senior client lead across Ras Al Khaimah Tourism Development Authority (RAKTDA) and multiple properties; directed crisis & reputation management, thought leadership opportunities and executive interviews; developed brand messaging frameworks and multi-market campaigns; managed budgets and staffing.
Associate Director at Axicom
November 1, 2022 - March 1, 2023PR, campaign and strategic lead for TalkTalk TV Hub; managed day-to-day PR operations and accounts including ROKU, HMD Global (Nokia), Belkin and Linksys; led resourcing plans, SOW development and contributed to new business opportunities.
Education
BA (Honours) Business Management & Marketing at University of Westminster, London, UK
January 11, 2030 - January 15, 2026BA (Honours) Business Management & Marketing at University of Westminster, London, UK
January 11, 2030 - June 23, 2026Qualifications
Industry Experience
Media & Entertainment, Professional Services, Retail, Travel & Hospitality, Other, Consumer Goods
Experience Level
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