Director of PR
Position Summary
The Director of PR is responsible for developing and executing a comprehensive communications strategy that elevates brand awareness, strengthens VIP/celebrity and influencer relationships, and reinforces the brand ethos across all global markets. This role will lead press and talent initiatives, drive impactful storytelling, and partner closely with cross-functional teams to support key business priorities and brand growth.
Key Responsibilities
- Lead the overall public relations strategy to support brand positioning, product launches, partnerships, and seasonal campaigns across all channels.
- Own VIP, celebrity, and influencer strategies, including seeding, gifting, dressing, and product loans, to drive meaningful visibility and brand affinity.
- Set clear goals and KPIs for VIP and influencer initiatives, continually optimizing talent mix and tactics based on performance and learnings.
- Partner with social and digital teams to identify talent for content creation and collaborative campaigns, ensuring alignment with brand voice and objectives.
- Maintain and evolve a robust 360° marketing and events calendar that incorporates cultural moments, entertainment and fashion events, and brand-specific initiatives.
- Conceptualize and execute high-impact celebrity, influencer, and media events that generate buzz, content, and coverage.
- Manage relationships with external PR agencies and international partners, ensuring consistency of messaging, storytelling, and initiatives in all priority markets.
- Collaborate closely with design, merchandising, e-commerce, and marketing teams to craft compelling narratives and launch strategies for key product stories and capsules.
- Cultivate strong relationships with editors, stylists, industry leaders, and strategic partners to increase brand visibility and deepen industry relevance.
- Proactively pitch stories and secure coverage in top-tier fashion, lifestyle, business, and digital outlets.
- Develop and maintain press materials (press releases, media alerts, talking points, Q&As, brand fact sheets, bios) to support omnichannel initiatives.
- Create toolkits and communication guides to align internal teams and agency partners on key messages, brand pillars, and campaign narratives.
- Oversee sample trafficking process, ensuring efficient organization, tracking, and transportation for editorial, VIP, and event needs.
- Monitor, track, and analyze press coverage, preparing regular recaps and insights for internal stakeholders and leadership.
- Manage internal communications for major brand milestones, initiatives, and launches to ensure alignment across the organization.
- Own and manage the PR budget, including forecasting, allocation, and ROI analysis for events, partnerships, and initiatives.
- Stay informed of cultural trends, competitor activity, and media landscape shifts, identifying opportunities for innovative PR moments and brand differentiation.
Requirements
- 5–7+ years of progressive PR or communications experience, preferably in fashion, luxury, beauty, or lifestyle.
- Proven network of VIP talent, stylists, agents, and top-tier editors across print, digital, and social platforms.
- Demonstrated success building and executing PR campaigns that deliver measurable results and brand impact.
- High-energy, proactive self-starter with a strong sense of ownership and ability to thrive in a fast-paced, entrepreneurial environment.
- Creative problem solver with strong decision-making skills and the ability to pivot quickly as priorities evolve.
- Exceptional organizational skills with the ability to manage multiple projects, deadlines, and stakeholders simultaneously.
- Strategic thinker who can operate at a high level while executing tactically and hands-on when needed.
- Excellent verbal and written communication skills, with the ability to craft compelling narratives and present clearly to internal and external audiences.
- Advanced proficiency in Microsoft Office (Excel, PowerPoint, Word) and familiarity with Adobe Suite; experience with media monitoring and reporting tools a plus.
- Bachelor’s degree in Communications, Public Relations, Marketing, Journalism, or a related field required.
- Experience managing budgets, forecasting spend, and analyzing ROI on PR and event initiatives preferred.
- Innovative, “out of the box” thinker with a strong understanding of the evolving media and influencer landscape.
