Profile: Sinead Norenius-Raniere, Vice President of Influencer Marketing & Paid Social, Valassis

Sinead Norenius-Raniere has been a pioneer in social and influencer marketing for much of her career, encouraging her teams to take the path less traveled and leading from the front line. She’s always been passionate about the social space and never feared challenging the status quo. “I revel in finding ways around things, being more efficient and driving results that make a difference – not only for our clients but also for our teams who serve those clients,” she says.Norenius-Raniere spent the majority of her early career in the beauty industry, in sales and then as co-founder of The Beauty Firm in 2006. In early 2009, she co-founded Beautisol and acted as its spokesperson and early influencer. Just one year later, she also founded IFABBO, an influencer marketing company, and later became its head of business development. In 2016, she founded the Bay Area Beauty Association and served as a board member for the next two years while also acting as a senior advisor and partner for product marketing, social media and influencer strategy at The Pienza Collective.In 2018, Norenius-Raniere joined Valassis as its executive director, influencer marketing and paid social, to build and direct influencer marketing product offerings and, soon after, a paid social marketing offering. She was tasked with channeling Valassis’ consumer data and insight into a powerful, differentiated offering.“Since launching our influencer marketing product, we’ve become one of the few agencies that maximizes influencer media using proprietary data and extending content into multi-channel marketing,” says Norenius-Raniere, who now serves as vice president of the same space. “Our strategy, technology and scale have allowed us to shatter and set new industry benchmarks. … The results speak for themselves both in terms of client ROI and in client retention and growth.”

Profile: Sinead Norenius-Raniere, Vice President of Influencer Marketing & Paid Social, Valassis

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