📌 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 14, 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 Greater China
- Driving media relations, brand building, stakeholder management, and activations
- Overseeing internal and external communication activities
- Collaborating with cross-functional teams to align messaging and ensure ROI-driven resource allocation
ASSUMPTION: This role requires a high level of strategic thinking, creativity, and cultural understanding to succeed in the Greater China markets.
📋 Key Responsibilities
✅ Lead the development and execution of integrated PR strategies to elevate brand visibility and reputation across China, Hong Kong, and Taiwan
✅ 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 requires strong project management skills, attention to detail, and the ability to work effectively 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, with deep expertise in Greater China markets
Required Skills:
- 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
- Knowledge of the luxury market in Greater China
ASSUMPTION: Strong cultural awareness and understanding of the Greater China markets are crucial for success in this role.
💰 Compensation & Benefits
Salary Range: Based on industry standards for a PR Manager role with 5-10 years of experience in Greater China, the estimated salary range is CNY 350,000 - 500,000 per year.
Benefits:
- 25% Staff Discount
- 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 to Friday, 9:00 AM to 6:00 PM), with flexibility for event and project requirements
ASSUMPTION: The provided salary range is an estimate based on market research and may vary depending on the candidate's experience and negotiation skills.
📌 Applicant Insights
🔍 Company Context
Industry: Retail (Fashion)
Company Size: 1,001-5,000 employees
Founded: 1947
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, innovation, and affordability in its products and operations
Company Specialties:
- Fast-fashion retail
- Sustainable fashion initiatives
- Global brand management
Company Website: hmgroup.com
ASSUMPTION: H&M Group's extensive global presence and focus on sustainability provide unique opportunities for professional growth and development.
📊 Role Analysis
Career Level: Mid-level to senior management
Reporting Structure: Reports directly to the Regional PR Director
Work Arrangement: On-site, full-time position with flexibility for event and project requirements
Growth Opportunities:
- Potential to advance to a regional or global PR role within the company
- Opportunities to work on high-profile campaigns and events
- Access to professional development and training programs
ASSUMPTION: This role offers strong growth potential for candidates looking to advance their careers in PR and communications within the retail industry.
🌍 Location & Work Environment
Office Type: Modern, collaborative office space
Office Location(s): Jingan District, Shanghai
Geographic Context:
- Shanghai is a major commercial and financial hub in China
- The Jingan District is a bustling, upscale area with easy access to public transportation and amenities
- The office is located near popular shopping districts, restaurants, and cultural attractions
Work Schedule: Standard office hours with flexibility for event and project requirements
ASSUMPTION: The vibrant and dynamic work environment in Shanghai offers numerous opportunities for professional growth and networking.
💼 Interview & Application Insights
Typical Process:
- Online application and resume screening
- Phone or video call with the HR department
- In-person or video interview with the hiring manager and/or team members
- Final interview with the Regional PR Director
Key Assessment Areas:
- Cultural awareness and understanding of the Greater China markets
- Strategic thinking and problem-solving skills
- Communication and presentation skills
- Project management and organizational skills
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 luxury 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, Bilingual Fluency, Negotiation Skills, Results-Driven Mindset, Cultural Nuances, Consumer Behavior, Brand Building, Celebrity Engagement
ASSUMPTION: The interview process for this role may be competitive, and candidates should be prepared to demonstrate their unique qualifications and cultural fit.
🛠️ Tools & Technologies
- Microsoft Office Suite (Word, Excel, PowerPoint)
- PR and communications software (e.g., Cision, Muck Rack, Agility PR)
- Social media platforms (e.g., WeChat, Weibo, Instagram)
- Project management tools (e.g., Asana, Trello)
ASSUMPTION: Familiarity with industry-standard PR and communications tools is essential for success in this role.
👔 Cultural Fit Considerations
Company Values:
- Openness and curiosity
- Daring to be different
- Constant improvement
- Empowerment and trust
Work Style:
- Collaborative and team-oriented
- Results-driven and proactive
- Adaptable and flexible
Self-Assessment Questions:
- How do you align with H&M Group's company values, and can you provide examples of your past behavior that demonstrates these values?
- How do you approach building and maintaining relationships with key media, influencers, and stakeholders in a new market?
- How do you balance the need for strategic, long-term planning with the ability to adapt and pivot quickly in response to changing market conditions?
ASSUMPTION: Candidates who demonstrate a strong fit with H&M Group's company values and work style will be more likely to succeed in this role.
⚠️ Potential Challenges
- Navigating the unique cultural nuances and market dynamics of Greater China
- Managing multiple stakeholders and priorities across different markets and time zones
- Balancing the need for global brand consistency with the requirement for localized campaigns and activations
- Adapting to the fast-paced and ever-changing nature of the fashion industry
ASSUMPTION: Candidates should be prepared to address these challenges proactively and demonstrate their ability to thrive in a dynamic and complex work environment.
📈 Similar Roles Comparison
- This role is similar to a Regional PR Manager position, but with a focus on the Greater China markets and a more localized scope
- Compared to a Global PR Manager role, this position has a narrower geographic focus but offers deeper market expertise and cultural understanding
- Career progression from this role could lead to a Regional PR Director or Global PR Manager position within the company
ASSUMPTION: Candidates should research similar roles within the company and the broader industry to better understand the career growth opportunities and competitive landscape.
📝 Sample Projects
- Developing and executing a strategic PR campaign for a new product launch in the Greater China markets
- Managing a high-profile celebrity or influencer partnership to amplify brand credibility and reach
- Planning and executing a large-scale event or activation to celebrate a store opening or anniversary
ASSUMPTION: Candidates should be prepared to discuss their past PR projects and the outcomes they achieved, highlighting their strategic thinking, creativity, and execution skills.
❓ Key Questions to Ask During Interview
- How does this role fit into the broader regional and global PR strategy for the company?
- What are the most significant challenges facing the PR team in the Greater China markets, and how can this role address them?
- How does the company support the professional development and growth of its PR and communications team members?
- What are the key priorities for this role in the first 90 days, and how will success be measured?
- How does the company approach diversity, equity, and inclusion in its PR and communications efforts?
ASSUMPTION: Candidates should prepare thoughtful and insightful questions to demonstrate their interest in the role and the company.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through the H&M Group Careers portal
- 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 company and the luxury fashion industry in Greater China to demonstrate your understanding 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 process
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
