[Hiring] PR Manager @Pet Media Group

Role Description

This is our first dedicated PR hire and it covers the whole group. Over the years, PMG has managed to reduce animal welfare issues on our platforms far below any peer, through:

• ID verification of breeders
• AI-assisted moderation of adverts
• A zero-tolerance approach to illegal puppy imports and unlicensed high-volume breeding
• Going far beyond what the law requires

Your job is to tell the world about it.

We know the playbook works because we have already done it once. In the UK, we have changed the public conversation about Pets4Homes from risky classifieds to the most trusted and responsible way to find a pet. Our annual Pet Industry Report is now a fixture in the national press and TV. The challenge is doing that in more than one market at a time.

That is the job: take a proven single-market playbook and make it run in seven, as one person backed by AI tools and outside help where needed, rather than a department.

Your edge is finding the story inside the data and knowing exactly which angle will make a journalist stop scrolling. You bring an AI-forward mindset, the instinct to ask how can I leverage myself through AI, and you use it daily for:

• Data analysis
• Drafting
• Localising
• Getting a story out across markets

What you will do:

• Turn our marketplace data into publishable stories: pricing and demand trends, breed rankings, most popular puppy names, buyer surveys on preferences and the like.
• Build and run the group editorial calendar, planned per market around seasonal hooks such as heatwaves, fireworks, International Puppy Day and so on.
• Own our trust and safety transparency reporting: listings blocked, scams intercepted, buyer money protected, illegal import patterns by origin.
• Mine breeder reviews, Trustpilot and support conversations for the human stories regional press actually run.
• Become PMG's press desk, so the journalist relationship belongs to PMG rather than to an agency.
• Brief and equip country leads and founders as spokespeople: talking points, Q&A, data appendices, prep before interviews.

Qualifications

• 5+ years in PR, communications or journalism, preferably in-house, with coverage in national or major regional media that you personally landed.
• Data journalism experience is a strong plus.
• A track record of building stories out of data rather than distributing press releases.
• Daily, active use of AI tools such as Claude or ChatGPT for research, drafting, localisation and workflow automation.
• Native-level English, written to a standard that needs no editing before it reaches a journalist.
• Able to operate as a team of one: briefing agencies and freelancers and holding them to account.

Requirements

• Experience in a reputation-exposed marketplace, such as pets, dating, gambling, fintech or the gig economy.
• Experience running consumer surveys with panels or survey tools.
• Digital PR fundamentals: earned links, newsjacking, syndication.

Benefits

• A function that does not exist yet, yours to design, across seven markets, with a proven UK playbook to build from.
• A proprietary dataset covering millions of pet and horse transactions that no journalist can get anywhere else.
• Direct access to founders and country leads.
• A profitable, growing business rather than a slide deck.
• A diverse team of more than 100 colleagues across the world.
• Competitive compensation.