PR Specialist – Fashion & Retail

About the role

As a PR Specialist you will translate global PR strategies into local initiatives, building relationships with press and influencers to boost H&M’s visibility and cultural relevance in the Canadian market.

Key responsibilities

• Develop and execute local PR plans aligned with global strategies, including press releases, trips, events and media outreach.
• Build and maintain relationships with fashion media, influencers, celebrities and other industry stakeholders.
• Support brand and talent managers on influencer, celebrity and ambassador programmes.
• Assist showroom and PR teams with execution and sampling activities.
• Identify new opportunities to keep H&M culturally relevant while supporting commercial goals.
• Manage agency relationships and external partnerships to ensure delivery of PR objectives.
• Monitor, analyse and report on media coverage, sentiment and campaign performance, providing insights for improvement.
• Optimize the annual PR and communications budget with a cost‑conscious mindset.
• Collaborate with internal teams to ensure consistent brand communication across channels.
• Stay updated on market trends and competitor activity within the fashion sector.

Required profile

• Degree in Communications, PR, Marketing or related field, or equivalent experience.
• Minimum 7 years of experience in PR or communications, preferably in fashion.
• Strong external communication and stakeholder‑management skills with an established network in the fashion industry.
• Excellent written and verbal English skills; additional languages as required per market.

Required skills

• Proficiency in Microsoft Office (Word, PowerPoint, Excel).
• Experience with digital and omni‑channel PR communications.
• Event management experience, from planning to execution.