From its genesis in the early 2000s, Billionaire Boys Club has long been a mainstay of the world of contemporary fashion. With Pharrell and Nigo at the helm, BBC—and, eventually, ICECREAM—has been instrumental in the trajectory of streetwear widely in the past two decades. At ONE37pm, we had the opportunity to catch up with BBC ICECREAM's current director of Brand Marketing and PR, Hillary Alexandre, to hear about the evolution of the brand in recent years and her career as a marketer.
ONE37pm: How long have you had the job?
I’ve been at BBC ICECREAM for five years, and it’s been a great experience to grow from my original position as PR + Social Manager to this evolved role.
What does a day for you entail? I know you handle so many different things.
Wow, where do I begin? My days are never the same, with the exception of Mondays because I need at least one day with structure. My days are filled with me doing some extreme multitasking, from creating go-to-market and campaign strategies for all releases/projects, building decks, and overseeing social, to influencer relations and event management. Sprinkle in some email marketing and brand philanthropic activities, too!
How did you get the job initially?
I actually found this job on Indeed... of all places! I’ve always found that to be funny, because—typically—people only get this type of job by knowing someone that’s already in the door.
I met with Loic Villepontoux [started BBC ICECREAM with Pharrell and Nigo] and the role had been snatched up, but I guess he saw something in me because I followed up saying I’d come on board in any creative capacity available. He ended up splitting the role in two and I took PR + Social while my former colleague took marketing.