Digital PR Manager (AI & SEO Outreach)

Fulcrum; Sydney; Hybrid; AUD 80,000 - 110,000; Full time

Benefits offered by this job

Hybrid work model

3 days from home

Birthday leave

Monthly social events

Job summary

Fulcrum in Sydney is seeking a digitally focused PR professional to drive campaigns that build brand visibility and high-quality links. You will work closely with SEO and content teams, pitching journalists and managing client relationships to deliver measurable outcomes.

You’ll develop campaigns, mentor junior staff, and help shape new programs around AI visibility and Reddit outreach as the agency grows. The role offers hybrid working with weekly in-office days in Sydney.

Qualifications

• A few years in a PR, comms or digital PR agency.
• Experience managing clients directly: setting expectations, delivering difficult news and giving direction.
• Strong writing, from a sharp three-line pitch to longer-form content, and the ability to adapt to someone else’s tone of voice.

Responsibilities

• Run digital PR campaigns built to earn links and mentions on high-authority sites, so every placement improves a brand’s visibility in search, not just its coverage count.
• Choose target publications and websites using SEO and GEO criteria, then pitch journalists, editors and site owners to secure placements.
• Help brands appear in AI answers by getting them into the articles and listicles that tools like ChatGPT and Google’s AI Overviews draw from.
• Respond to journalist requests daily, often within 24 hours, turning reactive opportunities into quality links with the right client expert and a brand-safe response.
• Analyse competitors’ backlink profiles and find unlinked brand mentions to reclaim, so each client’s outreach plan has a clear rationale.
• Report on what the work did for organic performance, using tools like Ahrefs and Google Search Console, and present it to clients as part of their wider SEO and GEO strategy.

Skills

PR experience

Client management

Strong writing

Analytical mindset

Mentoring

Tools

Ahrefs

Google Search Console

Job description

Fulcrum in Sydney is seeking a digitally focused PR professional to drive campaigns that build brand visibility and high-quality links. You will work closely with SEO and content teams, pitching journalists and managing client relationships to deliver measurable outcomes.

You’ll develop campaigns, mentor junior staff, and help shape new programs around AI visibility and Reddit outreach as the agency grows. The role offers hybrid working with weekly in-office days in Sydney.