Public Relations Executive - FBP

I. BUSINESS CONTEXT

Fragrance

• Maximize portfolio, dominant brand leadership and continue to recruit​
• Brand equity #1, own 5 key brand attributes on strength
• Solidify leadership & growth of premium fragrance & pillars

Skincare

• Build skincare credibility and relevancy
• Brand equity #1, BE ranking improvement & win in premium market
• Build 2nd pillar on skincare as local champion

​Make up

• Amplify vitality & revive lips recruitment
• Solidify leadership & growth of premium fragrance & pillars
• Brand equity #1, solidify makeup rank and gain market share
• Lips outgrow market cross channels
• Gain Face market share

II. FUTURE STAKES

• Continue to build story points of views to win TOM and create dream for all
• through creative use/mix of new media
• A house view to create focused impact, harmonize a house calendar, not noise across divisions
• Create color statement and strengthen face expertise, especially for makeup
• Build reasons to believe and enhance relevancy and credibility, especially for skincare
• Demonstrate House of fragrance image.
• Sustain Brand equity positioning from No. 1 to Only 1

III. RESPONSIBILITIES AND ACCOUNTABILITIES

1. PR Communications & Strategy

• Support PR Manager in developing and executing PR strategies to strengthen brand equity, visibility, and cultural relevance for Fragrance & Beauty Products.
• Assist in executing communication plans aligned with brand objectives, launches, and key activations.
• Collaborate with Regional and Global teams to ensure alignment on communication strategy, timelines, and press tools.

2. Media & Influencer Relations

• Build and maintain strong relationships with editors, journalists, influencers, and key media partners to maximize quality exposure and visibility.
• Handle day-to-day media and press relations, including coordinating sample trafficking, product loans and responding to press inquiries etc.
• Support influencer and celebrity partnership coordination in alignment with brand communication objectives.

3. Content & Campaign Execution

• Execute content plans and monitor spending against budget to ensure efficient resource allocation and delivery.
• Support PR events and activations by coordinating with internal stakeholders, agencies, and local event team to ensure seamless execution and consistency.
• Coordinate with Regional/Global teams regarding press tools and related materials ordering.

4. Reporting & Brand Image Management

• Monitor media coverage and prepare monthly clippings, PR reports, and exposure analysis.
• Support PR Manager to monitor and ensure high-quality visual production and consistency of brand image for content creations.
• Coordinate internal approval processes and materials with relevant teams.