Carolanne Coviello
Carolanne Coviello is the Executive Vice President of Creative Media Marketing (CMM), a premier beauty and lifestyle public relations and influencer marketing agency based in New York City. With over 20 years of experience in the industry, she has spent 17 years at CMM, overseeing public relations, influencer marketing, and the operational functions of the agency, including growth strategy, staffing, and leadership initiatives. As a member of the executive team, she helps shape the agency’s vision while ensuring clients receive creative, culturally relevant, and impactful campaigns.
Carolanne began her career in talent public relations, working with celebrities before moving into spirits marketing. Her lifelong passion for beauty, inspired by watching her mother’s artistry with makeup, guided her into beauty PR, where she has built her expertise in brand image, equity development, and influencer engagement. Notably, she collaborated closely with the brand Tata Harper, helping to grow its market presence, scale its operations, and contribute to its eventual acquisition — a career milestone she regards as a testament to strategic collaboration and creativity.
Throughout her career, Carolanne has been guided by a commitment to honesty, fearless leadership, and fostering strong relationships. She advocates for the next generation of PR professionals to speak up, leverage their creativity, and be resourceful team players, while thoughtfully using tools like AI to enhance their work. Recognized for her contributions to the industry, she is a member of the Forbes Agency Council and Cosmetic Executive Women (CEW), and her agency has received accolades including the BeautyMatter NEXT Award for Best Public Relations Agency and inclusion on The PR Net 100 list.
• Manhattan College – Bachelor of Arts, Communications, Marketing, Public Relations
• BeautyMatter NEXT Award for Best Public Relations Agency
• The PR Net 100
• Influential Women 2026
• Forbes Agency Council
• CEW (Cosmetic Executive Women)
What do you attribute your success to?
I grew up with two very hard-working parents. I watched my mom, who left her corporate job at IBM to be a stay-at-home mom, and while she did love that, I do think that she regretted a little bit losing her career, because then when she finally did go back to work, it just wasn't in the same capacity as what she left. So I always wanted to try and continue that, and be a working mom, and have a career, and be a mom at the same time. And, you know, my dad worked very hard. He was a landscape developer, he eventually ended up having his own business, so, like, I definitely had very hardworking parents.
What’s the best career advice you’ve ever received?
I think the best career advice that I ever received was to always be fearless and to not be afraid to have a seat at the table. Make your voice heard, and know that if you were invited to a meeting, and if you were invited to be on a call, that meant that you were there for a reason. So, you know, make sure that you're heard. You don't have to be the loudest person in the room, but you do have to have a presence in the room.
What advice would you give to young women entering your industry?
I think now, I definitely would give the same advice that I was given, which is make sure that your voice is heard, and that if you have a seat at the table, that you are using that seat. I think now I would definitely share that while AI and ChatGPT are resources, they should not be how you do your job, and you still need to be resourceful and think for yourself, and think creatively, and be a team player. You know, sometimes it's very easy to just go on AI or ChatGPT and try to find the answer without actually thinking. While I am a fan of working smarter, not harder, and using tools that can help us continue to do our jobs to the best of our ability, it shouldn't be the only tool that you use to do your job.
What are the biggest challenges or opportunities in your field right now?
One of the biggest challenges in beauty and lifestyle PR is breaking through a highly crowded market — there are millions of brands competing for attention. This makes creativity, innovative thinking, and bold ideas essential for gaining visibility. At the same time, it presents opportunities to build unique campaigns that truly stand out and influence both the market and cultural trends.
What values are most important to you in your work and personal life?
Honesty is central to everything I do. Being honest builds trust with my clients, my colleagues, friends, and family. Trust is the foundation of meaningful relationships and long-term success in both my professional and personal life.