PR & Communications Expert
CLARA
ZERBIB
ABOUT MESenior PR & Communications expert with over a decade of experience in agencies and in-house, delivering consumer and corporate strategies across the travel, lifestyle, tech, sustainability, and entertainment sectors. Passionate about raising brand awareness and building reputation through creative storytelling, strong media relations, and impactful, results-driven campaigns. Bilingual in English and French, with intermediate Dutch and Spanish, and having lived and worked across three continents, I bring cultural awareness, a global mindset, and adaptability. Committed to helping brands on their sustainability journey by showcasing their socio-environmental initiatives in the media and beyond.
Portfolio Highlights
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![A woman in a yellow bikini sitting on a swing over turquoise water, alongside two empty swings, with a cloudy sky in the background.]()
Research-led campaign: Budget-travel inspiration (CheapTickets.nl)
Developed and executed an integrated PR campaign based on survey insights showing that 30% of Dutch travellers intended to spend less on holidays this year.
Partnered with Dutch influencer Luc Simons (@reizenmetluc) to provide budget-travel tips from his social media series “Voor een Prikkie”.
The initiative secured top-tier Dutch national coverage, achieved a PR teach of 6 million and reinforced CheapTickets.nl as the go-to brand for affordable travel experiences.
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![A sculpture of a serpent made from denim jeans, situated in a park in London with trees, benches, and people in the background.]()
PR Stunt: Circular art installation (WaterBear)
Built the PR strategy for circular art installation called “Messy, the COP Ness Monster,” made from 800 pairs of recycled jeans. The sculpture was displayed in London during the UN climate conference COP26 and later in Amsterdam for Dutch Circularity Week.
It generated 250+ pieces of press coverage across 11 countries, establishing WaterBear as the go-to streaming platform for sustainability and circularity documentaries.
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![Cover of Marketing Tribune magazine, June 2025 issue, featuring a black and white close-up photo of a smiling woman with long dark hair and earrings, with red and white text overlays.]()
Executive Profiling: CMO (Travix)
To showcase the rebranding of CheapTickets and the launch of the “Your Next Story” marketing campaign - celebrating real people and their authentic travel stories - secured the cover and feature story for CMO Mira van Houwelingen in MarketingTribune, one of the Netherlands’ leading marketing publications.
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Thought Leadership: Impact storytelling (WaterBear)
Established a partnership with The Drum, a leading global marketing publication, and crafted a series of opinion pieces on impact storytelling for their Open Mic section, positioning WaterBear as a thought leader in the field.
WHAT I BRINGPublic Relations
Driving PR campaigns that deliver measurable reach and impact.
Internal Communications
Managing and crafting strategic internal communications through regular, transparent, and engaging updates across key channels - including town halls, company-wide events, and the intranet - to keep employees informed, aligned, and connected. Skilled at translating business objectives into clear narratives.
Corporate Communications
Building brand presence and reputation through impactful press announcements, thought leadership, opinion pieces, spokespeople interviews, as well as speaker opportunities at key industry events and LinkedIn communications.
Strategic Communications
Shaping key messages with senior leadership to reflect business objectives.
Advising senior leadership on reputation management and crisis communications.
Defining and communicating the company’s mission, vision, and strategy.
Elected “Role Model” by my colleagues for the Equals campaign 2025.
HOW I MEASURE SUCCESS
PR delivers high-impact exposure - typically valued at 3 x times the Advertising Value Equivalent (AVE) .
PR KPIs:
Number of pieces of media coverage in national newspapers and lifestyle media
PR reach (Total MUU + Circulation)
% Positive sentiment
% Top-tier media placements
ROI: 3 x AVE