Raina Penchansky started her public relations career in New York City over 15 years ago. Her first stint in the field was in the quickly booming high-tech field where she helped launch programs for Microsoft, Oracle, and Sun at the world-renowned Edelman PR firm. Raina then segued into fashion, representing luxury retailers Neiman Marcus and Saks Fifth Avenue.
It was at Saks Fifth Avenue where she oversaw PR and events for more than 50 stores and helped to further position them as two of the premier retailers in the world. Raina then soon began working for New York-based powerhouse movie publicist Peggy Siegel. She worked on countless premieres and Academy movie promotions, including campaigns for prominent filmmakers David Mamet and Nora Ephron. At PR firm Harrison & Shriftman, Raina managed brand launches for Juicy Couture, Jimmy Choo, and Corum timepieces, among others.
Following those successful launches, Raina returned to the media industry as a consumer media specialist for AOL Time Warner. The fashion world soon came calling again and in 2002 Raina joined Coach. As Vice President of Global Communications overseeing all public relations, marketing, events, and celebrity initiatives for the company on a worldwide scale. She was instrumental in creating the long-term strategy or the three billion dollar company and worked closely with Creative Director Reed Krakoff on events and collaborations.