📌 Core Information
🔹 Job Title: PR Manager, Greater China
🔹 Company: H&M Group
🔹 Location: Shanghai, China
🔹 Job Type: Full-time
🔹 Category: Marketing & Communications
🔹 Date Posted: June 26, 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 to enhance the brand's presence
- Leading product launches, store openings, and corporate initiatives with localized campaigns
ASSUMPTION: This role requires a high level of strategic thinking, creativity, and cultural understanding to effectively manage communications in multiple markets.
📋 Key Responsibilities
✅ Lead the development and execution of integrated PR strategies to elevate brand visibility and reputation across China, Hong Kong, and Taiwan
✅ Cultivate and manage relationships with key media, journalists, and influencers to secure high-impact coverage
✅ Develop and execute celebrity/influencer strategies to amplify brand credibility
✅ Lead end-to-end execution of PR events (launches, exhibitions, fashion shows) across the markets
✅ Partner with cross-functional teams (Marketing, Retail, E-Commerce) to align messaging and oversee PR budgets
ASSUMPTION: This role involves managing multiple projects simultaneously, requiring strong organizational skills and the ability to work well under pressure.
🎯 Required Qualifications
Education: Bachelor's degree in Marketing, Communications, 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:
- Strategic PR & Brand Leadership
- Media & Influencer Relations
- VIP & Celebrity Engagement
- Event Management & Activations
- Stakeholder & Budget Management
Preferred Skills:
- Fluency in Cantonese
- Experience working with global/regional teams
ASSUMPTION: While not explicitly stated, experience in luxury/fashion PR and a strong network in Greater China markets are highly desirable for 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 ¥500,000 - ¥800,000 per year.
Benefits:
- 25% Staff Discount
- Medical Insurance
- 13th Month Salary
- Supplementary Health Insurance
- 15 Days Annual Leave
- Birthday Leave
Working Hours: Full-time, 40 hours per week
ASSUMPTION: The salary range provided 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 and innovation in its business practices
Company Specialties:
- Fast-fashion retail
- Sustainable business practices
- Global brand management
Company Website: hmgroup.com
ASSUMPTION: H&M Group's extensive global presence and focus on fast-fashion trends make it an attractive employer for PR professionals seeking international experience.
📊 Role Analysis
Career Level: Mid-level to senior
Reporting Structure: Reports directly to the Regional PR Director
Work Arrangement: On-site, full-time
Growth Opportunities:
- Potential to progress to a regional or global PR role within the company
- Opportunities to work on high-profile campaigns and events
- Access to professional development resources and training
ASSUMPTION: This role offers strong growth potential for candidates looking to advance their careers in PR and gain experience in a global retail environment.
🌍 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
- Offers a vibrant cultural scene, diverse dining options, and numerous entertainment venues
- Has a humid subtropical monsoon climate, with mild winters and hot, humid summers
Work Schedule: Standard office hours, with potential for overtime during high-pressure periods
ASSUMPTION: Shanghai's dynamic business environment and cultural offerings make it an attractive location for PR professionals seeking international experience.
💼 Interview & Application Insights
Typical Process:
- Online application and resume screening
- Phone or video call interview with the hiring manager
- In-person or video call interview with the regional PR director
- Final interview with the global PR director (if applicable)
Key Assessment Areas:
- Cultural understanding and language skills
- Strategic thinking and creativity
- Communication and presentation skills
- Project management and organizational skills
Application Tips:
- Highlight relevant experience in luxury/fashion PR and Greater China markets
- Tailor your resume and cover letter to emphasize your strategic PR skills and cultural understanding
- Prepare examples of successful PR campaigns you've led or contributed to
ATS Keywords: Strategic PR, Brand Leadership, Media Relations, Influencer Relations, Event Management, Stakeholder Management, Budget Management, Bilingual Fluency, Negotiation Skills, Creativity, Results-Driven Mindset, Market Insight, Consumer Behavior, Cultural Nuances, Agency Management, Project Management
ASSUMPTION: H&M Group's application process is likely to be competitive, with a strong focus on cultural fit and relevant experience in Greater China markets.
🛠️ Tools & Technologies
- Microsoft Office Suite
- CRM software (e.g., Salesforce, HubSpot)
- Project management tools (e.g., Asana, Trello)
- Social media management platforms (e.g., Hootsuite, Buffer)
ASSUMPTION: The specific tools and technologies required for this role may vary depending on the company's internal systems and the candidate's previous experience.
👔 Cultural Fit Considerations
Company Values:
- Open-minded and curious
- Dare to be different
- Constant improvement
- Empower and trust
Work Style:
- Collaborative and team-oriented
- Adaptable and flexible
- Results-driven and proactive
Self-Assessment Questions:
- Do you align with H&M Group's company values?
- Are you comfortable working in a fast-paced, dynamic environment?
- Do you thrive in collaborative, team-based settings?
ASSUMPTION: H&M Group places a strong emphasis on cultural fit and seeks candidates who align with their company values and work style.
⚠️ Potential Challenges
- Managing multiple projects and deadlines simultaneously
- Navigating cultural nuances and language barriers in Greater China markets
- Adapting to a fast-paced, ever-changing retail environment
- Balancing the needs of global, regional, and local stakeholders
ASSUMPTION: This role presents unique challenges that require strong organizational skills, cultural understanding, and adaptability.
📈 Similar Roles Comparison
- Compared to other PR Manager roles, this position offers a higher level of strategic responsibility and global exposure
- Greater China markets present unique cultural and linguistic challenges not found in other regions
- Career progression opportunities may vary depending on the specific company and industry
ASSUMPTION: When comparing this role to similar positions, consider the unique aspects of Greater China markets and the company's global presence.
📝 Sample Projects
- Leading a high-profile product launch event in Hong Kong, securing extensive media coverage, and managing VIP attendees
- Developing and executing a strategic PR campaign to enhance the brand's reputation in mainland China, resulting in increased sales and customer engagement
- Managing a crisis communication situation, such as a product recall or negative media attention, and successfully mitigating its impact on the brand
ASSUMPTION: Sample projects should demonstrate the candidate's ability to manage high-stakes PR campaigns, navigate cultural nuances, and achieve measurable results.
❓ Key Questions to Ask During Interview
- Can you describe the team structure and how this role fits into the broader regional PR strategy?
- How does the company support the professional development and growth of its PR team members?
- What are the most challenging aspects of managing PR campaigns in Greater China markets, and how has the company addressed these challenges in the past?
- How does the company measure the success of its PR efforts, and what key performance indicators (KPIs) are used to evaluate performance?
- What is the company's approach to work-life balance, and how does it support employees' well-being and personal growth?
ASSUMPTION: Interview questions should focus on understanding the role's responsibilities, the company's culture, and the opportunities for professional growth and development.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to highlight your strategic PR skills, cultural understanding, and relevant experience in Greater China markets
- Prepare examples of successful PR campaigns you've led or contributed to, demonstrating your ability to manage high-stakes projects and achieve measurable results
- Follow up with the hiring manager one week after submitting your application to express your interest and reiterate your qualifications
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
