Senior PR Manager

Key Responsibilities 1. PR Strategy & End-to-End Campaign Management Lead PR campaigns and projects from strategy and stakeholder alignment through execution, issue resolution, measurement and reporting. Develop integrated PR plans for corporate, brand, product, store opening and partnership initiatives across offline and online channels. Create newsworthy PR concepts, media events and content that strengthen brand reputation, customer engagement and business visibility. 2. Media, Content & Stakeholder Management Build strong relationships with media and influencers, identify relevant story opportunities, and manage media inquiries and interviews. Advise senior leaders and align internal teams, agencies and partners on objectives, key messages, roles, timelines and expected outcomes. Oversee press releases, press kits, executive speeches, Q&A, articles and other communication materials in Thai and English, ensuring accuracy and quality. 3. Reputation & Crisis Communications Provide practical communication recommendations and challenge briefs or messages that may create reputational, operational or communication risks. Monitor business, consumer and industry trends to identify PR opportunities and emerging issues. Develop crisis communication advice and coordinate timely responses with relevant stakeholders. 4. Team, Agency, Budget & Performance Lead, coach and supervise junior team members and agency partners; set clear expectations, review outputs and maintain high standards of execution and quality. Manage assigned PR budgets, agency scopes, timelines and performance, ensuring resources are used effectively and deliverables are completed as agreed. Define campaign KPIs, evaluate PR results and translate findings into clear reports and improvement actions. Qualifications Bachelor’s degree or higher in Communication Arts, Public Relations, Marketing, Journalism or a related field. At least 7 years of progressive PR, corporate communication or integrated communications experience, including team or agency leadership; retail industry experience is strongly preferred. Proven record of designing and delivering successful PR campaigns at corporate, brand or national level, with strong media and influencer networks in Thailand. Strong strategic judgment, business understanding and ability to translate complex information into clear, audience-relevant messages and recommendations. Excellent Thai and English communication skills, including writing, editing, presentation and executive stakeholder management. Strong project management, event management, budgeting, analytical and problem-solving capabilities, with high attention to detail. Composed, proactive and collaborative, with the ability to manage multiple priorities and sensitive information in a fast-paced environment.