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Public Relations Manager, Calvin Klein APAC
2 months ago
Shape Your Future at PVH
POSITION OVERVIEW:
This position is designed to lead and enhance the Calvin Klein brand's significance in the APAC region through effective public relations strategies in the current landscape of influence, focusing on earned media and press impact. Responsibilities include crafting strategies to elevate campaigns, developing engaging storytelling approaches, and overseeing execution for optimal visibility.
KEY RESPONSIBILITIES:
Strategic Communication Development
- Formulate influencer and media strategies for the APAC region to support key initiatives and campaigns in collaboration with brand marketing teams.
- Create engaging storytelling frameworks for campaigns and product messaging, ensuring alignment with global counterparts.
- Design activation concepts, content collaboration strategies, and distribution plans that yield earned media exposure.
- Establish regional media tactics, including exclusives and syndication plans, to maximize media impact.
- Collaborate with marketing and cross-functional teams to ensure cohesive full-funnel strategies.
- Partner with global teams to address regional needs and adapt global strategies for local relevance.
- Engage with local markets to gather insights and develop effective tactics.
- Analyze previous campaigns to derive actionable insights.
- Oversee communications with external agency partners as necessary.
Excellence in Execution
- Create execution guides and influencer briefs, facilitating deployment with local markets while ensuring brand consistency.
- Develop press materials in collaboration with relevant global teams.
- Manage global seeding initiatives within the region.
- Handle regional media and product shooting requests.
- Review and maintain regional press and influencer databases, identifying individuals who resonate with brand values and target demographics.
- Collaborate with regional and global stakeholders to align on local initiatives.
- Support the execution of global, regional, and local events to enhance brand visibility.
- Work closely with creative teams to ensure alignment on product styling and content development requirements.
Crisis Management
- Monitor potential crises in real-time, assessing PR implications.
- Develop communication strategies to safeguard the company's reputation.
- Collaborate with local and global teams to formulate responses as needed.
Internal Communications
- Partner with corporate communications to engage and inform internal associates about brand developments.
- Create brand engagement initiatives and communication materials.
Performance Metrics and Reporting
- Establish annual and program-specific KPIs for the region and local markets.
- Provide regular KPI tracking in collaboration with marketing teams.
- Submit monthly reports on PR clippings to relevant stakeholders.
- Prepare special reports for press events, store openings, and digital campaigns.
CONTACTS:
Internal: Global communications & marketing, Regional Marketing & Cross-Functional teams, Local marketing teams.
External: PR & Event agencies, press & media, influencers.
CREATIVITY: A strong fashion sense is essential; an interest in trends, lifestyles, competitors, and media is crucial. The ability to introduce innovative ideas and effectively navigate the creative process is necessary.
TEAMWORK: A positive attitude and the ability to foster strong working relationships are vital; collaboration towards deadlines and deliverables is expected. Effective communication across teams and the organization is essential.
ORGANIZING: Ability to work according to established schedules and deadlines; follows directions well and demonstrates high accountability; manages personal workload and tracks progress. Proactively seeks resources to accomplish tasks; capable of multitasking and adapting to shifting priorities.
WORK ENVIRONMENT: Must thrive in a fast-paced, team-oriented environment; daily interaction with Global, Regional, and Local GTM teams is required.
QUALIFICATIONS & EXPERIENCE:
Experience: Over 7 years of experience in PR and communications, with a strong understanding of the social media landscape and press relations in Asia. Experience in the fashion industry is preferred.
Education: A Bachelor's degree or higher is required.
Skills:
- Excellent interpersonal, communication, and presentation skills.
- Strong written English skills; experience in press release and/or copywriting is advantageous.
- Socially savvy, creative, with the ability to identify trends and translate them into actionable plans.
- Collaborative and communicative, capable of working with diverse stakeholders and managing multiple tasks.
- Highly organized, self-motivated, and proactive with a strong work ethic.
- Proficient in written and spoken English; proficiency in Chinese or another Asian language is a plus.
