Fashion PR Lead, Region Central Europe

**Job Description** WHAT YOU’LL DO**

You drive customer value, strengthen brand perception, and elevate fashion relevance by leading Fashion PR and Showroom development. You build and nurture relationships with key media, influencers, celebrities, and opinion leaders, working closely with the Brand PR Manager and Showroom Teams to amplify earned communication and create meaningful brand moments. You collaborate cross-functionally within the Customer Activation Team, identifying synergies that maximize PR impact and support omni sales performance. You plan, execute, and follow up on global and local PR and communication activities, ensuring all initiatives reflect H&M’s values, standards, and creative direction while keeping the customer at the heart of everything you do.

You will:

- Build and implement regional Fashion PR and Showroom tactics together with the Brand PR Manager, grounded in insights on customers, brand, media, and the competitive landscape.
- Lead local Fashion PR activities, including events, partnerships, and collaborations, ensuring alignment with brand strategy and measurable results.
- Maintain an in-depth understanding of the local media landscape to secure relevant and high-quality press coverage.
- Collaborate cross-functionally with internal teams to align PR and showroom activities with broader business goals and customer-centric objectives.
- Ensure effective collaboration with external PR and event agencies, providing clear direction and evaluating performance and outcomes.
- Lead project and event management from concept to execution, ensuring brand consistency and operational excellence.
- Monitor and report on PR and showroom KPIs, connecting results to customer value and sales impact.
- Champion H&M’s brand values and fashion vision in all activities, fostering a culture of creativity, collaboration, and customer focus.

**WHO YOU’LL WORK WITH**

As Fashion PR Lead, you’ll be part of the Communications & PR function—driving brand visibility, fashion relevance, and customer engagement through impactful storytelling and showroom experiences. Together with the team, you’ll shape how H&M is perceived within the fashion and media landscape.

You’ll work closely with the Brand PR Manager to develop and implement strategic Brand PR and campaign executions and initiatives in the region Central. Collaborating with the Influencer Lead, Showroom Teams, and other members of the Customer Activation Team, you’ll identify synergies that strengthen earned media impact and deliver a consistent brand experience. You’ll also partner with global and regional teams, as well as external agencies, and media partners, ensuring H&M’s fashion voice is strong, relevant, and inspiring across all markets.

**WHO YOU ARE**
- We are looking for people with..._
- A formal education in Communication and/or Marketing, or 5-7 years of relevant experience within PR, communications, or fashion marketing.
- A strong background in fashion PR, with proven success in positioning brands and driving results in competitive markets—experience within a Sales Market country is meriting and leading PR initiatives from strategy to execution.
- Demonstrated ability to adapt and optimize global PR strategies for local relevance and impact.
- Proven success in building and maintaining strong relationships with fashion stakeholders, including media, influencers, stylists, and opinion leaders.
- Strategic and analytical thinking with excellent planning, prioritization, and follow-up skills.
- A deep understanding of how to leverage synergies between owned, paid, and earned media to build brand awareness and engagement.
- Experience working in digital and omni-channel environments, with a curiosity for innovation and new communication formats.
- Excellent communication and presentation skills, fluent in written and spoken English; additional languages are an advantage.
- Strong proficiency in Microsoft Office (Word, PowerPoint, and Excel).
- And people who are _
- Natural relationship builders who thrive on creating meaningful connections within the fashion and media industry.
- Strategic yet hands-on leaders who can inspire teams and partners to deliver outstanding results.
- Passionate about fashion, culture, and trends, with a customer-first mindset in all aspects of communication.
- Collaborative and open, driving cross-functional teamwork and shared success across markets and teams.
- Highly organized and detail-oriented, capable of managing multiple projects and priorities simultaneously.
- Proactive, curious, and forward-thinking—always seeking new opportunities to strengthen H&M’s fashion voice and brand relevance.

**WHO WE ARE**

H&M Group is a global company of strong fashion brands and ventures. Our goal is to prove that there is no compromise between exceptional design, affordable prices, and sustainable solutions. We want to liberate fashion for the many, and our customers are at the heart of every decision we ma