📌 Core Information
🔹 Job Title: PR Manager, Greater China
🔹 Company: H&M Group
🔹 Location: Shanghai, China
🔹 Job Type: Full-time
🔹 Category: Marketing & Communications
🔹 Date Posted: April 24, 2025
🔹 Experience Level: 5-10 years
🔹 Remote Status: On-site
🚀 Job Overview
Key aspects of this role include:
- Developing and executing strategic communication plans across China, Hong Kong, and Taiwan
- Driving media relations, brand building, stakeholder management, and activations
- Overseeing internal and external communication activities
- Leading product launches, store openings, and corporate initiatives with localized campaigns
- Monitoring market trends, competitor activity, and campaign performance to optimize strategies
ASSUMPTION: This role requires a strategic mindset, creativity, and strong negotiation skills to succeed in the fast-paced fashion industry.
📋 Key Responsibilities
✅ Develop and execute integrated PR strategies to elevate brand visibility and reputation across Greater China
✅ Lead product launches, store openings, and corporate initiatives with localized campaigns
✅ Monitor market trends, competitor activity, and campaign performance to optimize strategies
✅ Cultivate and manage relationships with key media, journalists, and influencers to secure high-impact coverage
✅ Serve as the primary point of contact for media inquiries, ensuring consistent messaging
✅ Oversee press materials (releases, media kits, briefing documents) tailored to each market
✅ Develop and execute celebrity/influencer strategies to amplify brand credibility
✅ Negotiate and manage partnerships with high-profile ambassadors and KOLs
✅ Plan exclusive VIP events, trips, and experiences to foster long-term brand loyalty
✅ Lead end-to-end execution of PR events (launches, exhibitions, fashion shows) across the markets
✅ Collaborate with global/regional teams to adapt event concepts for local audiences
✅ Partner with cross-functional teams (Marketing, Retail, E-Commerce) to align messaging
✅ Oversee PR budgets, ensuring ROI-driven resource allocation
✅ Report on campaign performance and market insights to senior leadership
ASSUMPTION: This role involves managing multiple projects and stakeholders simultaneously, requiring strong organizational skills and the ability to work well under pressure.
🎯 Required Qualifications
Education: Bachelor's degree in Communications, Marketing, or a related field
Experience: Proven experience in PR, communications, or marketing, preferably in luxury/fashion
Required Skills:
- Deep expertise in Greater China markets (media, consumer behavior, cultural nuances)
- Strong existing network with CN/HK/TW media, celebrities, and agencies
- Exceptional bilingual fluency in Mandarin and English, both written and spoken
- Strategic thinker with creativity, negotiation skills, and a results-driven mindset
- Proven ability to manage budgets, agencies, and high-stakes projects under pressure
Preferred Skills:
- Experience working with luxury or fashion brands
- Familiarity with event management software and tools
- Knowledge of the fashion industry and trends
ASSUMPTION: Candidates with a strong understanding of the Greater China markets and a proven track record in PR will be most successful in this role.
💰 Compensation & Benefits
Salary Range: Based on industry standards for a PR Manager role in Greater China with 5-10 years of experience, the estimated salary range is ¥350,000 - ¥500,000 per year.
Benefits:
- 25% staff discount usable on all H&M Group brands in stores and online
- H&M Incentive Program (HIP)
- 15 days annual leave
- Birthday leave
- Medical insurance
- 13th month salary
- Supplementary health insurance
Working Hours: Full-time position with standard office hours (Monday-Friday, 9:00 AM - 6:00 PM)
ASSUMPTION: The salary range provided is an estimate based on market research and may vary depending on the candidate's experience and qualifications.
📌 Applicant Insights
🔍 Company Context
Industry: Retail & Fashion
Company Size: 1,001-5,000 employees
Founded: 1947 (as Hennes), 1968 (as H&M)
Company Description:
- H&M Group is a multinational clothing company based in Sweden that focuses on fast-fashion clothing
- Operates in 75 geographical markets with 4,801 stores under various company brands
- Emphasizes sustainability and ethical practices in its operations and supply chain
Company Specialties:
- Fast-fashion retail
- Sustainable fashion initiatives
- Global brand management
Company Website: hmgroup.com
ASSUMPTION: H&M Group's focus on sustainability and ethical practices may influence the company's PR strategies and initiatives.
📊 Role Analysis
Career Level: Mid-level to senior
Reporting Structure: Reports directly to the Regional PR Manager, Greater China
Work Arrangement: On-site, full-time position with standard office hours
Growth Opportunities:
- Potential advancement to a senior PR role or regional PR manager position
- Expansion of responsibilities to include additional markets or brands within the H&M Group
- Opportunities for international assignments or secondments within the global PR team
ASSUMPTION: Successful candidates may have opportunities to grow within the company and take on more responsibilities as they develop their skills and demonstrate their value.
🌍 Location & Work Environment
Office Type: Modern, collaborative office space
Office Location(s): Shanghai, China
Geographic Context:
- Shanghai is a major commercial and financial hub in China, with a vibrant fashion and retail industry
- The city offers a mix of traditional Chinese culture and modern, cosmopolitan influences
- Shanghai is known for its dynamic nightlife, diverse food scene, and rich history
Work Schedule: Standard office hours (Monday-Friday, 9:00 AM - 6:00 PM) with occasional evening or weekend events
ASSUMPTION: Candidates should be comfortable working in a fast-paced, dynamic environment and be willing to work flexible hours when needed.
💼 Interview & Application Insights
Typical Process:
- Online application and resume screening
- Phone or video call interview with the HR department
- In-person or video call interview with the hiring manager and/or team members
- Final interview with senior leadership
Key Assessment Areas:
- Cultural fit and understanding of the Greater China markets
- Strategic thinking and problem-solving skills
- Communication and presentation skills
- Network and industry knowledge
Application Tips:
- Tailor your resume and cover letter to highlight your relevant experience and skills for this role
- Demonstrate your understanding of the Greater China markets and the fashion industry
- Prepare examples of your past PR campaigns and their outcomes to discuss during the interview
ATS Keywords: PR, communications, marketing, media relations, influencer relations, event management, stakeholder management, budget management, strategic thinking, negotiation skills, bilingual fluency, brand building, market trends, campaign performance, cultural nuances, consumer behavior
ASSUMPTION: The interview process may include case studies or scenario-based questions to assess the candidate's strategic thinking and problem-solving skills.
🛠️ Tools & Technologies
- Microsoft Office Suite (Word, Excel, PowerPoint)
- PR software and tools (e.g., Cision, Muck Rack, Agility PR Solutions)
- Social media platforms (e.g., WeChat, Weibo, Instagram)
- Event management software (e.g., Eventbrite, Cvent)
ASSUMPTION: Candidates should be comfortable using common PR and event management tools, as well as social media platforms relevant to the Greater China markets.
👔 Cultural Fit Considerations
Company Values:
- Openness
- Curiosity
- Daring to be different
- Constant improvement
- Empowerment and trust
Work Style:
- Collaborative and team-oriented
- Fast-paced and dynamic
- Results-driven and focused on continuous improvement
Self-Assessment Questions:
- How do you align with H&M Group's company values, and how have you demonstrated these values in your past roles?
- How comfortable are you working in a fast-paced, dynamic environment, and how have you adapted to changes in the past?
- How do you approach building and maintaining relationships with key stakeholders, such as media, influencers, and celebrities?
ASSUMPTION: Candidates should be able to demonstrate a strong cultural fit with H&M Group's values and work style, as well as a genuine interest in the fashion industry and Greater China markets.
⚠️ Potential Challenges
- Managing multiple projects and stakeholders simultaneously, requiring strong organizational skills and time management
- Adapting to the fast-paced nature of the fashion industry and responding to changing trends and market demands
- Navigating cultural nuances and consumer behavior across Greater China markets
- Balancing the need for creativity and innovation with the constraints of a global brand and budget
ASSUMPTION: Successful candidates will be able to overcome these challenges by leveraging their strong organizational skills, strategic thinking, and cultural awareness.
📈 Similar Roles Comparison
- Compared to other PR Manager roles, this position places a greater emphasis on event management and activations, as well as a strong focus on the Greater China markets
- Industry-specific context: The fashion industry is highly competitive and fast-paced, with a strong emphasis on trends, innovation, and brand reputation
- Career path comparison: This role offers opportunities for growth within the company, with potential advancement to senior PR roles or regional PR manager positions
ASSUMPTION: Candidates should research similar roles and the fashion industry to better understand the unique aspects of this position and how it aligns with their career goals.
📝 Sample Projects
- Developing and executing a strategic communication plan for a new product launch across Greater China markets
- Managing a high-profile celebrity partnership and event to amplify brand credibility and generate media coverage
- Adapting global brand campaigns for local audiences and markets, ensuring cultural relevance and resonance
ASSUMPTION: Candidates should be prepared to discuss their past PR campaigns and their outcomes, demonstrating their ability to develop and execute successful communication strategies.
❓ Key Questions to Ask During Interview
- How does this role fit into the overall PR strategy for the H&M Group in Greater China?
- What are the key priorities for this role in the first 90 days?
- How does the company support the professional development and growth of its PR team members?
- What are the most challenging aspects of working in the Greater China markets, and how has the company addressed these challenges in the past?
- How does the company approach sustainability and ethical practices in its PR strategies and initiatives?
ASSUMPTION: Candidates should ask thoughtful, insightful questions that demonstrate their interest in the role and the company, as well as their understanding of the industry and market.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to highlight your relevant experience and skills for this role
- Prepare examples of your past PR campaigns and their outcomes to discuss during the interview
- Research the fashion industry, Greater China markets, and H&M Group to demonstrate your knowledge and enthusiasm for the role
- Follow up with the HR department one week after submitting your application to confirm receipt and inquire about the next steps in the interview process
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
