Digital PR & Organic Growth Specialist

Picnic; Amsterdam; On-site; EUR 60,000 - 90,000; Full time

Benefits offered by this job

Fresh Lunch & snacks

Health insurance discount

Bike plan

Learning & development

Job summary

Picnic is seeking a Digital PR Specialist to lead storytelling and earned media campaigns for the online grocery brand. You will craft narratives from customer insights, products, and data, and collaborate with SEO, data, and brand teams to drive organic growth.

You will build relationships with journalists, publishers, and creators, turning trends into newsworthy stories while boosting Picnic’s authority online.

Qualifications

• Bachelor’s or Master’s degree in Communications, Journalism, Marketing, or Business.
• Proven ability to craft compelling narratives and campaigns.
• Experience with media outreach and PR for consumer brands.

Responsibilities

• Create stories from insights and data to earn media coverage.
• Build relationships with journalists, editors, and digital publishers.
• Collaborate with SEO to earn backlinks and brand mentions.

Skills

Native Dutch

Fluent English

Storytelling

Media outreach

Data-driven storytelling

Education

Bachelor’s or Master’s degree in Communications, Journalism, Marketing, or Business

Tools

Google Search Console

Semrush

Job description

In a nutshell

As Picnic’s Digital PR Specialist, you will lead our efforts to become one of the most visible, talk-about and authoritative brands in the online grocery sector. Your mission is to craft compelling narratives, data-driven insights, and creative campaigns that spark online conversations and are recognized as authoritative by journalists, digital publishers, and AI-driven search platforms. Working alongside our SEO/GEO, data, and brand experts, you’ll transform our innovations into earned media coverage and sustainable organic growth.

In short: you ensure Picnic is impossible to ignore.

Tricks of the trade

Create stories that travel: Find compelling stories in Picnic’s customer insights, products, data, and business. Turn consumer trends, cultural moments and original research into campaigns that earn coverage, links, and conversation.

Earn high-quality coverage: Build relationships with journalists, editors, publishers, creators, and other influential voices. Pitch relevant stories across national, regional, consumer, business, and specialist media, positioning Picnic as a trusted source.

Build organic authority: Work closely with SEO to earn authoritative backlinks, brand mentions, and citations. Identify topics Picnic can credibly own and create evergreen assets that strengthen visibility over time.

Use data as PR engines: Collaborate with Data and Research teams to uncover insights and turn them into clear, newsworthy stories.

Experiment with AI: Explore how Digital PR can strengthen Picnic’s presence in AI answers and recommendations. Experiment continuously with new tools and approaches as media and search evolve.

Measure meaningful impact: Track coverage quality, backlinks, brand mentions, share of voice, organic traffic, and visibility across search and AI platforms. Connect Digital PR activity to broader brand and business growth.

Your superpowers

• Bachelor’s or Master’s degree in Communications, Journalism, Marketing, or Business
• Native Dutch speaker and fluent in English
• 4+ years of experience in Digital PR, communications, journalism, or organic growth
• Experience working with consumer brands, grocery and retail brands is a big plus
• Strong track record of creating stories that earn meaningful media coverage
• Keen eye on what makes something genuinely newsworthy
• Understanding of SEO and the value of authoritative backlinks, mentions, and citations
• Comfortable working with data and turning analysis into compelling stories
• Strong writing and storytelling skills
• Fast, creative, analytical, and comfortable experimenting
• Knowledge of generative search / AI visibility and emerging GEO practices is a strong advantage
• Familiarity with Google Search Console, Semrush, or similar SEO tools is preferred

Picnic perks

Fresh Lunch, coffee, and snacks

Our offices are equipped with fully-fledged coffee bars and a kitchen and chefs. They prepare delicious fresh and warm lunches every day so you can keep your energy up.

Health insurance discount & bike plan

We have a partnership with CZ (a health insurance provider). Picnic employees get a discount on CZ insurance packages between 5% and 15%. Furthermore, through our partnership with Lease a Bike, you can rent-to-own a new (e)bike at a discounted rate.

Learning & development

You’ll get ample opportunity to work on yourself at Picnic. We offer personal development through Lepaya courses, Academy trainings, and more. Interested in improving your mental wellbeing? Through OpenUp you get free access to trained psychologists and many courses.

All the rest

At Picnic you get 25 holidays, we cover your travel expenses and offer a pension plan. And your phone and laptop are on us, as well.