PR & KOL Specialist SEA

Paula's Choice Skincare; Singapore; On-site; SGD 60,000 - 80,000; Full time

Job summary

A leading skincare brand in Singapore is seeking a PR & KOL Specialist to enhance its presence across Southeast Asia. The ideal candidate will leverage strong storytelling and relationship-building skills to manage effective PR and influencer campaigns. Responsibilities include planning and executing strategies, managing partnerships, and tracking performance metrics, all while collaborating with cross-functional teams.

Benefits

Creative and collaborative team environment

Opportunity for career growth

Qualifications

• 4-5 years of experience in PR, influencer marketing, or brand communications, preferably in beauty/FMCG.
• Strong media and influencer network in SEA or ability to build one quickly.
• Highly organized and able to manage multiple projects.

Responsibilities

• Build strong relationships with media, influencers, and beauty tastemakers across SEA.
• Manage KOL partnerships from outreach to reporting.
• Track, measure, and share insights to optimize PR efforts.

Skills

Storytelling

Relationship building

Project management

Communication

Education

Bachelor’s degree in Marketing or Communications

Tools

CreatorIQ

Brandwatch

Job description

About Us:

Paula’s Choice, a global skincare leader founded in 1995, empowers individuals to define beauty on their own terms through science-backed products. Our mission comes to life through four core values that guide our actions, decisions, and impact:

• Build Trust: We set the standard for skincare, transparency, and shared knowledge.
• Be Bold: We lead through innovation and by challenging the status quo.
• Act with Kindness: We operate with respect and care—for our customers, colleagues, and the planet.
• Create Community: We believe in the power of connection—whether educating customers, supporting each other, or giving back, we grow stronger together.

About the Region:

Our Southeast Asian headquarters is located in Singapore, and currently manages Singapore, Malaysia, Indonesia, Thailand, Philippines and India. Our channels include not only our own DTC platform, but also marketplaces such as Lazada, Shopee, Amazon, Zalora as well as an offline presence in Unity Pharmacies and Sephora Stores.

About Our Culture:

We’re a rapidly growing entrepreneurial team that thrives on change, prioritizing a culture of feedback and inclusivity. Our culture encourages continuous learning and is fueled by connection, curiosity, and cross-functional collaboration.

Paula’s Choice is also committed to diversity! Our customers come from all walks of life and so do we. We hire great people from a wide variety of backgrounds, not just because it’s the right thing to do, but because it makes our company stronger. We hope you agree. If you share our values and our enthusiasm for empowering people to achieve their own definition of beautiful, Paula’s Choice could be a wonderful fit for you.

About the Role:

We’re looking for a PR & KOL Specialist SEA to tell our story, amplify our voice, and connect Paula’s Choice with the right communities across Singapore, Malaysia, Thailand, the Philippines, and India.

You’ll blend creative storytelling, relationship building, and data-driven execution to grow our earned media presence and influencer impact. The ideal candidate has a passion for beauty, exceptional project management skills, and a knack for building authentic connections that inspire brand love.

Reporting to the Head of Brand, Southeast Asia, the ideal candidate will have a passion for skincare, exceptional project management skills, and a proven ability to lead PR & KOL strategies and delivering impactful results that build brand affinity and resonate with our target audience.

This role will be based in Singapore.

What you’ll do:

• Build strong relationships with media, influencers, and beauty tastemakers across SEA.
• Create and execute PR & influencer campaigns that spark conversation and drive engagement.
• Manage KOL partnerships from outreach to reporting—making sure every collaboration feels authentic and delivers results.
• Support brand experiences—from intimate editor events to bold product launches.
• Track, measure, and share what’s working (and what’s next) to keep us ahead of the curve.

Key responsibilities include:

• Lead and support the planning and execution of SEA regions PR & KOL strategy
• Develop and distribute press releases, media kits, and product seeding to secure earned coverage.
• Monitor, track, and report media coverage, providing insights to optimise PR efforts.
• Support local market needs while ensuring alignment with global brand messaging and visual identity
• Identify, vet, and manage relationships with influencers, creators, and brand advocates in each market.
• Project manage influencer content collaboration and affiliate projects, content brief to ensure quality and result-driven
• Negotiate partnerships, contracts, and deliverables that align with campaign objectives.
• Oversee end-to-end campaign execution—from briefing and gifting to approvals and performance tracking—leveraging CreatorIQ / Brandwatch and/or other analytics tools.
• Explore emerging platforms, formats, and creator segments to diversify influencer strategies.
• End-to-end planning and execution of PR events, product launches, and media/creator experiences across SEA.
• Coordinate event logistics, invitations, and on-site management to ensure smooth execution.
• Collaborate with cross-functional teams (Brand Marketing, Social) to deliver engaging event content for social amplification.
• Manage regional and local master ambassador list, maintain ambassadors’ profile and relationships e.g. media, celebrities, influencers, makeup artists, skincare enthusiasts, content creators, develop new contacts that are important to Paula’s Choice and the brand
• Manage the regional press office, including press materials and collaterals, PR calendar, NPD product ordering, PR kit creative mailer and seeding, media pitching, product loan and shooting for media award titles submission
• Manage budget and expense tracker, ensure adhering to company policies
• Stay abreast of industry trends, able to think critically and provide strategic insights, collate competitor activities for the wider business
• Analyse PR and KOL campaign performance, drawing insights to inform future strategies.
• Track KPIs such as media impressions, influencer engagement rates, reach, sentiment, and ROI.
• Present post-campaign reports and recommendations to internal stakeholders.

What We’re Looking For:

• Bachelor’s degree in Marketing, Communications, or related field.
• 4–5 years of experience in PR, influencer marketing, or brand communications—beauty/FMCG experience a plus.
• Strong media and influencer network in SEA (or the drive to build one quickly).
• Excellent storytelling, communication, and relationship-building skills.
• Highly organised, agile, and comfortable managing multiple projects.
• Proficiency with analytics tools (CreatorIQ, Brandwatch, or similar).

Bonus Points For:

• Experience in beauty/skincare/luxury brands.
• Prior in-house brand experience.
• A creative, solutions-focused mindset with a passion for innovation.

Why You’ll Love it Here:

• Work on a regional stage with a cult-favourite global brand.
• Be part of a passionate, collaborative, and creative team.
• Shape stories that inspire confidence, self-care, and empowerment.
• Thrive in a fast-moving, dynamic environment where your ideas matter.

Do you recognise yourself in the description above and do you enjoy working in a dynamic and collaborative work environment? Then we’d love to get to know you and hopefully welcome you to join our enthusiastic team soon (yes we move fast, also in our recruitment!). We look forward to receiving your Curriculum Vitae along with your portfolio of work (if available). Only shortlisted candidates will be contacted.

If you would like further information about this vacancy please contact Radhika Jain, HR Director SEA via [e-mail].