Public Relations Manager

Digital Tonic | Digital, eCommerce & Marketing Recruitment; Cheltenham; On-site; GBP 60,000 - 90,000; Full time

Job summary

Digital Tonic has partnered with a leading UK luxury fashion brand to appoint an experienced PR Manager. This role shapes how the brand is represented across the UK and internationally, translating brand strategy into impactful PR activity and driving desirability.

You will lead a four‑person PR team, nurture relationships across fashion, luxury and lifestyle media, secure editorial coverage, manage celebrity and influencer activity, and collaborate with Marketing, Creative and Commercial teams

Qualifications

• 5+ years PR experience in luxury fashion, premium lifestyle or aspirational brand.
• Established network across fashion, luxury, lifestyle and national media.
• Strong track record of securing editorial coverage across print/digital/broadcast.
• Experience with celebrity, VIP, stylist, talent and influencer landscape.
• Experience delivering PR around campaigns, launches, events and partnerships.
• Able to develop a team, manage workloads and maintain high standards.

Responsibilities

• Translate brand strategy into impactful PR activity that builds awareness and desirability.
• Own relationships across media, identifying compelling stories around collections, campaigns, partnerships and founder moments.
• Oversee celebrity, VIP activity, stylist relations, gifting and high-profile events.
• Lead and develop a PR team of four with clear priorities and high standards.
• Collaborate with Marketing, Creative, Social and Commercial to ensure cohesive campaigns.

Skills

Media relations

Storytelling

People management

Writing

Commercial awareness

Agency management

Job description

We’re partnering with one of the UK’s most exciting luxury fashion brands as they look to appoint an experienced PR Manager to join their growing marketing and communications team.

Known for its distinctive British identity, premium positioning and highly engaged customer following, the brand has experienced significant growth and continues to build its presence across fashion, luxury, lifestyle and equestrian markets.

This is an exciting opportunity to join an ambitious, entrepreneurial business and play a central role in shaping how the brand is represented across the UK and internationally.

The Role

The PR Manager will translate the wider brand strategy into impactful PR activity that builds awareness, strengthens positioning and drives desirability.

You’ll take ownership of relationships across fashion, luxury, lifestyle and business media, identifying compelling stories around new collections, campaigns, partnerships, the Founder and key brand moments. You’ll also oversee celebrity and VIP activity, stylist relationships, talent dressing, gifting, influencer seeding and high-profile events.

Alongside remaining hands‑on, you’ll manage and develop a PR team of four, setting clear priorities and maintaining consistently high standards across the function. You’ll work closely with Marketing, Creative, Social and Commercial teams to ensure campaigns feel joined up and the brand is represented consistently across every external touchpoint.

This role would suit someone who combines strong media relationships and excellent storytelling ability with the confidence to lead a team, identify proactive opportunities and thrive within a fast‑moving, entrepreneurial environment.

Skills & Experience

You’ll have at least five years’ experience within PR, ideally gained within luxury fashion, premium lifestyle or another aspirational consumer brand.

You’ll have an established network of relationships across fashion, luxury, lifestyle and relevant national media.

You’ll be able to demonstrate a strong track record of securing meaningful editorial coverage across print, digital, online or broadcast platforms.

You’ll understand the celebrity, VIP, stylist, talent and influencer landscape, with experience identifying partnerships and opportunities that feel authentic to a premium brand.

You’ll have experience delivering PR activity around campaigns, collections, launches, events, collaborations or brand partnerships.

You’ll be a confident people manager, capable of developing a team, managing workloads and maintaining high standards within a busy environment.

You’ll be an excellent writer and storyteller, with the ability to turn brand, product and Founder stories into compelling media opportunities.

You’ll be proactive and commercially aware, understanding how effective PR contributes to wider brand awareness, customer engagement and business growth.

Experience managing external agencies and developing international media or talent relationships would be advantageous.

Knowledge of the luxury lifestyle, country or equestrian market would be beneficial but isn’t essential.

This is a brilliant opportunity to join an ambitious British luxury brand at an exciting stage of its growth. You’ll have genuine ownership of the PR function, the opportunity to lead an established team and the platform to build influential relationships across fashion, media, talent and luxury lifestyle.

Sounds good?

If you’re an experienced PR professional looking to make a real impact within a growing luxury brand, we’d love to hear from you.