Responsibilities
1、Strategic Planning & Execution:
•Develop and implement the integrated annual Marketing & Communications plan for High Jewellery in China, aligning with the global brand strategy and business objectives.
•Formulate channel-specific strategies (PR and Social Media) to maximize brand exposure and achieve targeted KPIs across online and offline touchpoints.
2、Public Relations & Media Relations:
•Serve as the primary brand guardian, ensuring all communication materials (press releases, narratives, digital content, visuals) are consistent, premium, and adhere to the High Jewellery brand guidelines.
•Build, nurture, and manage strong, lasting relationships with top-tier jewellery, luxury, and lifestyle editors, key opinion leaders (KOLs), and celebrities.
•Drive premium media coverage through strategic media sell-ins, pitching unique story angles, and securing high-impact editorial features and celebrity placements.
•Direct and manage PR and social agencies to ensure flawless execution of the communications plan, from strategy development to reporting.
3、Social Media & Digital Content:
•Develop and own the social media strategy and content calendar for High Jewellery on official Chinese platforms (e.g., WeChat, Little Red Book).
•Monitor and analyze the social media landscape to identify trends, emerging influencers, and new opportunities for engagement.
•Oversee the selection and management of social influencers and celebrities for collaborations, ensuring alignment with the brand's prestige.
4、Reporting & Analysis:
•Monitor, measure, and analyze the performance of all communication activities against set KPIs.
•Provide regular reports and insights to senior management, using data to inform future strategies and optimize campaign performance.
Qualifications
1、Bachelor's degree in Marketing, Communications, Journalism, or a related field.
2、7+ years of experience in marketing communications, with a mandatory focus on luxury retail; experience within high or fine jewellery, watches, or ultra-high-end fashion is highly preferred.
3、Deep understanding and established network within the China media and influencer ecosystem.
4、Proven experience in developing and executing successful 360° communication strategies.
5、Exceptional writing, editing, and storytelling skills in Mandarin Chinese; professional proficiency in English is required.
6、Strong agency management and project management skills, with a keen eye for detail and aesthetics.
7、A passionate, proactive, and creative mindset with impeccable communication and interpersonal skills.