Manager - PR & VIP

Position Title: Manager, PR & VIP

Reports to: VP, PR & Communications

Summary: The Manager, PR + VIP is the brand’s talent and culture lead. This role identifies, casts and cultivates the people, scenes and communities that keep the brand culturally relevant, and turns those relationships into VIP and celebrity partnerships, activations and press moments across global markets. The Manager brings strong casting and talent instincts, deep cultural fluency and a real ability to build community around a brand, from A-list talent and the Creative Director’s circle to emerging artists, creators and subcultures. The Manager partners closely with Marketing, Creative, Social Media, Events and external partners to ensure seamless execution of VIP experiences and talent partnerships that align with brand objectives, increase visibility and drive sales.

Responsibilities include but are not limited to:

Talent, Casting & Culture

• Identify and scout emerging and established talent, cultural figures and creative communities across music, fashion, entertainment, art and nightlife; maintain a strong point of view on the people, scenes and cultural movements relevant to the brand.
• Lead talent and community casting for in-house branded content, social media projects, digital campaigns, photo shoots and experiential activations; ensure selected talent aligns with brand values and campaign creative direction.
• Develop relationships with new personalities, creators and cultural voices to create fresh brand partnership opportunities and expand brand reach to new audiences.
• Proactively identify cultural moments and milestones on the entertainment calendar where the brand can participate credibly and unexpectedly; maintain a strategic contact list and execution plan for premiere parties, special events, editorial collaborations, award show appearances, television placements and press events.

Community & Brand Ambassadors

• Build and nurture authentic, long-term community around the brand by connecting with culture-shaping individuals, creative collectives and brand-adjacent communities, turning them into organic brand ambassadors.
• Develop and execute a global influencer strategy that activates organic ambassadors and paid partnerships, spanning micro- to macro-influencers, key opinion creators (KOC) and key opinion leaders (KOL), aligned to campaign objectives.
• Coordinate VIP and gifting strategies with the influencer team to execute impactful brand activations; ensure seamless integration across platforms to maximize reach and engagement and maintain consistent brand messaging.

VIP & Celebrity Partnerships

• Manage VIP relations and celebrity partnerships, including coordinating exclusive appearances, collaborations and brand partnerships with A-list talent aligned to creative vision and business objectives.
• Execute seasonal and yearly global VIP initiatives, including event planning, talent outreach and activation coordination, to increase brand awareness, generate media coverage and drive sales across key markets.
• Manage all custom VIP looks for events including runway shows, photo shoots and brand activations; coordinate with design and styling teams to ensure celebrity outfits align with brand aesthetic and campaign objectives.
• Work cross-functionally with internal teams (Marketing, Creative, Social Media, Events) and external partners (agencies, media outlets, talent representatives) to align on strategy, timelines and brand messaging for all VIP and celebrity initiatives.
• Collaborate with social media, PR and creative teams to develop content capture strategies and oversee production of high-quality photography and videography for contracted talent on photo shoots; ensure assets are optimized for multi-channel distribution and social amplification.

Press & Visibility

• Cultivate and maintain relationships with key media contacts, fashion journalists and entertainment tastemakers to secure press coverage, editorial placements and brand visibility for VIP and celebrity partnerships across print, digital and broadcast channels.

Measurement, Budget & Partner Management

• Oversee and manage relationships with global agencies, talent representatives and VIP management firms; ensure all partners execute VIP relations, influencer partnerships and gifting strategies in alignment with brand guidelines and campaign objectives.
• Establish clear KPIs and goals for VIP and influencer initiatives; track and analyze Earned Media Value (EMV), impressions, conversion rates (CVR) and engagement to determine ROI and provide data-driven recommendations for optimization.
• Develop, manage and track yearly budgets for all celebrity, VIP, influencer and gifting initiatives; monitor spending against allocations, forecast future expenses and provide regular financial reporting to leadership.

We are an Equal Opportunity Employer M/D/F/V

In compliance with the New York City salary transparency requirements, the potential salary for this position is from $85,000 to $95,000 which represents a range commensurate with experience, knowledge, and skills required.

Requirements

• BS/BA Degree or equivalent experience
• 5-7 years of progressive experience in PR, VIP relations, entertainment marketing, talent management, or related field, with demonstrated success managing high-profile celebrities and brand partnerships
• Deep, current knowledge of the cultural and social landscape across music, fashion, entertainment, and pop culture; ability to identify trends, spot emerging talent, and understand what resonates with diverse global audiences
• Finger to the pulse and passionate about culture (music, fashion, pop culture etc)
• Comprehensive understanding of the media landscape across traditional and digital channels; established relationships with key journalists, fashion editors, lifestyle media influencers, and entertainment writers; ability to pitch stories and secure high-quality press coverage
• Strong analytical and project management skills
• Strategic mindset, with ability to make quick decisions.
• Team player who operates well in a dynamic, all hands-on deck environment
• Flexibility to adapt to changing business needs; proactive approach and sense of urgency, a must
• Excellent interpersonal, influencing, communication (oral and written) and consulting skills are required. The ability to develop relationships and influence at all levels within the organization is required.
• Proficiency in Microsoft Office Suite
• Fluency with emerging technologies and AI tools; ability to leverage AI for content creation, data analysis, and campaign optimization

Benefits

We offer a comprehensive benefits package, including but not limited to:

• Clothing allowance & discounted merchandise
• Healthcare (medical/dental/vision) coverage
• Flexible spending account (FSA) & Commuter benefits
• 401(k) savings plan with employer match
• Summer Fridays