Senior PR Specialist

Job description

Media Relations & Editorial Exposure

• Build and maintain relationships with key fashion, luxury and lifestyle media; drive editorial coverage, product placements and shooting opportunities across print and digital channels.

Celebrity & Talent Engagement

• Coordinate celebrity and talent-related PR activities, including product dressing, shootings and event participation, working closely with celebrity teams, stylists and relevant partners.

PR Events & Activations

• Execute assigned PR events and brand activations from preparation through on-site delivery, including media and celebrity coordination, product/sample management and agency/vendor liaison.

Sample Management

• Liaise with agency and logistics team to ensure smooth sample receiving and return-to-warehouse process, while maintaining accurate sample records in SAP system.

Advertising & Media Placement

• Coordinate advertising and brand visibility initiatives across print publications, OOH, shopping malls and retail touchpoints, including media placements, campaign assets and implementation, ensuring timely execution in line with brand guidelines.

PR Performance & Insights

• Monitor media exposure, DMR ranking, PR performance and competitor activities; prepare regular reports and provide relevant observations and insights.

Stakeholder Collaboration & Team Support

• Work closely with HQ/regional teams, internal functions, agencies, media and external partners to ensure effective execution and consistent brand communication, while also providing comprehensive support to the PR team. Skills and abilities required
• Bachelor’s degree or above (in Communications, Public Relations, Marketing or a related field is preferred).
• 4–6 years of relevant PR experience, preferably within luxury, fashion or premium lifestyle brands.
• Solid experience in media relations, celebrity engagement, PR events and editorial/product placement; exposure to paid media is preferred.
• Strong understanding of the China media landscape and sensitivity to luxury, fashion and cultural trends.
• Strong project management, communication and stakeholder management skills, with the ability to independently manage assigned projects and multiple priorities.
• Proactive, detail-oriented and collaborative, with a strong sense of ownership and execution excellence.
• Good command of written and spoken English and Chinese.