B&W Vietnam Social & PR Lead

B&W VIETNAM SOCIAL & PR LEAD

Reporting to: Vietnam Hair Care Marketing Demand Creation Lead

JOB PURPOSE 

The purpose of the Social and PR Lead is to support all Brands with earned first expertise.

MAIN RESPONSIBILITIES

• Custodian of the social equity of B&W brands (i.e. social strategy, PAC managements – Platforms & Culture), cohort definition and development, content territory identification.
• Works with Content Lead in ensuring Content Supply Chain is delivering to social strategy of brands
• Takes lead in driving Influencer Marketing and Communities (ex-Others Say) for total B&W
• Drives the social agency ecosystem to deliver to the requirements of B&W, providing clear briefs, reviewing proposals, and ensuring alignment with brand objectives and budget.
• Develop and execute strategic PR plans aligned with brand marketing objectives, leveraging a deep understanding of the beauty industry, media landscape, and target audience.
• Cultivate and manage relationships with key media contacts, including beauty editors, journalists, bloggers, and influencers, securing positive media coverage and brand mentions.
• Manage the brand's reputation, proactively addressing potential issues, mitigating negative press, and ensuring consistent brand messaging across all earned channels.
• Oversee press engagement activities, including press releases, media kits, interview coordination, and press events, maximizing brand visibility and positive sentiment.
• Collaborate closely with the Community Management Specialist, providing guidance and strategic direction to ensure alignment between PR and community engagement efforts.
• Ability to collaborate with other demand squad members to choreograph earned, owned and paid content to drive impact.
• Knows how to craft a narrative for earned storytelling, with a keen sense of what works to drive desire for our brands.
• Track and analyse social campaign performance, measuring key metrics such as media impressions, reach, engagement, and sentiment to demonstrate ROI and inform future strategies.
• Understanding of social trend cycles, what works, what doesn’t in content
• Ensure feedback loop with global marketing organizations in order to drive replicable successes and learning loop.
• Passionate about beauty, purpose and PR industries with an eye to test new strategies, ways of working (eg AI), and content formats
• Leveraging knowledge /experience of diverse beauty needs and ability to react to the cultural landscape is a must.
• Ability to manage local issues and risk
• Understands how to manage talent and experts and can build relationships.
• Set and meet KPIs.

WHAT YOU NEED TO SUCEED

Experience

• Proven Track Record: Proven experience in public relations, ideally within the beauty industry or a related consumer goods sector (fashion, lifestyle).
• Digital PR Expertise: Demonstrated success in developing and executing PR campaigns across digital channels, including social media, influencer marketing, and online publications, issues management, strategy and plan development, KPI creation and measurement.
• Media Relations: Established relationships with beauty editors, bloggers, and journalists, with a track record of securing positive media coverage.
• Brand Storytelling: Experience in crafting compelling brand narratives and messaging that resonate with target audiences.
• Agency Experience: Experience working in a PR agency specializing in beauty or lifestyle brands (often preferred, but not always required).
• Relationship builder and a publicist.

Additional Desirable Experience

• Strong Network: Existing relationships with key players in the beauty media and influencer landscape.
• Visual Eye: A strong understanding of visual aesthetics and how they translate across digital platforms (especially important for beauty brands).

Skills

Strategic Thinking & Planning:

• Beauty Industry Expertise: Deep understanding of the beauty industry, including current trends, competitor landscape, and target audience preferences.
• Digital PR Strategy: Developing and executing PR campaigns specifically tailored for online channels and digital platforms.
• Brand Storytelling: Crafting compelling narratives that resonate with the brand's values and connect with the beauty community.
• Passion for Beauty: A demonstrable passion for the beauty landscape, its products, keeping up with trends, innovations, and key players, reflecting a genuine enthusiasm for the field.
• Issues and Risk Management: Understands how to listen and prepare for issues, understands that proactive defence is key in futureproofing brands and when to proactively, reactively and passively engage, how to craft responses and how to manage stakeholders

Digital & Social Media Prowess:

• Social Media & Trend Expertise: Working knowledge of various social media platforms (Instagram, TikTok, YouTube) and how to leverage them and trends and communities for brand building. On top of cultural trends, understanding of social trend cycles, what works, what doesn’t in content.

• Media Relations: Identifying, building relationships with, and managing beauty, industry and consumer media to reach a wider audience.
• Content Creation: Creating engaging and visually appealing content, including key messages, fact sheets/dossiers, QAs, exec briefs, press releases.

Communication & Media Relations:

• Excellent Communication Skills: Conveying information clearly and persuasively, both written and verbal.
• Media Relations: Building and maintaining relationships with beauty editors, bloggers, and journalists.
• Community Management: Engaging with online communities, responding to comments and messages, fostering positive brand sentiment.

Other:

• Data Analysis: Tracking campaign performance, analysing data, and using insights to optimize future strategies.
• Trendspotting: Staying ahead of emerging beauty trends, digital platforms, and social media features.
• Creativity & Innovation: Developing fresh and innovative PR approaches to capture attention in the fast-paced digital beauty world.

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