PR & Influencer Senior Account Executive

Job Description

Position Title: PR and Influencer Senior Executive, Health & Beauty

Department: Marketing - PR

Region: UK & Ireland

Country / Location: Sherborne St John, Basingstoke

Reporting Manager: PR Manager, UK

Direct Reports: None

Team Role: Professional Team Member Level 2

Budget Responsibility: No

Key Contacts (Internal): UK marketing and sales team

Key Contacts (External): Media, Influencers, Consumers, Brand Ambassadors, Brand Partners

Position Overview / Purpose:

It's an exciting time for Childs Farm as our business grows in the UK and Ireland, and we're looking for commercial, smart thinkers with extraordinary drive, passion, curiosity and confidence to join us for the next step of our remarkable journey and spread the Childs Farm love.

Childs Farm is a brand which has thrived from PR – much of which has been directly from consumers sharing their experiences of the products on Social Media.  Word of mouth about the products, their efficacy and ‘life-changing’ qualities, has driven tremendous brand awareness across many demographics, and many countries, which has a tangible impact on sales.

We are looking for a PR and Influencer Senior Executive to join the new Childs Farm in-house PR team, which forms part of our Marketing team. Rich with creative ideas and a real passion for health & beauty, this role will drive brand awareness during our continued exceptional growth. With our unique brand story, expertise in skin, washing and bathing and hair care, this is an exciting opportunity to be part of something truly special.

As senior executive you’ll support our PR Manager in the creation, delivery and implementation of PR campaigns. This important role focuses on introducing the products to a wide but relevant array of influencers, traditional press and digital platforms, to drive brand awareness and encourage purchase.

Working within the Marketing Team, the PR & Influencer Senior Executive will be responsible for influencer outreach and press relations, focusing on the Health & Beauty Press, which is aligned with the strategic marketing plans of Childs Farm. You need to be knowledgeable about what’s going on in the media to tie in Childs Farm, marrying the two at short notice for maximum PR benefit. The successful candidate will be tactical to seize opportunities as they arise, be a first-class writer with a strong news sense, be able to self-generate and place news across broadcast, print and online media. They will be adept at delivering integrated press and social media projects and demonstrate a commitment to a multimedia approach.

This role is responsible for day to day media relations, so proven experience in establishing and maintaining media contacts is essential, as well as a little black book of excellent health & beauty, consumer and national press contacts. Simply a confident communicator with previous PR experience within beauty or lifestyle industry. Your experience can be either inhouse or within an agency setting – ideally across both! You'll be positive person, full of energy, creative ideas and be motivated to deliver great results. A good knowledge of media channels, offline and online will be important to ensure PR opportunities are maximised.

Your communication skills will be second to none along with your time management and organisational skills. You must be able to evaluate and measure the success and impact of any PR and Influencer plans using a range of measurement tools is essential.

The right attitude is fundamental to any hire at Childs Farm, and this role will also be an internal and external Ambassador for the brand, making it imperative that you demonstrate our behavioural values both internally and externally, every moment of every day.  You must be a fantastic communicator and be able to assist your team to grow and to be their best.

Our team is very hands on, creative, forward thinking and adept.  This role is tasked with ensuring we get on with things and seize opportunities in a timely fashion. You must want to be part of a team where ‘no’ and ‘can’t’ simply don’t exist.  You must be hungry and ambitious for both the business to succeed and for themselves to succeed, as the two will be completely aligned.

Responsibilities:

• Enhance and develop an already strong list of influencer contacts
• Develop with the PR Manager an Influencer strategy across all mediums, and then execute it
• Day-to-day contact for all press and influencers enquiries
• Work closely with the marketing team to ensure the right content and messaging is being created for use in influencer outreach, which is aligned with our strategy
• Work closely with the Social and Creative teams to proactively seek out talent to ensure Childs Farm are engaging with both new and existing influencers
• Run gifting programmes that support product campaigns/the marketing calendar
• Work closely with PR Manager to maximise influencer and editorial opportunities
• Responding to media opportunities and other incoming enquiries from journalists in order to develop long lasting relationships with journalists and contacts in all forms of media, to improve story placement
• Seek media opportunities within beauty and lifestyle titles and platforms
• Monitor Media to assess reach target audiences.
• Understand how to optimise audience reach through a mix of media channels
• Build direct relationships with key journalists across target media to ensure that we are the 'go to' baby & child toiletries and beauty brand when they are planning their pages
• Monitoring the news agenda and reporting back on hot topics and potential opportunities
• Coverage logging and reporting
• Influencer reporting on posts and engagement using trackable links
• Writing media materials including press releases, quotes and reactive statements
• Maintaining PR coverage reports and value tracker

These are the main requirements of the role and is not an exhaustive list of duties. It is intended to reflect the nature, range, and context of the work, which will change over time.

Team Role Responsibilities (Professional Team Member Level 2):

Business skills

• Demonstrates an analytical and methodical approach to problem solving.
• Takes initiative in identifying and negotiating appropriate personal development opportunities.
• Absorbs and applies technical information.
• Thorough understanding of their role and how it relates to other roles and to the business of the employer.

Complexity

• Has defined areas of responsibility.
• Due to experience gained may provide guidance to more junior or less experienced staff.
• May produce non-standard letters or reports.
• May be responsible for a defined part of a project, small internal business project or a new process.
• Performs a broad range of work, sometimes complex and non-routine, in a variety of environments.

Autonomy

• Accountable for delivering assigned tasks within broader projects.
• Operate as a competent professional with minimum supervision.
• Has limited decision-making scope on how tasks are to be fulfilled.
• Can easily determine when work should be escalated to a higher level.

General

• Demonstrate active involvement in the implementation and improvement of relevant procedures
• Follow relevant procedures to deliver quality products and services and identify and support the implementation of continuous improvement
• Contribute ideas on systems and process methods to improve deliverables
• Work safely, complying with all safety procedures, rules and instructions; and reporting workplace hazards, incidents or injuries to manager
• Demonstrate on a continuous basis Childs Farm Company and behavioural values

Person Specification

• 3+ years’ experience in beauty PR, influencer or social experience with demonstrated success in the role
• Excellent black book of beauty press contacts
• Experience working on successful PR or social campaigns
• A good understanding of PR, influencer, social media and brands
• Experience working within a team
• Good knowledge of media and influencer landscape (able to know what is on trend)
• Excellent interpersonal and communication skills
• Excellent organisational and time management skills, with the ability to work under tight deadlines in a fast-paced environment
• Very good attention to detail
• Strong writing skills
• Demonstrate a passion for the customer
• Ability to work in collaboration with various stakeholders
• Proactive, self-starter and a team player

Childs Farm Behavioural Values:

Why are we including these in our Job description? Because these are what we stand for and are who we are - individually and collectively - and we want to ensure we are all aligned to our brand personality and behaviours. In short: if these don’t resonate with you, the company won’t either. We take ownership & accountability for what we do, say and promise. We are: Trustworthy, Authentic, Honest, Expert, Passionate, Communicative, Agile, have Family Values, are Consumer Centric, Brave, Discreet, Innovative, Inclusive & Fun.

Childs Farm Key Requirements:

Competencies and behaviours

Ambition and drive: can show that they are ambitious to achieve something exceptional in their career and have committed to improving themselves. Must have drive, common sense, determination, buckets of confidence, a hands-on approach, a can-do attitude and great sense of fun

Takes ownership: doesn’t wait to be asked, proactively asks the questions that need to be asked and doesn’t rest until the solution is implemented.  Completely comfortable rolling sleeves up and getting stuck in

Great in a crisis:  takes action, keeps people informed, brings people along

Commercially aware: understands how their role fits into the bigger picture, has an eye on the value they can deliver

Organised: has the ability to build ways of working and ensure that actions and results are reported consistently and accurately

Strong influencing: capable of building great relationships, both internally and externally.  Able to leverage those relationships, especially when they are most needed or when communicating a tough message

Personal attributes

• Excellent communication and interpersonal skills
• Self-starter who can happily work in isolation initially
• Strong influencing skills and ability to challenge
• Ability to have cooperative relationships with peers, management and customers
• Takes feedback very well
• Ability to prioritise tasks
• Confident but receptive
• Sense of humour and positive disposition essential
• Robust; this role can be demanding at times and requires a thick skin.