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I’m Anna Alfaro, a communications, content and project management professional with 15+ years of experience working across lifestyle, fashion, hospitality, wellbeing and premium brands. I’m hands-on and strategic: I build communication plans, shape brand storytelling, write and edit editorial content, and coordinate the many moving parts that turn ideas into clear, engaging campaigns. I’ve worked both agency-side and in-house, as well as independently with different brands and projects. My background in Psychology helps me connect more deeply with audiences—thinking about tone of voice, behaviour and clarity—while my experience covers PR and media relations, social media planning, newsletters/blogs, events and production coordination, and maintaining an owned content ecosystem across channels.…I’m Anna Alfaro, a communications, content and project management professional with 15+ years of experience working across lifestyle, fashion, hospitality, wellbeing and premium brands. I’m hands-on and strategic: I build communication plans, shape brand storytelling, write and edit editorial content, and coordinate the many moving parts that turn ideas into clear, engaging campaigns. I’ve worked both agency-side and in-house, as well as independently with different brands and projects. My background in Psychology helps me connect more deeply with audiences—thinking about tone of voice, behaviour and clarity—while my experience covers PR and media relations, social media planning, newsletters/blogs, events and production coordination, and maintaining an owned content ecosystem across channels.

Anna Alfaro

Project Manager, PR Freelancer, Content Producer, +2

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I’m Anna Alfaro, a communications, content and project management professional with 15+ years of experience working across lifestyle, fashion, hospitality, wellbeing and premium brands. I’m hands-on and strategic: I build communication plans, shape brand storytelling, write and edit editorial content, and coordinate the many moving parts that turn ideas into clear, engaging campaigns. I’ve worked both agency-side and in-house, as well as independently with different brands and projects. My background in Psychology helps me connect more deeply with audiences—thinking about tone of voice, behaviour and clarity—while my experience covers PR and media relations, social media planning, newsletters/blogs, events and production coordination, and maintaining an owned content ecosystem across channels.…I’m Anna Alfaro, a communications, content and project management professional with 15+ years of experience working across lifestyle, fashion, hospitality, wellbeing and premium brands. I’m hands-on and strategic: I build communication plans, shape brand storytelling, write and edit editorial content, and coordinate the many moving parts that turn ideas into clear, engaging campaigns. I’ve worked both agency-side and in-house, as well as independently with different brands and projects. My background in Psychology helps me connect more deeply with audiences—thinking about tone of voice, behaviour and clarity—while my experience covers PR and media relations, social media planning, newsletters/blogs, events and production coordination, and maintaining an owned content ecosystem across channels.

Available to hire

I’m Anna Alfaro, a communications, content and project management professional with 15+ years of experience working across lifestyle, fashion, hospitality, wellbeing and premium brands. I’m hands-on and strategic: I build communication plans, shape brand storytelling, write and edit editorial content, and coordinate the many moving parts that turn ideas into clear, engaging campaigns.

I’ve worked both agency-side and in-house, as well as independently with different brands and projects. My background in Psychology helps me connect more deeply with audiences—thinking about tone of voice, behaviour and clarity—while my experience covers PR and media relations, social media planning, newsletters/blogs, events and production coordination, and maintaining an owned content ecosystem across channels.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Language

Spanish; Castilian

Fluent

Catalan; Valencian

Fluent

English

Advanced

Work Experience

Head of Communications & PR at SONMO

June 1, 2024 - November 1, 2025

Built and structured the communications function and developed an integrated strategy across PR, social media, newsletter and blog. Developed storytelling and editorial content around Mallorca, nature, heritage, design and premium lifestyle. Managed media and influencer relationships to increase brand presence and visibility. Coordinated communications initiatives across channels, ensuring consistency of positioning, messaging and execution.

Communications, PR & Content Consultant (Freelance) at Various Brands

January 1, 2016 - Present

Advised lifestyle, fashion, hospitality and wellbeing brands on communications, positioning and storytelling. Developed communication plans, key messages, copy and editorial content tailored to brand identity and audiences. Coordinated campaigns, events, productions and collaborations, aligning timelines, assets and stakeholders while managing media, influencer and collaborator relationships. Built and managed an owned content ecosystem, including Instagram, a weekly Substack newsletter and the Slow Talks podcast.

Communications, PR & Content Consultant | Freelance at Various Brands

January 1, 2016 - Present

Advises lifestyle, fashion, hospitality and wellbeing brands on communications, positioning, storytelling and content. Develops communication plans and creative concepts, crafts key messages and editorial copy tailored to brand identity and audiences, and coordinates campaigns, events, productions and collaborations with external suppliers to keep timelines and assets aligned. Manages media, influencer and collaborator relationships to identify visibility opportunities. Builds and manages an owned content ecosystem including Instagram, a weekly Substack newsletter and the Slow Talks podcast.

Account Executive – Communications & PR at XXL Comunicación

January 1, 2011 - July 1, 2016

Managed fashion and lifestyle accounts and developed integrated communication, marketing and social media plans. Handled media relations, press releases, interviews, editorial content, collaborations and visibility opportunities. Organised and produced national and international events, launches and fashion shows, including budget management and external supplier coordination. Managed social media and content across multiple brands within the agency portfolio.

Interim Digital (Website & Content) at Value Retail – La Roca Village

August 1, 2010 - July 1, 2011

Supported website renewal through content creation, editing and editorial management. Created newsletters and email marketing content and managed social media and blog content. Adapted and translated content across Spanish, Catalan and English to support digital communication needs.

Interim Digital | Value Retail – La Roca Village at Value Retail

August 1, 2010 - July 1, 2011

Project & Office Manager at Node Partners

February 1, 2008 - April 1, 2009

Coordinated projects and internal teams within an innovation and design consultancy. Supported event organisation, communications and public relations activities, and coordinated internal planning along with external travel and activities.