The Role
Lead XPENG Mexico’s public relations and communications strategy, including media relations, influencer partnerships, crisis management, product launches, experiential PR, technology storytelling, executive thought leadership, and agency oversight. Build the company’s reputation as an AI mobility and technology leader while coordinating with Sales, Product, PR, and global headquarters. Manage influencer budgets, measure campaign ROI, and translate complex AI and EV innovations into compelling local narratives.
Summary Generated by Built In
XPENG is a leading smart technology company at the forefront of innovation, integrating advanced AI and autonomous driving technologies into its vehicles, including electric vehicles (EVs), electric vertical take-off and landing (eVTOL) aircraft, and robotics. With a strong focus on intelligent mobility, XPENG is dedicated to reshaping the future of transportation through cutting-edge R&D in AI, machine learning, and smart connectivity.
Position Objective & Summary
The PR Manager is the primary architect of XPENG’s reputation and brand voice in Mexico. Your mission is to move XPENG from being "a new Chinese EV brand" to "the most innovative AI mobility and technology leader in the market." This role sits at the intersection of traditional automotive PR, high-tech communications, and modern influencer storytelling. You will be responsible for building, protecting, and amplifying our brand through earned media, thought leadership, and experiential PR strategies.
Key Responsibilities- Strategic Media Relations & Brand Guardianship
- Architect the Narrative: Develop and lead XPENG Mexico’s annual PR and communications strategy, ensuring alignment with global milestones and local market nuances.
- Cultivate Elite Networks: Build and nurture high-level relationships across automotive, technology, business, and premium lifestyle media to secure top-tier coverage.
- Media Program Leadership: Oversee the full press lifecycle, including proactive storytelling, press-car loan programs, media test drives, and high-impact press kits.
- Crisis & Reputation Management: Serve as the brand’s frontline guardian, proactively monitoring risks and leading response protocols to protect XPENG’s integrity in Mexico.
- Influencer & Creator Ecosystem Management
- Drive Authentic Influence: Lead the influencer strategy with a focus on "credibility over reach," building long-term partnerships with tech innovators, automotive specialists, and lifestyle trendsetters.
- Collaborative Storytelling: Negotiate and manage collaborations that translate complex AI and EV technology into engaging, "social-first" content that resonates with diverse audiences.
- Performance Tracking: Own the influencer budget and ROI, ensuring every partnership drives measurable brand affinity and engagement.
- Product Launches & Experiential PR
- Lead Major Launches: Own the PR and influencer "journey" for all major vehicle launches (e.g., the XPENG L03), from teaser campaigns to large-scale media events and post-event momentum.
- Experience Design: Coordinate with internal teams to create premium media experiences, including press conferences, Q&A sessions, and immersive vehicle walkthroughs.
- Technology Storytelling & Thought Leadership
- Translate Innovation: Transform technical concepts (AI, intelligent driving, ultra-fast charging, Physical AI) into compelling, locally relevant stories that position XPENG as a tech-first company.
- Elevate Leadership: Develop talking points, speeches, and executive LinkedIn strategies to establish XPENG Mexico’s leadership team as thought leaders in the mobility space.
- Ecosystem & Agency Ownership
- Internal Stakeholder Coordination: Act as the strategic bridge between PR, Sales, Product, and XPENG Global HQ to ensure a unified brand voice.
- Agency Leadership: Act as the "Internal Owner" for PR, influencer, and social agencies, providing clear briefs and ensuring high-standard execution.
- Experience: 5–8+ years of leadership experience in Public Relations, Communications, or Influencer Marketing.
- Education: Bachelor’s degree in Communications, Marketing, PR, Journalism, or Business.
- Languages: Native-level Spanish and Business-level English are mandatory.
- Skills: Exceptional storytelling ability, strong executive-level communication, and the ability to manage complex projects under tight deadlines.
- Mindset: A "Hands-on" leader who is commercially minded and comfortable navigating a fast-paced, high-growth environment.
- A background in Automotive (OEM) or High-Tech/Consumer Electronics is strongly preferred.
- Experience managing PR for Premium or Luxury brands.
- A genuine passion for AI, modern mobility trends, and sustainability.
- Strong data-driven decision-making skills to measure the impact of PR on the sales funnel (Leads/Test Drives).
- Pre-employment Screening: To maintain the high standards of our team and ensure the reliability and integrity of our employees, certain positions at XPENG require a standard pre-employment screening process. This may include a socioeconomic study (Estudio Socioeconómico), verification of identification, academic credentials, professional references, and work experience. We appreciate your understanding and cooperation in this standard procedure.
- Data Privacy: XPENG is committed to protecting your personal data. For more information on how we process your information during the application process, please see our Privacy Policy: https://www.xpeng.com/policy
- Our Commitment to Diversity and Inclusion: At XPENG, we’re an equal-opportunity employer that values diversity. We positively encourage applications from all suitably qualified candidates regardless of race, religion, sex, national origin, gender, sexual orientation, age, marital status, disability status, or other applicable legally protected characteristics.
Skills Required
- 5-8+ years of leadership experience in public relations, communications, or influencer marketing
- Bachelor’s degree in Communications, Marketing, Public Relations, Journalism, or Business
- Native-level Spanish
- Business-level English
- Exceptional storytelling ability
- Strong executive-level communication skills
- Ability to manage complex projects under tight deadlines
- Hands-on leadership and commercial mindset
- Automotive OEM or high-tech/consumer electronics background
- Experience managing public relations for premium or luxury brands
- Passion for AI, modern mobility trends, and sustainability
- Data-driven decision-making skills for measuring PR impact on leads and test drives
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The Company
What We Do
Xpeng Motors is a leading Chinese electric vehicle and technology company that designs and manufactures intelligent automobiles that are seamlessly integrated with the Internet and utilize the latest advances in artificial intelligence. Focusing on China’s young and tech-savvy consumer base, XPENG Motors strives to offer smart mobility solutions with technology innovation and cutting-edge R&D. The company’s initial backers include its CEO & Chairman He Xiaopeng, the founder of UCWeb Inc. and a former Alibaba executive. It was co-founded in 2014 by Henry Xia and He Tao, former senior executives at Guangzhou Auto with expertise in innovative automotive technology and R&D. It has received funding from prominent Chinese and international investors including Alibaba Group, Foxconn Group and IDG Capital. Currently with 3,000 employees, the company is headquartered in Guangzhou and has design, R&D, manufacturing and sales & marketing divisions in Silicon Valley, San Diego, Beijing, Shanghai, Zhaoqing (Guangdong Province) and Zhengzhou (Henan Province).
