Assistant Manager – Public Relations (Multi-Brand)

Job Summary

Strengthen brand equity via distinctive pr & communication strategic plan to maximize SOV & brand impact for all the brands under the group. Raise brand impact to drive awareness & to recruit. Strategize the right PR activations per brand across the customer journey funnel from awareness, consideration, and eventually conversion. Taking the leads on:

• Advocacy strategy (all levels) via influencers & content creators
• PR Events/ Collaborations/ Partnership
• Social commerce (livestream)
• Media relations

Key responsibilities:

• To understand each brand’s objective and campaign’s directions, promotional policies and needs to build relevant PR strategies that influence public opinion & drive brand awareness & engagement
• Negotiations & management of all qualitative PR campaigns & strategies, editorial agreements & advertorial placements etc
• To have a proactive awareness of market opportunities, consumer trends, competitors news and industry-related news, including media, celebrity, influencer, cultural, social & technological trends & developments.
• Trend spotting to scout new opportunities, to identify new PR strategies, engagement & conversation on existing & emerging social platforms ie Tiktok, IG, Lemon 8/ Little Red Book
• To propose, prepare, and execute creative PR activations that incorporate compelling and impactful storytelling. Craft narratives that resonate with target audiences, align with campaign objectives, and stay within the established budget.
• To build & sustain strong omni-channel relationships with (influencers), content curators, industry players (celebrities, personalities, socialites, make-up artists, KOLs and etc) as well as customers (Key Opinion Customer) – tailor pitches to meet needs
• Highly connected with both online & offline media – tailor pitches to meet needs
• Proactive day-to-day media & influencer management – 100% response rate
• Seeding activities – monthly/ adhoc / upon request that includes sourcing, preparing & distributing PR kits/ PR Gifts in a timely & organized manner (from KOL selection strategy, validation, budgeting & forecast of press kit/ inventory management)
• Curating/ adapting creative PR materials (press releases, media pitches, KOL brief) in a timely manner
• Social commerce – livestream support for brand platform/ market places to drive new recruitment for Gen Z customers
• Owner of PR Events, advice on speeches, scripts; prepare interviews, analysis post launch & event
• To manage PR budget with monitoring of results, SOV, ROI & post analysis and reports.

Prerequisite Competency Requirement:

Minimum Education:

Bachelor’s Degree in Mass Communications, PR, Marketing, English Literature or any related field.

Language:

Superior command in English, strong in Mandarin – able to communicate effectively both spoken & written. Basic Malay is acceptable.

Experience:

Min 5 years solid working experience in Public Relations/Social Media/ Communication or equivalent. Experience in beauty, luxury retail or fashion is an added advantage

Knowledge:

Strong knowledge in Retail Marketing and PR communications, current retails market trend principles and consumer behavior.

Skills:

Computer literate (basic programs eg Microsoft Office)

Personal Characteristics & Competencies Profile:

• Result driven, detailed oriented with high confidence & passion
• Creative abilities to outperform
• Outgoing personality & outstanding communications/ presentation in speaking & writing
• Systematic, focused and well organized person
• Leadership, multi-brand & multi-department collaboration and highly independent
• Possess own transport and able to travel outstation and locally as and when required
• Possess strong analytical thinking, detail-oriented, conscientious, with the ability to work under tight deadlines
• Possess a sense of style, image that reflects that standards of the brands
• Able to work under tight deadlines while effectively managing multiple tasks and priorities.