Design Your Future at PVH

POSITION SUMMARY:

This role is to spearhead and drive Calvin Klein brand relevance in APAC region through the power of PR in today’s world of influence – earned media and press media impact.  This includes developing strategies to amplify campaigns, creating compelling storytelling angles and activation plans, and lead execution to maximum exposure.

PRIMARY RESPONSIBILITIES/ACCOUNTABILITIES OF THE JOB: 

Communication Strategy & Planning

• Develop influencer and press strategy for the APAC region to drive key initiatives and campaigns working closely with brand marketing counterparts
• Develop compelling storytelling angles for campaigns and product messaging. Align or adapt with global counterparts.
• Build activation concepts, content collaboration concepts, and seeding plans that generate earned exposure
• Develop regional press tactics including exclusives, editorial, syndication plans to drive media impact
• Work closely with marketing and cross functional teams to ensure synergy full funnel plans
• Work with global counterparts to support regional needs, adapt & guide global plans for APAC relevancy
• Work with local markets to gain insight and knowledge to formulate best tactics
• Draw insights from past campaigns and translate into action
• Lead communications with external agency support if any

Execution in Excellence

• Develop execution guides, influencer briefs and facilitate deployment working with local markets, be the gatekeeper to ensure on brand execution and tactics
• Develop press materials working with relevant global counterparts
• Manage global seeding initiatives for the region
• Manage regional media and product shooting requests

• Review and manage regional press & influencer lists, identify influencers who align with brand values, target audience and marketing objectives
• Work with regional and global stakeholders to gain alignment on any local initiatives

• Support global / regional/ local events execution to maximize on brand exposure
• Work closely with creative teams to align on product styling or content development needs

Crisis Management  

• Closely monitor in real-time, the PR impact of any potential crisis 
• Manage communications strategies to protect the company's reputation
• Work closely with all local market and global teams to craft responses as needed

Internal Communications

• Work with corporate communications to engage and excite internal associates on brand happenings
• Develop brand engagement activities and communication materials

KPIs and Reporting

• Set annual and by program KPIs for the region and local markets
• Submit regular KPI tracking, working closely with marketing teams
• Submit monthly PR clippings reports to CKI
• Submit special reports: press events, store openings and digital campaigns

INTERNAL & EXTERNAL CONTACTS:

Internal:  Global communications & marketing, Regional Marketing & Cross Fuction teams, Local marketing teams      

External:  PR & Event agency, press & media, influencers

CREATIVITY:  Must possess a strong fashion aesthetic; interest in trends, lifestyles, competitors and media. Able to introduce new ideas. Can work within the creative process effectively, and support to bring ideas to reality.

TEAMWORK:  Positive and able to build good working relationships; collaborates toward deadlines and deliverables. Able to communicate effectively across the team and organization.

ORGANIZING:  Works according to defined schedules and deadlines; takes direction well and able to work with high accountability; manages own work and tracks progress. Seeks out resources to get things done; able to multi-task and adapt to changing priorities.

ENVIRONMENT:  Ability to work in fast-paced, team-oriented setting; daily interface with Global, Regional and Local GTM teams.

QUALIFICATIONS & EXPERIENCE:

Experience:  More than 7 years PR & communications experience. Well verse in Asia social media landscape and press relations.  Experience in Fashion industry.

Education:   Bachelor’s degree or above

Skills:

• Strong interpersonal, communication and presentation skills
• Strong English written skills, experience in press release and/ or copy writing an advantage
• Social savvy, creative, spots trends with a strategic lens and able to translate into action plans
• Collaborative and communicative, capable of working with multiple stakeholders and multi-tasking
• Well organized, self-motivated and pro-active with proven work ethics
• Fluent in written and spoken English. Chinese or another Asian language a plus