Department: Brand Marketing
Reports to: Creative Director

The Role:

We’re looking for a PR & Influencer Manager to help share our story with the world and connect with the people who love what we do.

You’ll lead on PR while also growing and nurturing our influencer and creator partnerships. It’s about building genuine relationships, not just transactions and making sure everything we put out connects back to our overall brand vision for both Lucy & Yak and L&Y.

Responsibilities:

🌟 Telling our story

• Shape and deliver our PR and influencer strategy for Lucy & Yak and L&Y

• Find fresh, meaningful ways to talk about the things that matter most to us: inclusion, sustainability, ethics, and community

• Make sure our voice stays consistent, human, and honest and that we’re showing up in spaces that are authentic to us.

🤝 Influencer & creator partnerships

• Build a robust influencer strategy of how we work with creators moving forward (from micro influencers to larger paid partnerships)

• Identify and collaborate with creators who genuinely align with our values

• Manage gifting, paid partnerships, and long-term collaborations

• Focus on building a diverse, inclusive community of voices

• Track performance and keep improving how we work with creators

🗞️ PR & media

• Build strong relationships with journalists, editors, and stylists

• Secure thoughtful, high-quality coverage across fashion, lifestyle, and culture

• Write press releases, pitches, and brand stories

📺 Cultural Integration

• You’ll be responsible for embedding the brand directly into culture. Whether it’s building relationships with Netflix to have us featured in their latest series, or working with emerging artists by identifying rising talent and tapping into culturally relevant platforms, you’ll ensure the brand is present where conversations are happening.

🎨 Campaigns & launches

• Lead PR and influencer activity for new collections, campaigns, and collaborations

• Work closely with social, creative, event and brand teams

• Make sure everything feels connected, impactful and that everything we do relates back to our brand values

• Earned-first growth support: help fuel organic buzz, social proof and branded search

🎉 Events & activations

• Lead on delivering (with support of events team) press + influencer events, pop-ups, and experiences

• Create moments people want to share and talk about

💬 Community & reputation

• Help manage brand perception across our channels, the media and creator channels

• Support with sensitive comms when needed - always with honesty and care

📊 Tracking, performance & impact

Measure and report on PR and influencer performance, ensuring all activity drives meaningful business impact.

• Track and optimise performance against key KPIs including customer acquisition, retention, brand sentiment, and overall visibility

• Monitor media coverage quality, reach, and share of voice across key markets

• Measure influencer campaign effectiveness (engagement, conversions, ROI, and long-term brand impact)

• Use data and insights to continuously refine PR and influencer strategies, improving efficiency and effectiveness over time

• Report regularly on performance, clearly demonstrating how PR and influencer activity contributes to brand growth and commercial success

Key Requirements

Experience

• You will have at least 8 years’ experience in PR (fashion, lifestyle, or purpose-led brands preferred), with a proven track record of securing high-impact media coverage.

• You bring extensive experience leading campaigns and shaping overarching PR strategy.

• You also have deep expertise in influencer marketing, with a strong understanding of how to build and execute effective influencer strategies that align with brand objectives.

• You come with an established network - your own “little black book” of trusted influencer and industry contacts, enabling you to hit the ground running and drive immediate impact.

Skills

• You will have exceptional storytelling and writing skills

• Have strong media and influencer network (UK and ideally international)

• You will be a strategic thinker and have hands-on execution ability

• Have experience in crisis communications

• You will have the ability to work in a fast-paced, value-driven environment

Value Alignment

• You will have a passion for inclusive, sustainable and ethical fashion

• Be committed to inclusivity and diversity and building community

Expectations and what success looks like:

• Increased high-quality media coverage

• Strong, consistent brand narrative across channels

• Successful PR campaigns that drive awareness and engagement

• Lucy & Yak recognised as a leading voice in ethical fashion

• You are highly results-driven, with the ability to demonstrate strong ROI from influencer campaigns through clear, detailed reporting and performance analysis.

• Build and grow a vibrant community of Lucy & Yak ambassadors, nurturing genuine, long-term relationships that authentically reflect the brand’s values.

• You will embed Lucy & Yak into culture - securing meaningful placements that put the brand at the heart of what people are watching, wearing, and talking about. Whether it’s being spotted in the latest hit series everyone is talking about or driving organic moments of cultural relevance.

What you’ll get:

• The chance to work on unique and exciting projects in a supportive team

• Purpose-Led: Work for a business that puts people and the planet on par with profit.

• This role is based on a 4-day working week (Monday–Thursday). During key trading periods, launches, or peak campaigns, some additional support outside of these days may occasionally be required.

• Vitality healthcare package

• 40% Staff discount on all your favourite pieces

• £60 Lucy & Yak voucher on your birthday

• 20 days holiday per year with additional 1 day for five years of service

• The best views in Brighton from our sunny office!