PR Executive

NARS Cosmetics

ORGANIZATION

• Reports to: PR Manager, US Brands
• Job Location: Dubai, UAE
• Contract type: Permanent

JOB PURPOSE

The PR Executive plays a key role in strengthening NARS' brand visibility, desirability, and cultural relevance across the Middle East. This position is responsible for leading the development and execution of high-impact PR, influencer, and 360° brand initiatives while ensuring brand consistency, creative excellence, and optimized budget allocation across all touchpoints.

The role requires a proactive, ideas-driven mindset, strong ownership of projects, and the ability to manage multiple stakeholders across local markets, EMEA, internal teams, retailers, and agency partners.

MAIN RESPONSIBILITIES:

PR & Advocacy:

• Drive the execution of NARS' regional PR and influencer strategy, ensuring alignment with global brand direction and local market relevance.
• Build and nurture strategic relationships with top-tier media, influencers, and KOLs.
• Lead the identification and management of key influencers to act as NARS brand ambassadors.
• Identify new advocacy opportunities and develop creative ways to strengthen brand credibility and desirability.
• Maintain and update influencer/KOL databases, identifying new advocates aligned with brand values
• Act as a key guardian of NARS' brand image, ensuring consistency in tone, aesthetics, and messaging across all communications.
• Monitor and report on media and influencer coverage using available tools.
• Take ownership and manage PR mailings and seeding - from kitting to delivery - ensuring timely execution.
• Proactively initiate initiatives that further enhance the brand's visibility and local relevancy.

Event Concepting & Execution Excellence

• Lead end-to-end planning and delivery of PR and influencer events across key Middle East markets.
• Own event ideation, proposing innovative concepts that generate earned media, social buzz, and strong brand equity.
• Manage supplier sourcing, negotiations, and production budgets to ensure best-in-class execution with cost efficiency.
• Oversee on-ground execution, ensuring flawless delivery, premium guest experience, and strong brand storytelling.

3. Strategic Insights, Reporting & Cross-Functional Leadership

• Monitor cultural trends, social media conversations, and emerging consumer behaviors relevant to NARS across the Middle East, translating insights into actionable PR moments and influencer-led opportunities.
• Lead competitive tracking across launches, events, partnerships, and media activity, providing strategic recommendations to strengthen brand positioning.
• Develop and deliver weekly/monthly performance reporting to Middle East, EMEA, and Global stakeholders, tracking earned media, influencer KPIs, event results, and market impact.
• Collaborate cross-functionally with Marketing, VM, Retail, Education, and Artistry teams to ensure fully integrated brand execution and consistent storytelling across all touchpoints.

PROFILE & SKILLS

• Minimum 2-3 years of experience in PR, influencer marketing, or brand communications within beauty, luxury, or lifestyle industries.
• Strong understanding of the Middle East market, consumer landscape, and influencer ecosystem.
• Highly creative and ideas-driven, with the ability to translate strategy into impactful execution.
• Demonstrated ability to manage budgets, optimize costs, and deliver high-quality output.
• Strong communication and stakeholder management skills across local, regional, and global teams.
• Fluency in Arabic is highly desirable (reading, writing, proofreading, and adapting content).
• Strong awareness of regional social and cultural trends.
• Strong organizational skills with the ability to lead multiple projects in parallel.
• Deep understanding of social platforms (TikTok, Instagram, META ecosystems) and emerging digital behaviors.
• Alignment with Shiseido Trust 8 principles: Think Big, Take Risks, Hands-on, Collaborate, Be Open, Act with Integrity, Be Accountable, Applaud Success.