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Assistant Manager Lifestyle PR

3 months ago

Dombivli, India Nykaa Full time

Role Summary:


As an Assistant Manager - Lifestyle PR at Nykaa, you will be responsible for shaping and executing strategic public relations initiatives that enhance Nykaa's brand presence in the lifestyle segment. With a focus on building strong media relationships, you will play a pivotal role in crafting compelling narratives that resonate with our target audience. Your expertise will drive impactful media coverage, elevate brand visibility, and contribute to Nykaa's positioning as a leader in the beauty and fashion industry.


Job Description:


  • Implement and execute the Lifestyle Communications strategy and calendar for the Beauty & Lifestyle brand.
  • Act as a strategic PR partner to business teams by developing and executing Communications/PR plans, communicating these plans internally, and securing necessary leadership approvals.
  • Manage all aspects of strategic press coverage (earned), handle reactive media inquiries, and cultivate strong relationships with key media contacts.
  • Provide expert counsel and guidance to a diverse range of internal teams across various disciplines.
  • Lead and support strategic launches for owned brands, exclusive brands, and brand partners.
  • Leverage media relations and pitch stories to secure earned coverage in top media outlets, including print, broadcast, and digital.
  • Create communication materials such as press releases, statements, interview quotes, scripts, and captions as needed.
  • Collaborate with key stakeholders, such as business heads, category managers, marketing teams, and social media teams, to develop and execute tailored communication strategies for different categories and business areas.
  • Partner with internal and external teams to drive successful program launches.
  • Strategic communications advice to internal executives, addressing both immediate and long-term challenges and opportunities.
  • Manage budgets and deliver clear, results-focused reports to track progress and outcomes.
  • Work closely with external partners, including PR and event agencies, on contract negotiations, renewals, budget management, annual planning, monthly execution, and performance reporting.
  • Evaluate communication activities and programs using a PR tools and industry metrics, recommending improvements to enhance the measurement of earned media coverage.
  • Monitor and report on industry trends (beauty, fashion e-commerce, luxury, FMCG), company brands, spokespersons, and competitors.
  • Build and maintain relationships with media across beauty, lifestyle, luxury, and fashion sectors.
  • Utilize insights from the evolving digital influencer landscape to create innovative PR opportunities that enhance brand image.
  • Recommend new influencer profiles for campaigns based on objectives, KPIs, and overall goals.
  • Monitor and review the communications budget regularly to ensure effective management and timely adjustments.
  • Attend PR-related and industry events and trips as necessary.
  • Stay current with beauty and fashion trends to inform and refine communication strategies.


Knowledge and Skill / Qualification Requirements:


  • 5+ years of experience in PR within the beauty, fashion, or lifestyle sectors (experience with an agency is a plus).
  • Ability to manage relationships with journalists and freelance beauty and lifestyle contributors
  • Expertise in news tracking, coverage analysis, and using measurement tools to assess share of voice (SOV) and conduct competitor analysis of earned media.
  • Demonstrated experience in project management and cross-functional team coordination.
  • Stakeholder management with a focus on securing timely approvals and aligning with strategic objectives.
  • Strong understanding of the media landscape, including lifestyle, advertising & marketing, print, broadcast, and digital channels.
  • Ability to drive earned media as a priority, while effectively integrating strategies for owned and paid media.
  • Managing budgets and tracking and tracking effectively.
  • Strong written and oral communications skills.
  • Successfully manage complex, fast-moving and unexpected communications challenges, both proactively and reactively.