[Position Overview]

The PR/Communication Manager will lead the development and execution of integrated PR, communications and brand experience strategies to enhance Burberry’s brand visibility, desirability and cultural relevance in Korea.
With a strong understanding of the luxury, fashion and cultural landscape, this role will take ownership of key communications initiatives across press, VIP and celebrity relations, influencers and KOLs, content and brand experiences. The role requires close collaboration with Global and Regional teams, local business functions, media partners, agencies and key industry stakeholders to deliver impactful and locally relevant brand storytelling while remaining aligned with Burberry’s global brand strategy.

[Job Description]

Press Relations & Communications
· Lead the development and execution of local PR and communications strategies in line with global and regional direction.
· Develop proactive storytelling opportunities to strengthen Burberry’s brand visibility, desirability and cultural relevance across earned media and digital platforms.
· Build, maintain and leverage relationships with key fashion, lifestyle and cultural media, editors, journalists and other influential industry stakeholders.
· Oversee and provide strategic direction on press releases, media materials and local content, ensuring messaging is relevant to the Korean market while maintaining global brand consistency.
· Manage complex and high-profile press inquiries, identifying potential opportunities and risks and ensuring timely and appropriate responses.
· Lead media outreach and strategic partnerships to maximise high-quality editorial and social coverage.
· Monitor, analyse and evaluate media performance, translating insights into actionable recommendations and future communications strategies.
· Oversee showroom operations related to press gifting, sample loans and product seeding, ensuring strategic and effective product placement.
· Closely monitor competitor activity, industry developments and cultural trends to identify new opportunities and maintain a competitive advantage.

Celebrity, VIP & Talent Management

· Lead the identification, evaluation and strategic development of celebrities, VIPs and
emerging talents aligned with Burberry’s brand vision and business objectives.
· Develop and execute strategic activation plans for ambassadors, Friends of the House and key talents across campaigns, events, product seeding and editorial opportunities.
· Build and maintain strong relationships with talent agencies, management teams and key industry partners.
· Lead negotiations and coordination for celebrity participation in key brand initiatives, including events, campaigns, content productions and global activations
· Develop strategic seasonal seeding plans to maximise impactful product placement and relevant organic exposure
· Evaluate the effectiveness and commercial or brand impact of talent partnerships and provide recommendations for future investment and engagement strategies.

Influencer, KOL, and Stylist Relations

· Lead the development and ongoing management of a strategic influencer, KOL and stylist ecosystem, identifying both established and emerging voices relevant to Burberry.
· Develop a comprehensive and strategic influencer mapping and segmentation framework aligned with brand and business priorities.
· Build and nurture strong relationships with key influencers, socialites, stylists and their management teams.
· Develop and oversee strategic seeding and gifting programmes for key seasonal launches and commercial priorities.
· Lead competitive analysis and benchmarking of celebrity and influencer partnerships to identify opportunities and evolving market trends.
· Oversee agency and partner relationships to ensure strategic alignment, operational efficiency and high-quality execution.
· Analyse influencer performance and exposure results, providing clear insights and recommendations to optimise future strategies.

Brand Experience & Event
· Lead the planning and execution of locally relevant, high-impact brand experiences and events that strengthen Burberry’s positioning and desirability in Korea.
· Develop innovative experience concepts that respond to global brand strategy while reflecting local cultural relevance and consumer insights.
· Set and maintain a high creative and executional standard across all consumer-facing experiences.
· Identify emerging cultural trends, communities, venues and partnership opportunities that can elevate Burberry’s presence in the local market.
· Lead cross-functional planning with Global and Regional teams, local business functions and external partners.
· Manage agencies, vendors and production partners to ensure seamless delivery, budget management and operational excellence.
· Take ownership of project timelines, key milestones, risks and stakeholder management throughout the planning and execution process.

Requirements

· 10+ years of relevant experience in PR, Communications, VIP/Celebrity Relations and/or Brand Marketing, preferably within luxury, fashion or premium lifestyle brands.
· Fluent in English
· Luxury brand experience is strongly preferred.
· Proven experience in developing and leading integrated communications strategies rather than solely supporting execution
· Strong and established network across fashion, lifestyle, digital and social media, celebrities, influencers, stylists and relevant cultural stakeholders.
· Deep understanding of the Korean luxury, fashion, media and cultural landscape.
· Strong understanding of content strategy and production, with the ability to identify opportunities for compelling and culturally relevant storytelling.
· Experience in leading agencies, external partners and cross-functional stakeholders.
· Excellent project management and organisational skills, with the ability to manage multiple complex projects and competing priorities under tight deadlines
· Strong strategic thinking and commercial awareness, with the ability to translate market insights into actionable communications initiatives
· Highly detail-oriented with strong ownership and a proactive, solution-oriented mindset.
· A strong creative sensibility and passion for fashion, culture and emerging consumer trends.