In Conversation with Layla Halterman
Tell us about your background:
I’m a beauty, wellness, and lifestyle communications professional passionate about shaping narratives that inspire, elevate brands, and create meaningful connections with audiences. With a background spanning public relations, editorial strategy, and digital content, I’ve led initiatives that range from crafting press materials and securing media placements to designing social storytelling campaigns and curating editorial calendars that deliver measurable impact.
My work has driven a 45% increase in readership, a 35% rise in community engagement, and a 20% boost in event attendance, proof that when strategy meets storytelling, the results speak for themselves. Whether developing influencer collaborations, managing media outreach, or weaving brand narratives across platforms, I prioritize authenticity, clarity, and cultural relevance.
Colleagues describe me as “deadline-driven, a curious questioner, and a writer with integrity, whose approachable yet polished voice makes her distinct and memorable.” I thrive at the intersection of creativity and strategy - blending the precision of editorial craft with data-driven insights to ensure every campaign not only resonates but performs.
When I’m not pitching, planning, or creating, you’ll find me uncovering the next trend in beauty and wellness, reapplying SPF as part of my daily ritual, and elevating my fitness at Equinox.
What do you wish you’d known when you started out?
I wish I had known how important it is to be nimble, adaptable, and flexible. In PR and editorial, things change quickly. Being able to pivot, learn on the fly, and adjust your approach is just as important as having strong skills and experience.
Best career advice you've ever received?
I have pieces of advice that guide me daily:
1. Never burn bridges. Today's connections are tomorrow's opportunities.
2. Never be too big to do the small things. Staying humble is the key to lasting success.
What leadership qualities are important to you?
Humility: Recognizes their own strengths and weaknesses and isn’t afraid to admit when they don’t know something.
Hardworking: Leads by example and demonstrates dedication to the team + goals.
Accountable: Holds themselves + others responsible for commitments and results.
Collaborative: Values the unique strengths of each team member and fosters a culture of problem-solving together.
Kindness: Treats people as humans first, recognizing that everyone has challenges outside of work and deserves respect + empathy.
Generous Spirit: Shares knowledge, support, and opportunities freely to help others grow + succeed.
What has been the biggest challenge in your career so far?
As much as I’m not a person to rest on my laurels, I also like to celebrate big wins, but that’s often difficult because the industry moves so fast and trends are always evolving. It can be exhausting.
How do you define success in your career, and how has that definition evolved over time?
I used to think success meant a big office or a certain title, but now I define it by how much fun I’m having. If I’m not enjoying what I do, it’s a signal that something is seriously off. Over time, I've realized it's about finding joy in the process, being challenged in meaningful ways, and loving the work.
How has networking contributed to your professional growth and success?
Networking has been instrumental in my career. It’s how I’ve secured every job except one. Believe in yourself, share your skills, and give people a reason to believe in you and why you’re the person they should hire.
What are your top networking tips for building strong connections in your industry?
1. Maintain Relationships: Check in periodically and nurture connections over time. Send a quick text to say you’re thinking of someone, celebrate their wins in the comments section of Instagram or LinkedIn (e.g., “Congrats on the coverage of XYZ!”). I like to joke: as much as people have short-term memories, they also have long-term ones, especially in this industry. Stay classy and supportive of others.
2. Stay Informed and Present: Keep up with the news cycle and industry trends, and regularly attend events, panels, webinars, and conferences. Visibility helps you stay top of mind.
3. Be Kind and Respectful: Everyone you meet is navigating their own challenges. Treat people with professionalism and empathy. Your reputation matters just as much as your skills, if not more.
LinkedIn: www.linkedin.com/in/laylamhalterman
Instagram: @theoglmh
