PR Manager

This is our first dedicated PR hire and it covers the whole group. Over the years, PMG has managed to reduce animal welfare issues on our platforms far below any peer, through ID verification of breeders, AI-assisted moderation of adverts, a zero-tolerance approach to illegal puppy imports and unlicensed high-volume breeding, and by going far beyond what the law requires. Your job is to tell the world about it.

We know the playbook works because we have already done it once. In the UK, we have changed the public conversation about Pets4Homes from risky classifieds to the most trusted and responsible way to find a pet. Our annual Pet Industry Report is now a fixture in the national press and TV. The challenge is doing that in more than one market at a time. That is the job: take a proven single-market playbook and make it run in seven, as one person backed by AI tools and outside help where needed, rather than a department.

Your edge is finding the story inside the data and knowing exactly which angle will make a journalist stop scrolling. You bring an AI-forward mindset, the instinct to ask how can I leverage myself through AI, and you use it daily for data analysis, drafting, localising, and getting a story out across markets, so covering seven markets does not mean seven times the work.

Turn our marketplace data into publishable stories: pricing and demand trends, breed rankings, most popular puppy names, buyer surveys on preferences and the like. Build and run the group editorial calendar, planned per market around seasonal hooks such as heatwaves, fireworks, International Puppy Day and so on, so we are ready before the news cycle asks. Own our trust and safety transparency reporting: listings blocked, scams intercepted, buyer money protected, illegal import patterns by origin, for distribution to journalists and animal welfare stakeholders alike.

Mine breeder reviews, Trustpilot and support conversations for the human stories regional press actually run. Become PMG’s press desk, so the journalist relationship belongs to PMG rather than to an agency. Brief and equip country leads and founders as spokespeople: talking points, Q&A, data appendices, prep before interviews.

Benefits

• Work that matters: Opportunity to directly impact strategy to help more than 10 million people each month to find the animal of their dreams.
• Flexible working hours: At PMG we are confident in each others’ ability to be masters of their own time while producing a great output.
• Headquarters in centre of Stockholm: Work in the centre of Stockholm, close to great restaurants, parks and shops.
• Opportunity to grow: Be part of an ambitious, high-performing team with people from diverse backgrounds.
• Solid backing: Strong backing by some of Europe’s leading investors (e.g. Verdane and Otiva) who are early investors in leading companies such as Klarna, NA-KD, Apotea and Desenio.

Requirements

• 5+ years in PR, communications or journalism, preferably in-house, with coverage in national or major regional media that you personally landed.
• Data journalism experience is a strong plus.
• A track record of building stories out of data rather than distributing press releases.
• You can spot the angle a journalist will want before they ask, and you are comfortable enough with spreadsheets and dashboards to find it yourself and sanity check a number before a reporter does.
• Able to operate as a team of one: briefing agencies and freelancers and holding them to account, rather than managing staff beneath you.
• Daily, active use of AI tools such as Claude or ChatGPT for research, drafting, localisation and workflow automation.
• You think in terms of how to leverage yourself through AI, not around it, with a clear view of what to automate and what stays human.
• Native-level English, written to a standard that needs no editing before it reaches a journalist.
• Have the mindset of a hands-on builder rather than a delegator.
• Value clarity, candour and collaboration.
• Are excited by the challenge of scaling one of Europe’s most impactful consumer marketplaces.
• Believe process serves outcomes, not the other way around.
• Experience running consumer surveys with panels or survey tools.
• Experience in a reputation-exposed marketplace, such as pets, dating, gambling, fintech or the gig economy, or in a category under active regulatory or campaigner scrutiny.
• Digital PR fundamentals: earned links, newsjacking, syndication.