Assistant Manager - PR & Digital Communication

Role Purpose

The Assistant Manager - PR & Digital Communication will be responsible for driving integrated public relations and earned media strategies across ITC PCPB's portfolio of brands. The role will focus on building brand visibility, strengthening media and influencer relationships, managing reputation, and amplifying brand narratives across traditional, digital and emerging communication platforms.

The incumbent will play a critical role in shaping the earned media agenda for PCPB by leveraging data, digital intelligence and AI-enabled communication tools to deliver impactful and measurable outcomes. The role will also partner closely with agencies to drive content seeding, discoverability, and brand visibility across search engines, social platforms, AI assistants, and emerging answer engines, ensuring brands remain relevant in an evolving communications landscape.

Key Responsibilities

Public Relations & Media Management

• Develop and execute integrated PR strategies aligned with PCPB's business, brand and innovation priorities.
• Build and nurture strong relationships with key journalists, editors, media houses, industry experts, and relevant stakeholders across beauty, lifestyle, wellness and consumer sectors.
• Identify and leverage opportunities for high-impact earned media coverage across print, digital, broadcast, trade and lifestyle media.
• Develop compelling communication assets including press releases, media kits, thought leadership articles, feature stories, leadership profiling content and crisis communication materials.
• Manage media interactions, product launches, brand campaigns and corporate announcements.
• Track and evaluate media coverage, sentiment, share of voice and quality of coverage to assess PR effectiveness.
• Build and maintain a strong network of beauty, lifestyle, grooming and wellness influencers and content creators to support earned and advocacy-led campaigns.

Digital, AI & Emerging Communications

• Leverage AI-powered tools and platforms to enhance PR planning, content creation, media intelligence, reputation management and performance reporting.
• Drive visibility of PCPB brands across emerging discovery platforms, including AI-powered search and answer engines, through effective content amplification and seeding strategies.
• Monitor digital conversations, social sentiment and reputation signals to generate actionable insights and identify potential risks or opportunities.
• Evaluate and adopt emerging communication technologies, trends and digital-first storytelling formats to enhance stakeholder engagement.
• Drive digitization and automation of PR processes, dashboards, reporting frameworks and analytics systems.
• Collaborate with agencies and partners to improve the discoverability and relevance of brand content across digital ecosystems.

Advocacy Programs

• Support the development and execution of influencer engagement strategies aligned to brand objectives.
• Identify and cultivate relationships with credible creators, experts and community voices relevant to PCPB brands.

Stakeholder Management & Cross-functional Collaboration

• Partner closely with brand marketing teams to identify communication opportunities and amplify key business initiatives.
• Work collaboratively with agencies and external partners to ensure seamless execution of PR and influencer programs.
• Coordinate with internal stakeholders across marketing, digital, legal and leadership teams to ensure alignment and consistency in communication.
• Measure and report campaign performance, deriving insights and recommendations for future initiatives.

Key Requirements

Education

• MBA or Postgraduate Degree in Marketing, Communications, Public Relations, Mass Communication, Journalism or a related discipline.

Experience

• 6/7+ years of experience in Public Relations, Brand Communications, Corporate Communications, Digital Communications or Integrated Communications.
• Experience in Beauty, Personal Care, FMCG, Lifestyle, Fashion or Consumer Brands will be preferred.
• Demonstrated experience in managing high-intensity, fast-paced communication environments involving multiple brands and stakeholders.
• Proven track record of securing impactful earned media coverage and managing agency relationships.
• Exposure to digital analytics, social listening platforms and AI-enabled communication tools will be an advantage.

Key Competencies

• Strong media relations and storytelling capabilities.
• Excellent written and verbal communication skills.
• Understanding of the evolving media, creator and digital ecosystem.
• Analytical mindset with the ability to translate data into actionable insights.
• Strong project management and stakeholder management skills.
• Agility, ownership and ability to manage multiple priorities simultaneously.
• Curiosity and enthusiasm for emerging technologies, AI applications and the future of communications.