Public Relations Lead, Japan (Assistant Manager)

Location: Japan

State/Province/City: Tokyo

City: Tokyo

Business Unit: Store Support Centre (SSC)

Time Type: Full-time

Description & Requirements

Who we are 
lululemon is an innovative performance apparel company for yoga, running, training, and other athletic pursuits. Setting the bar in technical fabrics and functional design, we create transformational products and experiences that support people in moving, growing, connecting, and being well. We owe our success to our innovative product, emphasis on stores, commitment to our people, and the incredible connections we make in every community we're in. As a company, we focus on creating positive change to build a healthier, thriving future. In particular, that includes creating an equitable, inclusive and growth-focused environment for our people.

About this team
We’re the story-doers and relationship managers. We make sure the public knows what we’re up to by creating authentic relationships with all sorts of media and influencers. We lead the charge on the “who, what, when, where and why” for how lululemon shows up and how we are talking to media who count on us for product education, a connection to yoga and fitness, and to be engaged with inspiring local stories that shape our global brand. Whether introducing lululemon to new and emerging markets, or building on firmly established relationships, we educate and are the connection to story-doers that generate conversation. No matter where in the world, media see us as the best source of information on yoga, lifestyle, and technical apparel for sport as we continue to differentiate ourselves globally as a premium athletic leader.

A day in the life: 
  • Lead the development, delivery and measurement of the PR + Editorial + Strategic seeding strategies and plans in Japan
  • Localize regional and global PR initiatives in national lifestyle & fashion, consumer and business/trade media 
  • Build relationships with key editors from local media and work with our agency to secure media features/experiences
  • Act as the connector between agency and Ambassadors – position them as subject matter experts for PR opportunities 
  • Work cross-functionally with other teams to execute integrated strategies across various communication platforms to elevate overarching company-wide initiatives: new store openings, product launches, events, etc.
  • Responsible for press asset development including press materials, product bible, samples, bios, backgrounders, fact sheets, generic photos and in-depth media matrix development
  • Own the creation and execution of the annual PR & Editorial calendar in market
  • Manage day-to-day media relations – the go-to for all media enquiries
  • Plan, track and manage overall spend for PR & editorial 
  • Autonomously devises media plans/strategies in line with business/product investments and priorities
  • Strategically decides which key media and Influencer relationships to nurture 
  • Providing guidance and day-to-day management of PR agency team 
  • Providing market insights and recommendations to APAC and Global teams for regional and global PR moments
  • Drafts Exec-level media briefs and enroll multiple stakeholders on PR initiatives  
  • Decides on all content for Editorial and fully owns/manages all contributor content
  • Support other corporate and internal communications initiatives for Japan market as needed (e.g. issues management, corporate or Internal comms)

  • Bachelor degree required (Marketing, Communications, Media or related field)
  • A minimum of 5-8 years dynamic experience in public relations field (+ direct experience managing PR Agency team, and managing Editorial calendar and content)
  • Ability to handle multiple tasks in a fast and changing environment, and meet tight deadlines
  • Excellent decision making and problem resolution skills
  • Excellent interpersonal, written communication, organisational and time management skills
  • Working knowledge of Salesforce, MS Office and Adobe design suite (Indesign, Photoshop)

Must haves:
  • Acknowledges the presence of choice in every moment and takes personal responsibility for their life.
  • Possesses an entrepreneurial spirit and continuously innovates to achieve great results. 
  • Communicates with honesty and kindness, and creates the space for others to do the same. 
  • Leads with courage, knowing the possibility of greatness is bigger than the fear of failure. 
  • Fosters connection by putting people first and building trusting relationships. 
  • Integrates fun and joy as a way of being and working, aka doesn’t take themselves too seriously. 

Beyond the Paycheck (Benefits & Perks) 
At lululemon, we care for and invest in the whole person – body, mind, spirit. Our total rewards program is designed to support you in achieving your goals and focus on the things you love. In addition to competitive base pay and a team-based bonus program, we also offer paid time off, generous employee discounts, fitness/yoga classes, parenthood top up program and personal and professional development programs.  

Note: availability of these benefits and perks may be subject to your location & employment type and may have certain eligibility requirements. The Company reserves the right to alter these benefits and perks in whole or in part at any time without advance notice.