Head of PR & Communications (London)

Aspinal of London are seeking a dynamic and strategic Head of PR & Communications to lead and manage our communications strategy for our luxury lifestyle brand. You will oversee multiple channels, including earned PR, paid media, social media, influencer partnerships, and more, while ensuring the seamless execution of campaigns that drive brand visibility, enhance market positioning, and foster growth. This role requires an individual with a strong background in luxury lifestyle PR, media relationships, and brand management, coupled with a flair for creative problem-solving and team leadership.

Key Responsibilities:

• Department Strategy & Management

• Earned PR: Develop and manage comprehensive PR strategies that drive brand awareness and visibility across all media platforms, working closely with internal teams and external agencies to execute campaigns that resonate with the brand’s target audience.
• Paid Media (Print and Digital): Lead the paid media strategy, ensuring alignment with the brand’s tone, aesthetic, and core messaging across digital and print media, driving both short-term impact and long-term brand recognition.
• VIP & Influentials: Build and nurture relationships with high-profile influencers, celebrities, and industry leaders to elevate the brand’s presence and prestige in key markets.
• Social Media: Oversee the development and execution of a dynamic social media strategy that enhances engagement, fosters brand loyalty, and amplifies brand narratives across platforms.
• Brand Partnerships: Identify, negotiate, and oversee high-impact brand collaborations and partnerships that align with brand values and enhance its image and market reach.
• Events & Special Projects: Lead the planning, execution, and management of high-profile events, product launches, and exclusive activations that provide immersive brand experiences for key stakeholders and influencers.
• Retail and Wholesale Activation: Work closely with retail teams to develop communication and marketing strategies that engage consumers and drive both online and offline sales through targeted marketing and retail partnerships.

• Lead and inspire an internal communications team of 3 professionals, fostering a collaborative and supportive culture.
• Manage external agencies and partners, ensuring that all campaigns and initiatives are executed seamlessly and align with the overarching department and brand strategies.

• Cultivate and maintain strong relationships with key press, media outlets, and industry contacts to ensure the brand is front of mind for media coverage, interviews, and other relevant opportunities.
• Represent the brand at industry events and meetings, establishing and maintaining the brand’s presence in both formal and informal settings.

• Act as the brand guardian, ensuring that all communications, partnerships, and content adhere to the brand’s tone, aesthetic, and values.
• Oversee and approve all VIP, influencer, talent, and brand partnership activations, ensuring that they align with the company’s business objectives and long-term vision.
• Monitor and manage brand reputation, ensuring that any issues are handled proactively and thoughtfully.

• Host bi-annual press previews with key media, press, industry professionals, and influencers to ensure consistent coverage and build strong ongoing relationships.
• Act as the primary spokesperson for the brand, handling press inquiries, media requests, and crisis communications as necessary.

• Oversee the department’s annual budget, ensuring resources are allocated effectively across initiatives and ensuring maximum ROI on media spend and campaigns.
• Continuously assess and optimize spending for efficiency without compromising the quality or impact of communications efforts.

• Provide out-of-hours support at key events, international travel, and on-site activations, ensuring the brand’s presence and communication strategy remains consistent across time zones.
• Report weekly on department performance, campaign success, and other key metrics to senior management and leadership.

Key Skills and Experience:

• Experience: Minimum of 10 years in a senior communications or PR role, preferably within the luxury lifestyle, fashion, or related sectors.
• International Communications Experience: Extensive experience in managing communications across multiple global markets, particularly the UK, EU, US, and Middle East. Ability to adapt strategies and messaging to different cultural contexts and market dynamics.
• Team Leadership: Proven experience managing and mentoring a small team, with a focus on collaboration and growth.
• Strategic Thinking: Ability to develop and implement integrated communication strategies across multiple channels, including PR, social media, events, and partnerships.
• Creative Flair: A keen eye for creativity and innovation, with the ability to craft compelling narratives and brand stories.
• Excellent Communication: Superior written and verbal communication skills, with the ability to engage both internal teams and external stakeholders effectively.
• Crisis Management: Strong crisis communication skills and experience managing brand reputation during challenging times.
• Travel: Willingness to travel as needed, including international travel for events and activations.
• Luxury Market Knowledge: In-depth understanding of the luxury market and trends, with a strong network of media and influencer contacts.