Assistant Public Relations Manager

Job Summary
Based in Singapore, the Assistant Public Relations Manager is responsible for planning and implementing public relations strategies on a global scale across key and potential markets. As part of the Public Relations team, this position is also responsible for directing the efforts of Public Relations agencies and coordinating at the strategic and tactical levels with the other departments of the brand’s regional offices.
Primary Relationships
This position reports directly to the Assistant Communications Director.
Within the organisation, this position will also work with the Marketing, Social, Digital and CRM teams and will also have working relationships with the Design and Operations teams, the Tea Institute, as well as staff with similar positions within partner and franchise organisations. Outside the organisation, the position has secondary working relationships with Public Relations & influencer agencies, digital agencies, etc.
Job Descriptions
Oversee and guide the strategic efforts of global partners and Public Relations agencies to secure media coverage in top-tier local and international publications.
Assist in creating, implementing and measuring the success of a comprehensive global Public Relations strategy that enhances the brand’s luxury image and international positioning across key and potential markets.
Direct the development of press releases, media alerts, and Public Relations pitches, ensuring alignment with brand objectives, while coordinating execution through global partners and Public Relations agencies.
Represent TWG Tea as the brand’s global voice in collaboration with partners and Public Relations agencies, ensuring adherence to brand and editorial guidelines in all external communications.
Cultivate and maintain successful working relationships with international media publications, journalists, key opinion leaders/influencers and content creators to drive earned media and organic social media coverages.
Oversee global partner and agency engagement with international media on requests, photoshoots, and giftings, ensuring brand alignment and strategic consistency.
Monitor and evaluate press and social media coverage, as well as global industry trends, and provide strategic insights to internal stakeholders.
Collaborate with TWG Tea subsidiaries, franchises, and distributors to ensure global alignment on brand communications and editorial standards.
Manage global Public Relations crises in coordination with external Public Relations agencies and internal stakeholders.
Coordinate with global partners and Public Relations agencies on the planning and implementation of campaigns and initiatives across key and potential markets.
Oversee the proper archiving of global Public Relations reports and media clippings and ensure the regular review and enhancement of Public Relations reporting standards.
Manage the upkeep of TWG Tea’s global media database and ensure periodic refreshes of media outreach strategy to constantly remain current.
Requirements
Minimum of 3 to 4 years’ experience in communications, public relations and influencer marketing with demonstrated success on a global level, preferably in the luxury retail sector.
Bachelor’s degree in communications and public relations preferred.
Experience working in an international Public Relations agency or luxury brand is an advantage.
Applicants must be fluent in written and spoken English.
Others
Demonstrated skills, knowledge and experience in the design and execution of luxury marketing, communications and public relations activities.
Strong creative, strategic, analytical, organizational and personal skills.
Demonstrated successful experience writing press releases, making presentations and negotiating with international media.
Computer literacy in word processing, data base management and page layout.
Commitment to working in cross-functional teams.
Ability to manage multiple projects at a time with a high level of attention to detail.
Out-of-town, overnight travel to Singapore or within the region might be required from time to time (less than 5%).
Only shortlisted candidates will be notified.
Please upload detailed resume, indicating reasons for leaving, last drawn salary, expected salary and date of availability.
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