We have an exciting vacancy for a PR Manager to join our Global Brand Team. Your aim will be to raise the profile and awareness of FitFlop in the UK and beyond. You will be responsible for developing and delivering a proactive PR strategy and activity plan, promoting the brand through all forms of on and off-line media.

As the person responsible for delivering the PR results in the UK, the successful candidate in this role will have strong connections with key titles across lifestyle, wellness, style, and fashion media, as well as some experience working with or managing external agencies.

And working as part of the central brand team, you will partner with other members of the marketing team to deliver best-in-class press tools, guidelines and strategy to our global teams and distributor partners around the world. 

The Responsibilities:

Planning:

• Keeping up to date with current PR trends and competitor strategies; feeding this into our competitor reporting
• Setting clear and measurable seasonal / annual PR strategy & objectives, aligned with broader marketing and business goals
• Developing and maintaining PR calendar to schedule press releases, campaigns, and events
• Identifying key media audiences (via media tiering, aligned to our consumer segmentation) and tailoring PR strategies to effectively engage with each segment
• Liaising with the Sales & Marketing teams on key activities and events in the wholesale and retail channels to build these into PR roadmaps, reflecting both Trade and Consumer media titles
• Researching, writing, and distributing seasonal, key product, special project, corporate and trade press releases to targeted media to achieve coverage. Knowledge of AI prompting benefial and writing / editing skills
• Creation and syndication of press releases to our global teams for translation and local roll out
• Point-person on the brand team to support with PR queries from international stakeholder markets (owned and distributor), e.g. checking press release copy, partnering with markets for advice + guidance
• Supporting the Marketing Director and CMO in the creation of PR toolkits, blueprints and best practices for adoption by local markets
• Point-person dealing with ad hoc media opportunities for our Founder
• Managing the brand’s organic seeding program, highlighting relevant individuals and ensuring fulfilment; working closely with Influencer / Social / Content team
• Building and maintaining internal relationships with other key departments and personnel, e.g. Product, Sales etc. and how this feeds into successful PR planning
• Maintaining and updating press-related information on the website and brand’s digital asset management system
• Collaborating with the Marketing and Creative teams to ensure PR strategies are aligned with brand messaging and campaigns
• Collaborating with senior management to align PR goals with overall business strategy
• Setting clear KPIs for evaluating the success of PR campaigns and initiatives
• Preparing contingency plans for potential PR crises or unforeseen media coverage
• Managing the approved PR budget

Executing:

• Maintaining and developing relationships with key members of the press
• Project-basis: working with PR agency partner(s) to drive PR results to key projects and initiatives
• Coordinating with the Creative teams to create engaging PR materials such as press kits and media assets; ensuring timely deliver thereof
• Implementing targeted media outreach to secure coverage in desired publications, both in print and online
• Proactively pitching story ideas to media contacts, and following up to secure features and product placements
• Liaising with other members of the Brand Team (incl. Social Media and Influencer) to ensure consistent brand representation in all owned and earned channels
• Organising events including press events, product launches, and other press-related activity (subject to budgets)
• Cultivating relationships with our digital marketing team and external digital marketing agency partners for a fully integrated approach that ensures optimised digital media coverage
• Managing crisis communications and developing key messaging to respond quickly to negative press

Reporting:

• Monitoring and recording and circulating the brand’s press clippings in an organised manner
• Analysing media coverage and presenting PR performance reports to senior leadership on a weekly, monthly and quarterly basis
• Evaluating the ROI of PR campaigns by analysing coverage reach, engagement, and impact on brand reputation
• Preparing case studies and reports on successful PR campaigns to inform future strategies
• Tracking key media outlets (via external service, provided) for coverage and trends relevant to the brand and reporting back
• Conducting post-event evaluations to identify areas for improvement and to maximize future opportunities
• Presenting feedback and analysis from press and media contacts to the internal team for continuous improvement

The Person:

• A background in Fashion PR - ideally holding a similar position with a brand in-house or at an agency
• Existing contact database relevant to the brands requirements
• Experience in developing and implementing PR Campaigns in the UK and beyond
• Ability to manage, plan and deliver multi-faceted PR solutions
• Strong experience, pushing the boundaries with current use of successful social media and digital PR campaigns for celebrity seeding etc
• Strong agency management skills
• Excellent writing skills, including the ability to understand and deliver a select number of impactful and engaging stories with relevant meaning to our customers.
• Strong time management skills with a proven ability to prioritise and meet deadlines
• Ability to build positive co-operative working relationships
• A keen eye for detail is essential
• Self-motivated and pro-active in approach; a lateral thinker who can bring creative ideas and solutions to the table for discussion

The Benefits:

👟 Product Allowance (2 free pairs shoes a year and 50% off 20 pairs)

⏰ Hybrid and flexible working hours

☀️ Summer Fridays (6 ½ days in July and August on Fridays)

🌴 25 days holiday + Bank Holidays

🗺️ Work from anywhere for 2 weeks

🚼️ WorkPlace Nursery (salary sacrifice scheme to save money on your nursery fees)

💆‍♀️ Wellbeing Program – Retail Trust, Sanctus Coaching and Calm App

📚 Career development allowance ( Personal allowance to use on career development)

🏥 Private health care and or dental care (provided by AXA and DenPlan

🤩 Socials organised by Wellbeing and FeelGood group

➡️ Check out our careers page to learn more!