Public Relations Manager – U.S. Market Job at Luckin Coffee in Secaucus

Luckin CoffeeSecaucus, NJ, United States

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This range is provided by Luckin Coffee. Your actual pay will be based on your skills and experience — talk with your recruiter to learn more.

Base pay range

130,000.00 / yr - $160,000.00 / yr

About the Role

We’re seeking a passionate and strategic Public Relations Manager – U.S. Market to join Luckin Coffee’s U.S. team. As a key creative partner in launching this popular Chinese coffee brand in New York, the ideal candidate will bring our brand to life across digital, retail, and social platforms. You’ll work closely with marketing, growth, product, and operations teams to create eye-catching content and cohesive brand visuals that drive engagement, awareness, and conversions.

Key Responsibilities :

1. U.S. Mainstream Media Relations :

Extensive experience in U.S. PR and media, with at least 5 years in a leading multinational company or top-tier PR agency managing media relations and external communications.
Deep knowledge of U.S. media operations, public opinion trends, and political and cultural landscape.
Proven network with top-tier mainstream, business, and financial media such as The Wall Street Journal, CNN, The New York Times, Bloomberg, and CNBC.
Build and nurture the U.S. mainstream media relations network from scratch (0–1) and foster long-term engagement.

2. Crisis Management :

Ability to design and execute a comprehensive public opinion monitoring and crisis management system for the U.S. market.

Serve as the primary owner of U.S. reputation management, establishing a localized, end-to-end process that covers prevention, monitoring, and response.

Use a deep understanding of U.S. business, social, political, and cultural landscapes to anticipate sensitive topics and potential risks.

Collaborate with cross-functional teams to develop contingency plans and independently manage routine crises; escalate and coordinate major incidents with headquarters for quick response.

3. Localized Content & Brand Messaging :

Strong ability to interpret global brand strategies and translate core values.

Convert brand stories into communication frameworks that resonate with U.S. audiences while minimizing cultural misunderstandings.

Lead precise, localized brand messaging to achieve effective market penetration.

4. PR Event Planning & Execution :

Oversee the full execution of major PR initiatives in the U.S., including press conferences, executive interviews, keynote speeches at industry events, and strategic media collaborations.

Make sure the brand’s key messages are clearly delivered through the right channels.

Fluent in both English and Mandarin, with native-level proficiency in English.

Strong understanding of cultural differences and business practices between China and the U.S.

Skilled at coordinating among China headquarters, U.S. local teams, and legal departments, providing strategic insights into the opportunities and challenges facing Chinese brands entering the U.S. market.

6. (Preferred) Third-Party & Government Relations :

Experience managing third-party relationships and public affairs.

Ability to engage with international organizations, industry groups, and government agencies.

Experience handling high-level diplomatic PR events is a plus.

Maintain high professionalism when dealing with complex geopolitical issues.

Qualifications :

Bachelor’s degree or higher in Communications, Public Relations, Journalism, or related fields.

At least 5 years of PR / media relations experience in the U.S. market, preferably with multinational companies or top PR agencies.

Proven success in building media networks, managing crises, and leading large-scale PR campaigns.

Excellent communication, strategic thinking, and stakeholder management skills.

Seniority level

Mid-Senior level

Employment type

Full-time

Job function

Public Relations and Management

Industries

Food and Beverage Services

Referrals increase your chances of interviewing at Luckin Coffee by 2x

Inferred from the description for this job

Medical insurance

Vision insurance

401(k)

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Manager Market • Secaucus, NJ, United States