OBJECTIVES
This is a key role in strengthening LOEWE's brand presence and cultural relevance in the Korea market. In close collaboration with the Korea Marketing & Communications Director and HQ teams, this position defines and drives the PR, Celebrity, and KOL strategy for Korea, ensuring alignment with global brand objectives while maximizing local brand impact.
The role is responsible for developing and executing a comprehensive PR strategy that integrates traditional, digital, and social media to elevate brand awareness and support the successful launch of key products and collections. It leads the planning and execution of impactful PR events and brand activations while cultivating and managing a strong network of media, celebrities, and KOLs to amplify brand visibility and engagement.

RESPONSIBILITIES

1. PR/Communications Strategy & Implementation

• Define and execute the Korea PR strategy across traditional, digital, and social media in alignment with local business priorities and HQ Marketing & Communications direction.
• Translate global brand initiatives into locally relevant PR activations that support key product launches, collections, and business objectives.
• Build and maintain strategic relationships with top-tier media, celebrities, KOLs, influencers, and agencies to maximize earned media coverage and social media visibility.
• Identify and drive strategic brand exposure opportunities through product placements, entertainment partnerships, cultural initiatives, sponsorships, and other collaborations that enhance brand visibility.
• Review and proofread all communication assets, ensuring consistency in brand tone, messaging, and editorial quality across all channels.

2. Celebrity, KOL & Ambassador Relations

• Support the development and execution of the Korea celebrity, KOL, and ambassador strategy in close partnership with HQ, ensuring alignment with the global brand direction.
• Identify, evaluate, and recommend relevant celebrities and influencers for key product launches, campaigns, and brand events while proactively identifying emerging talent and cultural trends.
• Build and maintain a strong network of celebrities, KOLs, agencies, and key industry partners to strengthen long-term brand influence and strategic partnerships.
• Develop strategy and plans for product placement of key collections and iconic bags to make sure our brand is continuously visible among key targets
• Oversea PR sample buying and management

3. Collections/Brand Events

• Plan and coordinate the PR strategy for key brand events, including fashion presentations, store openings, press events, and other brand activations, in alignment with HQ guidelines and local business objectives.
• Maximize the visibility and impact of PR events through strategic engagement with media, celebrities, KOLs, and influencers.
• Collaborate closely with Marketing and cross-functional teams to deliver compelling brand experiences that reinforce brand positioning and support business objectives.

4. Budget & Performance Management

• Develop and manage the annual PR budget, ensuring effective investment allocation and measurable return on investment (ROI).
• Establish KPI frameworks and evaluate the performance of PR, media, and digital initiatives through both quantitative analysis and qualitative market insights.
• Monitor competitor activities, media trends, digital platform developments, and evolving consumer behavior to identify opportunities and continuously optimize communication strategies.

Requirements
The ideal candidate for this role will possess the following skills and expertise:

• A minimum of 10 years of brand PR/Communications experience in an international brand environment or PR agency
• Good relationship and network with top media in Korea
• Strong relationship with celebrity/influencers is a plus.
• Passion about the brand and strong sense of luxury and branding
• Excellent communication skills: collaborative, open & able to present your own ideas with clarity and vision
• Proficiency in written and spoken English