Roborock is seeking a results-driven Brand PR Manager to lead our public communications and brand reputation initiatives in the Australian market.
This is an individual contributor role within a lean, high-performing team. You will be responsible for developing and executing strategic communications initiatives while managing PR agencies and driving integrated media, influencer, social, and event programs.
The core objective of this role is to elevate brand visibility, strengthen media presence, and enhance industry influence across Australia.
Key Responsibilities
1.Strategic Communications & Campaign Ownership
* Develop and lead the annual PR and brand communications strategy for Australia, ensuring alignment with overall brand positioning and business objectives.
* Define key messaging frameworks, priority narratives, and media mix strategies to drive sustained brand visibility.
* Provide strong agency leadership, overseeing PR agency performance to ensure high-quality execution and measurable impact.
* Own end-to-end campaign planning and execution, ensuring strategic alignment and commercial relevance.
2.Media Relations Management & Brand Reputation
* Build and maintain strong relationships with key Australian media across consumer tech, business, and lifestyle verticals.
* Continuously expand and refine the media database to improve brand penetration and coverage quality.
* Lead proactive media outreach, press briefings, interview coordination, and content placements.
* Drive improvements in Share of Voice (SOV) and increase Tier 1 media coverage quality and visibility.
* Safeguard and strengthen brand reputation management through consistent messaging and media engagement.
3.Influencer & Social Integration
* Develop and manage the brand's social media communications plan, covering both always-on content and major campaigns.
* Lead influencer marketing initiatives across technology, lifestyle, and home/family creators.
* Ensure strong integration between PR, influencer marketing, and social channels to maintain unified brand storytelling.
* Manage agency and partner collaboration to ensure campaign quality, timeline control, and measurable outcomes.
4.Event Project Management & Brand Activations
* Lead planning and coordination of brand events including product launches, media preview sessions, influencer events, and pop-up activations.
* Define objectives, budgets, and execution briefs while managing agency delivery standards.
* Oversee timelines, stakeholder alignment, and post-event evaluation to ensure events contribute to brand awareness and media impact.
5.Performance Tracking & Results-Driven Optimisation
* Establish structured performance monitoring across PR initiatives.
* Track and analyse KPIs including:
* Share of Voice (SOV)
* Tier 1 media coverage (volume and quality)
* Deliver data-informed reporting and insights to continuously optimise communications strategies.
* Demonstrate strong commercial awareness, ensuring PR initiatives support broader business growth objectives.
* Operate with a results-driven mindset, taking ownership of measurable outcomes.
Qualifications
1.Required Experience
* 5+ years of experience in brand PR, communications, or related roles.
* Proven experience developing PR strategies and managing external agencies.
* Ability to operate independently within a small team environment and drive projects with strong ownership.
2.Core Competencies
* Strong understanding of the Australian media landscape and proven media relations management capabilities.
* Experience in influencer marketing and integrated campaign execution.
* Demonstrated stakeholder management skills across agencies, media, and internal teams.
* Solid event project management experience from planning to execution.
* Strategic thinker with strong execution discipline and accountability.
3.Preferred Background
* Experience in consumer electronics or FMCG brands.
* Background in PR or advertising agencies.
* Media industry experience.
* Existing Australian media relationships.
* Native or near-native English proficiency (Mandarin is a plus but not required).
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