Senior Public Relations Manager - FMCG; Remote

Responsibilities

• Develop PR and communication strategies for the North American market, define communication objectives, core messaging and content calendars, and enhance brand awareness and reputation in overseas markets.
• Lead the planning and execution of overseas PR campaigns, including product launch PR events, brand collaboration promotions, PR for industry exhibitions, CSR initiatives, etc., ensuring alignment with local culture, regulations and brand identity.
• Regularly analyze and evaluate PR performance using metrics such as media impressions, brand search volume, social media buzz and public sentiment, optimize PR strategies and execution plans to improve communication ROI.
• Build and maintain a global core media resource matrix, manage media relations including media pitching, interview arrangements, press release distribution and relationship nurturing, respond to media inquiries in a timely manner and resolve potential communication issues.
• Independently draft English press releases, media kits and news materials (including brand stories, product highlights, executive interview Q&As, etc.), ensuring content fits media tone and audience preferences to secure proactive media coverage and in-depth partnerships.

• Bachelor’s degree or above; 5+ years of relevant experience in PR and communications, including at least 3 years of experience in brand PR for overseas markets. Preference for candidates with experience in apparel, fashion, FMCG or consumer electronics brands going global.
• Excellent oral and written English skills, with English as the primary working language. Experience living and working in North America is a strong plus.
• Familiar with overseas media ecosystems and understands the operational logic of media, editors and content production. Candidates with existing media and agency connections are preferred.
• Proven track record in successful PR campaigns, event marketing and viral topic campaigns. Experience managing celebrity or influencer partnerships is highly desirable.
• Strong organizational, communication and teamwork skills; results-driven, responsible and able to work effectively under pressure.