“FLERINE CRUZ” is a global PR and communications leader offering 10+ years of experience earning awards, aligning partnerships and making headlines from Japan to Budapest for chefs, restaurants, hotels, museums, heritage sites and nonprofits. Beyond doubling (sometimes tripling!) clients' earned media impressions year-over-year, Flerine guides teams with a next-gen style of leadership that influences and inspires.
She's fearless about incubating workplaces into ecosystems that produce an emerging generation of talented strategists, critical thinkers, and creative decision-makers. Prior to joining Relevance International, Flerine represented technology, B2B and creator-economy clients while growing POV Agency, an LA-based, inclusion-driven, boutique strategic communications agency that colorfully reimagines how PR and communications are done and who they’re done by. While living in Brooklyn, she groomed her managerial style at Quinn PR in NYC, named a Top PR Firm by Forbes and one of America's Most Powerful PR Firms by Observer.
Partners, teammates and stakeholders trust Flerine's collaborative + intuitive approach to propagate an angle to the right source that will turn a newsworthy story into a cultural shift. Pulling inspiration from world travels, field experience and a multilingual household, she is a leader of perspective, purpose and precision. Charged by her indigenous Philippine roots and North Carolina upbringing, Flerine consciously considers global history and current events with multicultural perspectives when approaching any campaign. Her passport is stamped with over 20 countries to date and she commits to a semi-annual pilgrimmage to the Philippines in honor of her roots. A native Tagalog speaker, Flerine earned her BA in English & Comparative Literature from the University of North Carolina at Chapel Hill.
CLIENTS \ AWARDS \ SPECIALTIES & SERVICES \ credentials
c l i e n t s
cultural & HISTORIC PRESERVATION
Setouchi Region of Japan
The Rink at Rockefeller Center
Museum of Food and Drink
The Library Hotel
The Campbell
CLIMATE JUSTICE & SUSTAINABILITY
Aqua-Aston Hospitality
Hoshino Resorts
Kendall-Jackson Wine Estate & Gardens
Jackson Family Farms
Merriman’s Hawaii
nonprofit
Three Square
No Kid Hungry
CityMeals on Wheels
Connected in Hope
The Rudy Foundation
agencies + firms
RVD Communications
Digital Media Management
Allied Global Marketing
food + hospitality
Patina Restaurant Group
Del Frisco’s Emerging Brands (bartaco, Barcelona Wine Bar)
Chef Masaharu Morimoto (Morimoto Asia)
Pinstripes
Wahlburger's
Altamarea Group (Chef Michael White)
TAO Group (VANDAL, Beauty & Essex, Stanton Social, LAVO, Bodega Negra, TAO Uptown and Downtown, LAVO)
SUGARCANE raw bar grill (Chef Timon Balloo)
Gerber Group (Mr. Purple at Hotel Indigo LES, The Roof at Viceroy Central Park, Kingside and Irvington)
Chef John DeLucie (Bedford & Co.)
La Chine at the Waldorf Astoria New York
Chef Rick Moonen (Rx Boiler Room, RM Seafood)
Rao's Restaurant Group
Hakkasan Las Vegas Restaurant
Michael Mina's RN74 Seattle
Fleming's Prime Steakhouse & Wine Bar
Las Vegas Minus5 Ice Experience
Brooklyn Bowl Las Vegas
Wolfgang Puck Fine Dining
Estiatorio Milos
Marché Bacchus
Border Grill Restaurants
Pizza Rock Las Vegas (Chef Tony Gemignani)
Royal India Bistro
travel + tourism
Disney Cruise Line
The Murieta Inn and Spa
Great Wolf Resorts
Moxy Times Square
The Beach at Dream Downtown
The Westin Grand Cayman
Rosewood Jumby Bay
Hotel Giraffe
Hotel Elysee
Casablanca Hotel
Hotel X Toronto
Aria Hotel Budapest
AlSol Tiara Cap Cana
AlSol Luxury Village
AlSol Del Mar
Sanctuary Cap Cana by AlSol
Lake Arrowhead Resort & Spa
Residence Inn New York/Manhattan World Trade Center Area
The Venetian and The Palazzo Las Vegas
Westin LAX
talent
Slick Woods
Morgan Freeman
Tove Lo
W. Kamau Bell
Sean Astin
John Fogerty
Rock DeMarco
consumer packaged goods
Stones Wine
Not Just a Label | Made in NY
Stillhouse Spirits Co.
Rao's Specialty Foods
Urbanspace
Solo
TINT
events & experiences
Keen.com
WatchMojo
Sentinels
EMERGE Impact + Music Festival
Life is Beautiful Festival
Top Rank Boxing
partnerships, integrations, sponsorships
Well + Good
Bustle
Elephant Journal
We are HER
Lyft
JetBlue Airways
Joss & Main
Refinery29
Vox Media
a w a r d s
Silver Hospitality Sales and Marketing Association International (HSMAI) Adrian Award 2019 for Setouchi Tourism Authority “Move Over Kyoto and Tokyo, the Setouchi Islands is the NEW Hotspot in Japan” PR campaign
Silver HSMAI Adrian Award 2016 for Aria Hotel Budapest grand opening PR campaign positioning venue as a cultural landmark
specialties + services
REGIONS
Japan
Budapest
Los Angeles
New York City
Brooklyn
Hawaii
Las Vegas
Sonoma County
North Carolina
Philippines
Dominican Republic
Cayman Islands
CREATIVE DIRECTION
Visioning
Planning and refinement
Competitive set baseline analysis
Revising presentations
Shaping brand standards
Artistic consultation
Concept development
Vendor management
On-site staffing/support
Ideation and implementation
Media relations
Speech writing
Celebrity appearances
MEDIA STRATEGY
Prepared scenarios
Editorial calendar alignment
Communications management
Crisis communications training
Social media marketing
Digital media content strategy + writing
Email marketing campaigns
Influencer campaigns
PRESS ENGAGEMENT
Press materials + writing
Pitching + placement
Trends identification + activation
Press visits
Journalist meetings
Strategic press tours
Integration with marketing + sales
Media training
Press conferences
BRAND POWER
Executive thought-leadership
Vertical insights, intel + counsel
Research and recommendation
Project management + execution
Brand storytelling
Strategic development timeline
CAMPAIGN BUILDING
Charitable giving
Sponsorships
Promotions
Partnership procurement
Deliverable negotiations and accountability
COMMUNICATIONS
Audit/research
Recommendations + setting strategy
Management + engagement
Community building
Audience engagement + growth
Monitoring + reputation management
Interested in my PR advisory + counsel? I currently operate as a Freelance / Independent Contractor. Reach out!