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Jennifer Bickerton
beauty . lifestyle . wellness .
Jennifer Bickerton is a seasoned public relations professional who recently became a Partner at intersection, the agency, a new consulting firm in the beauty and lifestyle industry.13 Here's an overview of her career and recent developments:
Professional Background
Jennifer Bickerton has extensive experience in the beauty, wellness, and lifestyle industries.2 Her career in public relations spans over two decades:
- She founded her own PR company, JJBPR, in 2006 and ran it until 2024.4
- Prior to that, she worked in the industry from 2004 to 2006.4
Recent Career Move
In early February 2024, Bickerton co-founded intersection, the agency with Lauren Torre (previously of K3 Media Collective).3 This new venture represents a significant shift in her career:
- The agency was formed as a merger between Bickerton's JJBPR and Torre's K3 Media Collective.1
- It aims to provide a comprehensive suite of services beyond traditional PR, including support in manufacturing, retail, paid media, direct mail, affiliate programming, and omnichannel marketing.1
Approach to PR
Bickerton's approach to PR has evolved with the changing landscape of the industry:
- She recognizes the need for PR professionals to be more reactive and strategic, balancing traditional editorial relationships with e-commerce-led strategies.1
- Her focus has shifted to engagement, community, inclusivity, authenticity, and transparency in PR campaigns.1
Industry Perspective
Bickerton acknowledges the significant changes in the PR industry since she started her career:
- She notes the expansion of PR responsibilities to include affiliate programs, commerce editors, influencer partnerships, and Amazon expert lists.1
- She emphasizes the importance of adapting to the "Wild West" nature of modern PR, where there's no single, straightforward approach to managing brand narratives.1
Jennifer Bickerton's LinkedIn username is indeed jennifer-bickerton-9126325, as mentioned in the query.2
Highlights
I am so honored to be featured in this CEW (Cosmetic Executive Women) article alongside my business partner Lauren Torre and many others female PR powerhouses.
Thank you Belisa Silva and Andrea Nagel for writing such a phenomenal piece on the ever-evolving public relations industry and for giving Lauren and I a platform to talk about our new venture, intersection, the agency. It’s an exciting time to be more and do more in an industry that never stands still.
#pr #beautyindustry #partnership #communications #agency #evolving #intersection
Hi everyone! I am so excited to announce the formation of intersection, the agency with Lauren Torre (previously of K3 Media Collective). intersection is a “never-say-never” marketing and media agency that specializes in creating compelling content and implementing strategic initiatives. Under the guise of “anything is possible,” intersection is a female-founded agency that merges the four E’s (effort, enthusiasm, energy, experience) to the forefront of everything we do. With a client-first focus, we work with brand founders, start-ups at the point of scale, and established brands across the beauty, health/wellness, and lifestyle space. Our mission is to help clients build and strengthen their brand presence in an ever-changing, noisy landscape. We care, listen, collaborate, and bring a human element to everything we do. We are an agency that believes in, uses, and recommends the brands we represent. Intersection has offices in NY, CA, and CT.
Please reach out for anything and follow along on our new journey!
