At a Glance
- Tasks: Lead PR & Comms for Crufts, transforming it into a go-to brand for dog owners.
- Company: Join the Royal Kennel Club and be part of a prestigious brand.
- Benefits: Enjoy 25-30 days annual leave, enhanced pay, and lifestyle discounts.
- Other info: Hybrid work model with opportunities for professional development.
- Why this job: Make a real impact in the pet industry and engage with diverse audiences.
- Qualifications: 8+ years in strategic comms, media relations, and digital campaigns.
The predicted salary is between 40000 - 50000 £ per year.
Location: London & Hybrid (2 days a week in our London office)
Team: Revenue & Brand
Reports to: Head of Brand – Crufts
Salary: Competitive
Closing date: 6 July 2026
*Please note we are unable to provide work sponsorships
Transitioning the Crufts brand from an event for 4 days to an “always on” destination brand for all dog owners in the UK. The Senior Brand, PR & Comms Manager will think ‘Big Picture’ and help to grow Crufts amongst new audiences through increased relevance, leading the marketing efforts to raise awareness of the Crufts offering, positively impacting brand presence and customer engagement.
What you’ll bring:
- Proven experience of positioning high-profile organisations and brands with heritage and complexity
- 8 years plus, subject matter expert experience in strategic comms planning, campaign development and media relations
- Demonstrable experience in leading digital first, integrated / omnichannel campaigns and working hand in hand with social media teams or preferably hands on.
- Experience in editing and writing content, preferably from a journalistic background, but across a plethora of touchpoints particularly across digital channels and publications with experience in the pet industry ideal
- A list of media contacts that can be activated to deliver high impact coverage and fast growth
- An ability to develop and tailor content based on audience segmentation
- Experience in managing and working with agencies from multiple backgrounds to support integrated campaign delivery as well as stellar standalone PR campaigns
- Demonstrable knowledge in brand strategy and principles
- Robust understanding of tracking and reporting on PR and communications initiatives and their commercial impact
- Extensive experience in developing and executing product led PR campaigns
- Experience in creating and managing an influencer and celebrity strategies
What you’ll be doing:
- Develop, co-ordinate and implement the delivery of the PR & Comms plan for the Crufts brand ensuring it is positioned as more than just an event, transforming it into a go to brand for all dog owners in the UK
- Deliver Brand / lifestyle first PR campaigns which offer innovative ‘hooks’ to deliver high-impact media coverage across TV, radio, print, and digital platforms.
- Ensure all campaigns and coverage is integrated into a single story which aligns to the brand objectives.
- Create and lead, as a subject matter expert, the development of a thought leadership programme to communicate a clear point of difference and encourage new audiences to engage with the brand.
- Expand and diversify media relationships to force reappraisal of the brand across national, consumer, lifestyle, pet and trade Media.
- Act as spokesperson and key contact for high-profile media opportunities, whilst providing support, guidance and training for all other RKC spokespeople
- Ensure amplification of all messaging through comms and PR demonstrating a strong understanding of digital touchpoints incorporating them into their thinking
- Creation of an approach to engage all canine activities communities sitting under the Crufts brand
- Create and deliver the development of influencer and celebrity roster to access new audience and increase engagement with the brand
- Develop strategies which complement paid media spend to ensure significant return
- Devise and deliver an approach to experiential executions which deliver significant earned coverage
- Lead in the development and execution of communication toolkits which empower all stakeholders to stay aligned and communicate the brand message
- Tracking and reporting on the impact of thought leadership initiatives: Measuring metrics such as media mentions, social media engagement, website traffic, lead generation, and brand perception.
- Provide regular reports and insights to senior leadership, demonstrating value to the brand’s growth and visibility.
- Maintain strong brand health scores across awareness, consideration and preference
Job benefits:
- 25 days annual leave, increasing up to 30 days, in addition to statutory holidays.
- Staff may also receive additional days for any approved business closure days over the festive period in December.
- Option to buy up to five days of annual leave per year.
- Employer pension contributions double the percentage of your plan earnings, up to 8%
- Life assurance equivalent to three times your basic salary (two times your basic salary for non-pension scheme members)
- Enhanced maternity, paternity and adoption pay
- Lifestyle discounts via our EAP and healthcare cashback programme
- Discounts on Royal Kennel Club products and services
- 4X Complimentary staff tickets to Crufts and Discover Dogs
- Healthcare cashback programme with a fixed contribution paid for by the Royal Kennel Club
- Free eye tests with a voucher towards the cost of your spectacles
- Financial support for professional and vocational qualifications, with five days’ study leave provided
- Free access to The Royal Kennel Club Library and Art Gallery
Senior Brand PR & Comms Manager – Crufts employer: Rachel Miller
Joining the Royal Kennel Club as a Senior Brand PR & Comms Manager for Crufts offers an exceptional opportunity to work in a vibrant and innovative environment that champions dog ownership across the UK. With a strong focus on employee growth, you will benefit from generous annual leave, enhanced maternity and paternity pay, and financial support for professional qualifications, all while being part of a passionate team dedicated to transforming the Crufts brand into a year-round destination for dog lovers. The hybrid working model allows for flexibility, ensuring a healthy work-life balance while contributing to meaningful campaigns that resonate with diverse audiences.
StudySmarter Expert Advice🤫
We think this is how you could land Senior Brand PR & Comms Manager – Crufts
✨Show Your Creative Side
In marketing communications, standing out is key. Get creative with your application! Consider designing a mini-campaign or pitch that highlights your skills and understanding of the brand. Tailor it for Rachel Miller and show them what you can bring to the table.
✨Engage in Marketing Communities
Get involved in local or online marketing communications groups. Check out platforms like Meetup for events and workshops. Networking here can lead to hidden job openings and valuable insights into the industry trends—this is where we often discover what companies like Rachel Miller are looking for.
✨Leverage Social Media
Use platforms like LinkedIn and Twitter to showcase your passion for marketing communications. Share insights, articles, and your own content that resonates with the industry. Tagging or interacting with Rachel Miller on these platforms can catch the eye of recruiters and show you're genuinely interested in them.
✨Attend Industry Events
Keep an eye out for marketing conferences and workshops. These are great places to meet potential employers face-to-face and make connections that could land you a full-time role at Rachel Miller. Bring your business cards and be prepared to chat about how you can contribute!
We think you need these skills to ace Senior Brand PR & Comms Manager – Crufts
Some tips for your application 🫡
Craft an Impactful Cover Letter:Your cover letter is your chance to shine! Focus on your passion for marketing communications and how your previous experiences can benefit Rachel Miller. Make sure to mention specific campaigns or projects you’ve worked on that showcase your creativity and strategic thinking.
Showcase Your Writing Skills:As you're diving into a marketing communications role, your writing ability is crucial. Include samples of your work, like blog posts, press releases, or social media campaigns in your application. This lets us see your style and how you engage with different audiences.
Tailor Your CV to Marketing:Your CV should highlight relevant marketing skills and experiences! Include specific tools or platforms you’ve used, like Google Analytics or social media management software. Mention any certifications or workshops related to marketing that you've completed – they can give you an edge!
Demonstrate Your Understanding of Rachel Miller:Show us that you’ve done your homework! In your application, briefly mention what you admire about Rachel Miller’s marketing approach or any recent campaigns that caught your attention. This can reveal your enthusiasm for the role and your genuine interest in joining our team!
How to prepare for a job interview at Rachel Miller
✨Showcase Your Creative Campaigns
Get ready to flaunt your portfolio! Include examples of previous marketing campaigns you've worked on, especially those that showcase your creativity and strategy. Recruiters at Rachel Miller will be keen to see how you conceptualise and execute campaigns, so highlight any measurable outcomes to back up your claims.
✨Know Your Digital Tools Inside Out
If you’re heading into a marketing-communications role, make sure you're comfortable discussing key digital marketing tools like Google Analytics, HubSpot, or Hootsuite. Expect some technical questions about how you've used these tools in the past, as they'll want to gauge your hands-on experience and how you analyse data to drive marketing decisions.
✨Be Ready for Scenario-Based Questions
At Rachel Miller, they may throw some scenario-based questions your way, aimed at testing your problem-solving skills in real-life marketing situations. Think through potential challenges you’ve faced, how you navigated them, and be prepared to discuss your thought process and outcome.
✨Demonstrate Your Passion for Marketing
As you’re applying for a full-time position, show that you're not just looking for a job, but a career in marketing. Talk about the latest trends in marketing communications, your favourite campaigns, and why they inspire you. Your enthusiasm can really make you stand out and demonstrate that you’re committed to growing within the field.
