Public Relations Lead (Luxury Fashion)

General Information

• Position Title: Public Relations Lead
• Department: Marketing
• Direct Supervisor: Executive Director
• Direct Reports:
  • International Business & PR Specialist
  • PR Specialist (Domestic PR)
• Working Hours: 09:00 – 18:00 (Lunch break: 12:30 – 13:30)
• Work Schedule: Monday to Friday (Off: Saturday & Sunday)
• Work Location: 139I Nguyen Trai Street, Pham Ngu Lao Ward, District 1, HCM City
• Working Conditions:
  • Normal, non-hazardous, safe and healthy environment
  • Occasional travel as per work schedule/internal activities (not frequent)

Objectives & Responsibilities

1. Manage Domestic PR Activities (35%)

• Develop strategies and PR plans for campaigns in Vietnam (collaborating with senior management).
• Collaborate with stylists and celebrity teams for product placement.
• Work with premium KOLs/KOCs, selecting influencers aligned with the brand.
• Maintain and strengthen relationships with fashion magazines to ensure consistent features.
• Plan and organize private fittings or private previews of new BTS collections.
• Utilize CRM to segment customers and develop creative PR strategies and plans.
• Optimize budgets and communication effectiveness.
• Manage and guide communications in both positive and crisis situations.

2. Manage International PR Activities (35%)

• Coordinate and support the International Business & PR Specialist in expanding international distribution channels.
• Negotiate and manage collaborations with stylists, agencies, and celebrity management teams (A+, S tiers) for paid or gifting campaigns.
• Work with luxury KOLs/KOCs in target markets for PR or affiliate activities.
• Lead strategic negotiations with key international partners.

3. Team Development and Reporting (10%)

• Recruit, train, and develop both domestic and international PR teams.
• Delegate tasks, monitor progress, evaluate performance, and propose improvements.
• Provide periodic reports to the Board of Directors on PR performance and recommend strategies for enhancing brand image.

4. Collaborate with Cross-Functional Teams for Marketing Development (20%)

• Collaborate with Digital, Branding, and Sales teams to develop an integrated IMC Plan.
• Ensure synchronization of domestic and international PR plans within IMC campaigns and long-term marketing strategies.
• Participate in brainstorming sessions with the Marketing team to provide expert insights.

• Education: University/College degree.
• Major: Public Relations, Marketing, Communications, IMC, or related fields.
• Experience:
  • Minimum of 3–4 years in PR, with at least 1–2 years in a managerial role.
  • Strong relationships with domestic stylists, celebrities, KOLs/KOCs (international experience is a plus).
  • Knowledge and experience in international PR, celebrity collaboration, and influencer marketing.
• Languages: Fluent English (spoken and written).
• Mindset & Skills:
  • Leadership, project management, and strategic thinking skills.
  • Branding mindset, understanding of luxury brand positioning.
  • Negotiation and relationship management skills.
  • Analytical skills with the ability to prepare clear and accurate reports.
  • Teamwork and collaboration skills are highly valued.
• Preferred:
  • Experience or knowledge in high-end fashion/luxury brands.
  • Good fashion sense and trend awareness.
  • Born in or after 1997.