Director, Communication and Talent Relations, Asia Pacific

Design Your Future at PVH

Director, Communication and Talent Relations, Asia Pacific

POSITION SUMMARY:

Responsible for driving Earned Media Value and coverage in print, digital, social media, and new platforms opportunities for Calvin Klein brand in Asia Pacific across all lifestyles and categories to deliver brand goals and business objectives. Lead Talent strategies and relationship management, including celebrities, influencers and press/ editors. Lead regional event strategy and best in class execution. Works with global, regional and local market counterparts internally and externally to drive excellence in execution.

PRIMARY RESPONSIBILITIES/ACCOUNTABILITIES OF THE JOB:

Communications
• Develop and implement communications strategies aligned with global brand vision and guidelines for all lifestyles ( Calvin Klein, Calvin Klein Jeans & Accessories, Calvin Klein Underwear, Licensees) across all categories for APAC. Amplify brand initiatives and work closely with brand management to synergize brand / product messages and product assortment.
• Drive strategic partnerships and innovations with major publisher titles in region to maximize brand PR value and exposure ROI. Ensure local publisher partnerships (paid or earned) execution is on brand. Leverage cross market synergies.
• Partner with key stakeholders (Global Comms team, regional Brand Management, Social Media, Merchandising, Retail, Ecommerce, VM, Store Planning and in-market teams) to integrated 360 go-to-market plans, maximize earned exposure in own channels, and develop regional directives to guide execution to brand standards.
• Develop communications tools working with relevant stakeholders to support campaign execution ie. Press release, product seeding plan & kits
• Support crisis management in compliance of global and regional processes.

Talent Relations
• Champion for Calvin Klein APAC talent (from celebrity to influencers) strategy, develop talent pipeline identifying key candidates brand relevant for the region, cross border efficiency, and by local market needs to support business objectives. Influence global brand ambassador selections for regional relevancy.
• Lead Asia influencer community strategy and segments, optimize activation/ engagement plans to drive campaign objectives, key messages and 360 programming. Guide local markets for execution, ensure influencer lists are up to date and brand relevant.
• Innovate and negotiate ways of working with talents and garnered content to maximize brand PR and exposure. Work with creative teams to maximize brand led campaign synergies and social content capture. Work with brand management team to synergize product priority and messages.
• Lead Talent contracts negotiation and signing in partnership with global stakeholders and legal counsel.

Brand Experiences
• Develop annual events and brand experience plan inclusive of offsite events (press preview, large scale brand events, consumers pop ups and in-store activations) for region to support key initiatives, as part of the 360 consumer engagement plan.
• Manage and execute best in class events and brand experiences to elevate branding, drive word-of-mouth and amplification align to global brand standards and guidelines. Work closely with global brand experience teams. Work closely with relevant functional counterparts to integrate seamless omni-channel experiences & ensure timeliness against milestones.
• Innovate brand experiences with current trends / technology, lead and manage third part agencies and vendors as necessary.

Budget, Reporting & Insights
• Develop and manage annual departmental budgets and responsible for ROI optimization.
• Delivery KPI & the compilation of reporting needs. Monitor EMV and key metrics, collaborating with cross-functional teams on integrated post-event/ campaign reports
• Be in the know of earned media content trends to drive consumer relevant & innovate earned content garnered from third party talents/ press, influence global/ regional brand led content creation to support campaigns.
• Leveraging industry, regional, consumer and customer data and insights, oversee and analyze brand visibility on and offline on on-going basis

QUALIFICATIONS & EXPERIENCE:

Experience:
• Minimum 10 years of work experience in PR, communications, talent, fashion or luxury and marketing
• Excellent contacts in media, entertainment, and influencers and the demonstrated ability to interface effectively with them.
• An exceptional record of achievement as a senior communications professional
• Demonstrated negotiation and talent relations management skills.
• Experience of managing a team/agencies, complex workstreams with quality control
• Experience in budget management
• Experience working with China and / or Korea Talents.

Education:

Bachelor’s degree. MBA preferred

Skills:
• Ability to influence all levels of leaders and partners.
• Strong interpersonal communication and presentation skills
• Ability to function effectively in a fast-paced work environment with agility
• Highly collaborative, communicative and deadline driven.
• Strong data/analytics skills
• Strong relationships with and access to celebrities
• Self motivated with strong organizational skills
• Highly organized, detail oriented and able to prioritize, while handling multiple tasks
• Ability to adhere to project timelines and meet scheduled deadlines
• Language: English, Mandarin, other languages a plus
• Motivated, self-starter, with an entrepreneurial spirit and a willingness to learn