As the PR & Marketing Manager, you will spearhead the strategic development and execution of communication and marketing programs in the Korea and Japan markets. In this pivotal role, you will enhance our brand presence through effective media relations, stakeholder management, and market activations.

Your responsibilities will include overseeing internal and external communications, with a focus on PR strategy and marketing initiatives such as event management and promotional campaigns. You will play a crucial role in aligning our efforts with brand objectives, driving impactful strategies that resonate in both markets.

The PR & Marketing Manager reports to the Regional Head of Marketing and Communications.

What you will do:

Strategic PR Leadership

• Drive the creation and implementation of innovative PR and marketing strategies to elevate brand visibility and recognition in the dynamic markets of Korea and Japan.
• Continuously monitor, analyze, and report on market trends, competitive activities, and the effectiveness of PR campaigns to inform strategic decision-making.
• Provide leadership and mentorship to the PR agency teams in Korea and Japan, guiding them in local strategy development, campaign execution, and media relations to ensure alignment with our brand values and objectives.

Media Relations & Brand Building

• Cultivate and maintain strong relationships with key media outlets, journalists, and influencers to secure favorable coverage and build long-term partnerships in both Korea and Japan.
• Act as the primary contact for all media inquiries, ensuring accurate and consistent brand messaging across all channels.
• Execute media relations strategies to position the brand as a leader in the fashion industry, enhancing brand equity in both markets.
• Oversee the creation and distribution of press releases, media kits, and other communication materials to ensure brand alignment.

VIP, Celebrity & Influencer Engagement

• Develop and implement VIP (celebrities and influencers) engagement strategies to amplify brand awareness and credibility in Korea and Japan.
• Enhance celebrity engagement by identifying, negotiating, and managing relationships with high-profile celebrities in both markets, ensuring their alignment with the brand.
• Establish and nurture ambassadorship programs with key Korean and Japanese celebrities to elevate the brand’s presence and reputation.
• Develop an optimal mix of influencer content that aligns with brand guidelines to effectively support our branding and marketing objectives.

Marketing & Event Activations

• Lead the planning and execution of marketing events and activations, including store openings, collection launches, and public exhibitions, in both Korea and Japan.
• Develop marketing campaigns to complement PR efforts, driving consumer engagement and enhancing brand perception through localized activations.
• Support the planning and implementation of market-specific promotions, working closely with the marketing and retail teams.
• Support any media buys and OOH planning and executions.

Stakeholder Management & Budgeting

• Develop and maintain strong relationships with key internal and external stakeholders, including media, business partners, and regional/global teams across Korea and Japan.
• Oversee the annual PR and marketing budget for Korea and Japan, ensuring effective resource allocation to maximize ROI on activities.
• Provide regular reports and updates to senior management on PR and marketing activities, budgets, and campaign performance for both markets.
• Collaborate with cross-functional teams, including marketing, retail, and e-commerce, to ensure cohesive brand messaging and strategy execution across Korea and Japan.

• Relevant experience in PR, VIP engagement, marketing, promotions, event management, and/or advertising, with a strong focus on the fashion industry.
• In-depth understanding of the Korean and Japanese fashion markets, including media landscapes and consumer behavior.
• Proven ability to lead and inspire teams, with strong strategic thinking and decision-making skills.
• Extensive experience in media relations, with a strong network of contacts within the Korean and Japanese media and influencer landscapes.
• Ability to generate innovative ideas and solutions, demonstrated by a successful track record in executing impactful PR and marketing campaigns.
• Strong execution skills, with a focus on delivering high-quality results even under pressure.
• Ability to cultivate and maintain strong relationships with a diverse range of stakeholders, both internally and externally.
• Experience in managing PR and marketing budgets, ensuring successful delivery while adhering to budget constraints.

This is a full time permanent contract based at our Korea Office.

Benefits

We offer all our employees attractive benefits with extensive development opportunities around the globe. All our employees receive a 25% staff discount usable on all our H&M Group brands in stores and online. In addition to our staff discount, all our employees are included in our H&M Incentive Program – HIP. You can read more about our H&M Incentive Program here.

In addition to this colleagues also receive

• H&M Group staff discount
• Flexible work arrangements
• Celebration of Long Service Award
• HIP - H&M Incentive Program for Long service employee
• Childcare / Family Care Leave
• Health checkup
• Wellness benefit 
• Paid leave / Sick leave
• Volunteer benefit

Inclusion & Diversity

At COS we’re determined to create and maintain inclusive, diverse and equitable workplaces throughout our organisation. Our teams should consist of a variety of people that share and combine their knowledge, experience and ideas. Having a diverse workforce leads to a positive impact on how we address challenges, on what we perceive possible and on how we choose to relate to our colleagues and customers all over the world. Hence all diversity dimensions are taken into consideration in our recruitment process. 

Company Description

About COS: Since our launch in 2007 we have opened stores and sell online in over 40 countries worldwide. Our collection offers elevated essentials, iconic pieces and innovative design. The creative soul of the brand is visualised through our storytelling, seasonal runway shows and connect with contemporary culture to create an experience beyond the expected. From the beginning, our design ethos has always put lasting style, quality and sustainability first. Today 92% of the materials in our collection are more sustainably sourced.

In this role you will have some flexibility to work remotely however due to the high level of cross department collaborations much of your time will be spent in our amazing office in Korea.

Ready to apply? Click on the I’M INTERESTED link where you can upload your CV securely. Once we have received your application, we will keep you updated regularly about the status of your application so please look out for our email.

Please note this position is offered on a local contract, therefore you should have the legal right to work in Korea before applying. Other candidates are welcome to register their interest and we will keep you in mind for future opportunities.

We are looking forward to hearing from you!