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.