PR Manager
Shanghai, China

Australian Fashion Labels – the Adelaide-based company whose labels now have over 3,000 stockists worldwide and satellite offices in Melbourne, Los Angeles and Shanghai – have enjoyed exponential growth since its inception in 2007.  Each of the company’s labels – C/MEO COLLECTIVE, Finders Keepers, Keepsake, The Fifth Label, and Jaggar represent a distinct aesthetic within the contemporary womenswear market, through their focus on on-trend shapes, exclusive prints and quality fabrications. With an online and bricks-and-mortar presence in retailer BNKR, Australian Fashion Labels continues to be one of the most exciting fashion houses in Australia.

The Role:  We currently have a rare opportunity for an experienced PR Manager to join our Shanghai office. This is an exciting and fast-paced role focused on increasing brand awareness, developing and maintaining relationships with key journalists and media.  Reporting directly to the China CEO and working closely with our team in our Australian Head Office, this role ultimately leads all public relations and communications for all of Australian Fashion Labels' brands in China.

In this role you will:

  • Oversee and support the business growth and communications plan, through dedicated PR & Marketing both online and offline;
  • Develop new relationships with regional press publications across long and short-lead press, mainstream media, trade, online and blogs in order to maximize media lineage opportunities;
  • Identify appropriate celebrities and KOLs to be AFL brand ambassadors and develop relationships in line with the brand image;
  • Create and strategize localized Chinese PR plan and press calendar ensuring maximum publicity and support, including managing budgets;
  • Liaise with our Head Office and distributors to ensure PR efforts are in line with overall company strategy, merchandise and maximizing support for retailers;
  • Drive key fashion news stories and secure day to day placement to support coverage across all categories through pitching and press releases;
  • Have overall responsibility for the care and integrity of all press samples for both internal and external us;
  • Ensure upkeep of systems and processes required to manage the sample stock collection and its use, maintaining an accurate register/system of samples and asset tracking at all times;
  • Proactively optimize and improve systems where possible;
  • Develop and implement localized PR policies;
  • Coordinate PR with social media team to ensure brand messages are being communicated accurately and to the right target audience;
  • Plan, manage and execute any PR related events and campaigns including post event reporting;
  • Ensure media lists are updated;
  • Training of team members and relevant departments;
  • PR reporting to Head Office and China CEO;
  • Exceed KPI targets;
  • Proactively manage team resources ensuring maximum productivity, deadlines and expectations are met;

Core competencies:

  • Demonstrate solid understanding of the fashion and apparel industry;
  • Possess an established list of industry contacts across media, stylist, events, KOLs;
  • Excellent knowledge of social media platforms;
  • Proven ability to work in a fast-paced environment;
  • Excellent communication, presentation and writing skills;
  • Tenacious attitude with solid judgment, problem solving and decision making skills;
  • Well-rounded negotiation skills;
  • Be an innovator that’s highly creative and strategic;
  • Extremely organized, efficient and proactive;
  • Tenacious attitude with solid judgment, problem solving and decision making skills;
  • Confidence, social skills, presentation and personality necessary to be a strong ambassador for AFL in China;
  • Enthusiasm for working in a dynamic and growing team;
  • Identify key trends in the market, adapting those relevant to the brands localized communication strategy;

To be successful in this role you will have:

  • Experienced in online & print PR and communications;
  • Fluent in written and spoken English and Mandarin (absolute requirement);
  • 3+ years working in fashion PR or related role;
  • Marketing or Communications degree (preferred, but not required);

At Australian Fashion Labels, we are committed to maintaining the vibrant staff culture globally and within each of our satellite offices.  We ensure that our staff are regularly rewarded for their achievements as measured against clear KPIs, as well as their work ethic.

If you are looking to be part of a fast-paced, creative, challenging and rewarding environment, please send your application to

*Only suitable applicants will be contacted*