Director of PR

May 17, 2021
0

The Director of PR serves as the lead on all global Public Relations activities, including (but not limited to) editorial strategy and outreach, press relations, influencer relations, celebrity dressing, industry engagements, agency management, and press materials.

Responsibilities
  • Develop and execute PR strategies, to support all seasonal collections, category highlights, product and collaboration launches, store openings, and brand partnerships.
  • Amplify the voice of our brand through featured press, Podcasts and manage all national and international press interviews and collection reviews.
  • Secure press (online and print) in influential trade and consumer titles on new initiatives and seasonal collaborations, ensuring constant conversation around the brand and creating consistent buzz in the media.
  • Support New Store Openings with regional press and influencer support.
  • Maintain editorial relationships with influential media, costume/wardrobe stylists and influencers.
  • Manage celebrity dressing, identifying product and target strategy in partnership with agency, maximizing placements across media.
  • Identify press and industry opportunities that nurture editorial relationships, build brand awareness, elevate positioning, and drive new customer acquisition.
  • Introduce the brand to new editors, stylists, and industry contacts by way of meetings and interviews.
  • Oversee all editorial feature, product, and celebrity dressing requests.
  • Plan and execute new collection reviews, pre- and post-press coverage, coordination of cross-departmental needs.
  • Manage the development of press materials including press releases, press imagery, media alerts, and interview talking points.
  • Act as liaison to PR and celebrity agencies ensuring that they have all the tools needed within an appropriate timeframe to execute media strategies.
  • Manage the press and celebrity budget, overseeing the prompt processing of invoices, and ensuring monthly reconciliation with finance P&L.
  • Oversee PR Manager in the end-to-end sample process workflow; managing the sample calendar, collaborating with the cross-functional teams to maximize opportunities through optimized sample trafficking and maintenance; oversee the sample duplicate orders and collection coordination.
  • Oversee weekly and monthly press reporting, execute quarterly press reports, and manage influencer ROI tracking.
  • Oversee usage and implementation of PR support platforms and subscriptions.
  • Oversee submission and delivery of creative requests for all press activities.
  • Manage and mentor the PR Manager, whose core duties include: sample trafficking, gifting orders, media pitching, list building, PR closet management, thank you coordination, media monitoring, calendar management, budget tracking, and reporting.
  • Maintain excellent internal relationships with cross functional key partners – events & partnerships, design, merchandising, retail, wholesale, ecomm, marketing etc.
  • Stay current on fashion trends, competitive PR activities, media news and editor shifts to provide insight and suggestions that improve our editorial position in the marketplace.
  • Track tiered global influencer program targeting macro and micro influencers, constantly reinforcing seasonal messaging through influencer dressing placements.
About the contributor
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Josette Romero
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