Job Title: Director, Brand PR
Reports to: U.S. President
Location: Los Angeles, CA
Job Status: Exempt
About SHEIN
SHEIN is a global fashion and lifestyle e-retailer committed to making the beauty of fashion accessible to all. We use on-demand manufacturing technology to connect suppliers to our agile supply chain, reducing inventory waste and enabling us to deliver a variety of affordable products to customers around the world. From our global offices, we reach customers in more than 150 countries. Founded in 2012, SHEIN has nearly 10,000 employees operating from offices around the world, with U.S. Headquarters located in Los Angeles and Global Headquarters located in Singapore. In SHEIN, we work with outstanding, creative, and capable peers. We share an energetic and open culture for capable people to discern, work and ignite as a team.
Position Summary
The Director, Brand PR oversees all U.S. PR activity for the SHEIN brand and sub-brands, leading the promotion of breakthrough brand campaigns and multi-channel communications strategies that will drive awareness, conversion and brand love.
With a deep bench of media relationships, an attention to detail and planning, and ability to oversee projects independently from start to finish, the Director is a critical part of taking SHEIN PR to the next level.
Responsibilities
- Oversee all PR for the SHEIN brand and sub-brands
- Strategize, execute and measure PR plans for key brand moments, including new partnerships, campaign launches and our signature platforms like SHEIN X 100.
- Secure feature brand stories in national and regional press.
- Develop and maintain relationships with top tier publications, editors and reporters covering SHEIN and our brands.
- Partner closely with Marketing and Corporate Communications teams to manage assets and ensure alignment and amplification.
- Hold PR team accountable for meeting key KPIs across all PR projects, keeping Marketing teams and other internal partners updated.
- Manage PR strategy for special projects (e.g. SHEIN Together Fest, SHEIN Runway)
- Maintain a clear understanding of all current, potential, and future collaborations, activations, launches and events.
- Manage PR agency of record, handling annual planning and holding our partners accountable on deliverables and reporting.
- Supervise two PR team members responsible for coordinating product placements, paid ad campaigns and account coordinator duties.
- Ensure PR team is maintaining media lists and coverage trackers weekly and circulating weekly and monthly reports to the Marketing and Brand teams.
Skills and Qualifications
- 8-10 years in Fashion and or large Tech E-commerce Public Relations expertise. With a min of 3 years of management experience.
- Strong consumer/lifestyle relationships, fashion/beauty preferred.
- Experience in Fashion, Entertainment or Consumer Public Relations in-house or agency.
- Superior writing and communication skills and attention to detail.
- The ability to multitask, prioritize and operate under pressure and across multiple time zones.
- Strong knowledge of the industry.
- Social media skills (Facebook, Twitter, Instagram, TikTok etc.).
- Must be able to do overnight travel and work late evenings when needed.
Pay: $134,000 min. – $236,500 max. base. Annual bonus & RSU offered.
SHEIN Benefits and Culture:
- Healthcare (medical, dental, vision, prescription drugs)
- Health Savings Account with Employer Funding
- Flexible Spending Accounts (Healthcare and Dependent care)
- Company-Paid Basic Life/AD&D insurance
- Company-Paid Short-Term and Long-Term Disability
- Voluntary Benefit Offerings (Voluntary Life/AD&D, Hospital Indemnity, Critical Illness, and Accident)
- Employee Assistance Program
- Business Travel Accident Insurance
- 401(k) savings plan with discretionary company match and access to a financial advisor to meet retirement planning goals.
- Vacation-Paid time off
- 9 Paid Holidays/6 Sick Days
- Employee Discounts
- Perks (HQ Location)
- Free weekly catered lunch at HQ
- Dog-Friendly office
- Free Gym Access at HQ
- Free Swag Giveaways
- Annual Holiday Party
- Invitations to pop-ups and other company events
- Complimentary daily office snacks and beverages
- Free Shuttle Service from HQ to LA Union Station
SHEIN is an equal opportunity employer committed to a diverse workplace environment.
SHEIN Distribution Corporation
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