Consumer PR Manager

About SHEIN

SHEIN is a global online fashion and lifestyle retailer, offering SHEIN branded apparel and products from a global network of vendors, all at affordable prices. Headquartered in Singapore, with more than 16,000 employees operating from offices around the world, SHEIN is committed to making the beauty of fashion accessible to all, promoting its industry-leading, on-demand production methodology, for a smarter, future-ready industry.

To learn more about SHEIN follow us at

Job Responsibilities

PRESS STRATEGY DEVELOPMENT

Develop the strategy, deployment, and best-in-class execution UK Press efforts to increase brand awareness, reinforce brand vision and drive the business.

Work closely with the Brand Experience team to implement new launch press strategies across all three categories

Identify key outlets and targets for campaigns, ensuring holistic and consistent coverage across print and online

Oversee regional press strategies to support key regional initiatives

MEDIA RELATIONS

Manage editorial coverage nationally and regionally across the earned media landscape (print + digital) to guarantee consistent and qualitative coverage

Maintain and nurture solid relationships with key Press, Editors and Writers

Proactively identify qualitative press opportunities and secure strong features to support key launches across the year

Consistently draft and deploy compelling pitches for new product launches and brand storytelling initiatives

REPORTING & COMPETITIVE ANALYSIS

Set clear, achievable KPIs and compile timely and accurate reporting and recaps

Maintain a strong understanding of competitor activity and activity within the competitive fashion landscape

Track, organize, and analyze monthly print press results, identifying key insights to optimize the brand strategy and to maximize the increase of print and digital print rankings

Generate ideas on how the brand can grow effectively while aligning to SHEIN's image

INTERNAL & EXTERNAL COMMUNICATIONS

Act as key press adviser for the department, including keeping up to date of emerging platforms, substacks and industry trends

Partner cross-functionally, Media, Marketing and Ecommerce specifically, to ensure a 360-degree partnership for print and digital coverage

Represent SHEIN at industry events

Ideal Candidates:

6+ years of relevant PR/Communications experience in the Fashion.

Traditional PR and press background preferred.

Established relationships with Beauty/ Fashion editors and key players in the fashion industry.

Excellent communication and interpersonal skills; able to communicate across the organization at all levels.

Strong planning and organizational skills with a sense of priority and attention to detail.

Ability to demonstrate tact and discretion in preparing, disclosing, and handling information of a confidential and sensitive nature.

Enthusiasm to implement strategies, to proactively present learnings and to suggest new ideas.

Excellent time management skills and the ability to adapt well to change and multi-task.

Hard-working, self-motivated, and passionate about the Fashion/ Beauty industry.

Experience working within a global company.

This role works a hybrid schedule in office.