Responsibilities

• Partner with the CEO/Founder to shape and execute an integrated communications strategy across PR, marketing, and social channels
• Ensure all PR initiatives reinforce brand positioning and align with key business priorities and growth goals
• Lead the development of messaging and storytelling across product categories and key brand moments
• Establish KPIs and reporting frameworks that connect PR efforts to measurable business impact
• Own and manage all PR activities end-to-end, from strategy through placement
• Leverage and expand strong, existing relationships with top-tier US and international press, stylists, influencers, and VIPs
• Develop and execute tailored pitching strategies across RTW, accessories, and footwear launches
• Secure consistent, high-impact coverage across fashion, lifestyle, and cultural outlets
• Own and manage the PR calendar to ensure consistent and timely execution of launches, campaigns, and brand moments
• Develop and lead VIP and influencer strategy, including product placements, seeding, and key cultural activations such as New York Fashion Week
• Build and scale influencer partnerships and support affiliate and performance-driven collaborations in partnership with marketing
• Collaborate cross-functionally to ensure PR is fully integrated into broader campaign rollouts
• Lead planning and execution of brand events, including sponsorships, talent sourcing, venue selection, guest list management, seating, VIP coordination, and invitations
• Ensure all events are strategically aligned and drive visibility, engagement, and meaningful press coverage
• Oversee the PR budget, including press previews and events, ensuring effective allocation and cost control
• Maintain strong organization across timelines, deliverables, and campaign execution in a fast-paced environment
• Directly manage and mentor the PR team, setting clear expectations and maintaining a high standard of execution
• Remain hands-on across all aspects of PR, balancing leadership with day-to-day involvement

Requirements

• 4 - 6+ years of experience in Fashion/Retail Public Relations, Digital PR, or Communications
• Bachelor’s degree in Public Relations, Communications, or a related field
• Proven ability to operate both strategically and tactically, with a willingness to execute day-to-day PR tasks
• Exceptional written and verbal communication skills, with strong experience drafting press materials and pitching media
• Deep, established relationships with top-tier fashion editors, stylists, and media, with the ability to drive immediate coverage
• Demonstrated success securing high-impact media placements and leveraging strong press relationships
• Strong understanding of publicity metrics and ROI, with the ability to assess performance and adapt strategies
• Deep knowledge of the luxury and digital retail space, including competitors and industry trends
• Highly organized with strong project management skills and the ability to manage multiple priorities independently
• Experience managing budgets and allocating resources effectively
• Proficiency in Google Workspace and Microsoft Office (Docs/Sheets/Slides; Word/Excel/PowerPoint), with the ability to manage reporting, presentations, and collaboration efficiently
• Familiarity with Shopify, with an understanding of how PR initiatives support e-commerce performance