At a Glance
- Tasks: Lead digital PR and content strategy, ensuring high-quality output and innovative campaigns.
- Company: Join AIP, a dynamic agency known for its creative approach to digital PR.
- Benefits: Competitive salary, professional development, and the chance to shape industry standards.
- Other info: Opportunity to coach a talented team and grow your career in a fast-paced environment.
- Why this job: Make a real impact in digital PR and content while working with cutting-edge AI tools.
- Qualifications: Strong writing skills, experience in digital PR, and a passion for creativity and data.
The predicted salary is between 50000 - 65000 £ per year.
Overview
This role is the discipline lead for digital PR and content at AIP, the senior craft authority that ensures high quality across teams.
It sets the standard for work, produces exemplary output, and elevates the team's performance.
Digital PR and content meet in a data‑led, creative approach that earns link and coverage online, and is built to perform in search.
The role carries this standard across the full client base, works directly with clients, and represents AIP’s point of view on digital PR and content at events and internally.
Reports to Executive Director, Search, Content & PR.
Responsibilities
- Set and hold the quality bar across all digital PR and content output, editing and elevating what the team and the tools produce.
Lead digital PR strategy across the client base: data‑led campaigns, reactive newsjacking, and creative ideas built to earn coverage and links, not just plan for them.
- Lead content strategy alongside it so content and digital PR work as one connected discipline rather than two separate outputs.
- Shape how AI is used in digital PR and content production: define the quality standards built into the tools and push what they can do.
- Apply SEO principles to structure, intent, and optimisation so content and campaigns perform in search.
Spot where digital PR and content can do more for clients and the agency, and proactively push to grow the services rather than waiting to be briefed.
- Coach and train the team on craft, on outreach and pitching, and on getting high‑quality output from the tools.
Represent AIP’s view on digital PR and content at events, internally, and with clients.
IPAR+E Standards
IPAR+E is the operating standards, the common language for how we work at AIP. It holds across every role and carries responsibility for applying it.
- Intelligence: Keeps a live view of what’s earning links and coverage right now, tracks competitor share of voice, and knows which journalists and publications are worth targeting for each client.
- Prediction: Spots the story or angle before it’s obvious, gets ahead of news cycles clients can be part of, and flags where a client’s digital PR or content programme is thinning out before performance suffers.
- Action: Turns campaign ideas into pitched, published, linked content, briefing the team and the tools to the same standard every time.
- Review: Tracks what actually landed, links earned, coverage secured, rankings moved, and feeds that back into what gets pitched next.
Client engagement: Brings clients a clear point of view on what will earn coverage rather than just executing briefs, and is the person clients trust to tell them what good looks like.
Essential Skills and Experience
- A strong writer with real taste, who knows great content when they see it and can produce it themselves.
- A genuine track record in digital PR, securing links and coverage through data‑led and creative campaigns, not just planning for them.
- Experience across both digital PR and content, with a clear sense of how they work together.
- A high bar and the confidence to hold it, with a genuine point of view on what makes digital PR and content great.
- Sharp editing skills and an eye for tone, craft, and quality.
- Genuinely into AI and excited by what it can do for digital PR and content, fluent with the tools and always pushing them further.
- A solid working understanding of SEO and how digital PR and content drive search performance.
- Comfortable with the tools of the trade (e. g. Ahrefs or similar) for tracking links, coverage, and competitor share of voice.
- Experience working in an agency, enjoying the pace of it and comfortable holding multiple priorities at once.
- Comfortable presenting, carrying AIP’s view on digital PR and content at events, internally, and with clients.
- Able to train and coach, bringing the team up to standard.
- Success Looks Like
- Digital PR and content consistently meet the quality bar across the whole client base, not just flagship accounts.
- Nothing leaves the agency that we wouldn’t be proud to put our name to.
- AI is used effectively across digital PR and content, producing high‑quality work with the standard always held.
- The team produces sharper work, with this role’s craft and coaching lifting what they do.
- Content and campaigns perform in search, and digital PR earns real links and coverage, not just output.
- Digital PR and content are growing as services, with opportunities spotted and acted on.
- AIP is known for a clear, credible point of view on digital PR and content, carried by this person.
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