Senior Public Relations Director

Description

Role Overview
This role will lead the development, deployment, and execution of Estee Lauder Brand Communications strategies in China market , ensuring alignment with the brand’s global vision while tailoring initiatives to the local market. The candidate will drive brand equity and support product launches through strategic brand collaborations, influencer marketing, and localized PR activations. This person will craft strategies that enhance brand awareness, foster purpose-led connections, and strengthen the brand’s influence within key Chinese communities.

Key Responsibilities

Strategic Communications & Brand Development

• Develop and oversee China-specific PR and Communications strategies for Estee Lauder brand campaigns and product launches.
• Partner with Regional and Local Marketing teams to ensure alignment with global brand identity while adapting to China’s market dynamics.
• Lead China-focused Influencer Marketing, including talent partnerships, content creation, and seeding strategies tailored to local platforms (Weibo, Douyin, Xiaohongshu, etc.).
• Establish guidelines to ensure messaging consistency while allowing for cultural relevance in China.

Brand Collaborations & Partnerships

• Spearhead localized brand collaborations, identifying and securing strategic partners that resonate with Chinese consumers.
• Work cross-functionally with China Marketing, E-Commerce, and Social Media teams to ensure seamless execution of partnerships.
• Develop Advocacy & Word-of-Mouth strategies that leverage China’s digital ecosystem and KOL/KOC networks.

PR & Media Relations

• Oversee China PR activations, including press releases, media events, and high-impact brand experiences.
• Manage relationships with local media, influencers, and brand ambassadors to amplify brand storytelling.
• Negotiate and execute talent contracts in collaboration with Legal and Compliance teams.

Performance & Budget Management

• Define and track KPIs to measure PR effectiveness in China, adjusting strategies based on insights.
• Manage the China Communications budget, ensuring optimal allocation and ROI.
• Present performance reports and strategic recommendations to Global and Regional Leadership.

Team Leadership & Cross-Functional Collaboration

• Lead and mentor the China PR team, fostering innovation and excellence.
• Collaborate closely with Global Social Media, E-Commerce, Creative, and Product teams to ensure integrated campaigns.
• Share China market insights and success stories with global teams to enhance cross-market learning.

Qualifications

• 10+ years of PR, Communications, or Influencer Marketing experience, with a strong focus on China’s luxury/beauty/fashion landscape.
• Deep understanding of China’s digital ecosystem (WeChat, Douyin, Xiaohongshu, Weibo) and media landscape.
• Proven track record in brand partnerships, talent negotiations, and high-impact PR campaigns.
• Strong leadership skills with experience managing teams and agency partners.
• Fluent in English and Mandarin; exceptional communication and presentation skills.