Editor’s Note: Supporting women should not be limited to a month. So at Reel 360, we have decided to amplify and promote dynamic women’s voices all year long. Today, let us introduce you to a very talented woman – Publicity Executive and Brand Builder, Lauri Aloi.
For over a decade, Lauri Aloi has worked as a publicist and consultant across advertising, entertainment, and tech—including visual effects and immersive media. With broad expertise as a generalist, she has also partnered with brands in intimate wellness and cannabis, as well as startup executives and C-suite leaders across various industries.
She specializes in customizing and implementing PR programs, developing brand strategy, and serving as a connector within these business spaces. Recognized for her writing, communications, and marketing expertise, Aloi is sought after as a collaborator who thinks outside the box and seamlessly immerses herself in emerging industries and diverse business cultures.
Aloi began her career as a journalist, writing for consumer publications such as Detour Magazine and the Syracuse Herald-Journal, as well as industry trades like The Licensing Book, Cue Magazine, and SHOOT. Her career then expanded into talent management, initially working as a music producer and artist representative before transitioning into commercial production.
For over a decade, she served as a production executive, representing and managing commercial directors at top production companies including Partizan and Hungry Man, and composers at Bang Music. As Executive Producer and Head of Sales at Hungry Man, she played a key role in expanding the company globally, helping to pave the way for it to win the Cannes Palme d’Or.
Let’s meet Lauri!
What’s your origin story? (What shaped you into the woman you are today?)
I was always a voracious reader. I inherited my father’s love of books (especially mysteries), as well as his love of movies and sports. (I’d be remiss not to mention growing up watching the Yankees and the Buffalo Bills … GO BILLS!!!) But both my parents were big influences, not just my dad. They raised me like the oldest son in a traditional Italian American family and empowered me to do anything I set out to do.
How did you break into your industry?
It was as much the places as it was the people. NYC was an endless source of inspiration and opportunity. Rich Levitt was my editor at The Licensing Book and Maggie Dumais my counterpart in sales, and they opened the door to traveling around the world covering the licensing and merchandising industry. I had the privilege of working as an editor with Peter Caranicas, Roberta Griefer, Bob Goldrich, and Roberta Bernstein at SHOOT magazine, which was a master class in the commercial production industry.
Lyle Greenfield and his then-partner Chris Jannou at Bang Music, plus all the amazing artists there, taught me the value of relationships at work and having fun being creative. Working as a key member of a team at Hungry Man with Stephen Orent, Bryan Buckley, Hank Perlman, Matt Buels, Caroline Gibney, Dan Duffy, Tom Rossano, and all the wildly talented directors there, when I was EP/Head of Sales and we won the Cannes Palme d’Or.
And working with Pip Lowe at The Mill who taught me the ins and outs of repping a multi-national creative studio. These people and places gave me opportunities I seized to invigorate my career.
Who were your mentors, and how did they influence your journey?
I was once insanely competitive. Now I’m strategically competitive. Jackie Randall Ward, my soccer coach in high school at Honeoye Falls-Lima, taught me about discipline, hard work, and strength both mentally and physically. Her practice sessions were legendary, as were our playoff games in freezing-cold temperatures. My time playing soccer helped me harness my competitive streak into something constructive.
JP Gorin, one of my film professors at UCSD, introduced me to many of film’s auteurs and the power of storytelling.
Professor Sam Kennedy at Syracuse U’s Newhouse School where I earned my Master’s Degree, and one of my former editors, Roberta Bernstein (who I still fondly refer to as “no bullshit Bernstein”) when I worked as a journalist in NYC at the start of my career.
Professor Kennedy and Roberta taught me not to bury the lead and about trimming the fat off written communication which is a skill. I’m inclined to get a little flowery in my writing, but when I work really hard at it, I know how to be direct and get straight to the point.
And my PR partner Richard Linnett, who can write a headline or a pitch like nobody’s business. Boom! All have helped me immeasurably in my career today as a Publicity Executive.
What fuels your creativity?
Having clients who are not afraid. Staying curious. Forcing myself outside of my comfort zone. Working with an eclectic mix of people and companies. When I first started working as a Publicity Executive I used to say every new client was a master class.
What’s the biggest myth about women in your field?
Infinite patience.
Name a creative risk you took that paid off.
The first thing that comes to mind is a strategist risk: Leaving a stable staff job to start my own business in 2008 of all times. I won’t sugarcoat it, there are pros and cons. The biggest upside, not putting all your eggs in one basket.
I still have to take that big creative risk – and write!
What’s your take on the rise of AI?
Embrace it as a tool. It’s here to stay.
What’s a piece of advice from another woman you carry with you?
It’s not always what you say, but how you say it. Read the room and think on your feet.
Are you rebooting Soul Train, American Bandstand or MTV Spring Break?
I am a rocker, no way around it. Went to concerts every weekend in high school at the Rochester War Memorial. But I love the lightness of disco, so for that reason, I’ll reboot American Bandstand.
How do you balance ambition with self-care?
One fuels the other. Self-care makes you feel good inside and out and enables you to be healthy, confident, focused, and curious so you can put your best foot forward professionally.
You’re writing a memoir. What’s the title?
I wrote one but never published it. It’s called GOOD INTENTIONS.
Go to Karaoke song.
Fleetwood Mac – Gold Dust Woman.
In 10 years, what do you hope to look back and say you changed?
The lives of many rescue dogs, and the careers of younger women who I have worked with (and will work with) along the way; pushing them to be confident, to be leaders, and to value what they’re worth and not undercut themselves.
I also hope I can instill the value of balance in younger women, something I’ve gotten better at, but that was never my strong suit. While it’s important (and often, a necessity) to be successful professionally, save some of that passion, enthusiasm, and most of all – time, for a fulfilling personal life, too!
To see who else is a Reel Woman, click here.
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