Angelina Shermina

Consultant and PR Leader with 12+ years of international experience across UK, Europe, UAE and Russia, specialising in beauty, fashion and luxury. Expertise in go-to-market, brand positioning and communications across brands including Sunday Riley, Dyson, Luxottica and Unilever. Mentor and keynote speaker.

I joined ZIMA Restaurant as the Head of Marketing and Public Relations to drive business growth and launch new restaurants in London. My role involved leading key marketing, PR, and hospitality initiatives, including the successful reopening of ZIMA Bar & Karaoke, which significantly boosted brand awareness, foot traffic, and ratings. I also oversaw the launch of ZIMA Notting Hill, where I managed marketing, branding, and event coordination, securing top-tier PR coverage and expanding the customer base. Additionally, I built key hospitality partnerships, optimised bookings, and enhanced the marketing strategy to drive business growth.

Over my first year at Sunday Riley, in 2021, I developed the brand in the new market for the company, specifically Russia. In a short time span, being the only member of the local brand team I successfully increased sales fourfold and significantly raised brand awareness in the territory. In 2022, I relocated to the United Kingdom with the objective of developing a network of influencers and brand enthusiasts across Europe. Since May 2023, I have taken on the role of leading Germany and the Netherlands markets.

I continued to develop Dyson Personal Category product awareness alongside the PR & Marketing teams, being responsible for expanding the brand presence in Russia & CIS across diverse media channels and crafting strategic viral PR campaigns. Over the year, we significantly boosted brand visibility and engagement, making Dyson Personal Care products highly desirable among both consumers and professional stylists.

- Delivered campaigns across luxury fashion, beauty, and FMCG Communications.
- Managed and mentored junior team members while leading PR campaigns for
global brands.
- Oversaw influencer marketing, media coverage, brand events, and press briefings.

Key client: Luxottica Group (Ray-Ban, Prada, Versace, Dolce & Gabbana, Tiffany & Co., Giorgio Armani, Emporio Armani, Vogue).

Projects: Casadei | Longchamp | Agent Provocateur | Adidas

FMCG Experience: Unilever brands (Dove, TRESemmé, Pure Line),
Delivered new product launch campaigns and tender-winning concepts for L’Oréal.