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Assistant Manager, Public Relations


Hong Kong, HK, HK

Coach is a leading design house of modern luxury accessories and lifestyle collections, with a long-standing reputation built on quality craftsmanship. Defined by a free-spirited, all-American attitude, the brand approaches design with a modern vision, reimagining luxury for today with an authenticity and innovation that is uniquely Coach. All over the world, the Coach name is synonymous with effortless New York style.

Coach is part of the Tapestry portfolio – a global house of brands powered by optimism, innovation, and inclusivity.


Primary Purpose


The purpose of this role is through excellent deployment of media outreach & PR investment, to optimize strategic PR resources in driving brand awareness and maximize the outcome both editorially and digitally.

Moreover, this role also needs to support cross-functions through physical events in local market around key moments and strengthen brand presence through multiple digital platform communication such as brand site, social and media.  Meanwhile, contribute new and creative ideas from different angles to enhance our brand in collaboration with local celebrities & influencers, as well as 3rd parties.


The successful individual will leverage their proficiency in PR & Digital to...

  • Map out PR strategy deployment for review and then implement a proactive process proven by KPI and metrics
  • Formalize editorial planning, roll-out and reporting cycle; translate anecdotal or qualitative data into actions and plans for revising PR campaigns and press outreach
  • Evaluate ROI results against advertising rates and produce presentation reports with cross-function team’s analysis & metrics tool, in an effort to maximize results
  • Monitor trends in Social Marketing/Media tools, applications, channels, strategy and competitors’ practices, setting effective benchmarks (best practices) for measuring the impact of Social Media campaigns. Ensure Coach latest and most exciting development to media is syndicated on time and accuracy
  • Coordinate the delivery of content and manage maintenance for web site, brand social accounts and other online assets, work with different business units and external partners to ensure the timeliness of web refresh and content accuracy
  • Work in close collaboration with cross-functions on sales & marketing projects at both event & media executional levels
  • Maintain daily contacts with editor contacts to ensure Coach receives priority in new opportunities and robust editorial support
  • Team work with departments of the company to identify buzz opportunities (i.e., work with marketing functions for event sponsorship)
  • Proactively pitch for celeb/influencer seeding opps to drive maximized brand/product exposure.
  • Organize monthly clipping report as per required by HQ


The accomplished individual will possess...

  • Holder of a Bachelor's degree required
  • Minimum 3-4 years PR, Media, Account Management related experience, highly knowledgeable in the principles of “digital & social”. The ideal candidate will be a blend of traditional PR strategist and social platform expert, preferably in the FMCG/premium goods/luxury/retail sector or a well-acclaimed industry agency.
  • Well-connected within media & local KOL community and makes evident good media understanding and can pick up new tools quickly
  • Excellent written and verbal communication skills. High English skills preferred
  • Possesses functional knowledge and expertise in producing presentation reports – analyze, review and report on effectiveness


Our Competencies for All Employees

  • Drive for Results: Can be counted on to exceed goals successfully; is constantly and consistently one of the top performers; very bottom-line oriented; steadfastly pushes self and others for results.
  • Customer Focus: Is dedicated to meeting the expectations and requirements of internal and external customers; gets first-hand customer information and uses it for improvements in products and services; acts with customers in mind; establishes and maintains effective relationships with customers and gains their trust and respect.
  • Creativity: Comes up with a lot of new and unique ideas; easily makes connections among previously unrelated notions; tends to be seen as original and value-added in brainstorming settings.
  • Interpersonal Savvy: Relates well to all kinds of people, up, down, and sideways, inside and outside the organization; builds appropriate rapport; builds constructive and effective relationships; uses diplomacy and tact; can diffuse even high-tension situations comfortably.
  • Learning on the Fly: Learns quickly when facing new problems; a relentless and versatile learner; open to change; analyzes both successes and failures for clues to improvement; experiments and will try anything to find solutions; enjoys the challenge of unfamiliar tasks; quickly grasps the essence and the underlying structure of anything.
  • Perseverance: Pursues everything with energy, drive, and a need to finish; seldom gives up before finishing, especially in the face of resistance or setbacks.
  • Dealing with Ambiguity: Can effectively cope with change; can shift gears comfortably; can decide and act without having the total picture; isn’t upset when things are up in the air; doesn’t have to finish things before moving on; can comfortably handle risk and uncertainty.

Our Competencies for All People Managers

  • Strategic Agility: Sees ahead clearly; can anticipate future consequences and trends accurately; has broad knowledge and perspective; is future oriented; can articulately paint credible pictures and visions of possibilities and likelihoods; can create competitive and breakthrough strategies and plans.
  • Building Effective Teams: Blends people into teams when needed; creates strong morale and spirit in their team; shares wins and successes; fosters open dialogue; lets people finish and be responsible for their work; defines success in terms of the whole team; creates a feeling of belonging in the team.
  • Managerial Courage: Doesn’t hold back anything that needs to be said; provides current, direct, complete, and “actionable” positive and corrective feedback to others; lets people know where they stand; faces up to people problems on any person or situation (not including direct reports) quickly and directly; is not afraid to take negative action when necessary.


Coach is an equal opportunity and affirmative action employer and we pride ourselves on hiring and developing the best people. All employment decisions (including recruitment, hiring, promotion, compensation, transfer, training, discipline and termination) are based on the applicant’s or employee’s qualifications as they relate to the requirements of the position under consideration. These decisions are made without regard to age, sex, sexual orientation, gender identity, genetic characteristics, race, color, creed, religion, ethnicity, national origin, alienage, citizenship, disability, marital status, military status, pregnancy, or any other legally-recognized protected basis prohibited by applicable law. Visit Coach at

Req ID:  61390

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