PR Manager

At apetito | Wiltshire Farm Foods, we are on an ambitious journey. With bold growth targets ahead, we know that how we tell our story and build our reputation will play a pivotal role in helping us succeed. That’s where this new role comes in.

As PR Manager, you will be at the heart of how we bring our story to life externally.

From strengthening apetito’s reputation across health, social care and education sectors, to raising the profile of Wiltshire Farm Foods with healthcare professionals and consumers, this is a unique opportunity to make a tangible impact.

You’ll lead the creation and delivery of PR strategies that enhance our reputation, influence key stakeholders, and position us as a values-led thought leader in our markets.

Reporting to the Head of Brand & Communications, you will work closely with senior stakeholders, colleagues across the business, and external partners.

To be a success in this role, you\’ll need significant proven experience in developing and delivering PR strategies and campaigns as well as strong networking and media relations skills, with established press office experience.

This is a high-profile, fast-paced role where you will help shape how we are seen by the outside world and ensure our voice is heard on the issues that matter.

Most importantly, you will play a key part in sharing how apetito and Wiltshire Farm Foods are making a real difference to the lives of customers every single day.

apetito is the UK’s leading food supplier to the health and social care sectors serving more than 1,300 care homes, health care and education settings.

Our meals are expertly crafted by our dieticians and chefs, and then frozen to lock in the goodness.

Wiltshire Farm Foods, our sister company, is the UK’s largest ready meal supplier cooking and delivering over 330 different delicious frozen ready meals across the UK.

Responsibilities

• PR Strategy Development Design and deliver integrated PR strategies for apetito’s B2B markets (Healthcare, Care Homes and Education), New Business and WFF’s Healthcare Professional and consumer audiences, ensuring alignment with business growth objectives.
• Corporate PR Working with our Director of Policy and ESG, build apetito’s profile and influence with key stakeholders, including politicians, policymakers, industry bodies, and the wider media, with a focus on our brand values and our industry-leading ESG programme.
• Press Office Lead a proactive and responsive press office function, including media monitoring, handling inbound enquiries, and maintaining strong media relationships.
• Media Relations & Thought Leadership Identify and secure opportunities for apetito and WFF in trade, national, and consumer media. Develop compelling press releases, pitches, case studies, and thought leadership content.
• Awards Programme Management Lead and manage apetito and WFF’s awards programme, from identifying opportunities and preparing submissions through to coordinating entries, maximising exposure, and leveraging successes across media and internal channels.
• Crisis Communications Support the business in managing issues and crises, working closely with senior leaders and external partners to deliver timely and effective responses.
• Content & Social Media Create engaging content across press, digital, and social channels to amplify apetito and WFF’s brand stories.
• Internal Collaboration Partner with colleagues across the business to surface stories, data, and insights that bring our mission to life externally.
• Measurement & Reporting Track, analyse, and report on PR activity effectiveness, ensuring continuous improvement against agreed KPIs.
• Leadership Line management, strategic oversight and development of a small team of Senior PR Executives.
• Wider Business Support The Brand & Communications team support and collaborate with the wider business on numerous other projects so you will be expected to step outside the PR world and contribute at internal and external events, conferences and more.

Qualifications and Experience

Essential

• Significant proven experience in developing and delivering PR strategies and campaigns, ideally across both corporate and consumer audiences.
• Strong media relations skills, with established press office experience.
• Demonstratable experience of strong industry networking skills.
• Excellent writing skills with the ability to craft engaging content for different audiences and formats.
• Experience in managing crisis and issues communications.
• Good understanding of digital and social media in a PR context.
• Strong organisational skills and ability to balance multiple projects.
• Line Management and people development experience.
• Robust project management skills and the ability to thrive in a fast-paced setting.

Desirable

• Experience in food, health, or social care sectors.
• Knowledge of the health and social care media landscape.
• PR qualification or equivalent professional development.

Personal Qualities

• Strategic and commercially minded Understands how reputation links to growth, can translate business objectives into PR outcomes, and spots opportunities that strengthen competitive advantage.
• Insight-led storyteller Draws on data, audience insight and purpose to craft stories that resonate and demonstrate how we are making a real difference.
• Influential communicator Builds credibility with senior leaders, media, and partners, articulating complex ideas simply and persuasively.
• Collaborative leader Brings people with them, fosters trust across teams, and knows when to challenge and when to support.
• Calm and assured under pressure Handles issues and crises with composure, discretion, and sound judgement.
• Organised and delivery-driven Balances multiple priorities, keeps projects on track, and maintains a high bar for quality and accuracy.
• Growth mindset Curious, proactive and always looking for smarter, more creative ways to build impact.
• Values-driven Shows passion, integrity and accountability in everything they do, consistently role-modelling apetito’s culture and purpose.

Benefits

• Competitive salary – accredited Living Wage employer
• 25 days holiday per year, plus bank holidays
• Option to purchase up to 5 additional days holiday per year
• Discretionary annual bonus scheme
• Pension scheme – employer matched contributions up to 4%
• Life assurance scheme worth at least 1x annual salary
• Subsidised canteen
• Free parking
• Free turkey or voucher at Christmas
• apetito perks scheme including salary sacrifice options and retail discounts

As a family-owned business, we take great pride in being a company that makes a real difference and is dedicated to creating outstanding meals to be proud of. We develop a range of products designed to enhance health and well-being for all our customers. We are driven by a passion for service and dedicated to feeding some of the UK’s most vulnerable people. We proudly support British food and farming, focusing on using the best ethical and sustainable produce in alignment with our goal to reach Net Zero by 2040. Our ethical standards are recognised by the ETI and we are an accredited Living Wage employer. Learn more about apetito’s commitment to a more sustainable future. We embrace inclusion, empowering individuals from diverse backgrounds. Our commitment to making a real difference extends to customers, communities, and staff and we\’re on a mission to build an inclusive workplace where everyone reaches their full potential.