About


    About Dara ElliottHello, I'm Dara! 

    I'm always been fascinated with branding and human behavior.

    This led me to a career in consumer marketing, where I honed my storytelling chops at top PR agencies, led brand strategy at corporate powerhouses like Sephora and Swarovski, and went on to head marketing at early stage startups.

    While I was energized by the growth opportunities, I felt disconnected from the work.

    In an effort to do meaningful work, I did what any good soul-searching millennial does, quit my job to venture into the alluring world of entrepreneurship.

    In 2016, I launched a direct-to-consumer, minimalist apparel brand. While it was an incredible learning experience, I still felt disconnected. Not being able to pinpoint this dissonance perplexed me to no end.

    This set me on a self-discovery journey to uncover my purpose...

    I trained in CTI's renowned Co-Active® coaching modelI embarked on a self-study of branding, behavioral economics, and organizational psychology. Among the hundreds of business and psychology books I read, the ideas that resonated most were Simon Sinek's concept of 'Why,' Daniel Pink's work on intrinsic motivation, and Cal Newport's argument for mastery over passion.

    Through this, I found that uncovering what makes you, you, is essential to uncovering your purpose.

    So I got clear on my core values, my guiding principles:

    Seek fresh perspectives - embody all angles and points of view
    Embrace growth - welcome experiences  that will expand and challenge you
    Ignore the shoulds - uncover insights, trust your intuition
    Aim for exceptional - quality over quantity, long-term over short-term, niche over mass   

    Then, I paired my background in brand marketing to my driving purpose

    To foster meaningful connection so we find people and work that light us up.

    With that, the Publicity Theory was born!

    Dara Elliott | Brand Strategy, Internal Comms + PR ConsultantDara Elliott, Brand Strategy, Internal Comms + PR Consultant 

    Dara Elliott


    P.S. a few fun facts about me... 


    City: San Francisco (previously New York, San Diego, Los Angeles).

    Originally from: Burbank (grew up at this little donut shop).

    Morning routine: Deeps breaths followed by a full-out solo dance party.

    Fave workout: Jogging by the water while listening to business and psychology audiobooks/podcasts.

    Happy place: Scenic walks or insightful conversations at bright, airy coffee shops.

    Drink of choice: Smoothies, I'm obsessed with creating new concoctions!

    Indulgences: California burritos (aka burritos with fries inside) and Haribo gummies.