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.