Press & VIP Manager in London

Description:

Department: Communications

Reports to: Head of Global Marketing and Communications

Direct Reports: Press Coordinator, Press Assistant

Location: Central London Head Office

Our Values:

• Every day the energy, creativity and passion of Manolo permeates through our business.
• We believe in the artist and the artisan; we are innovative while still protecting our heritage.
• We strive for timeless beauty and quality craftmanship.
• We celebrate curiosity and believe in working proactively and being solution focused.
• We believe in upholding family values; we treat everyone with honesty, respect and kindness while nurturing our teams to deliver excellence.
• We believe in making people smile.

Purpose:

The Press & VIP Manager is responsible for driving brand visibility, desirability and cultural relevance through an integrated approach to press, VIP, talent and influencer relations.

In the Evolving the traditional press function, the role will build and nurture relationships across global media and the wider influence landscape, securing meaningful editorial coverage, product placement and advocacy that strengthen brand awareness and storytelling, while developing affiliate opportunities that support qualified traffic and conversion.

Working closely with the wider Marketing & Communications team and regional partners, the Press & Influence Manager will ensure activity is strategic, targeted and aligned with global brand priorities, from seasonal collections and campaigns to events, collaborations, retail moments and cultural opportunities.

The Press & Influence Manager will also oversee the day-to-day press function, manage global agencies and regional partners, and lead and develop the Press Coordinator and Press Assistant.

Responsibilities:

Global Communications & Press Strategy

• Support the Head of Global Marketing & Communications in shaping and executing the global press, influence and VIP strategy, aligned with business objectives and seasonal priorities.
• Develop compelling, brand-aligned editorial stories and media strategies for global use, working in partnership with regional teams and agencies.
• Support the brand’s global positioning objectives and maintain strong visibility and ranking across priority media markets.
• Manage the execution of key press moments including store openings, collaborations, brand activations, launches and seasonal storytelling.
• Identify proactive editorial and cultural opportunities that build brand awareness, authority and relevance.
• Develop and maintain strong relationships with key international editors, journalists, fashion directors and stylists.

• Identify, develop and manage affiliate marketing opportunities across key editorial publications, digital platforms and influencer networks, ensuring alignment with brand positioning and commercial objectives.

Influence, VIP & Celebrity Relations

• Develop and manage the global influence, VIP and talent strategy, identifying brand‑aligned opportunities across dressing, placements, collaborations and partnerships.
• Build meaningful, long‑term relationships with established and emerging creators, tastemakers and influential cultural voices who authentically align with the brand.

• Maximise the commercial potential of earned media, editorial coverage and influencer partnerships through shoppable content, affiliate links and platforms such as ShopMy, driving qualified traffic and conversion.

• Manage relationships with stylists, publicists, talent agents, creator representatives and relevant industry stakeholders.
• Identify opportunities around key global cultural moments, including awards, premieres, Fashion Week and other high‑profile events.
• Oversee VIP, influencer and talent sample requests, approvals and post‑placement reporting.
• Manage strategic product seeding and gifting, ensuring activity is targeted, brand appropriate and aligned with communications and campaign objectives.
• Ensure celebrity dressing, creator engagement and gifting support the brand's image, positioning and wider communications strategy.
• Manage the sample cupboard and archiving process, providing regular visibility and updates to the wider team.

Agency & Market Partner Management

• Oversee international PR, VIP and influence agencies, setting clear objectives and KPIs and ensuring strategic alignment with global priorities.
• Deliver global toolkits, assets, key messages and guidelines to support regional press and influence activity.
• Coordinate global press day calendars, ensuring consistency in brand execution while allowing for relevant local‑market activation.
• Maintain visibility of regional activity and identify opportunities for greater global amplification and collaboration.

Cross-functional Collaboration

• Work in close partnership with Marketing, Social, Digital, Retail, E-commerce, Content and Product teams to deliver integrated 360 communications.
• Manage cross‑functional communications projects from ideation through to delivery, ensuring consistent messaging and brand positioning across channels.
• Participate in seasonal campaign planning, providing strategic insight from a press, VIP and influence perspective.
• Identify opportunities to extend earned media and influence moments across brand‑owned and social channels.

Brand Voice & Editorial Oversight

• Act as a guardian of the brand’s editorial tone of voice, writing and reviewing press releases, speeches, Q&As, biographies, briefing materials and key messaging documents.
• Ensure communications reflect the brand’s elegance, wit, creativity and artistic spirit.
• Collaborate with internal stakeholders, regional teams, agencies and external writers to maintain consistently high editorial standards.
• Ensure storytelling effectively communicates the brand’s heritage, craftsmanship, creativity and contemporary relevance.

Management & Team Development

• Manage and develop the Press Coordinator and Press Assistant, setting clear objectives, responsibilities and expectations.
• Create a positive, collaborative and high‑performing team culture that reflects the values of the brand.
• Provide ongoing coaching and development, enabling team members to take greater ownership and progress professionally.
• Represent the press and influence function within the wider business and contribute to broader brand strategy and communications conversations.

Measurement & Reporting

• Deliver clear and insightful reporting across earned media, VIP and talent placements, influence activity, social amplification and project performance.
• Monitor the effectiveness and ROI of media spend, press events, gifting, product seeding and VIP/influencer engagement.

• Monitor and evaluate affiliate and influencer performance, tracking traffic, engagement, conversion and revenue attribution to optimise partnerships and demonstrate return on investment.

• Assess performance beyond volume, considering quality of coverage, brand alignment, audience relevance, message delivery and amplification.
• Track competitor activity, emerging talent, media trends and developments across the wider luxury and cultural landscape.
• Translate reporting into actionable insights and recommendations for

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