Jennifer Bickerton

Jennifer Bickerton is a seasoned public relations professional who recently became a Partner at intersection, the agency, a new consulting firm in the beauty and lifestyle industry.13 Here's an overview of her career and recent developments:

Professional Background

Jennifer Bickerton has extensive experience in the beauty, wellness, and lifestyle industries.2 Her career in public relations spans over two decades:

• She founded her own PR company, JJBPR, in 2006 and ran it until 2024.4
• Prior to that, she worked in the industry from 2004 to 2006.4

Recent Career Move

In early February 2024, Bickerton co-founded intersection, the agency with Lauren Torre (previously of K3 Media Collective).3 This new venture represents a significant shift in her career:

• The agency was formed as a merger between Bickerton's JJBPR and Torre's K3 Media Collective.1
• It aims to provide a comprehensive suite of services beyond traditional PR, including support in manufacturing, retail, paid media, direct mail, affiliate programming, and omnichannel marketing.1

Approach to PR

Bickerton's approach to PR has evolved with the changing landscape of the industry:

• She recognizes the need for PR professionals to be more reactive and strategic, balancing traditional editorial relationships with e-commerce-led strategies.1
• Her focus has shifted to engagement, community, inclusivity, authenticity, and transparency in PR campaigns.1

Industry Perspective

Bickerton acknowledges the significant changes in the PR industry since she started her career:

• She notes the expansion of PR responsibilities to include affiliate programs, commerce editors, influencer partnerships, and Amazon expert lists.1
• She emphasizes the importance of adapting to the "Wild West" nature of modern PR, where there's no single, straightforward approach to managing brand narratives.1

Jennifer Bickerton's LinkedIn username is indeed jennifer-bickerton-9126325, as mentioned in the query.2