Job Description

SUMMARY:

Crocs is seeking a Manager of APAC Public Relations to drive awareness for and enhance consumer marketing and corporate communications efforts across the APAC region by driving brand and product awareness through deep storytelling and planned media and consumer-facing events in partnership with local PR/marketing teams.

The ideal candidate is a seasoned Public Relations and Communications professional with a proven track record of driving positive, impactful media coverage for consumer brands and their products. This person is able to guide executives in media interviews, assess local market issues and provide guidance on local market media responses, activate multi-layered campaigns and is a natural collaborator with cross-functional partners and teams.

The Manager of APAC Public Relations will be responsible for working closely with market-specific PR and marketing teams, in partnership with market-specific PR agencies, to drive global direction and activate plans in a locally-relevant way with added local insights. This role will oversee these responsibilities across all APAC markets, with primary focus on Asia Tier 1 markets, including: China, Japan, Korea and India.

Experience working with global brands on a regional and/or global scale is required. The position will be based out of Singapore, but will live within the Global Marketing Communications Team, reporting to the Sr. Director, Global Communications based in Broomfield, Colorado (USA).

ESSENTIAL DUTIES AND RESPONSIBILITES:

Global/Local Strategy Oversight

• Ability to take Global PR strategies and activations, and effectively build regional PR plans with a localized approach on a market-by-market basis in partnership with local PR/marketing teams. Market-specific plans should apply relevant consumer insights that will make a material impact on brand perception and product desirability, particularly in Asia T1 markets (as defined further above). This includes:

• Creating PR strategies for integrated marketing campaigns, product launches and collaborations
• Overseeing agency partners on ongoing, seasonal product news engine
• Identifying real time and quick-to-market opportunities for brand impact, with planned strategy and activation
• In-market activations and product showcasing events for consumers and media
• Localized execution of global strategies utilizing proven tools and templates to consistently scale marketing initiatives and activations seamlessly around the globe
• Guides local PR/marketing teams in briefing in PR agency partners to ensure:

• Programs are briefed in clearly and local market insights are applied to executions
• Agency budgets are scoped to provide the right level of brand activation and oversight
• Agency deliverables are being met and align back to global priorities
• KPI\'s and program results are shared back with regional and global teams for ongoing measurement
• PR plans and executions are properly shared back with key stakeholders regionally & globally for visibility
• Acts as the communications point person for the entire APAC region for all Corporate Communications and Crisis/Issues assessments, including identifying the right opportunities for executive interviews and helping to prepare briefing documents, and helping to identify and prepare talking points to assist with regionally applicable crisis situations in partnership with the Global Communications team.
• Creates comprehensive, 360-degree PR activation plans to support all Global Marketing initiatives, including the creation of supporting media materials, messages and timelines to support product launches, events, and initiatives withing each major market; coordinates with regional PR/marketing teams to localize and execute plans within their own markets, as applicable

• Oversees the coordination of media interviews and requests as primary point of contact between local agency teams and Global Communications teams
• Provides strategic council, input, and recommendations to integrated marketing and cross-functional teams as it relates to media opportunities, launch activations and all media relations (consumer or corporate/business)
• Identifies opportunities for strategic consumer and media facing brand awareness opportunities and event executions, including through digital media tie-ups, editor/influencer gifting/seeding, product launch activations, etc.
• Develops and builds relationships with key internal and external stakeholders to ideate, plan, and oversee execution and reporting of brand/product media placements, regional in-market activations and event/media activations that enhance brand perception and drive awareness around global brand pillars
• Actively monitors Crocs and macro media trends in footwear and related categories, and works closely with cross-functional teams to swiftly activate as applicable
• Coordinates with key global and regional stakeholders for crisis/issues mitigation to support brand reputation management
• Identifies threats, opportunities and other happenings across key competitors to ensure teams remain apprised of the competitive landscape
• Provides recap analysis of PR activations to inform on executional effectiveness and assess key learnings in effort to improve future performance

• Coordinates with Regional teams and agency partners to set goals and identify key KPI benchmarks in T1 markets aligned back to Global guidance
• Measures and optimizes activations and communicates to key stakeholders both regionally and globally
• Coordinates with key internal and external partners across all APAC T1 markets to regularly track and report brand performance back to Global against KPIs

• BS or BA in public relations, mass communications, journalism or related field
• Minimum of 6-7 years of PR agency or global brand experience with a proven track record in a fast-paced, dynamic environment.
• Experience working at a PR agency or managing a PR agency is required. Footwear industry-specific experience is a strong plus, but not a requirement
• Strong project management and cross-functional team leadership skills including organizational skills, project planning abilities, timeline management, results-orientation and interpersonal skills
• Excellent communication abilities, written and verbal; internal and external
• Ability to lead local market teams in the development and execution of Global strategies with localized insights/approach; international media experience desired
• Must be agile and able to work in a fast-paced environment, providing guidance and taking effective action in response to urgent requests, inquiries and/or brand issues in partnership with global/regional partners and business leads
• Ability to effectively manage time, multi-task and prioritize duties, operates with sense of urgency
• Advanced analytical skills, ability to translate complex data and trends into actionable strategy
• Ability to develop, manage and improve upon process
• Demonstrates consumer centricity and experience as well as passion for product and brand building
• Demonstrates poise and maturity when working closely with leadership for corporate storytelling, executive interviews and/or issues management
• Strong organizational skills and (in partnership with Sr. Director) ability to prioritize workload

Crocs