Digital PR & Outreach Executive in Altrincham

Kids Pass is one of the UK’s leading family subscription platforms.

We give members access to thousands of discounts on attractions, cinema, and days out across the UK.

We’re growing fast and we’re looking for talented people to help us become the go‑to destination for UK families planning their next adventure.

About the Role

• This role exists to build Kids Pass’s authorityin Google, in AI systems, and in the wider UK family media landscape.

You will run content outreach and digital PR campaigns to: Acquire backlinks from high-quality sources, develop relationships with parenting press and regional media, and produce the kind of original research that gets cited, shared and linked to.

• You’ll have creative freedom to design campaigns, commission data studies and build the kind of earned media presence that puts Kids Pass on the map as the authoritative voice on family days out in the UK.
• What You’ll Do
• Increase Kids Pass's visibility through both backlinks and unlinked brand mentions across relevant media, communities and industry publications.
• Design and run digital PR campaigns that generates press coverage and high-quality backlinks from national and regional media.
• Develop campaign ideas, own the campaign from ideation and research through to execution
• Publish proprietary research and data pitched to press for coverage and citations.
• Build backlinks from local council and public sector pages by positioning Kids Pass as a specialist resource for budget-conscious and accessibility-focused families.
• Outreach to parenting bloggers, regional travel writers and family lifestyle publications with linkable tools and content assets.
• Work with the partnerships team to develop an attraction linkback programme.
• Manage media relationships and build a contact list of family, lifestyle and regional journalists
• Develop a genuine presence in parenting communities, forums, social groups and online communitiesas a helpful, trusted resource.
• Identify opportunities to increase visibility within AI search experiences by promoting content assets, research and expert commentary likely to be referenced by AI systems.
• Track and report on referring domains, domain authority growth, AI citation scores and PR placements monthly.
• Work with the SEO Content Executive to create linkable assets including research reports, rankings, tools, guides and data studies designed to attract coverage and backlinks.
• Monitor competitor backlink profiles and media coverage to identify opportunities for outreach, partnerships and content promotion.
• Identify and secure link opportunities from existing attraction partners, suppliers, affiliates and industry relationships.
• What We’re Looking For
• 2+ years in a digital PR, link building, outreach or communications role, ideally within a consumer or lifestyle brand.
• Understanding of how AI search platforms discover, evaluate and surface authoritative sources.
• Proven track record of acquiring coverage and backlinks from credible, relevant sources.
• Demonstrable experience in a previous role on SEO and GEO performance, as a result of a proactive content outreach and digital PR strategy.
• Good understanding of SEO fundamentals and how backlinks, mentions and authority signals contribute to organic visibility.
• Ability to identify stories within datasets and translate research into compelling media narratives.
• Experience pitching data-led stories or research to journalists and securing coverage.
• Strong written communication compelling press releases, concise outreach emails, clear reporting
• Solid understanding of domain authority, referring domains and link quality.
• A self-starter who can manage outreach pipelines and media relationships independently.
• Experience Familiarity with Ahrefs, Semrush or similar tools for backlink analysis and competitor research.
• Experience planning and running awards campaigns or community-driven PR programmes.
• Understanding of how AI systems cite and surface content from external sources.
• Experience in the family, travel, parenting or leisure sector.
• Existing relationships with UK parenting or family lifestyle media.
• Experience working with or outreaching to councils, education bodies or public sector organisations.
• Salary & Package
• £30,000 – £38,000 depending on experience. Kids Pass family membership included. Hybrid working arrangement. 25 days annual leave plus bank holidays.
• About Kids Pass
• Kids Pass is one of the UK’s most-loved family subscription services.

For a low monthly fee, members get access to thousands of discounts and offers on attractions, theme parks, cinema, soft play, zoos, farms and days out across the country.

We’re on a mission to help UK families do more together for less — and we’re building the team to match that ambition.

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