SUMMARY OF JOB PURPOSE
Onitsuka Tiger embarked on a new chapter on 1 October 2018, operating quasi-independently within the same legal framework as ASICS Corporation. This strategic shift was in response to the unique operational needs of the Onitsuka Tiger brand. Our goal is to elevate Onitsuka Tiger to the pinnacle of premium lifestyle brands on a global scale. As we strengthen our organizational structure to support our growth in Southeast Asia, we are in search of a dedicated PR & Brand Executive to actively engage in and support our business development initiatives.
The PR & Brand Executive will provide strategic brand building and marketing support for luxury operations across Southeast Asia. This role will work closely with the Senior Brand & Marketing Manager, local agencies, and headquarters to drive brand equity and desirability while ensuring flawless execution across PR, media, and showroom management.
DUTIES AND RESPONSIBILITIES
Media & Press Relations
- Develop and execute annual press and communications plans in line with brand priorities and seasonal calendars.
- Build and nurture strong relationships with key media, editors, journalists, stylists, and cultural tastemakers to drive brand relevance.
- Secure quality press coverage across print, digital, and broadcast platforms.
- Oversee press office operations, including sample management, media requests, and product seeding.
- Deliver regular internal updates on media performance, market insights, and campaign impact.
- Lead/Coordinate local and overseas photoshoot requests and manage sample rotation for Southeast Asia.
Brand Storytelling & Content
- Adapt and localise global campaigns and initiatives into culturally compelling narratives for Singapore and Southeast Asia audiences.
- Craft polished press releases, key messages, and spokesperson talking points that are consistent with brand voice and positioning.
Instagram & Social Media (SEA)
- Develop and implement the overarching strategy for Instagram brand awareness campaigns across SEA, ensuring alignment with regional communications plans and brand objectives.
- Collaborate cross-functionally with Merchandising, E-commerce, and Social teams to align the monthly content calendar with product priorities, campaign moments, and brand direction.
- Oversee end-to-end campaign management to ensure seamless execution and stakeholder alignment.
- Drive key Instagram KPIs including follower growth, engagement, and campaign performance to strengthen the platform's contribution to overall brand objectives.
Events & Experiences
- Oversee media attendance, talent handling, and press coverage for press previews and high-profile brand events, ensuring seamless execution reflective of brand standards.
Celebrity and KOL Relations
- Identify, cultivate, and manage relationships with celebrities, KOLs, content creators, and influential communities aligned with brand values.
- Develop influencer strategies with clearly defined deliverables and measurable performance metrics.
- Manage ongoing product placements and oversee celebrity and KOL endorsement activity.
Budget & Administration
- Manage the communications and media budget, vendor contracts, and performance reporting.
- Liaise with internal teams, local agencies, and headquarters to ensure quality output and timely delivery across all workstreams.
REQUIRED SKILLS & EXPERIENCE
- Bachelor's degree in communications, Public Relations, Marketing, or a related field.
- Minimum 3 years of experience in communications, public relations, media planning, or luxury brand management.
- Experienced in leading agencies and managing cross-market campaigns across Southeast Asia, with the ability to influence regional and global stakeholders.
- Established media network within Singapore spanning lifestyle, fashion, business, and digital outlets.
- Strong writing, editing, and storytelling capabilities with a keen eye for detail. Interviewees will be required to sit for a writing test.
- Meticulous, organised, innovative, and proactive, with a passion for discovering new media opportunities, platforms, and content formats.
- Excellent communicator and collaborator, comfortable managing diverse stakeholders across local teams, agencies, and headquarters.
- Comfortable working in a fast-paced, highly collaborative environment.
Genuine passion for luxury, fashion, culture, and craftsmanship.
