Executive Vice President, Consumer Practice

As Executive Vice President at 5W Public Relations, Dara oversees 5W's Consumer Practice, which includes Travel & Entertainment, Apparel & Accessories, Non-Profits, Home & Housewares, Health & Wellness, Mom & Baby, Beauty & Grooming, and Consumer Packaged Goods. Under her leadership, the teams run award-winning campaigns for clients like the WNBA, It's a 10 Haircare, Sparkling ICE, Zappos, Jane Iredale, Bowlmor, Welch's Fruit Snacks, Ashley Stewart, among dozens of others. With 20-plus years of public relations experience, Dara is a seasoned practitioner in consumer brand publicity, as well as developing successful strategic media campaigns around large-scale events.

In addition to her experience in media relations, Dara has the know-how to develop multifaceted programs that include Digital, Social Media, Marketing and Brand Building elements. She is a strategic thinker who isn't afraid to step out of her comfort zone to create a stunt or a 360-degree communications plan. Her vast knowledge of the media and consumer landscape gives her an edge when it comes to the developing tactical campaigns that will move the needle for brands. She understands that at the end of the day programs need to impact a client's ROI to be successful. Her client relationships span decades and she has an interesting rolodex of influential movers and shakers from around the globe.

In 2019, Dara was named a finalist for the Maverick of the Year award by the Stevie Awards for Women in Business.

Prior to joining 5W, Dara was the Executive Vice President/Managing Director at Rubenstein Public Relations, where she worked for 16 years. At Rubenstein she managed the luxury/lifestyle division in addition to oversight of all agency practices. During her tenure there, Dara managed the firms marquee clients including the Miss Universe Organization; Ferrari North America; the Paley Center for Media; Country Music Television; among others.

Dara holds a Bachelor of Arts degree in public relations and theater arts and a minor in marketing from the University of Miami.