About the Role
Digital PR is at an inflection point. Getting a brand mentioned is no longer enough. Search engines and large language models are learning what brands stand for — what they are experts in, who they serve, and why they matter — from the signals we create online. This role exists to lead that evolution.
We are looking for a forward-thinking strategist to define and drive the next generation of our Digital PR offering. You will sit within the Digital PR team and work at the intersection of brand narrative, search intelligence, and audience strategy ensuring every campaign we run has a clear commercial purpose and leaves a measurable imprint on how search engines and AI models understand our clients.
This is not a reactive link-building role. It is a product-defining, team-shaping, client-impacting leadership position for someone who understands where the industry is going and has the skills and conviction to take us there.
Why this role exists now
— LLMs and AI-powered search are reshaping how brands are discovered and evaluated — context, co-occurrence, and narrative now matter as much as coverage volume.
— Reactive PR and uncontextualised brand mentions alone cannot build the kind of brand signals that influence modern search and AI visibility.
— Clients need campaigns with a defined purpose that are tied to their ICPs, buying triggers, and commercial objectives , not just coverage for coverage’s sake.
— Our Digital PR service needs a strategic foundation that the whole team can build on, and a senior voice to define what that looks like.
Key ResponsibilitiesStrategy & Campaign Development
• Build a strategic framework for Digital PR that anchors every campaign to client ICPs, sub-contexts, buying triggers, and commercial goals, not just available news hooks.
• Lead the ideation process, ensuring campaigns are designed to teach search engines and LLMs specific, valuable things about a client’s brand, its expertise, relevance, and authority within defined topic categories.
• Define the narrative architecture for clients: identify the brand signals that should be established, the audiences to target, and the contexts in which the brand should appear.
• Develop clear campaign briefs that specify what success looks like before a campaign launches including coverage targets, topical relevance metrics, and impact on brand visibility in search and AI.
• Move the team away from over-reliance on reactive PR towards a blend of reactive, asset-led, data-driven, expert commentary, and thought leadership approaches with each chosen strategically.
LLM & AI Search Understanding
• Develop a deep working knowledge of how large language models process, store, and surface brand information, including the role of co-occurrence, topic clustering, and contextual authority.
• Translate that understanding into practical campaign methodologies: knowing which content types, publication contexts, and messaging patterns build the brand signals that matter in AI-influenced search.
• Evolve our service proposition to address AI visibility as a distinct, measurable outcome alongside traditional search performance.
• Act as an internal educator: upskill the broader team on how Digital PR activity connects to LLM training signals and brand discoverability.
Team Leadership & Service Development
• Work with the existing Digital PR team including Account Director and Senior Digital PRs to introduce and embed a more strategic, purposeful approach to campaign delivery.
• Define what the team’s job roles should look like as the discipline evolves, and contribute to hiring and development decisions.
• Lead the development of scalable ideation processes, campaign planning templates, and outcome-tracking frameworks that the whole team can use.
• Champion a culture of strategic curiosity: encouraging the team to ask “what are we teaching search about this client?” before asking “what can we react to today?”
Cross-Functional Collaboration
• Work closely with the Head of Off-Page SEO, and Head of SEO to ensure Digital PR activity integrates with and amplifies the broader search strategy.
• Partner with the Sales Director to develop a compelling, future-facing Digital PR proposition for new business pitches.
• Collaborate with the Head of Service and Operations Director to define service standards, capacity models, and client onboarding processes for the evolved offering.
• Contribute to cross-channel thinking: identifying where Digital PR, content, and technical SEO intersect to create compounding brand signals.
Measurement & Impact
• Define and implement a measurement framework for Digital PR that goes beyond coverage volume including topical authority metrics, share of voice within defined categories, and brand visibility in AI-generated search responses.
• Set campaign-level KPIs that are tied to client commercial objectives, so every piece of coverage can be evaluated against a strategic goal.
• Report on the impact of Digital PR activity on search visibility, LLM brand associations, and brand awareness within target audience segments.
Pay: £40,000.00-£50,000.00 per year
Work Location: Remote
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