Job at a glance
The Role: As Head Social, Influencer & Consumer PR, you will lead the Group's consumer PR, social media and influencer strategy, shaping how Frasers Group and its portfolio of brands show up in culture and conversations around the world. This is a high-impact leadership role responsible for building awareness, relevance and desire across our brands, translating the Group's ambitious vision into culturally powerful communications and experiences that consumers want to engage with and share.
You will define and deliver an integrated earned, owned and influencer strategy across the Group and its portfolio of brands, working closely with Performance Marketing, Content Marketing, Brand Marketing, Trade, Corporate PR and Partner Marketing to create connected campaigns and maximise the impact of every consumer touchpoint. You will lead a high-performing team and agency partners, build meaningful relationships with media, creators, talent and cultural partners, and identify opportunities to make Frasers Group and its brands impossible to ignore.
The successful candidate will be an exceptional communicator and natural leader who understands how culture moves, what makes people talk and how brands can earn attention rather than simply buy it. You will be commercially minded, creatively ambitious and comfortable operating at pace in a constantly changing media and social landscape. The Responsibilities: Develop and own the Group-wide consumer PR, social and influencer strategy, aligned to business objectives, brand positioning and the wider Frasers Group vision.
Build a clear communications framework across the Group's portfolio of brands, ensuring each brand has a distinctive voice, cultural relevance and compelling point of view. Lead the development and execution of integrated PR, social and influencer campaigns that drive awareness, consideration, engagement and commercial impact. Own the Group's earned media strategy, building strong relationships with national, regional, trade, fashion, sports, lifestyle, business and digital media.
Develop and manage a strategic influencer and creator ecosystem, identifying the talent, communities and cultural voices that can authentically amplify our brands. Build long-term relationships with creators, talent, celebrities, athletes and cultural partners, ensuring partnerships deliver both brand impact and measurable commercial value. Set the strategic direction for social media, ensuring our channels are culturally relevant, platform-native and consistently aligned with brand objectives.
Drive innovation across social platforms, identifying emerging formats, communities, creators and trends that can give our brands a competitive advantage. Develop a clear approach to social storytelling and content, working closely with the Content Marketing and Brand Marketing teams to ensure ideas translate into content that earns attention. Work closely with Performance Marketing to connect earned, social and influencer activity with paid amplification, audience growth and measurable commercial outcomes.
Partner with Trade to ensure PR, social and influencer activity supports key trading moments, product launches, seasonal campaigns and commercial priorities. Collaborate with Partner Marketing to develop compelling opportunities for brand partners, leveraging PR, social, creators and cultural moments to deliver additional value and visibility. Work closely with Brand Marketing to ensure PR, social and influencer activity strengthens brand positioning, consistency and long-term brand equity.
Identify and capitalise on moments in culture, sport, fashion, entertainment and retail that can create opportunities for Frasers Group and its brands. Develop and manage relationships with external PR, agency, ensuring they are strategically aligned and delivering against clear objectives. Own budgets across PR, social and influencer activity, ensuring investment is effectively allocated and delivering measurable return.