Public Relations Assistant Manager - Fashion, Watches & Fine Jewelry

About the role 

As Assistant PR Manager, Fashion and Watches & Fine Jewelry, you will help shape and deliver the market communications agenda across both divisions. You will build trusted media and industry relationships, translate House narratives into locally relevant stories, support high-quality press experiences, and ensure disciplined execution across content, events, press samples and reporting.

This role combines strong external relationship building and storytelling with rigorous project management. Working closely with divisional, retail, client engagement, regional and global communications partners, you will help protect and strengthen CHANEL image, relevance and desirability in Vietnam

WHAT IMPACT YOU CAN CREATE AT CHANEL

You will create impact by strengthening earned visibility, cultural relevance and communications excellence for Fashion and Watches & Fine Jewelry: 

·         Media relations and influence: Build and nurture trusted professional relationships with journalists, editors, stylists, creators and relevant industry voices. Identify the right partners and opportunities for each initiative, based on editorial relevance, quality, brand fit and long-term relationship value. 

·         PR strategy and market activation: Translate regional and global communications direction into focused local PR plans and calendars. Recommend market opportunities, target audiences, story angles and activation approaches that support divisional priorities while protecting House positioning. 

·         Content and storytelling: Develop accurate, compelling and brand-appropriate communications materials, including press releases, media pitches, event briefs, talking points, interview materials, social content and post-activation reports. Adapt House narratives for local relevance while safeguarding tone of voice, heritage and brand codes. 

·         Editorial opportunities and media servicing: Manage proactive outreach and incoming media requests, including interviews, editorial shoots, story development, event invitations and follow-up. Coordinate information, assets, products and stakeholders to deliver a responsive and high-quality media experience. 

·         Events and press experiences: Manage assigned press events, media previews and communications activations from planning through on-site delivery and post-event review. Coordinate guest strategy, invitations, RSVP, agencies, suppliers, budget, production timeline, run of show and logistics. 

·         Press samples and asset stewardship: Own disciplined administration of Fashion and Watches & Fine Jewelry press samples, including requests, approvals, loan documentation, deliveries, returns, condition checks, stock records and press room organisation. Ensure appropriate care, traceability and timely availability of high-value assets. 

·         Performance, budget and governance: Maintain communications calendars, budgets, purchase orders, invoices, contact databases and project trackers. Monitor earned coverage and activation performance, consolidate qualitative and quantitative learning, and recommend improvements for future initiatives. 

·         Cross-functional partnership: Collaborate closely with Fashion, Watches & Fine Jewelry Client Engagement, Retail, Boutiques, Regional and Global communications teams. Coordinate external PR and event agencies, vendors, photographers and production partners to ensure aligned, timely and consistent execution. 

YOU ARE ENERGISED BY

·         Building genuine, thoughtful and long-term relationships with media, creative communities and industry partners.

·         Transforming House stories, collections, craftsmanship and cultural moments into relevant editorial narratives.

·         Balancing creativity and brand discernment with detailed, reliable and hands-on execution.

·         Creating high-quality press experiences that reflect CHANEL standards in every detail.

·         Working across Fashion and Watches & Fine Jewelry and connecting multiple stakeholders around a clear communications objective.

·         Staying curious about Vietnam media, luxury, fashion, culture and emerging voices while exercising sound judgment on relevance.

·         Learning from results, feedback and market developments to continuously improve communications impact. .

WHAT YOU WILL BRING

·         Degree in Communications, Public Relations, Marketing, Journalism, Fashion, or a related discipline.

·         Ideally 7-10 years of experience in public relations, communications, events, editorial, or a related field.

·         Experience working within the luxury industry, ideally fashion, watches, fine jewelry, hospitality, or premium lifestyle, is required.

·         Strong knowledge of the PR industry, including Vietnam’s media landscape, editorial processes, journalist relations, media pitching, and event communications.

·         An established or developing network of relevant journalists, editors, stylists, and industry contacts is an advantage.

·         Proven experience in event planning, coordination, and on-site execution.

·         Experience managing press samples, product loans, inventories, or high-value assets is highly preferred.

·         Strong writing, editing, and storytelling ability in both Vietnamese and English.

·         A refined understanding of luxury, fashion, culture, and the importance of brand image, discretion, and consistency.

·         Strong judgment and an instinct for identifying the media, talent, and opportunities that are suitable for CHANEL.