Senior PR & Advocacy Manager SEA

The Senior PR & Advocacy Manager is responsible for developing and executing the brand’s public relations, brand advocacy, and consumer engagement strategy to strengthen brand equity, cultural relevance, and long-term consumer loyalty. This role ensures PR and advocacy efforts are aligned with commercial priorities and integrated into marketing plans, contributing to sustainable brand growth.

The role works cross-functionally with Marketing, Commercial, Retail, and Global teams and manages external agencies and partners.

Key Responsibilities

• Develop and implement a structured advocacy strategy across key audiences (e.g. creators, media, MUAs, loyal consumers, partners, internal ambassadors) and provide guardrails & guidance to partners within the SE Asia regions. Including setting up taskforce, attend brainstorms, gather and organize information and assist with proposals.
• Manage and build regional and local master stakeholder list, maintain key stakeholders’ profile and relationships e.g. media, celebrities, socialites, influencers, makeup artists, develop new contacts that are important to Charlotte and the brand
• Design and manage advocacy plans that drive ongoing engagement and strengthen brand loyalty.
• Identify opportunities to expand the brand’s presence in relevant cultural, social, and community spaces.
• Ideate, organize and execute record-breaking and flawless consumer engagement initiatives such as events, masterclasses, experiential activations, as well as PR events.
• Manage specific projects that are part of larger campaign and implementation of PR plans, provide creative input and approach of innovative brand awareness initiatives
• Ensure all engagement touchpoints are consistent with brand positioning and deliver a premium brand experience.
• Develop and execute annual PR plans aligned with brand and business objectives. Including managing regional press office (press materials, collaterals, product order for PR usage, creative mailers, seeding, media pitching, product loans, shoots and makeup artist booking).
• Lead press engagement, storytelling development, and communication angles that support key launches and franchises.
• Project manage influencer content collaboration and affiliate projects, content brief to ensure quality and result-driven
• Oversee PR agency (select market) performance and ensure delivery against agreed KPIs.
• Develop a structured influencer and creator strategy focused on quality partnerships.
• Define KPIs for PR, advocacy, and engagement initiatives alignment with partners, internal and external stakeholders.
• Track and report on campaign performance using both quantitative and qualitative metrics (e.g. share of voice, sentiment, engagement quality, earned impact). Manage and coordinate collation of reports for internal and external stakeholders
• Manage budget tracker and POs, ensure adhering to company policies
• Stay abreast of industry trends, able to think critically and provide strategic insights, collate competitor activities for the wider business
• Take proactive ownership and map out regional action plans and deadlines

Key Selection Criteria

• 10-12+ years of PR experience in PR, communications, advocacy, community or brand engagement
• A proven in-house background in Beauty, Luxury fashion are essential
• Regional experience managing external partners, agencies, distributors, or retail partners across SE Asia markets
• Demonstrated ability to work effectively within multi-market, culturally diverse environments with great attention to detail and is result driven
• Strong strategic planning, project management skills and the ability to work autonomously at hands-on-level
• Excellent communication, presentation, and stakeholder management abilities.
• Experience working in cross-functional and matrix environments.
• Enjoys working in a fast-paced environment and have the ability to work under pressure and meet deadlines in a timely manner
• Strong connections with local media, celebrities, socialites and influencers
• Experienced in the digital and social landscape
• Marketing/ Communications or relevant degree preferred