PR & Influencers Manager


Toyota Belgium S.A. is part of the Inchcape plc Group (, which represents one of the strongest brands in the automotive sector and is the official distributor of Toyota and Lexus cars, accessories and spare parts in Belgium and Luxembourg. Toyota Belgium headquarters is based in Zaventem.

Toyota Belgium is looking for a PR & Influencers Manager


As spokesperson to the external world, the PR & Influencers Manager’s main objective is to contribute to build the image of the Toyota and Lexus brand in the Belgian and Luxemburg market. CSR activities are also part of the scope of the PR & Influencers Manager.

This is done by generating awareness for the brands with content that is meaningful to the public and often differentiating versus other (automotive) brands.

This broad position encompasses both the strategic and the operational responsibility. The PR & Influencers Manager will ensure that PR and social influencer engagement strategies are seamlessly integrated as part of the overall marketing communications and strategy.

The role is broad and covers following areas:

  • General brand and product PR: generate awareness and knowledge about the brands position and vision on broader topics like mobility, next generation technology, affordable innovation, environmental principles, and safety. Always linking it as much as possible to products we have currently in the market.
  • Crisis Management:
    • Risk assessment: mapping, monitoring and handling of hot hangers and any potential hot hangers of the brands and in the industry.
    • Avoid or limit negative fall-back of crisis situation while staying trough to the transparency and authenticity policy of the brand.
  • Automotive brand and product PR: generate awareness and visibility for our products in the automotive press. Valorising and leveraging our differences versus other automotive brands. Focus on product news and technological innovation.

Job role and responsibilities:


  • Develops the mission statement into a clear PR roadmap for the next years both for Toyota and for Lexus and coordinate and execute this roadmap;
  • Ensures that PR and social influencer engagement strategies are seamlessly integrated as part of the overall marketing communications and strategy;
  • Creates public relations strategic plans by product categories including strategies, tactics and measurements for success;
  • Develops and execute programs that drive positive news and awareness for two leading car brands in Belgium (Toyota & Lexus);
  • Develops PR plans for special events supporting new launches; oversee implementation and ensure brands are best-represented;
  • Develops and implement PR policies and procedures;
  • Determines KPIs for PR department;- and manages the PR budget.


  • Develops and manages blogger network and specific communities’ engagement through on-going communications and content development around product innovation, brand news and specific “green” topics;
  • Identifies key target communications audiences and develop strategy for reaching key stakeholders, e.g. automotive journalist, lifestyle journalists, bloggers, specific on and offline communities;
  • Helps develop key messages for brands and product to leverage across PR activities;
  • Manages Blogger/Social Influencer engagement programming and integrate efforts with other activities;
  • Helps establish agreed-to metrics for success and apply to all programs;
  • Serves as crisis communication manager for the Belgian market; Manages communication and represent the brand in “crisis”-situations Eg. In case of product recall campaigns gather all Q&A’s and official positions from TME (Toyota Motor Europe) and TMC (Toyota Motor Corporation) and apply them in the Belgian market;
  • Manages the use of public relations agencies to initiate and execute on projects, including news releases, press conferences, launch events, social PR campaigns;
  • Puts our brands and products in the picture of the specialized automotive press. Providing them with relevant information, cars for test-drives and answers to their questions;
  • Generate interest for the brands and products towards broader off- and online media (general, society, news, lifestyle, women, technology…). Build stories to tell about the brands and the products based on the brands vision on innovation & technology, sustainability and emotion & design;
  • Manages Public affairs. Initiate and develop lobbying activities toward the different authorities; Build a network with key stakeholders for topics that are important to the brand. These topics are everything that is linked to the car market: mobility, emissions, sustainability, safety and all taxation and fiscal implications of these topics. Stakeholders are federal and regional governmental organisations, NGO’s, Representative organisations including Febiac;
  • Gradually increase the brands presence in social media (on top of what we do with our community management, marketing campaigns, bought media and customer service). Participate to trending “conversations” on topics that are close to the brand with relevant content;


  • Creates relationships of trust;
  • Serve as media relations for the network of automotive and generalist journalist in Belgium;
  • Along with managing the existing contacts with on and off-line press and PR agencies, also actively seek out and create new contacts.


  • Organizing and participating in events (e.g. Brussels Motor Show): logistical follow-up of the construction of the Toyota and Lexus stand.



  • Previous working experience as Public Relations Specialist for 5 years;
  • Master degree in communication, journalism, marketing or similar relevant field;
  • A proven track record in public relations.

Skills required:

  • Excellent communication, presentation and leadership skills
  • Outstanding organizational and time management skills
  • Aptitude in presentation and public speaking
  • Attention to details
  • Excellent written and verbal communication skills;
  • Ability to pitch to media;
  • Knowledge of consumer marketing;
  • Ability to work on big strategy plans as well as day-to-day tasks;
  • Ability to think both creatively and strategically;
  • Ability to run PR campaigns that deliver measurable results and meet objectives;
  • Deadline-oriented, inquisitive, with great follow-up and reporting skills;
  • Creativity in securing coverage and buzz with traditional outlets;
  • Understanding of social media and solid experience working with bloggers;
  • Project and budget management skills;
  • Responds well under pressure with strict time limit;
  • Quick and enthusiastic learner;
  • Business focus;
  • Drive for results;
  • Trust and Integrity.


  • Colleagues working at a high level of professionalism, who enjoy a nice working atmosphere and together realize the ambitious objectives
  • You will become part of a global company, Inchcape, that offers opportunities within your desires of development and career objectives
  • An open working environment and a competitive salary package with extra-legal benefits.

  • Online op:wo 20 januari 2021
  • Locatie: Zaventem
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