Experience

Lori Zelenko, the driving force behind LSZ COMMUNICATIONS, has a proven track record of putting a bold new face on a brand's future.  She earned a PR Oscar, the industry's highest honor, The Silver Anvil Award for making The World's Largest Grilled Cheese to launch Kraft 2% Singles, an endeavor that reached more than 500 Million worldwide.  

Combining her award-winning marketing communications skill set with her experience as a published writer/content creator in top editorial roles for Hearst Publications as well as independent media outlets here and in the U.K., Lori  Zelenko brings a remarkably focused, highly literate perspective to the programs she initiates.  Her editorial savvy, the ability to discern a story and tell it in a way that grabs the reader's attention, led to positions with top PR/Marketing communications agencies renowned across the globe including Finn Partners as well as Manning, Selvage, and Lee, and Hill & Knowlton. Post-big agency life, as an entrepreneur, she has maintained long term roles with leading brands.

For Parlux Inc., she worked closely with the CEO to improve the image of the company post-SEC investigation and herald the new leadership with coverage in WWD and other beauty trades as well as financial journals. She launched fragrances from Rihanna, Paris Hilton, Jessica Simpson, Marc Ecko, and Queen Latifah, strategically managing national media tours, coordinating events with Macy's and other leading retailers, securing TV exposure from late night talk show appearances to event coverage/interviews on E!, Entertainment Tonight, Access Hollywood, CBS and NBC with a reach well into the tens of millions. 

Taking over media relations for established luxury brands from Eau d'italie, the fragrance house of the iconic hotel and celebrity hotspot Le Sirenuse Positano, and Ligne St Barth, the Caribbean's premiere natural skincare brand a favorite of Michael Kors and Claudia Schiffer, she serves as a change agent, spurring excitement and exposure supporting the distribution arm of clean beauty website, Beautyhabit.com, a pioneer in the category. Oprah Magazine recognized the originality of Eau d'Italie's reinvention by dedicating a full page to the launch reaching 2.3 million consumers. The Forbes profile of Herve Brin, CEO, Ligne St Barth, underscored the individuality and authenticity of the brand, the spa protocol at the world's most prestigious wellness destinations including the Eden Roc in St Barth.

With a consistent focus on upscale lifestyle categories, she has led successful campaigns for ZYR Vodka and U'luvka Vodka positioning the innovators behind the brands as industry leaders to watch, entrepreneurs shaking up tradition.  Extensive broadcast exposure was earned with business and lifestyle segments on CNBC, Fox News Channel and NBC supported by print and digital coverage resulting in South Florida and New York City. Coverage for ZYR opening day in Tampa, Florida drove $16,000 in sales. For U'luvka, we secured the invitation to pour for Quentin Tarantino's Roast at The Friar's Club in NYC, celebrity relationships were formed and private pour invitations followed from A-listers giving a uniquely aspirational aspect to the brand.

Cross-continent (USA-Africa) fashion start-up, Fort Mosé 1738, essentially a blank slate, looking to build brand awareness organically, has benefitted from LSZ COMMUNICATIONS' trademark resourcefulness seeing consumer recognition grow and influencers - music personalities, spirits industry leaders, media entrepreneurs and fashionistas - come on board. This emerging fashion brand is just entering its second season with a series of pop-ups planned for 2025 in NYC and St Augustine, Florida, the site of the original Fort Mosé, the first black community in America, now a state park/landmark and home to an extraordinary jazz and blues festival headlined recently by Wynton Marsalis.

From start-ups to well entrenched brands, Lori Zelenko brings forward-trending thinking, top flight writing skills and an intuitive storytelling skill to achieve results more often than not well beyond the scope of expectations.