Position Title: Manager, PR & VIP
Reports to: VP, PR & Communications
Summary: The Manager, PR + VIP is the brand’s talent and culture lead. This role identifies, casts and cultivates the people, scenes and communities that keep the brand culturally relevant, and turns those relationships into VIP and celebrity partnerships, activations and press moments across global markets. The Manager brings strong casting and talent instincts, deep cultural fluency and a real ability to build community around a brand, from A-list talent and the Creative Director’s circle to emerging artists, creators and subcultures. The Manager partners closely with Marketing, Creative, Social Media, Events and external partners to ensure seamless execution of VIP experiences and talent partnerships that align with brand objectives, increase visibility and drive sales.
Responsibilities include but are not limited to:
Talent, Casting & Culture
Identify and scout emerging and established talent, cultural figures and creative communities across music, fashion, entertainment, art and nightlife; maintain a strong point of view on the people, scenes and cultural movements relevant to the brand.
Lead talent and community casting for in-house branded content, social media projects, digital campaigns, photo shoots and experiential activations; ensure selected talent aligns with brand values and campaign creative direction.
Develop relationships with new personalities, creators and cultural voices to create fresh brand partnership opportunities and expand brand reach to new audiences.
Proactively identify cultural moments and milestones on the entertainment calendar where the brand can participate credibly and unexpectedly; maintain a strategic contact list and execution plan for premiere parties, special events, editorial collaborations, award show appearances, television placements and press events.
Community & Brand Ambassadors
Build and nurture authentic, long-term community around the brand by connecting with culture-shaping individuals, creative collectives and brand-adjacent communities, turning them into organic brand ambassadors.
Develop and execute a global influencer strategy that activates organic ambassadors and paid partnerships, spanning micro- to macro-influencers, key opinion creators (KOC) and key opinion leaders (KOL), aligned to campaign objectives.
Coordinate VIP and gifting strategies with the influencer team to execute impactful brand activations; ensure seamless integration across platforms to maximize reach and engagement and maintain consistent brand messaging.
VIP & Celebrity Partnerships
Manage VIP relations and celebrity partnerships, including coordinating exclusive appearances, collaborations and brand partnerships with A-list talent aligned to creative vision and business objectives.
Execute seasonal and yearly global VIP initiatives, including event planning, talent outreach and activation coordination, to increase brand awareness, generate media coverage and drive sales across key markets.
Manage all custom VIP looks for events including runway shows, photo shoots and brand activations; coordinate with design and styling teams to ensure celebrity outfits align with brand aesthetic and campaign objectives.
Work cross-functionally with internal teams (Marketing, Creative, Social Media, Events) and external partners (agencies, media outlets, talent representatives) to align on strategy, timelines and brand messaging for all VIP and celebrity initiatives.
Collaborate with social media, PR and creative teams to develop content capture strategies and oversee production of high-quality photography and videography for contracted talent on photo shoots; ensure assets are optimized for multi-channel distribution and social amplification.
Press & Visibility
Cultivate and maintain relationships with key media contacts, fashion journalists and entertainment tastemakers to secure press coverage, editorial placements and brand visibility for VIP…