Aditya Birla Fashion and Retail Ltd.
Website:
abfrl.com
Job details:
Job Purpose:
The PR and Partnerships Assistant drives maximum media mileage and brand visibility for Galeries Lafayette India across platforms. Working closely with internal teams and agency partners, this role designs and executes strategic paid and editorial media plans, secures high impact styling and editorial placements, and manages VIP/media ecosystems. Operating as the brand's operational backbone, this position ensures seamless execution, solution-oriented problem-solving, and rigorous reporting across all media, leadership, and lifestyle activations.
Job Context:
Sitting at the vital intersection of Media Relations, Strategic Partnerships, and Experiential Luxury & more, this role collaborates directly with the PR & Partnerships Manager, Brand Marketing, and other internal marketing & external agency partners. This role leads day-to day media output, paid and editorial strategy execution, and high-profile sample sourcing across fashion, beauty, home, and corporate trade. Operating with absolute precision and a solution-oriented mindset, the role ensures that every media touchpoint, celebrity placement, and PR activation reflects Parisian luxury standards while driving maximum editorial mileage and brand equity. Executing fresh, diverse & the most updated multi-channel PR strategies within a live, high pressure, fast-paced retail environment requires absolute operational seamlessness. The role bridges high-level media strategies with on-ground execution, solving logistical friction in real time.
Major Challenges:
• Resource Optimization & Solution-Oriented Execution: Navigating concurrent high-decibel events and fast-moving media requests with agility, always bringing immediate, practical solutions to operational bottlenecks.
• Concurrent Activation Loads: Managing multiple campaign rollouts, sample pulls, and event activations simultaneously with a solution-oriented approach.
• Seamless Live Retail Integration: Executing high-touch media, and consumer activations inside a live retail environment without disrupting store operations or compromising customer service.
• Uncompromising Luxury Standards: Tackling all touchpoints—from partner behavior to visual setups and press outreach—with an elevated standard of quality.
• Dynamic Logistics & Talent Handling: Managing last-minute itinerary shifts for celebrities, U/HNIs, top editors, and creators with composure and discretion.
• End-to-End Reportage as a Core Discipline: Owning reportage end-to-end through daily media tracking, weekly status updates, activation debriefs, and monthly PR value analysis.
Key Result Areas:
1. Editorial & Selectively Paid Media Strategy - Fashion, beauty, lifestyle, corporate & more
• Paid & Organic Curation: Execute monthly editorial and paid media strategies across print, digital, social media and broadcast channels to guarantee continuous brand visibility – fashion, beauty, lifestyle, corporate, the entire media universe
• Asset Distribution: Oversee precise, timely dispatch of press releases, campaign imagery, sample credits, and brand notes to editors and stylists.
• Media Network Building: Actively map and build direct relationships with leading fashion, beauty, lifestyle, and business journalists, editors, and independent curators.
• Leadership Visibility & Industry Event Mapping: High-value industry speaking opportunities, summits, panels, awards, and trade features for the CEO and leadership team. High-value industry speaking opportunities, summits, panels, awards, and trade features for the CEO and leadership team.
2. Sourcing & Recurring Credits Mileage
• Styling & Celebrity Sourcing: Lead product sourcing, sample pulls, lookbook distribution, and wardrobe loaning for top-tier fashion magazines, cover shoots, red carpets, and high-profile celebrities.
3. Talent & Ecosystem Mapping
• Media, Celebrities, Creators, Influencers, HNIs, Communities etc: Identify and onboard the right partners—evaluating talent management firms, celebrity stylists, digital curators, and U/HNI community leads to ensure true brand fit.
• Trend Spotting: Stay on top of trends to ensure right network leverage at the right time for the brand.
4. Agency & Partner & Vendor Management
• Agency Coordination: Manage day-to-day deliverables of retained PR agencies, holding them accountable to aggressive KPIs, media targets, and quality benchmarks.
• Cross-Functional Store Harmony: Liaise directly with internal team members, floor managers, store staff, and security to conduct smooth media walkthroughs, VIP fittings, and press previews without disrupting store operations.
• Vendor On-boarding & management: Handle POs, track payment processes vendor contracts & on-boarding in the system, set-up timelines, and expense tracking within allocated budgets.
5. Event Support
• Event Logistics: Manage briefing documents, media schedules, speech notes, and on ground PR hosting for executive media appearances.
• Execution: Plan and host media breakfasts, closed-door editor previews, influencer walkthroughs, and bespoke trunk show appointments.
• Hospitality: Coordinate guest lists, RSVPs, personalized invitations, luxury gifting, and transportation for media editors, celebrities, and U/HNIs.
6. End-to-End Reportage & Measurement (Core Ownership)
• Comprehensive Tracking: Maintain daily tracking of all organic, paid, and barter media placements across print, online, and social channels.
• Deliverable Monitoring: Audit agency output and influencer deliverables to ensure complete fulfillment of contractual scope and media commitments.
• Reportage Cadence: Own the creation and distribution of daily coverage alerts, weekly status updates, campaign-specific PR decks, and robust monthly PR reports.
• ROI & Analytics: Quantify PR output by measuring reach, media value, tone of coverage, and brand equity impact for leadership review.
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