Lucy Asker on Cultivating Influence at MECCA | Ep 112
About this episode
Lucy Asker discusses her PR career and insights into the beauty industry with host Odette Barry.
Today's Hack Your Own PR guest is someone who has built one of the most enviable PR careers in Australian beauty! Joining us is Lucy Asker, Head of PR & Influencer at MECCA Brands, an enviable role she's earned through more than a decade of strategic, creative, and deeply connected work in the world of communications. From her early days cutting her teeth at Two Birds Talking and AMPR, through to her time in London leading beauty accounts and business development at b. the communications agency, Lucy's career has spanned continents and some of the world's biggest beauty brands. Since joining MECCA in 2019, Lucy has steadily climbed the ranks, from Publicist to now leading the entire PR and influencer division across Australia and New Zealand. She's shaped blockbuster brand campaigns, launched cult products, built enduring talent relationships, and helped position MECCA as a cultural brand as much as a retail destination. In this conversation, we unpack how Lucy thinks about earned influence, the evolving role of media, navigating the fast pace of retail PR, and what it really takes to build trust. This one's for the beauty lovers, the brand builders, and anyone curious about what…
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