Head of PR – Europe

Travel: 30-40%, including travel across European markets and to Xiaomi's headquarters in China

【About the Role】

We are looking for a Head of PR - Europe to lead Xiaomi EV's overall public relations and communications strategy across the European market.

In this role, you will be responsible for developing and executing the overall PR strategy for Xiaomi EV in Europe, coordinating PR activities across European markets, managing media relations, coordinating crisis communications, and strengthening the company's brand reputation among key media, industry stakeholders, and the wider public.

• Develop the overall European PR and communications strategy and annual PR plan, aligned with Group and headquarters communications priorities.
• Develop market-relevant and differentiated communications narratives for Europe, taking into account the characteristics and operating models of different European markets.
• Coordinate PR resources, activities, and communications timelines across European markets to support consistency and alignment.

European Media Relations

• Build and maintain strong relationships with key automotive, technology, business and financial media, as well as relevant industry influencers and KOLs across Europe.
• Plan and coordinate major European PR initiatives and events, including product launches, media drive events, industry exhibitions, and other key communications activities.
• Oversee European media materials, interview coordination, and media and public sentiment monitoring.

Crisis Communications & Reputation Management

• Establish crisis communications plans and response mechanisms for the European market.
• Monitor the media and public sentiment landscape across European markets, identify potential issues at an early stage, and coordinate appropriate communications responses.
• Coordinate communications between Xiaomi's headquarters in China and the European organization during relevant issues or crisis situations.

Regional PR Team Management & Collaboration

• Lead, manage, and provide guidance to regional PR functions, including Northern & Eastern Europe, Southern & Western Europe, and the UK.
• Establish effective European PR workflows, communications asset repositories, and media databases.
• Work closely with teams across Marketing, Network Development, GTM, and other relevant functions to ensure effective cross-functional collaboration.
• Act as a key point of contact with Xiaomi Group and international communications teams, ensuring alignment between European communications activities and the broader strategic direction of headquarters.
• Provide regular updates to management on European PR activities, media performance, and the overall media and public sentiment landscape.

Qualifications

• 8-15 years of experience in automotive PR and communications, including at least 5 years of experience working with European markets and 3 years of team management experience.
• Professional fluency in English. German or another European language is a plus.
• Strong understanding of the European automotive media landscape, PR and communications environment, and relevant regulatory considerations.
• Demonstrated experience in establishing European PR structures and processes from the ground up, or in leading PR and communications initiatives for Chinese brands entering European markets.
• Strong crisis communications capabilities and excellent cross-cultural communication skills.
• Experience supporting PR and communications projects for Chinese brands expanding into European markets.
• Well-established relationships with leading automotive and technology media across Europe.
• Experience in building or strengthening communications for new energy vehicle (NEV) brands.
• Familiarity with EU advertising regulations, GDPR, and relevant automotive industry regulatory requirements.