hcm - pr & Media Manager

I. JOB BRIEF:
The PR and Media Manager is a very unique role within our company. This is not a standard content, social media or marketing operations role. Please read this JD carefully. We are very specific about our expectations on a candidate's capabilities. A Director level role is available for candidates who've held similar Director level roles at organizations of similar scale. Reference checks will be conducted before a job offer is made.
You have an eye for creativity and understand the fashion industry deeply including the principles of different styles, mixing and matching, the latest in vogue and a taste for what's fashion forward. You are also able to identify the positioning, target audience and consumer insights of our many brands.
You have an established network with experience working and building relationships with KOLs and celebrities, being able to negotiate and structure agreements to maximize value with leveraged costs and benefits while building a relationship over the long term.. You also understand the importance of cultivating a network of stylists - providing them our latest collections for shootings with celebrities in exchange for free exposure for our brands. We have done this with stylists for Ngoc Trinh, Ho Ngoc Ha and many others.
You are confident in your ability to plan and execute an ATL or BTL photo or video shoot for a campaign and be fully accountable for delivering a final product that meets the standards, expectations and guidelines of our brands within the budget you are provided. A product shoot for our catalog might have a budget of less than 20tr VND while a ATL brand campaign would have a budget of hundreds of millions VND - you are confident in your ability to fully manage media production for both and everything in between.
You understand PR and the media, being able to spin unique stories and PR angles that will capture attention with brand appropriate storytelling and messaging. You also understand the entertainment industry and will constantly strive to achieve earned media for our brands within film, television, web dramas or other mediums via free or landed cost product sponsorships. We routinely sponsor TV shows and movies by providing our latest collections to be worn which generates free earned media.
You will work closely with the marketing teams to ensure your KOL & celebrity seeding, media production and PR is amplified via digital channels to reach our target audience. Social media management is not under your scope, but production of PR & media campaigns to be used and promoted online will be. You will also work closely with the Marketing Managers on organizing VIP client events or store openings which require KOL & celebrity attendance, media coverage and own the pre & post event seeding and coverage.
Most importantly - you are resourceful, you execute, are extremely well organized and are a team player. We are looking for someone who can take consistent action, produce results, is not wasteful and works well with others within our company. You will be in charge of managing PR & Media activities for many brands and therefore strong project management and organization skills will be absolutely essential and expected.
II. JOB RELATION:
1. Direct superior: Chief Marketing Officer
2. Major internal communication: Other departments
3. Major external communications: N/A
III. DETAILED JOB DESCRIPTION:
1. Brand Management & Strategy
Outcome: develop the long term growth strategy, maintenance and management of our brands within the Vietnam market
- Ensure brand consistency is maintained across all marketing channels and activities as per the guidelines of each individual brand
- Support CMO and Marketing Managers in the brand development strategies appropriate for the target market, audience and relevant consumer insights of each brand
- Ensure clear target audiences, above the line & below the line marketing communication messaging and activities are set appropriately for each portfolio brand.
- Coordinate with regional principles as required on the integrity, growth and performance of the brand
2. Corporate Communications
Outcome: Oversee the corporate communications strategy for the group to build corporate branding, communications and image
- Manage the CEO personal PR strategy
- Oversee the company's corporate communication channels including social media, Linkedin, company news on website
- Develop an external PR strategy for the company to raise awareness of our business in among the finance and investor market
- Ownership on a corporate PR content calendar and content strategy
3. Brand Campaign Management & Media Production
Outcome: to produce outstanding creatives for our brand marketing campaigns for digital, social media, PR, print, editorial, OOH or other mediums.
- Be fully responsible for planning, organizing and executing media production including photoshoot or video shoot for any above the line or below the line campaign.
- Coordinate with brand managers and brand principles during the planning process to ensure the creative theme, concept and KOL/celeb selection falls within the brand guidelines.
- Work and coordinate with all parties involved - including stylist, photographer, production agency, creative director, KOL, celebrity, post production / editing etc.
- Be capable of planning and executing appropriately based on the budget and requirements of the brand and campaign.
- For example, a look book photoshoot in our studio for a new collection might have a total budget of only $1,000, while shooting for an ATL brand ambassador campaign will have a budget of tens of thousands of dollars. You must be capable of executing both and everything in between.
- Be accountable for delivering a final product that meets the standards, expectations and guidelines of our brands.
4. Brand Ambassadors, KOLs and Influencers
Outcome: To cultivate relationships with influential people who will showcase and talk about how cool our brands are to their loyal audiences and followers.
- Build direct relationships with KOLs influencers and leading celebrities with the goal of replacing external agencies over the long term
- Work with marketing team and brand principals to propose appropriate KOLs or ambassadors that are appropriate for our brands and target audiences
- Approach, negotiate and secure brand ambassador contracts with leading celebrities for our ATL campaigns
- Work with the marketing team to launch successful KOL seeding campaigns on social media.
- Ensure clear guidelines are developed for KOL seeding campaigns to ensure our brands are not mixed with other brands during their posts
5. Sponsorships, Earned Media & Stylists
Outcome: To get earned or at cost media exposure for our brands to ensure we constantly appear and remain top of mind within the culture.
- Be in the know for who the top television, movie, music video, web drama producers are and what projects are coming up in order to maintain product sponsorship dealflow.
- Negotiate free or in kind product sponsorship while always ensuring the integrity of our brands are maintained.
- Continuously develop relationships with popular stylists by providing them our latest collections for their photoshoots with top celebrities or influencers.
6. PR And Editorial
Spin stories and angles for our campaigns that will captivate and draw media attention to our brands and marketing campaigns.
- Build relationships with journalists and media outlets to
- Work with the Social Media & Content Manager and Marketing Managers to develop unique angles and stories around our campaigns, KOL seedings, new store openings and other activities ● Lead any crisis management initiative for our brands with the media if needed
7. New Store Opening & Media Events
Outcome: launch new store openings or execute brand building media events for our fashion brands
- Coordinate with the marketing team to support new store opening or VIP media events. .
- Support the development of a creative theme and activities for the events
- Coordinate with and book KOL's that are brand and budget appropriate for our events.
- Ensure high quality photo and video production for BTS content to be used for social media & PR.
- Develop a PR strategy to build buzz around our store opening or events