Public Relations Sr Lead

As a company, Lemonilo is also deeply committed to equity, inclusion, and diversity. We welcome all qualified applicants and consider them for employment regardless of gender, race, ethnicity, color, disability, political opinion, sexual orientation, age, religion, health status, or any other status protected by applicable law.

Key Responsibilities

Build and execute Lemonilo’s PR & media strategy to secure consistent Tier‑1 and Tier‑2 coverage, transform community activations (Fit Club, Lemonilo Party, Brand Ambassador activity) into impactful earned stories, and strengthen category (CPG Food) share of voice.

Develop and maintain Lemonilo’s message house and newsroom culture, ensuring key brand narratives are consistently communicated across press releases, media kits, and spokesperson engagements.

Manage and coach the PR Officer, providing clear editorial direction, media pitching guidance, and skill development to deliver high‑quality outputs.

Establish and enforce governance processes: PR playbook, DARCI framework, compliance on claims/disclosures, and crisis response protocols (P1–P3 categorization, holding statements, simulation drills).

Measure and report PR effectiveness using the AMEC framework, tracking share of voice, message penetration, traffic/conversion from PR hooks. PR monitoring with provided tools (including social media listening).

Optimize PR budget and vendor management, achieving cost savings through negotiation, maximizing content usability across all channels, and improving efficiency (lowering cost per earned impression without compromising output).

Qualifications

5‑6 years in PR/communications (FMCG/client side or agency); editorial pitching track record with tier 1 outlets.

Excellent writing & message architecture (Bahasa & English); confident spokesperson prep & media handling.

Comfortable turning community activations into earned stories; collaborates tightly with partnerships/activation owners.

Metrics‑literate (such as AMEC, SOV, and traffic attribution); utilizes tools (Brand24, TikTok Marketscope, Datasonar, or similar) to build dashboards and drive continuous improvement.

Fast, pleasant, “social‑but‑disciplined” operator; strong vendor/agency management,

social butterfly attitude.

Seniority Level

Mid‑Senior level

Employment Type

Full‑time

Job Function

Public Relations, Business Development, and Advertising

Industries

Food and Beverage Manufacturing

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