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 a growing online presence in retailer BNKR, Australian Fashion Labels continues to be one of the most exciting fashion houses out of Australia.
Our China team is on the hunt for a high level and driven PR Associate. Leading the PR function in our Shanghai based satellite office, this role is responsible for increasing brand awareness, developing and maintaining relationships with key media and stakeholders. Taking a strategic approach to overarching global PR activity, you will work closely our HQ based team and our China CEO in order to deliver this in China.
You will regular report on various metrics and data - tabling initiatives for optimisation and growth. You will work collaboratively and to dynamic timelines in a collaborative and fast-paced environment.
Reporting in to our China CEO and managing a team of direct reports, you will contribute to setting and meeting your team’s KPI targets and goals, and take a 360 degree approach to management generally. Contributing to and fostering an engaged team environment, you will provide mentorship and development to junior staff and interns - as well as general personnel management.
The main responsibilities include but are not limited to:
Overseeing and supporting the business growth and communications plan, through dedicated PR and marketing - both online and offline - across all of our labels and BNKR;
Developing new relationships with regional press publications (both long and short lead), mainstream media, trade, online and blog in order to maximise media lineage opportunities;
Identifying appropriate celebrities and KOLs to onboard as brand ambassadors and developing relationships in line with our brands’ voices;
Working collaboratively with our social media marketing teams to ensure brand messages are communicated accurately and to our target audience;
Creating and strategising our localised Chinese PR plan and press calendar, ensuring maximum publicity and support, including management of budgets;
Liaising with our Australian based HQ and distributors to ensure PR efforts are in line with overarching company strategy, merchandise and maximises support for wholesale retail;
Managing all press sample care, systems and processes to ensure integrity and accuracy of location, use and upkeep;
Proactively identifying opportunities to optimise and implement processes and policies to increase efficiency and output;
Working with China CEO to establish realistic KPIs for performance in your department and working to consistently exceed these targets;
Monitoring and analysing metrics to benchmark performance, provide actionable reporting and inform action and development to optimise;
Providing support, guidance and problem-solving with teams, encouraging commercial acumen, in depth understanding of brand voice and alignment of all activity;
Managing team with regard to HR personnel issues, performance reviews, recruitment, internship onboarding and the like;
Strong experience in leading a team, and working in a collaborative environment.
Strong understanding of the fashion industry, brand voice and aligned partnerships.
Developed strategic mindset and an ability to apply creativity and innovation.
An open-minded personality, a great sense of responsibility, entrepreneurial thinking and strong negotiation skills.
Excellent communication skills – both written and verbal.
Superior time management and organizational skills, with an ability to plan and prioritise to tight deadlines.
Ability work collaboratively in a dynamic team environment, as well as to lead tasks with initiative and ownership.
Mentorship skills and an ability to train junior staff / interns.
Alignment with AFL culture, policies and personnel procedures.
To be successful in this role, you will have:
Tertiary qualification in Marketing or Communications.
Minimum of 3 years experience in fashion PR or related role.
Experience in managing a team of direct reports.
Fluent in written and spoken Mandarin and English.