Fresh Senior PR Executive

About Fresh

Fresh is a global beauty house celebrated for its sensorial skincare, bodycare, and fragrance, blending time-honored rituals with modern science since its founding in Boston in 1991. As part of the LVMH portfolio, Fresh offers employees the creative energy of an entrepreneurial brand with the international reach and standards of a leading luxury group. The company values curiosity, craftsmanship, inclusivity, and a deep respect for ingredients, encouraging teams to create meaningful experiences for discerning clients. For professionals drawn to beauty, innovation, and storytelling, Fresh provides a refined environment where authenticity and expertise shape every aspect of brand expression.

Role & Responsibilities

• Establish and cultivate Fresh core influencer club with top press media and luxury/beauty/expert KOLs to enhance brand love and brand credibility, while maximizing earned exposure
• Accurately and timely distribute Fresh brand highlights and products to maintain top-of-mind awareness and gain competitive advantage
• Organize regular product seeding with close monitoring of coverage, clipping, and impression counts
• Expand brand media resources to earn opportunities for media awards and build brand visibility and public reputation
• Define clear celebrity co-op positioning under brand strategy and drive alignment with HQ and local management stakeholders
• Develop annual celebrity activation plan within designated brand budget to drive brand buzz maximization, tone guardianship, and deepen engagement among loyalty fan bases
• Lead celebrity contract negotiations to strengthen brand connections and drive continuous cost savings
• Lead proactive monitoring of hot celebrity activations to ride on trends and maximize brand share of voice during peak moments
• Drive collaboration with business partners to maximize return on trade resources and sales
• Lead brand event strategy with clear positioning of event types, communication objectives, and target-setting, aligned with HQ and local management
• Lead PR event initiatives as key pillars to deliver campaign objectives for icon products
• Develop and lead execution of media and influencer planning for PR event amplification
• Drive cross-functional collaboration (TMKT/CRM/EC) to guide trade activation event planning and maximize consumer experience, member engagement, and earned media
• Develop overall PR communication strategies for cross-industry partnerships and co-branding projects, aligned with brand tonality and annual marketing calendar
• Screen, negotiate, and independently launch non-competing brand cooperation projects covering lifestyle, fashion, IP, and trending industry resources
• Lead full-cycle PR execution for co-brand campaigns, including theme positioning, press release writing, KOL seeding, GWP initiatives, offline events, and social buzz management
• Co-work with retainer agency on KPI achievement
• Collaborate with brand product marketing, digital, trade-marketing, and e-commerce teams to unify communication rhythm and maximize PR project conversion
• Lead Fresh newsletter program to celebrate brand wins and drive global impact of local highlights

Qualifications

• Bachelor's degree required
• Minimum 3–5 years of PR-related experience
• Experience working in luxury brands, retail, cosmetics, or consumer goods industry preferred
• Solid PR capabilities including copywriting, media relations, event PR, and public opinion management
• Familiarity with beauty brand communication logic and trending marketing models
• Sensitivity to social trends, young consumer insights, and industry benchmark cases
• Capability to create high-impact and breakthrough brand campaigns
• Data-driven thinking with ability to evaluate campaign performance via brand buzz, search growth, and exposure metrics
• Fluent in Mandarin and English, both written and oral communication
• Excellent written and verbal communication skills

Skills

Experience

Minimum 3–5 years of PR-related experience, preferably within luxury brands, retail, cosmetics, or consumer goods sectors. Demonstrated success in managing high-profile influencer and media relationships, orchestrating major brand activations, and driving brand buzz through integrated PR campaigns.

Education

Bachelor's degree required

Workplace

Culture

Fresh fosters a creative, sensory-driven workplace where teams blend natural inspiration, scientific curiosity, and a deep respect for craftsmanship. As part of the LVMH family, the brand offers a collaborative and entrepreneurial environment that encourages innovation, inclusivity, and a passion for delivering exceptional beauty experiences.

About Cerulean

Cerulean is the definitive career portal for the global luxury industry. We match exceptional professionals with exclusive opportunities at the world's most prestigious brands. From haute couture and fine watchmaking to prestige beauty, hospitality, and boutique retail, Cerulean centralises luxury employment to help you find the career for which you were destined.