Senior Public Relations Executive SG

MISSION AND RESPONSIBILITIES:

The (Senior) Public Relations Executive will play a pivotal role in elevating Guerlain's brand reputation, image, visibility, social engagement, media relations, to setting whole new footprints in Singapore based on the set KPI, objectives and global core strategy defined by the Marketing Manager. This position will develop, implement, strategize, analyse public relations initiatives and activities based on launches calendar, intimate engagement, retention, and sustenance of voice, working hand-in-hand with Marketing Manager to foster strong bond and relationship with the friends of the Maison Guerlain and Media landscape in Singapore.

PUBLIC RELATIONS STRATEGY

1. Develop, maintain and execute compelling PR strategy leveraging on unique identity for each launches with a cohesive brand storytelling in mind for image and awareness generation amongst Media and Influencers in Singapore.
2. Lead, Improvise, Localise HQ guidelines with local branding objectives for relatability and perceptive SOVs for the targeted audiences to increase awareness and communication.
3. Always in-the-know for new trends, new experiences, and new platform mechanisms from luxury competitors.
4. Responsible to refresh, renew, sustain ideas and personalities to amplify even-better campaign performance for key launches to improve ranking in print/ digital/ social outputs in monthly basis.
5. Work closely with regional PR, Trade, CRM team to ensure that execution of in-store experiences and OOH events can be synced to optimize on cashflow without diluting press/ influence experience.
6. Manage overall PR budget assigned and ensure right allocation to key franchise to garner strong coverage on all channels via earned and owned media (Seeding, Media buy, Exclusive opportunities, etc).

MEDIA & INFLUENCE RELATIONS

1. Engage and Maintain media and influence relationship as long-term partnership with clear conversation lead, and objectives to capitalize periodically.
2. Conduct Conceptual media pitching with stories, exclusivity of angles/ personas to secure earned output or amplify owned output.
3. Develop cohesive plans for paid engagements/ stories every semester or FY to nurture strong front of friends of Maison Guerlain for a long run.
4. Curate, coordinate, execute launches seeding to target media and KOLs strategically for earned social/ digital coverage. Facilitate loans for media shooting in timely manner with close coordination with other marketing function ie. Retail team.

EVENT PLANNING AND MANAGEMENT

1. Craft, plan and coordinate PR events for key launches based on HQ guidelines and maintain a strong brand image and storytelling of key launches.
2. Source, manage and secure unique or conceptual venues alongside with catering, dcor, AV requirements, experience set-up, compliance for PR events with external third parties.
3. Manage, secure and track RSVP lists for attendees on organic and paid attendees to amplify event deliverables and coverages from all facets (Media, Celebrity and Influence).
4. Be on-ground, troubleshoot and resolve any event-day challenges from VM Set-Up to other topics relating to making a success of the event (Best Practice level of execution is expected).

PRESS RELEASES AND COMMUNICATIONS

1. Develop and disseminate compelling communication to media and influences with engaging, accurate, timely, localised press releases and time-to-time tactical communications for pitching.
2. Pitch and leverage to highest earned value of outputs for exclusive HQ/ Ambassador assets or synchronisation from other countries of Maison Guerlain engagements.
3. Ensure messaging and language consistency across all communication channels or press materials.

MEDIA COVERAGE MONITORING & REPORTS

1. Monthly reports including clippings from seeding or paid engagements, post-event reports, competitor's reports, case studies (specific brands upon request for in-depth study internally).
2. Monthly sync-up reports on key launches to regional team (upon request on key launches only).
3. Be on top of all LVMH Beauty monitoring system such as. DMR, Lefty for macro, micro, nano monitoring in print/ digital/ social.

QUALIFICATION AND SKILLS:

• Min. 2 years of PR experience in luxury industry (Beauty and PR event background is a plus).
• Excellent communicator and coordinator are encouraged to apply.
• Bachelor's degree in marketing, public relations, comms are preferred but not limited to.
• Comfortable being in public and understood the landscape of social media platforms (i.e. Instagram, Tik Tok, Google, etc)
• Established prior network with media and influencer communities in Singapore especially in luxury and lifestyle industries.
• Willingness to adapt, thrive in a start-up like environment where flexibility and hands-on approach are key factors to succeed.
• Ability to capitalize in innovative creative strategies to optimise PR budget spent in paid media/ influence.