Head of Public Relations

Job Purpose

The General Manager, Corporate PR is responsible for developing and executing corporate public relations strategies that strengthen Central Retail Corporation's corporate reputation, visibility, and stakeholder confidence.

The role will lead day-to-day Corporate PR operations and work closely with senior management, business units, media, and key internal and external stakeholders to ensure consistent and effective communication of CRC's corporate direction, business developments, key initiatives, and corporate narratives.

The position requires a strong combination of strategic thinking, media expertise, stakeholder management, team leadership, and hands-on execution, with the ability to manage both proactive communications and sensitive or high-pressure situations.

Key Responsibilities

1. Corporate PR Strategy & Planning

• Develop and execute annual and project-based Corporate PR strategies aligned with CRC's business priorities and corporate direction.
• Translate business strategies, management priorities, and key corporate initiatives into relevant PR narratives, communication plans, and media opportunities.
• Identify communication opportunities and emerging issues that may impact CRC's corporate reputation.

2. Corporate & Business Communications

• Lead communications for key corporate developments, including business performance, investments, partnerships, corporate initiatives, sustainability, people and organizational topics, and other strategic announcements.
• Develop key messages, press releases, talking points, Q&A, briefing documents, speeches, and other executive communication materials.
• Ensure that corporate messaging is accurate, consistent, relevant, and appropriate for different stakeholder groups.

3. Media Relations & Media Strategy

• Build and maintain strong relationships with key media across business, economic, corporate, lifestyle, and relevant industry sectors.
• Develop media engagement strategies beyond traditional press release distribution, including media briefings, interviews, exclusive stories, executive positioning, relationship-building activities, and proactive story pitching.
• Monitor the media landscape and identify opportunities and potential reputational risks for CRC.

4. Executive Communications & Positioning

• Support senior executives in external communications and media engagements, including interviews, press conferences, speaking opportunities, and major corporate events.
• Prepare executive briefing materials, key messages, Q&A, anticipated media questions, and talking points.
• Ensure executive positioning supports CRC's overall corporate narrative.

5. Reputation & Issues Management

• Support the development and execution of communication responses for corporate issues, sensitive topics, and potential crises.
• Assess potential reputational impact, coordinate facts and responses with relevant internal stakeholders, and recommend appropriate communication approaches.
• Work closely with Management, Business Units, Legal, Investor Relations, Sustainability, HR, Marketing, and other relevant teams to ensure timely and aligned communication.

6. BU & Stakeholder Coordination

• Act as a key Corporate PR contact for CRC Business Units and relevant functions.
• Provide PR guidance and ensure that major BU communications that may affect CRC's corporate reputation or positioning are appropriately aligned with the corporate communication direction.
• Coordinate communications across multiple stakeholders, particularly for projects involving several businesses, partners, or markets.

7. PR Performance & Measurement

• Establish appropriate KPIs and measurement frameworks for Corporate PR, moving beyond traditional PR Value/AVE.

• Measure indicators such as:

  • Quality of coverage
  • Message penetration
  • Share of voice
  • Media sentiment
  • Executive visibility
  • Strategic media presence
  • Reputation impact

• Regularly evaluate communication performance and use insights to improve future PR strategies.

8. Team & Agency Management

• Lead, coach, and develop the Corporate PR team to ensure strong strategic thinking and execution capabilities.
• Manage PR agencies and external partners, including briefing, quality control, budget management, performance evaluation, and deliverables.
• Manage multiple projects and priorities simultaneously while maintaining quality and meeting deadlines.

Qualifications & Experience

• Bachelor's or Master's degree in Public Relations, Communications, Journalism, Marketing, Business Administration, or related fields.

• Approximately 8-12 years of experience in Corporate PR, Corporate Communications, Media Relations, or related areas, including managerial or leadership experience.

• Experience working with a large corporation, listed company, retail/consumer business, PR agency handling major corporate accounts, or a complex multi-business organization is an advantage.

• Strong understanding of the Thai media landscape and established media relationships.

• Proven experience in:

  • Corporate storytelling
  • Executive communications
  • Media management
  • Issues and crisis communications

• Strong Thai and English communication skills, including the ability to:

  • Speak and write effectively
  • Edit content professionally
  • Simplify complex information
  • Develop executive-level communication materials.