Senior Communications / PR Manager

Company Description:

J. Barbour & Sons Ltd founded in 1894 is a British lifestyle brand, home to the iconic wax jacket we design, manufacture and market stylish functional clothing and footwear for men, women and children inspired by the unique values of the British countryside. We are the proud holder of two Royal warrants and remain true to our core values as a fifth-generation family business. Barbour is sold in over 40 countries worldwide, including Europe, the US and Japan but we have our headquarters and roots firmly located in the North East of England.

Position Overview:

We are currently recruiting for a Senior Communications / PR Manager to join our established and experienced Global Marketing team based at Barbour House, South Shields. This role will focus on connecting our global marketing strategies, culture, purpose, and collaborations to support key growth strategies, played out through PR, Media, and Digital communication opportunities. You will have experience in delivering communication strategies, crafting stories and angles to drive reach, engagement, and affinity through a carefully curated approach to drive maximum relevance, maximum efficiency and maximum cut-through to end consumer segments. You will be responsible for the management of central PR and Digital teams, and will partner with local teams, to drive global strategies, support local strategies as required and in line with 5yr plan needs, and you will manage agency partner/s to deliver key KPIs across the spectrum. PR and Digital (social) experience is integral for this role, as well as a focus on innovation and the role this can play across the shifting consumer landscape.

Essential Duties and Responsibilities:

Global Marketing calendar planning

• Understand global marketing strategy and market business requirement.
• Drive content and communication strategy through PR and Digital focussed initiatives.
• Align with local counterparts to develop and agree execution of CC/Key strategies initiatives.
• Support regional activities that can help to drive brand elevation & love in the market.
• Oversee the quality and delivery of marketing contents & experience.
• Reporting of marketing activities, peer’s activity, and market insight.

PR

• Develop and execute the global PR & influencer strategy.
• Cultivate new and existing press & influencer relationships.
• Outline & craft relevant PR materials for the season.
• Define focus markets, media lists and key messages to pitch to editors.
• Manage all press budgets.
• Ensure strong editorial coverage in line with key product categories.
• Generate and manage all PR events to help promote Barbour’s concept and product focuses.
• Manage and support commercial partnership proposals.
• Produce and execute influencer & press gifting programs
• Strengthen Barbour’s network of influencers / brand ambassadors.

Media planning

• Partner with PR and Digital teams to execute annual media plan across offline & online platforms incl paid social strategy.
• Align media spend with counterparts based on global strategy & local business needs.
• Seek for new media & market first platforms that can drive brand innovation.
• Set media KPI and monitor delivery and progress.
• Budget review & tracking

Digital Marketing

• Actively contribute to devising a brand-led digital marketing strategy.
• Visibility & clear view of global digital initiative and communications.
• Oversee the social media strategy for Barbour and Barbour International.
• Support HOM and E-commerce on the growth of global databases and SVC insights.
• Drive digital global presence of the brands, with a focus on UK, US, DE, and Asia.
• Build and develop a specific digital approach and blueprint for APAC markets using prior knowledge and expertise in this area, working alongside Head of Ecom and supporting Head of Marketing to achieve.
• Work closely with Head of ecommerce to drive traffic to Barbour.com.
• Seek for new media & market first platforms that can drive brand innovation.
• Set media KPI and monitor delivery and progress.
• Channel Innovation will help to bring the digital innovation vision to life through the creation and delivery of pioneering customer experiences for the metaverse and beyond.
• Budget review & tracking.

Skills and Experience:

• Understanding of organic and paid strategies.
• Good level of insight on market trend & consumer’s behaviour.
• Experience in Brand communications.
• Experience in brand events.
• Strong communication experience, proven experience in delivering content strategies driven across traditional and non-traditional PR and the role of digital within this.
• Strong understanding of PR and of building a brand with purpose messaging.
• A strong understanding of taking central strategy and ensuring adherence and implementation in local market.
• Strong experience in understanding the nuances of developing strategies with a British heritage brand with strong heritage and authenticity.
• A brand guardian and champion, a real passion for the brand.
• Experienced in dealing with difficult PR and social media situations.
• Demonstrates high standards of attention to detail.
• Able to work well under pressure, remain calm
• Information Technology including Outlook, Word, Excel, PowerPoint & Internet packages
• Excellent verbal and written communication skills to build strong relationships internally and externally
• Flexible methods with a positive approach to change
• Extremely self-motivated
• Strong organisational and time management ability

Additional Information:

• The job will require travel from time-to-time (possibly international)
• Driving license essential

Benefits:

• Discretionary Company bonus scheme
• Staff discount
• Staff shop
• Healthcare cash plan
• 25 days holiday as standard increasing with length of service plus bank holidays
• Free onsite parking
• Subsidised canteen

Note: In the event that a sufficient volume of suitable applications are received, the post may close prior to the specified closing date. Please apply as soon as possible if interested.

Barbour