PR Specialist

Role overview

H&M is hiring a PR Specialist to turn global public relations direction into local market plans that strengthen brand visibility and cultural relevance in Canada. In this position, you will collaborate with teams across functions to uncover opportunities that build year-round press interest and support both brand-building and commercial goals.

This is an on-site position based at H&M’s Toronto Support Office and reports to the Marketing Manager.

Key responsibilities

• Create and deliver localized PR plans inspired by global strategies, using tools such as press releases, press trips, events, and media outreach.
• Develop and sustain strong connections with media, influencers, celebrities, and other fashion industry stakeholders.
• Partner with the Brand PR and Talent Manager to bring influencer, celebrity, and ambassador initiatives to market.
• Support the showroom and PR team with daily coordination and sampling activities to ensure a polished showroom experience.
• Spot new opportunities that keep H&M part of cultural conversations while also advancing business priorities.
• Work with agencies and outside partners to make sure outcomes align with brand objectives and overall business goals.
• Track PR results, media coverage, audience sentiment, and campaign performance, then turn findings into practical recommendations.
• Manage the annual PR and communications budget with a resourceful, cost-aware approach.
• Build and execute communications plans tailored to the sales market while staying aligned with global direction and company objectives.
• Ensure every communication reflects brand values, customer focus, and approved global guidelines.
• Work closely with internal partners to keep messaging consistent and maximize impact across channels.
• Keep up with fashion market trends and competitor activity within your area of expertise.
• Represent the brand professionally in every external interaction.

Qualifications

• A degree in Communications, Public Relations, Marketing, or a related discipline, or equivalent hands-on experience.
• At least 7 years of experience in PR and/or communications, ideally in fashion, retail, or consumer brands.
• Strong skills in external communication and stakeholder management, supported by an existing network in the fashion industry.
• Experience working with digital and omnichannel PR communications.
• Background in planning and delivering events or activations.
• Good awareness of current fashion trends and market insights.
• Excellent English writing and speaking skills; additional languages may be needed depending on the market.
• Comfort using Microsoft Office tools, including Word, PowerPoint, and Excel.

Additional information

This role is salaried and exempt. The posted compensation for this position is $78,400. H&M notes that the final salary may vary depending on qualifications and may be adjusted in the future. The posting is not exhaustive, and additional responsibilities may be assigned at the company’s discretion.

Why this role stands out

• H&M values people from many backgrounds, including race, ethnicity, gender, age, religion, sexual orientation, and disability.
• The organization is guided by seven core values that have supported its success for more than 75 years.
• Colleagues can access resource groups that offer community and networking opportunities.
• The workplace culture encourages individuality and inclusion.
• Employees can connect with a large global talent community and explore career growth opportunities.
• An employee discount is available at H&M, & Other Stories, and COS.