Job Purpose

The PR & KOL Marketing Specialist is responsible for supporting TCL's brand communication and strengthening brand presence across PR & Media, KOL/Influencer Marketing, PR & Branding Events, and KOL Activities.

The role will work closely with marketing teams, internal product teams, media, KOLs, agencies, and external partners to ensure consistent brand messaging, effective content execution, and strong brand visibility across online and offline touchpoints.

Key Responsibilities

• PR & Media Management

• Support the development and execution of corporate PR, product PR, and brand communication activities.

• Coordinate with PR agencies and media partners on press releases, media pitching, interviews, product reviews, and other PR opportunities.

• Develop and maintain relationships with key media, journalists, and relevant industry partners.

• Prepare and coordinate PR materials, including press releases, media kits, product information, key messages, and executive communication materials.

• Support PR activities for new product launches, brand announcements, corporate milestones, and major marketing events.

• Monitor media coverage and prepare regular PR performance and media coverage reports.

• Ensure external communications are accurate and aligned with TCL's brand positioning and communication guidelines.

• Crisis Management: Act as the front-line lead for reputation management and execute communication strategies to navigate sensitive PR challenges.

• KOL & Influencer Management

• Support KOL/Influencer planning based on product communication priorities and target audiences.

• Identify and coordinate with suitable KOLs, influencers, creators, and reviewers for product and branding projects.

• Manage KOL project execution, including briefing, content coordination, product arrangements, posting schedules, and deliverables.

• Review KOL content to ensure that product key selling points and brand messages are communicated accurately.

• Coordinate with KOL/influencer agencies and suppliers to ensure quality, timelines, and deliverables.

• Track KOL content performance and prepare project summaries and key learnings for future optimization.

• PR & Branding Events and KOL Activities

• Support the planning and execution of PR events and KOL activity projects.

• Support new product launch events and other key brand marketing activities as required.

• Work with internal and external stakeholders to ensure smooth event execution and consistent brand presentation.

• Support brand collaborations, CSR initiatives, and special marketing projects where relevant.

• Manage post-event documentation, content collection, and performance summaries.

• Agency, Supplier, Project Coordination, and Budget Control

• Coordinate with PR agencies, KOL agencies, and other marketing suppliers.

• Manage project timelines, quotations, deliverables, and execution quality.

• Support budget tracking and documentation for assigned PR and marketing projects.

• Work closely with IMC, Product, Digital, and other internal teams to ensure effective project delivery.

Qualifications

Bachelor's degree in Marketing, Communications, Public Relations, or a related field.

• At least 2–3 years of experience in PR, influencer marketing, KOL management, or marketing communications.

• Experience in the home appliance, consumer electronics, FMCG, or lifestyle industry is preferred.

• Strong understanding of media relations, social media platforms, influencer trends, and consumer behavior.

• Ability to develop PR and KOL strategies aligned with product features, campaign objectives, and target audiences.

• Strong coordination, negotiation, communication, and relationship management skills.

• Ability to effectively manage agencies, KOLs, media partners, campaign timelines, and budgets.

• Good content sense and ability to understand and communicate key product selling points.

• Ability to monitor campaign performance, prepare reports, and provide actionable recommendations.

• Strong attention to detail, problem-solving skills, and ability to manage multiple projects simultaneously.

• Good command of written and spoken English; Chinese communication skills are an advantage.

• Proficient in Microsoft PowerPoint, Excel, and other relevant marketing tools.

• Strong ownership, teamwork, and execution capabilities.

• Must be a good team player, fast learner, flexible, and service-minded.