Website:
planoutgroup.com
Job details:
Planout Group is looking for an experienced PR Manager to lead Public Relations and Media Communications for Vokka Perfumes, one of our fast-growing consumer brands.
We are looking for someone who understands how to turn business developments, product launches, consumer trends and founder stories into newsworthy narratives that journalists actually want to cover.
This is not a role focused only on writing press releases.
You will be responsible for building strong relationships with journalists, editors, publications and industry stakeholders and consistently identifying opportunities that strengthen Vokka's visibility and credibility across business, startup, lifestyle, beauty, retail and ecommerce media.
Key Responsibilities
Media Relations
- Build and maintain strong relationships with journalists, editors, reporters and media houses.
- Develop relationships across business, startup, ecommerce, retail, lifestyle, beauty and consumer publications.
- Proactively pitch stories, interviews, features, industry commentary and brand developments.
- Build and maintain an active media database across national and regional publications.
PR Strategy
- Develop and execute the annual and quarterly PR strategy for Vokka Perfumes.
- Create a consistent media narrative around the brand's growth, products, distribution, innovation and consumer journey.
- Identify opportunities for Vokka to participate in relevant industry conversations and emerging consumer trends.
- Develop differentiated PR angles instead of relying only on conventional product announcements.
Storytelling & Press Communications
- Identify newsworthy stories from within the organisation.
- Write and edit press releases, media pitches, founder quotes, opinion pieces, interview briefs and company profiles.
- Convert internal business developments into compelling external narratives.
- Create story angles around product launches, ecommerce growth, quick-commerce expansion, consumer behaviour and the fragrance category.
Founder & Leadership PR
- Develop media opportunities for Vokka's founders and leadership team.
- Secure interviews, podcasts, panel discussions, quotes and thought-leadership opportunities.
- Build founder positioning around entrepreneurship, ecommerce, consumer brands, fragrance and emerging retail trends.
- Prepare leadership teams for interviews and media interactions.
Product & Brand PR
- Develop PR campaigns around new fragrance launches, collections and major brand initiatives.
- Coordinate product seeding and editorial outreach.
- Build relationships with beauty, fragrance, lifestyle and consumer-product journalists.
- Work closely with the marketing, social media, ecommerce and creative teams to amplify major campaigns.
Corporate & Business PR
- Identify stories around company growth, expansion, partnerships, ecommerce milestones and quick-commerce developments.
- Build relationships with publications covering startups, D2C, retail, ecommerce and consumer businesses.
- Position Vokka as an important emerging voice within India's fragrance and consumer-brand ecosystem.
Reputation & Crisis Communication
- Monitor conversations around the brand and identify potential reputation risks.
- Develop appropriate communication responses during sensitive situations.
- Coordinate with leadership and internal teams to ensure consistent external communication.
PR Agency & Partner Management
- Coordinate with external PR agencies, freelancers and media partners wherever required.
- Evaluate the quality of media opportunities rather than focusing only on the number of coverage pieces.
- Ensure agency activities remain aligned with the company's business and brand objectives.
Reporting & Measurement
- Maintain monthly PR trackers covering media outreach, opportunities and published coverage.
- Track quality of publications, potential reach, backlinks, share of voice and brand mentions.
- Analyse competitor PR activities and identify opportunities where Vokka can build stronger visibility.
- Present monthly PR performance and upcoming opportunities to management.
What We're Looking For
- 3–8 years of experience in Public Relations, Corporate Communications or Brand Communications.
- Strong preference for candidates who have worked with consumer brands, D2C companies, beauty, personal care, fashion, lifestyle, FMCG or ecommerce businesses.
- Existing relationships with journalists and media publications.
- Strong understanding of how business, lifestyle and consumer media operate.
- Excellent written and verbal communication skills.
- Ability to identify a strong story angle from business information.
- Strong press-release, pitching and editorial-writing skills.
- Comfortable working directly with founders and senior management.
- Ability to operate in a fast-moving entrepreneurial environment.
- Strong ownership mentality with the ability to independently take a story from idea → pitch → journalist conversation → publication.
The Person We Want
We are particularly interested in someone who looks at a business update and immediately thinks:
"What's the story here, and which journalist would care about it?"
You should be curious, persuasive, well-networked and comfortable picking up the phone and speaking to journalists.
We value quality of coverage over vanity PR metrics.
Getting one meaningful story in a highly relevant publication can be significantly more valuable than twenty low-impact mentions.
Preferred Background
Candidates from the following backgrounds would be particularly relevant:
- D2C Brands
- Beauty & Personal Care
- Perfumes / Fragrances
- Fashion & Lifestyle
- FMCG
- Consumer Internet
- Ecommerce
- Retail
- PR Agencies handling consumer brands
Why Join Us?
You will get the opportunity to work closely with the founders and leadership team while helping shape the public narrative of a rapidly growing consumer brand.
This role provides significant ownership — from identifying the story and developing the narrative to building relationships with journalists and getting the story published.
At Planout Group, we believe great work happens when people are trusted, empowered and given the freedom to take ownership, experiment, learn and grow together.
If you understand what makes a brand newsworthy — and know how to get that story in front of the right journalist — we'd like to hear from you.
Click on Apply to know more.