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Social Media & PR Executive – Roles at SHEIN
About SHEIN
SHEIN is a global online fashion and lifestyle retailer, offering SHEIN branded apparel and products from a global network of vendors—all at affordable prices. The company remains committed to making beauty accessible to all, driving industry innovation through its on-demand production methodology and fostering a futuristic, responsible fashion ecosystem.
For more details, visit www.sheingroup.com.
Role Overview
This strategic and hands-on position is dedicated to launching and growing a new SHEIN brand. Key responsibilities include:
- Defining the brand voice and identity
- Leading social media strategy across platforms like Instagram, TikTok, and emerging networks
- Executing trend-driven PR campaigns and influencer collaborations
- Collaborating with marketing, creative, and commercial teams to position the brand, build awareness, and drive engagement
Key Responsibilities
Social Media Leadership
- Lead social media strategy across Instagram, TikTok, and emerging platforms
- Develop content pillars, visual identity, and brand tone of voice
- Plan, approve, and maintain content calendars in alignment with campaigns, launches, and cultural events
- Ensure high-quality, consistent output with platform-specific optimisations
- Track trends, design engagement-boosting strategies, and expand stronger reach
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Content Creation & Execution
- Ideate and produce social-first content (photos, videos, Reels, and more)
- Coordinate with interim producers, directors, and vendors to finalise high-impact assets
- Attend content shoots and brand-focused events for creative oversight
Influencer & Brand Partnerships
- Identify and cultivate relationships with influencers and brand ambassadors
- Manage influencer campaigns, gifting, and collaborations to ensure alignment
PR Strategy and Execution
- Develop and implement UGC, PR, and seeding campaigns to maximise brand exposure
- Strengthen journalist and industry contacts for impactful storytelling opportunities
- Monitor and report on top-of-funnel PR performance (EMV, coverage, SEO keywords)
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Skills & Qualifications
- 3–5 years of experience in social media, PR, or communications, ideally in fashion, lifestyle, or apparel realms
- Demonstrated ability to create and execute social media and PR campaigns from strategic design to execution
- Strong understanding of Instagram, TikTok, and similar platforms (initial launch focus on IN/TA)
- Track record of managing influencer partnerships and collaborations
- Excellent communication, storytelling, and copywriting skills
- Ability to work autonomously while managing multiple campaigns simultaneously
- Hands-on experience with content creation processes, video editing tools, and shoot production
Personal Attributes & Mindset
- Strategic thinker with creative flair
- Culturally aware, commercially-minded, and commercially astute
- Proactive, organised, and adaptable in a fast-paced, launch-based environment
- Passionate about modern social media and innovative PR trends
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