/// Michelle Klein, VP of Content, Digital & Communications, Smirnoff
As the Vice President of Content, Digital & Communications, Michelle Klein oversees Smirnoff’s global communications across a range of 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, engaging over 10 million people globally. The project featured Madonna, who, in partnership with Smirnoff, conducted a search for the world’s best dancer to join her on her next tour.
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. In 2011, Michelle was recognized by Ad Week as one of 10 marketing “Brand Geniuses” for her work on Smirnoff.