PR and Marketing Manager in Oxford

Applications will be reviewed and interviews held on a rolling basis. RABI reserves the right to close this vacancy if a suitable candidate has been identified. Early applications are therefore strongly advised.

RABI is the farmers charity. RABI supports farming people across England, Wales and NI with expert, one-to-one practical, financial and emotional help, all year round. From confidential advice and mental health support to direct financial assistance, their tailored services respond to the unique challenges of farming life. At the heart of RABI’s mission is a commitment to strengthening resilience; helping farming people feel valued, supported and better equipped to navigate uncertainty and change. RABI is working to close the farming wellbeing gap and build a future where farming people can thrive.

Over the past 25 years alone, RABI has delivered almost £250 Million in direct financial support to the farming community, whilst the charity’s professional counselling service has provided 11,500 free sessions to farming people since 2022. RABI’s wrap‑around support services continue to evolve, reaching more people year on year. RABI is on a journey to help shape a future farmers deserve.

Summary of Role

The PR & Marketing Manager is a specialist media and storytelling lead within RABI’s Marketing and Communications team, with a core focus on strengthening the charity’s voice across agricultural, regional and national media. This pivotal role requires a journalistically minded communications professional with a strong track record in media engagement, story sourcing, and reactive PR. With a firm grasp of audience insight, campaign messaging and fast‑paced content development, the postholder will manage all inbound media enquiries, drive proactive press activity, and lead the creation of compelling editorial and campaign copy that elevates RABI’s brand and influence.

The role reports to the Senior Strategic Communications Manager and is supported by the Marketing & Communications Coordinator. It will work closely with colleagues across the organisation to uncover impactful stories, draft powerful messaging and manage time‑sensitive responses. This role is ideal for a media professional with experience in journalism, public relations or press office environments who brings a blend of creativity, copywriting skill, and newsroom agility.

Key Responsibilities

• PR and Media Relations
  • Lead the delivery of RABI’s press office function, including proactive media outreach, reactive response, and managing journalist relationships.
  • Continually scope, plan and deliver media engagement activity to secure positive and frequent press coverage across agricultural, health, regional, and national media.
  • Draft compelling press releases, media packs, statements, and comment pieces aligned to RABI’s strategic priorities.
  • Cultivate and maintain a live, segmented database of journalists, editors, sector influencers and media contacts.
  • Serve as contact for media handling during high‑profile campaigns, events, or issues, supported by senior colleagues and external PR agency partners.
• Campaign Marketing and Creative Development
  • Develop and implement creative marketing campaigns to support RABI’s major initiatives, appeals, events, and sector outreach.
  • Coordinate the production of marketing content including videography, photography and storytelling assets.
  • Direct the framework and management of RABI’s online asset library.
  • Collaborate with internal teams, including External Affairs and Fundraising, to create engaging marketing outputs tailored to key audiences.
  • Oversee third‑party designers, writers, photographers and multimedia producers for marketing and PR related materials.
  • Ensure all outputs are brand‑consistent, audience‑focused, and aligned with RABI’s tone of voice and messaging guidelines.
• Publications and Content Planning
  • Oversee the planning and delivery of RABI’s outward‑facing publications and branded content, ensuring they align with organisational priorities, audience needs, and campaign timelines.
  • Act as editorial lead—commissioning, writing, and editing content in collaboration with internal teams, external contributors, designers and printers.
  • Manage project timelines and workflows for all publications, from initial scoping through to production and distribution, ensuring content is delivered to a consistently high standard and to deadline.
  • Maintain high standards of content governance, applying editorial judgement and ensuring compliance with brand guidelines, accessibility standards, and legal/ethical requirements (e.g. safeguarding, consent, GDPR).
  • Work closely with the Senior Strategic Communications Manager to shape RABI’s long‑term publications roadmap, ensuring that content plays a strategic role in reputation building and stakeholder influence.
• Digital Collaboration and Integrated Marketing
  • Work in close partnership with the Digital Communications team on the cohesive planning and delivery of integrated campaigns across digital and traditional channels.
  • Support the Digital Communication team’s planning and rollout of supporter journeys via email, ensuring communications that reflect RABI’s brand voice and objectives.
  • Input into CRM‑led campaign planning using Microsoft Dynamics 365, helping segment audiences, personalise outreach and track engagement.
  • Share campaign results and insights with the Digital Communications team to jointly evaluate performance and identify opportunities for refinement and learning.
• Team and Project Leadership
  • Line‑manage the Marketing & Communications Coordinator, ensuring clear direction, regular feedback, and development support.
  • Support the delivery of integrated campaign plans led by the Senior Strategic Communications Manager, ensuring timely implementation of PR and marketing deliverables.
• Brand Awareness and Recognition
  • Identify new opportunities to grow brand awareness and RABI’s share of voice within the agricultural and wider wellbeing sectors.
  • Lead on promotional activity for awards submissions, key events and organisational milestones.
  • Create and coordinate celebratory communications for sector recognition, shortlists or accolades achieved by RABI.
• Insight, Evaluation and Learning
  • Track campaign and media engagement performance using AgilityPR and generate insights to optimise future planning.
  • Produce monthly reporting dashboards for the Senior Strategic Communications Manager with narrative summaries of media reach, campaign engagement, and PR activity.
  • Apply a test‑and‑learn approach to campaign marketing, incorporating audience insight, message testing and performance data into continuous improvement cycles.

Person Specification

Essential

• Bachelor's degree in Public Relations, Marketing or a related field.
• Minimum 5 years’ experience working in public relations, media engagement, or campaign marketing, with a demonstrable track record of leading successful, high‑profile communications activity.
• Proven ability to manage integrated marketing campaigns from concept to delivery.
• Exceptional copywriting skills with a flair for storytelling and message crafting.
• Experience in managing staff or direct reports.
• Proven experience developing publications and editorial outputs in a professional setting, including commissioning, writing, and managing multi‑stage content workflows.
• Ability to transform complex or sensitive material into clear, compelling narratives for varied audiences.
• Confidence working with designers, printers and digital producers to deliver high‑quality, on‑brand content across formats.
• Strong project management skills and the ability to work across multiple priorities with confidence.
• An understanding of brand application across different channels and content formats.
• Familiarity with media monitoring tools.
• Strong understanding of email marketing principles and experience working collaboratively with Digital teams on CRM‑supported campaigns.
• Ability to work effectively within cross‑functional teams.
• Full UK driving licence.

Desirable

• Experience working within the charity, health, rural affairs, or public services sector.
• Knowledge of the agricultural sector or issues affecting rural communities.
• Proficiency in Adobe Creative Cloud or Canva.

This role profile is not exhaustive and is subject to review in conjunction with the post holder according to future developments at RABI.