Role Mission :
To build crocs brand through maximizing brand and product exposure and positive free publicity by co-recommending, co-planning and executing public relations initiatives and brand events.
He / She will achieve this mission by
Pro-actively co-developing and recommending PR strategies and its derived programs.
Co-planning and overseeing the development, preparation and implementation of a variety of public relations campaigns.
With direct reports, pro-actively maximize brand and (new) product exposure and opportunities for positive free publicity for crocs while maximizing integration with other elements of the marketing mix.
Key Process Accountabilities
1. PR Management
Manage the execution of related PR activities such as press conferences, interviews and advertorials that maximize brand and product exposure and creates opportunities for positive free publicity.
Establish & maintain good relationships with key Chinese media that will ultimately allow crocs to effectively and efficiently communicate our core concept messages, product information as well as event news.
Supervise the PR agency to plan and execute PR activities to maximize their quality service provision.
Co-develop monthly China PR Summary that recaps recent PR activities & article clippings.
Manage sourcing of all (locally produced) PR & Event material at the lowest price while still maintaining good quality and standards
2. PR Planning
Pro-actively co-develop PR strategies, plans and brand events.
Create comprehensive action plans for all related PR projects.
Work with cross-function teams and 3rd party to ensure effective event operation and success, including budget control, fashion show present and based on the business priority
Remain up to date on the fast growing China Media Environment
Follow the PR budget as set according to the marketing plan.
Negotiate and develop relevant project quotations with PR agency / vendors and media.
Assist in suggesting future PR budget.
Deliverables and Indicators (KPIs)
On time launch of assigned campaigns / projects
Quality of related campaign PR plans & execution
Integration of PR activities with other disciplines
Improved Brand Strength
Job Requirements :
Education : Bachelor degree or above
Experience : Minimum 6 years relevant experience
At least 3 years’ experience in PR department of a multi-national, or in a 4A’s PR agency that has a strong presence in China
Has strong relationship with media in China
Strong business sense and logical thinking
Good command of spoken and written English & Chinese
Excellent communication, writing, presentation, teamwork and relationship building skills are critical
Passionate, responsive strong willingness to learn and hard working
Work under pressure Travel Requirement As required
Key Role Dimensions :
Country related department
Regional Marketing team
Commercial service provider