BRIONI Senior PR & Communications Specialist

About the Role:

Brioni is seeking a strategic and connected Senior PR & Communications Specialist to play a pivotal role in developing the brand narrative and supporting growth initiatives across the Greater China region. You will serve as a key liaison between our maison, external agencies, and influential media & partner networks. This role is responsible for executing integrated strategies that elevate brand prestige, cultivate desire, and activate key commercial projects.

Key Responsibilities:

Strategic Communications & PR Execution:

• Support the development and lead the execution of the seasonal PR and communications plan for Greater China.
• Manage day-to-day PR operations with precision, including press release drafting, media distribution, monitoring, and reporting.
• Play a key role in the planning and on-site execution of high-profile events (e.g., new store openings, press previews, media dinners).

Marketing Support & Partnership Coordination:

• In-Store Activation: Collaborate with the retail team to support in-store events and clienteling initiatives that drive traffic and enhance client engagement.
• Landlord Collaboration: Maintain a close working relationship with the marketing teams of our luxury retail partners and shopping mall landlords to ensure aligned strategies and maximize co-branded marketing opportunities.
• Partnership Support: Identify and research potential collaboration opportunities with high-end brands, luxury hotels, and art institutions to help expand brand reach.
• Campaign Integration: Work to ensure PR activities are aligned with marketing and social media campaigns for a cohesive brand experience.

Media, Influencer & Relationship Management:

• Maintain and strengthen relationships with key media, celebrities, influencers (KOLs), and stylists.
• Execute strategic product seeding initiatives, tracking their effectiveness and maximizing ROI.

Luxury Asset & Logistics Coordination:

• Oversee the daily management of the PR sample inventory, including logistics, loans, and returns, ensuring the utmost care for luxury products.
• Efficiently coordinate press and stylist requests for editorial features and events.

Reporting & Analysis:

• Support the generation of PR performance reports, analyzing reach and impact to provide insights for optimization.
• Proofread and consolidate externally distributed materials to ensure message accuracy and brand consistency.

Qualifications & Experience:

• Bachelor’s degree in Public Relations, Communications, Marketing, or a related field.
• Approximately 5 years of progressive experience in PR and communications, with proven experience in the luxury fashion or retail sector.
• An existing network of media and influencer contacts within the Greater China region is essential.
• Experience supporting marketing activations and partnerships is highly desirable.
• Exceptional writing, editing, and verbal communication skills in both English and Mandarin.
• A profound understanding of the luxury landscape and a passion for the Brioni brand ethos.
• Keen attention to detail, impeccable organizational skills, and the ability to manage multiple projects.
• Proficiency in media monitoring tools and Microsoft Office Suite.