PR Manager

Pet Media Group; Greater London; Hybrid; GBP 60,000 - 95,000; Full time

Benefits offered by this job

Flexible working hours

Stockholm HQ location

Job summary

Pet Media Group seeks a senior PR leader to tell the world about its impact across markets. You will craft data-driven narratives from marketplace insights, manage the group editorial calendar around seasonal hooks, and publish trust and safety transparency reports for journalists and stakeholders.

You will act as PMG’s press desk, briefing country leads and founders with polished talking points and data appendices.

Qualifications

• 5+ years in PR, communications or journalism with national or major regional coverage.
• Data journalism experience is a strong plus.
• Able to build stories out of data rather than press releases.
• Daily, active use of AI tools for research, drafting and localization.
• Native-level English; clear, publishable writing.
• Hands-on, not a delegator; briefs agencies and freelancers.
• Experience running consumer surveys or using survey tools.

Responsibilities

• Tell the world about PMG's achievements and impact across markets.
• Turn marketplace data into publishable stories (pricing, breeds, names, surveys).
• Own the group editorial calendar and align with seasonal hooks.
• Own trust and safety transparency reporting for journalists and stakeholders.
• Build the journalist relationship as PMG’s press desk.
• Brief country leads and founders as spokespeople with Q&A and data appendices.

Skills

PR experience

Data journalism

AI tools

English (native)

Survey tools

Storytelling

Editorial discipline

Tools

Claude

ChatGPT

Job 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, and by 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, and getting a story out across markets, so covering seven markets does not mean seven times the work
• Turn our marketplace data into publishable stories: pricing and demand trends, breed rankings, most popular puppy names, buyer surveys on preferences and the like. One shared instrument based on real-time data and identical core survey questions across markets
• Build and run the group editorial calendar, planned per market around seasonal hooks such as heatwaves, fireworks, International Puppy Day and so on, so we are ready before the news cycle asks
• Own our trust and safety transparency reporting: listings blocked, scams intercepted, buyer money protected, illegal import patterns by origin, for distribution to journalists and animal welfare stakeholders alike
• 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

Benefits

• Work that matters: Opportunity to directly impact strategy to help more than 10 million people each month to find the animal of their dreams
• Flexible working hours: At PMG we are confident in each others’ ability to be masters of their own time while producing a great output
• Headquarters in center of Stockholm: Work in the center of Stockholm, close to great restaurants, parks and shops
• Opportunity to grow: Be part of an ambitious, high-performing team with people from diverse backgrounds
• Solid backing: Strong backing by some of Europe’s leading investors (e.g. Verdane and Otiva) who are early investors in leading companies such as Klarna, NA-KD, Apotea and Desenio

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 plusA track record of building stories out of data rather than distributing press releases. You can spot the angle a journalist will want before they ask, and you are comfortable enough with spreadsheets and dashboards to find it yourself and sanity check a number before a reporter doesAble to operate as a team of one: briefing agencies and freelancers and holding them to account, rather than managing staff beneath youDaily, active use of AI tools such as Claude or ChatGPT for research, drafting, localisation and workflow automation. You think in terms of how to leverage yourself through AI, not around it, with a clear view of what to automate and what stays humanNative-level English, written to a standard that needs no editing before it reaches a journalistHave the mindset of a hands‑on builder rather than a delegatorValue clarity, candour and collaborationAre excited by the challenge of scaling one of Europe’s most impactful consumer marketplacesBelieve process serves outcomes, not the other way aroundExperience running consumer surveys with panels or survey toolsExperience in a reputation‑exposed marketplace, such as pets, dating, gambling, fintech or the gig economy, or in a category under active regulatory or campaigner scrutinyDigital PR fundamentals: earned links, newsjacking, syndication