PR Manager / Senior PR Manager – Jewelry

Position

MISSION STATEMENT

To drive and protect the brand’s prestige and visibility through strategic press relations, effective media engagement, and seamless celebrity coordination for brand moments. The Jewelry (Sr.) PR Manager acts as a key guardian of the brand image, ensuring that all external communications, celebrity placements, and media engagements consistently reflect the brand’s luxury heritage and contemporary appeal.

MAIN RESPONSIBILITIES

1. Press Relations

• Manage and oversee external PR agencies, providing clear strategic direction and ensuring all media inquiries are handled promptly and professionally.
• Monitor agency performance against KPIs, ensuring consistent and high-quality media coverage across print and digital outlets.
• Cultivate and manage relationships with senior editors, key journalists, and top-tier influencers, working through agencies to secure strong brand visibility.
• Lead the creation and distribution of press kits, official statements, and press releases for key commercial seasons and brand milestones, ensuring alignment with global messaging and local market relevance.
• Regularly review media coverage and industry trends to identify opportunities and competitive insights, briefing agencies accordingly.

2. Content Creation

• Lead the development and writing of local press releases, media pitches, official statements, and brand narratives for jewelry collections, high jewelry events, boutique openings, and brand milestones.
• Draft and refine management speeches, opening remarks, and talking points for senior executives at press conferences, brand events, and industry engagements.
• Translate and localize global press releases and corporate communications into Chinese, ensuring message consistency, cultural relevance, and luxury tone of voice.
• Proofread and polish all branding project-related content, including press materials, event collateral, internal communications, and agency-produced deliverables, ensuring accuracy, consistency, and adherence to brand guidelines.
• Collaborate closely with global and regional PR teams to align local content with global messaging and campaign priorities.

3. PR Event Coordination

• Lead the local High Jewelry (HJ) event PR strategy and execution, including press activities, media previews, press conferences, and one-on-one interviews with brand spokespersons.
• Oversee the PR components of jewelry exhibition events, including media invitations, press materials, on-site media management, and post-event coverage reporting.
• Manage film festival-related events and activations, including celebrity dressing, red-carpet coordination, media engagement, and brand visibility opportunities throughout the festival period.
• Coordinate with internal teams (Marketing, Events, Retail, Global PR) and external agencies to ensure seamless PR execution across all event touchpoints.
• Manage event PR budgets, timelines, and vendor coordination, ensuring all activities are delivered on time, on budget, and in line with brand guidelines.
• Monitor and report on event PR performance, including media coverage, share of voice, sentiment, and ROI, providing actionable insights for future events.

4. Celebrity Endorsement

• Spearhead the celebrity dressing strategy to elevate the jewelry category, including talent identification, product selection, and red-carpet placement for key awards shows, film festivals, premieres, and other high-profile brand moments.
• Lead the team in managing end-to-end celebrity dressing logistics, including jewelry selection, on-site dressing support, and post-event return and tracking.
• Drive celebrity cover shooting opportunities with top-tier magazines and media platforms, ensuring strategic jewelry placement and maximum brand exposure across print, digital, and social channels.
• Monitor celebrity dressing and cover-shooting performance, tracking media impact, social buzz, and ROI to continuously refine the celebrity endorsement strategy.

5. Contract & Financial Coordination

• Lead the contract lifecycle for Jewelry PR-related activities, including negotiating and finalizing agreements with different partners.
• Ensure all contracts are compliant with legal and compliance requirements, managing the internal approval workflow.
• Process and track relevant invoices, purchase orders, and budget allocation, ensuring accurate financial reporting.

6. Reporting and Presentation

• Develop and lead campaign PR proposals, ensuring strategic alignment with brand objectives, global messaging, and local market relevance.
• Prepare comprehensive post-event reports, summarizing media coverage, celebrity impact, event highlights, and key learnings for future planning.
• Consolidate and deliver monthly highlight reports, capturing PR performance, campaign milestones, media results, and competitive insights.

ORGANIZATION CHART

• Report to PR Director

WORKING RELATIONSHIPS

1. Internal

• Marketing
• OMNI
• Retail
• Merchandising

2. External

• Media
• Celebrities
• Agencies
• Logistics Partners

QUALIFICATION, EXPERIENCE & SKILLS REQUIRED

1. Education

• Bachelor's degree in a related field or equivalent experience in Communications, PR, or a related field.

2. Languages

• Fluent English in both spoken and written communication.

3. Professional Experience & Know-how

• 6–8 years of PR or communication experience, preferably in luxury, fashion, or jewelry.

4. Technical & Management Skills

• Proficient in MS Office, media databases (e.g., DMR), social media platforms, and basic design tools.

5. Personal & Interpersonal Skills

• Excellent written and verbal communication skills
• Strong attention to detail
• Highly organized and proactive
• Team-oriented
• Able to multitask effectively under pressure