Direct message the job poster from POP MART
Regional HRBP Lead | POP MART Europe | Chartered MCIPD
Senior PR & Communications Manager
Industry: Designer toys and collectible piecesLocation: Canary Wharf, LondonJob type: Full time Permanent
About POP MART
Founded in 2010, POP MART is a market-leading entertainment company and a global champion of designer toy culture. Through global artist development, IP operations, and designer toy culture evangelism, we have built an integrated platform covering the entire designer toy value chain. Besides our original and iconic IPs such as Molly, Hirono, Skullpanda, and LABUBU, POP MART collaborates with top-tier toys and lifestyle brands including Disney, Universal Studios, and Sanrio to create collectible art toys featuring their iconic characters.
POP MART has established a strong presence across key European markets, including the UK, France, Italy, Netherlands, Germany and Spain. As part of our strategic growth initiatives, we are focused on expanding our retail network into additional high-potential markets across Europe, continuing to strengthen our brand's position in the region.
For more information, please visit www.popmart.com and our LinkedIn Career page.
What to Expect
POP MART is a fast-paced company with a young and multicultural team where you can expect to:
Lead impactful, content-driven PR and influencer marketing campaignsCollaborate closely with European marketing teams to ensure campaign localisationBe at the forefront of brand storytelling, strategic communications, and measurable marketing performanceContribute directly to POP MART’s growth and visibility across Europe
Benefits
POP MART offers our employees:
Selected POP MART toys as appreciation gifts every monthA structured bonus/commission scheme in line with the company’s and the individual’s performanceComprehensive training and development programsRegular team social eventsPaid rest breaks
The Role and Candidate
The Senior PR & Communications Manager will lead strategic communications and influencer engagement, driving high-impact, content-driven campaigns across Europe. Reporting directly to the Regional Head of Marketing, this role ensures global branding strategies are expertly localised and amplified by collaborating closely with country marketing teams.
The ideal candidate has a proven track record in multi-market PR, influencer strategy, and measurable ROI management, ideally within retail, entertainment, lifestyle, or similar consumer-centric sectors.
Responsibilities
Integrated Marketing Content & Campaigns
Plan, execute, and manage pan-European marketing and PR campaigns aligned with global brand strategyCreate and oversee content for press releases, social media, events, influencer activations, and brand collaborationsDevelop innovative storytelling techniques to highlight Pop Mart’s designer toy culture and IP partnershipsEnsure content is strategically localised for each European market while maintaining brand consistency
Influencer & Media Engagement
Own influencer marketing strategy, identifying suitable influencers and ambassadors within the toy, art, lifestyle, and pop culture spacesNegotiate contracts, oversee content creation, and ensure influencers align authentically with Pop Mart’s brand identityEstablish and maintain strong relationships with European media outlets, digital influencers, and cultural tastemakersContinuously track and evaluate influencer and media performance to ensure campaigns deliver measurable results
Localisation & Strategic Alignment
Partner closely with each country’s marketing teams to adapt global campaigns for local resonance and cultural relevanceProvide strategic communications support to regional and local store launches, product drops, and marketing eventsEnsure consistent brand messaging and tone of voice across all channels, markets, and campaign touchpoints
ROI Measurement & Continuous Improvement
Define clear KPIs and measurement frameworks for campaigns (EMV, engagement rates, follower growth, media reach, sales conversions)Regularly report on campaign effectiveness, offering actionable insights and improvement strategiesRecommend adjustments based on performance data to optimise budget allocations and enhance future outcomes
Stakeholder & Agency Management
Act as the primary PR and communications advisor within the regional marketing teamOversee external PR, influencer, and creative agencies to deliver high-quality work on time and within budgetProvide strategic guidance and communications counsel to internal stakeholders, including senior management
Required Qualifications
10 years of proven experience in PR, influencer marketing, or strategic communications, ideally within retail, lifestyle, or entertainmentDemonstrated track record in delivering successful integrated marketing and influencer campaigns across EuropeExtensive media and influencer network relevant to consumer goods or lifestyle industriesStrong analytical skills, proficient in measuring campaign effectiveness and ROIExcellent written and verbal communication abilities in English; additional European languages are advantageous
Desirable but Not Essential
Experience within designer toys, collectibles, or related pop culture sectorsFamiliarity with digital analytics and media monitoring toolsExperience working within fast-paced, multicultural, and growth-oriented environments
Seniority level
* Seniority level
Mid-Senior level
Employment type
* Employment type
Full-time
Job function
* Job function
Marketing
* Industries
Entertainment Providers, Retail, and Consumer Services
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