As a key member of the UGG PR team, the Associate PR Manager will support the PR Manager in developing and executing integrated PR strategies to further elevate the brand influence across fashion, lifestyle, and youth culture. This role needs to be independently worked with PR agency to communication with key stakeholders such as routine manage media and KOL relations, PR seeding, sample management, brand events, content collaborations, and crisis communications support, while guiding PR agency to ensure consistent brand messaging, sustained voice, and premium brand image.
This role should be able to generate creative content from PR perspective for other communication channels to adapt and extend. Needs to support line manager for brand relevant event proposal and execution and media co-op. Should be passion to the brand, to be very well organized and result oriented.
30% PR Strategy & Planning
• Participate in annual/quarterly PR strategy development, translating brand marketing calendars, product launch timelines, and market trends into actionable PR plans.
• Assist the PR Manager in managing the PR budget and tracking project ROI.
• Monitor industry trends, competitive PR events, and public sentiment to provide data-driven insights for strategy dynamic adjustment.
Media & Influencer Management
• Build and maintain relationships with key media (fashion, trend, lifestyle, youth-art, business, mainstream) including editors, KOLs, and digital creators.
• Develop long-term relations and independently deal with key media partner and Top KOL in China.
• Lead sample and PR seeding, coverage tracking, and reporting; initiate exclusive media collaborations, cover stories, and deep-dive features story.
• Manage the selection, negotiation, execution, and return-on-value for celebrity, talent and top-tier KOL partnerships to drive brand heat and premium endorsement.
• To explore in-depth and intelligent potential opportunity with key media partner to increase PR value ROI for UGG
20% Cross-functional Collaboration & Agency Support
• Work closely with digital/social team, product, E-commerce, Retail, to align PR efforts with overall marketing calendar.
• Support PR Manager in cross-departmental projects and corporate reporting. To monitor PR agency retainer performance, control PR coverage quality and quantity with clear KPI.
• In-depth co-op with PR agency to supervise press release development, distribution and follow up to ensure maximum exposure.
• To provide monthly, campaign, project report to share with global and internal team.
• Manage PR agencies to ensure good execution of campaign timeline, content development, activity/event planning, etc.
20% Content Creation & Asset management
• Write and localize global campaign press release, media kits, talking points, brand stories, and other PR materials to ensure accuracy, brand tone consistency and maximum exposure
• Manage brand image library, video assets, and sample inventory to enable quick access for media and partners.
• Leveraging local seasonal topic/hot issue to create brand/product/celebrity relative content to drive brand buzz, both TPR and EPR.
• Leveraging local talent to create brand/product relative content to drive brand awareness.
• Smoothly work with digital/social team to intergrade PR and social resource, generate maximize brand exposure.
20% Brand Events & PR Activations
• Co-plan and execute offline/online PR events such as product launches, media previews, brand anniversaries, and pop-ups.
• Oversee media invitations, on-site reception, material preparation, and post-event coverage follow-up.
• Assist in managing third-party agencies to ensure execution quality meets brand standards.
• Support Retail marketing store opening activity
10% Administrative:
• To do PO in system and payment follow ups.
• To do monthly A&P report on TPR part.
• To well follow the company vendor selection policy well manage the vendor pitch process