Digital PR Manager

We’re a sports media network, focused on building and nurturing a portfolio of highly engaged and connected communities of sports fans and bettors to create value for our partners. We empower sports fans with real-time intelligence, premium independent content, and unique tools so they can compete in the sports betting game. FairPlay Sports Media is a collection of market leading brands including oddschecker, WhoScored, SuperScommesse, FairPlay Technologies and Confido. In addition, FairPlay has a vast network across the sports tech and media industries through our partnerships including Reach, Gazzetta dello Sport, DAZN, SportsGrid and The Jockey Club amongst others. iGaming is one of the fastest-growing and most technologically innovative sectors, and we’re on top of our game, powered by market-leading tech and driven by brilliant people. We champion diversity and operate an open and inclusive culture as well as being focused, fast-paced, and always making sure to have fun along the way.

The role is required to lead creative, campaign-driven initiatives that build high-authority links and brand visibility for FairPlay Sports Media properties—primarily Oddschecker. Our role will focus on leveraging our unique access, data, and industry relationships to create compelling stories that capture media attention and deliver measurable SEO and brand impact. This is a strategic, hands-on position where you’ll design and execute big-picture campaigns—including research projects, partnerships, and interviews with sports personalities—rather than day-to-day press release distribution. You’ll work closely with SEO, Editorial, Commercial, and Product teams to ensure campaigns align with business goals and future-proof our presence in search and AI-driven discovery. You will manage the Digital PR Executive who is responsible for day-to-day data led press distribution, providing guidance and mentorship while driving innovation and results.

You will be responsible for:

• Link & Citation Acquisition: Plan and deliver campaigns that secure high-quality backlinks and citations across global publishers, broadcasters, and digital outlets. Use proprietary betting data (odds, offers, Bet Builder insights) to craft stories journalists want to cite.
• Campaign Development: Build full-funnel campaigns including research projects, data studies, partnerships, and interviews with sports personalities. Leverage oddschecker’s unique access and datasets to originate newsworthy angles.
• Media Relations: Proactively pitch and supply journalists, bloggers, and presenters with timely insights and press materials. Maintain and grow relationships with newsroom editors, sports desks, and industry media.
• Content & Press Materials: Write and distribute high-quality press releases, media notes, and supporting assets that meet editorial standards. Produce companion content for owned sites to serve as link targets and traffic drivers.
• Team Management: Line manage the Digital PR Executive: set goals, provide mentorship, review outputs, and develop skills.

You will be accountable for:

• Authority & Coverage: Achieve link acquisition targets (quality, relevance, authority) and branded mentions across priority markets (UK, US, and global). Drive measurable improvements in SEO visibility and inclusion within AI/LLM surfaces through robust citations.
• Performance Reporting: Own weekly/monthly reporting: links earned, domain quality, coverage themes, traffic uplift, assisted conversions, and subscription impact. Maintain UK/US workbooks and dashboards; benchmark against campaign KPIs and OKRs. Demonstrate how campaigns move core metrics (traffic, offer clicks, Bet Builder engagement, subscriptions). Translate insights into next-step recommendations for PR and SEO roadmaps. Keep a healthy pipeline of PR concepts, newsjacking opportunities, and evergreen data stories. Maintain a living global contacts database (journalists, publishers, broadcasters, website owners).

You will be supporting:

• Partner with SEO: Identify target pages, anchor themes, and internal linking opportunities. Align PR efforts with priority keywords and product components (odds, offers, Bet Builder).
• Editorial & Content: Collaborate with Editorial on calendars and tent-pole events (e.g., major football weeks) to maximize campaign timing and resonance. Co-create content for owned properties that reinforces PR narratives and provides strong link destinations.
• CRM & Social: Coordinate with CRM and Social to amplify campaign reach, recycle assets, and build off-site communities—then commercialise them in partnership with Commercial.

4+ years in Digital PR/Communications within sport, entertainment, or data-driven consumer brands (agency or in-house). Proven success earning high-authority links and coverage through data stories, research, and media relationships. Exceptional written English: press releases, pitches, by-lines, and data narratives. Strong media contacts and the ability to build new relationships quickly across UK, US, and global outlets. Comfortable working with datasets (oddschecker, WhoScored) to create compelling, accurate PR assets. Proficient with PR/SEO tools (media databases, monitoring, outreach, link auditing, analytics). Solid reporting skills: connect PR outputs to business metrics. People management experience (direct line management or mentorship) with a coaching mindset. Passion for sport and an instinct for trending topics and timely angles.

What you’ll get back from us: Alongside being challenged daily and a real interest in your development, you will also receive:

• Subsidized Sky HD package, broadband and discounted sky talk
• Free Puregym membership
• Free healthcare with Bupa, life assurance and income protection
• Pension scheme with up to 9% contribution from the company
• £1,000 training fund each financial year, to spend on your professional development
• Unlimited holiday plan

Note: Research shows that women and ethnic minorities are less likely to apply if they don’t meet every qualification. If you’re passionate about our purpose, determined to face challenges, and eager to learn, we encourage you to apply even if you don’t tick every box. We’re committed to building a diverse, inclusive team and ensuring an accessible recruitment process. If you need any accommodations, please let us know.