As the Vice President of Content, Digital & Communications, Michelle Klein oversees Smirnoff's global communications across a range of media channels. For the past five years, she has focused on step changing the brand’s digital and social presence, creating marketing programs that focus on consumer co-creation, both physically and digitally. More recently, Michelle orchestrated Smirnoff’s worldwide participation platform – The Smirnoff Nightlife Exchange Project – where 50 countries swapped the best of their nightlife on one record-breaking night. Now in its second year, the campaign leverages social media as the common thread throughout the activity, engaging over 10 million people globally. This year, the project features Madonna, who, in partnership with Smirnoff, will search for the world’s best dancer to join her as part of her next tour. The search culminates in a global dance-off on November 12th.
Michelle kick started her career in PR in Australia. She has written for the Sydney Morning Herald and established an internal agency as part of The Illustrated London News Group and Sea Containers. She has worked agency-side, leading the British Airways global account at Agency.com. After too many years of living with London’s bad weather, Michelle moved to New York to take on the role with Smirnoff.