Senior PR Specialist

Position

Responsibilities

* 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.