Senior PR Executive

Job description

Position MAIN OBJECTIVE OF THIS POSITION 设立该职务的基本目的 To enhance Fresh brand desirability in China market with focused and effective brand strategy. To enhance Fresh brand image & drive buzz via 1) on-brand celebrity strategy & annual planning within brand budget; 2) event-ing strategy with focused franchise target, local relevance and drive maximization of return. To enhance Fresh brand connection, resource mapping & influencing power via strong relation maintenance scheme with media & KOL

MAIN RESPONSIBILITIES

OF THIS POSITION 该职务的主要职责 Top Media/KOL Relation Management Establish and cultivate Fresh core influencer club with top press media and lux/beauty/expert KOLs. Build close connection with them to enhance brand love and brand credential and maximized earned exposure in the process. Accurately and timely distribute Fresh brand highlights/products to maintain frequent top-of-mind and gain competitive advantage vs market. Organize regular product seeding with close monitoring of coverage, clipping and impression counts.

Expand brand media resources to earn opportunities for media award to build brand visibility and public reputation. Celebrity Management Define clear positioning of celebrity co-op under brand strategy and drive alignment with key stakeholders within HQ & local management team. Develop annual celebrity activation plan within designated brand budget to drive maximization of brand buzz, guardian brand tone & manner, enhance brand endorsement and deepen engagement among loyalty fan bases.

Lead celebrity contract negotiation to strengthen brand connection, drive continuous cost saving. Lead chasing hot celebrity activations to ride on trend and traffic and maximize brand SOV in peak moments. Drive collaboration with business partners to maximize return in trade resources and sales. Event Management Lead brand event-ing strategy with clear positioning of event types, communication objectives, target setting and drive alignment with key stakeholders of HQ & local management team.

Lead PR event initiatives as key pillars to deliver campaign objectives of icon products. Develop & lead the execution of media and influencer planning for PR event amplification. Drive collaboration of cross-function (TMKT/CRM/EC) to guide trade activation event planning with the purpose to elevate consumer experience, deepen member engagement and maximize earned media. Cross-Industry & Co-brand Partnership Management Develop overall PR communication strategies for cross-industry partnership and co-branding projects, align campaign positioning with brand tonality and annual marketing calendar.

Independently screen, negotiate and launch non-competing brand cooperation projects, covering lifestyle, fashion, IP and trending industry resources. Lead full-cycle PR execution for co-brand campaigns, including theme positioning, press release writing, KOL seeding, GWP initiative, offline event and social buzz management. Daily Operation Co-work with retainer agency on KPI achievement. Collaborate with brand product marketing, digital, trade-marketing, e-commerce teams to unify communication rhythm and maximize the conversion of PR projects.

Lead fresh newsletter program to celebrate brand wins and drive global impact of local highlights. PRINCIPAL COMPETENCIES, SKILLS AND BACKGROUND 该职务所需的主要技能及相关背景 Education, Experience, and Qualifications Holder of a Bachelor's degree required Minimum 3-5 years PR related experience Experience working in luxury brands, retail, cosmetics or consumer goods industry a plus Solid PR capabilities including copywriting, media relations, event PR and public opinion management; familiar with beauty brand communication logic and trending marketing models.

Sensitive to social trends, young consumer insights and industry benchmark cases, capable of creating high-topic and破圈 (breakthrough) brand campaigns. Data-driven thinking, able to evaluate campaign performance via brand buzz, search growth and exposure increment, and optimize cooperation strategies. Excellent written and verbal communication skills.

Fluent in Mandarin and English and in both written and oral communication Other Characteristics / Competencies

• Strong growth mindset Analytical skills, strategic thinking and business acumen
• Excellent relationship management skills to navigate among internal & external key stakeholders.

Excellent multi-party coordination and project management skills, able to manage multiple projects simultaneously under fast-paced pressure.