PR Assistant Manager

MAIN RESPONSIBILITIES

Press Relations

Manage and oversee the external PR agency, providing clear strategic direction and ensuring all media inquiries are handled promptly and professionally.

Monitor agency performance against KPIs, ensuring consistent and high-quality media coverage across print and digital outlets.

Cultivate and manage relationships with senior editors, key journalists, and top-tier influencers, working through the agency to secure strong brand visibility.

Lead the creation and distribution of press kits, official statements, and press releases for key commercial seasons and brand milestones, ensuring alignment with global messaging and local market relevance.

Regularly review media coverage and industry trends to identify opportunities and competitive insights, briefing the agency accordingly.

Celebrity Management

Spearhead the celebrity dressing strategy, including talent identification, gifting, and red-carpet placement for key awards shows, film festivals, and high-profile brand moments.

Manage the end-to-end logistics of celebrity dressing requests, including product selection, fitting coordination, and on-site dressing support.

Lead the celebrity seeding program, including contract negotiation, gifting strategies, usage rights, exclusivity clauses, and ROI tracking.

Oversee all celebrity-related logistics for brand events, including invitation sending, RSVP tracking, and on-site celebrity reception and hospitality.

Build and maintain a robust network of celebrity stylists, agents, and publicists to secure organic and paid brand endorsements.

Contract & Financial Coordination

Lead the contract lifecycle for PR and celebrity-related activities, including negotiating, and finalizing agreements with different partners.

Ensure all contracts are compliant with legal and compliance requirements, managing the internal approval workflow.

Process and track relevant invoices, purchase orders, and budget allocation, ensuring accurate financial reporting.

Reporting and Presentation

Prepare executive-level presentations summarizing campaign performance, celebrity seeding ROI, and event-related PR impact.

Oversee the relevant PR coverage reports, analyze share of voice, sentiment, and competitive landscape.

QUALIFICATION, EXPERIENCE & SKILLS REQUIRED

Education

Bachelor’s degree in related field or equivalent experience in Communications, PR, or related field.

Languages

Fluent English in both spoken and writing.

Professional Experience & Know How

6–8 years of PR or communication experience, preferably in luxury, fashion, or jewelry.

Technical & Management Skills

Proficient in MS Office, media databases (e.g., DMR), social media platforms, and basic design tools.

Personal & Interpersonal Skills

Excellent written and verbal communication, strong attention to detail, highly organized, proactive, team-oriented, and able to multitask under pressure.