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Senior Public Relations Manager

1 month ago

Shanghai, Shanghai, China Deckers Brands Full time
Job Summary

We are seeking a highly skilled Senior PR Executive to join our team at Deckers Brands. As a key member of our PR team, you will be responsible for supporting the line manager to achieve annual TPR KPIs, both for retainer and campaign. This role requires strong communication skills, attention to detail, and the ability to work independently with PR agencies to achieve key media and KOL relations.

Key Responsibilities
  • 25% Execution
  • Manage sample tracking and quarterly sample reviews, ensuring timely and accurate delivery of samples to media and KOLs.
  • Develop and execute media seeding strategies, maintaining good relationships with media partners and tracking seeding results.
  • Collaborate with internal teams to ensure seamless seeding processes and effective execution of PR events.
  • Plan and execute annual PR retainer activations, regular seeding, PR events, and media previews.
  • Conduct industry competition analysis and provide insights for upcoming planning.
  • Assist line manager in creating local campaign content and executing assets.
  • Work closely with Retail and Social counterparts to support company initiatives.
  • 20% Agency Management
  • Monitor PR agency retainer performance, controlling PR coverage quality and quantity with clear KPIs.
  • Collaborate with PR agencies to develop and distribute press releases, ensuring maximum exposure.
  • Provide monthly and annual PR reports to share with global and internal teams.
  • Manage PR agencies to ensure timely and effective execution of campaign timelines, content development, and activity planning.
  • 15% PR Content Creation
  • Develop innovative PR content and explore new channels for PR engagement.
  • Localize global campaign releases and assets to meet China media and KOL needs, driving brand buzz.
  • Utilize local seasonal topics and hot issues to create brand/product/celebrity relative content, driving brand awareness.
  • Leverage local talent to create brand/product relative content, driving brand awareness.
  • Control press release quality, distribution, and exposure.
  • Collaborate with digital/social teams to integrate PR and social resources, maximizing brand exposure.
  • 15% Media and KOL Relations
  • Develop long-term relationships with key media partners and Top KOLs in China.
  • Manage media seeding and birthday/holiday gifting to consolidate relationships with media partners.
  • Regularly visit media partners to develop new relationships and expand PR exposure for UGG.
  • Explore potential opportunities with key media partners to enhance brand exposure.
  • 15% Event Planning and Management
  • Plan and execute media events and KOL management, including event idea development, event briefs, and quality control.
  • Support retail marketing events, including celebrity, media, and third-party management.
  • Execute events on-site and ensure quality control.
  • Assist line manager in planning and executing brand events, collaborating with event agencies and third parties.
  • 10% Administrative
  • Manage POs and payment follow-ups.
  • Prepare monthly A&P reports on TPR parts.
  • Follow company vendor selection policies and manage vendor pitch processes.