Global PR Manager

at  Barbour

COMPANY DESCRIPTION:

The Barbour story began in 1894 in South Shields in the North East of England. Founder John Barbour began supplying oilskins and other garments to protect the growing community of sailors, fishermen and dockers. Still family owned and now fifth generation, Barbour HQ remains in South Shields. Under the leadership of Chairman Dame Margaret Barbour, Barbour has grown into a lifestyle brand sold in over 55 countries worldwide including Europe, the US and Asia offering a wardrobe of stylish functional clothing, footwear and accessories inspired by the unique values of the British countryside. The iconic Barbour Bedale and Barbour Beaufort wax jackets continue to be made by hand in the factory in South Shields. In 2020, Barbour launched Wax for Life, an overarching name for all of Barbour’s wax services designed to encourage customers to extend the life of their wax garments. Wax for Life includes re-waxing and repairs (first introduced in 1921) and Barbour Re-Loved an upcycling circularity initiative. Each year over 70,000 wax garments are sent back to Barbour globally to be repaired, rewaxed or altered.

POSITION OVERVIEW:

We have an exciting opportunity for a Global PR Manager to join our Global Marketing team on a full-time permanent basis here at our Head Office in South Shields. As we continue to build towards our vision of becoming the best British lifestyle brand worldwide and therefore building our visibility in UK and international markets, our brand profile and PR and marketing activity increases. The main purpose of this role is to to promote Barbour and Barbour International as premium global lifestyle brands through all media channels including print and digital, through partnerships and collaborations and any other agreed activity. Primarily responsible for all UK media activity, the role requires an understanding of the US, APAC and Germany media landscapes to work alongside the local teams in these markets to deliver exceptional high quality coverage reflective of the positioning of the Barbour and Barbour International brands.

SKILLS AND EXPERIENCE:

• Proven PR experience gained in house or agency side
• Strong understanding of role of digital within PR and implementing integrated campaigns
• Strong communication skills both verbal and written
• Excellent organisation and project management skills with the ability to multi-task
• Experience in organising press events
• Enthusiastic, highly motivated individual
• Able to contribute fresh and innovative ideas
• Ability to work independently and within a team
• A strong understanding of taking central strategy and ensuring adherence and implementation in local market.
• Able to work well under pressure,
• Information Technology including Outlook, Word, Excel, PowerPoint & Internet packages
• Excellent verbal and written communication skills to build strong relationships internally and externally
• Able to establish relationships with people at all levels

• Strategic input into all PR/digital planning meetings to achieve company objectives.
• Set strategic PR objectives for UK and international PR teams (agency and in house) in conjunction with Head of Comms and country managers. Develop PR plans and provide support, key messages, press releases to international teams with a focus on US, Germany and Asia. Evaluate all activities and ROI.
• Develop PR plans in conjunction with Digital to support key seasonal stories for national and regional media around press worthy stories, collaborations and commercial calendar to include editorial, seeding and promotional activities.
• Working with UK Marketing Manager to support and deliver PR plan for all UK marketing activity
• Set direction and day to day management of UK PR agency and Global PR teams to implement all global plans ensuring high quality coverage is gained and objectives and KPIs are met.
• Inception and management of events for new collection launches including collaborations, seasonal press days, press relationship building events and store openings
• Evaluation and reporting of all media activity.
• Sustainability/Wax for Life communication to media. Drive PR around WFL and sustainable initiatives with key touchpoints throughout the season that will generate coverage and demonstrate Barbour’s commitment to sustainability.
• Organise press visits to Barbour HQ or UK and international press throughout the year as required.
• Management and fulfilment of all media and interview requests on seasonal stories with design and senior managers as required.
• Write and produce seasonal press releases, seasonal mailers and other PR copy as required.
• Contribute to Material Matters, internal newsletter, agree content and write articles.
• Have awareness of the PR budget, ensuring all activity is within budget.
• Manage Global PR Executive, setting objectives and undertaking annual reviews.
• Undertake any other reasonable activity, as may be required by senior management.