PR & Influencer Manager

Role Overview

Debenhams Group is undergoing a transformation to refresh its brand, culture, and engagement with both employees and customers. To succeed in a dynamic retail landscape, authentic and effective communication is key for fostering trust, aligning teams, and boosting impact across internal and external stakeholders.

As the PR & Influencer Manager, you will steer the influencer marketing and public relations strategies to enhance brand visibility, cultural relevance, and business outcomes. Reporting to the Head of Partnerships, you will craft integrated influencer campaigns across fashion, beauty, and home sectors, collaborating with internal teams, agencies, and creators to ensure alignment with overall brand goals while delivering measurable engagement and commercial results.

This position is based in the central Manchester office and is offered on a 12-month fixed-term contract.

Key Responsibilities

• Lead and refine Debenhams' influencer marketing strategy supporting brand and commercial goals across key categories.
• Create and implement influencer campaigns tied to seasonal events, product launches, and brand initiatives.
• Discover emerging and established creators whose values resonate with the Debenhams brand and audience.
• Develop ambassador programs and creator partnerships to foster brand loyalty and advocacy.
• Manage talent selection for paid partnerships, ambassador initiatives, and organic influencer efforts.
• Supervise the PR & Influencer team in campaign delivery, including briefing, contracting, gifting, content approval, and reporting.
• Collaborate with Social, Brand, Trade, and Creative teams to ensure influencer content integrates seamlessly into broader campaigns.
• Oversee influencer budgets, negotiate deals, and ensure campaigns meet KPIs and return on investment.
• Stay current with industry trends, platform advances, and creator behaviors to maintain a leadership position in influencer marketing.
• Build partnerships with talent agencies, management firms, and creators to explore new opportunities.
• Establish comprehensive measurement systems to analyze campaign effectiveness, audience engagement, and brand impact for strategy improvement.
• Support strategic sponsorships and brand partnerships by managing contracts, stakeholder relations, and campaign implementation under the Head of Partnerships.
• Lead day-to-day engagement with partnership stakeholders, ensuring contractual compliance and campaign success.
• Formulate and manage an always-on PR strategy aligned with brand and commercial priorities.
• Guide the PR & Influencer Manager and PR agency on media relations, press activities, and campaign rollouts.
• Maintain strong media relationships to secure impactful editorial coverage.
• Identify and capitalize on PR opportunities that enhance the brand's cultural relevance.
• Coordinate press events, product launches, and media engagements with the Brand team.
• Track PR performance, share of voice, and outcomes, reporting regularly with strategic insights.
• Provide leadership, coaching, and development for the PR & Influencer team, promoting a collaborative, high-performance culture.
• Set clear goals, manage team performance, and support professional growth.
• Oversee agency partnerships, budget management, and resource allocation.
• Encourage innovation, creativity, and experimentation while maintaining high-quality execution standards.
• Manage budgets for influencer and PR initiatives to ensure valuable investments that support business aims.
• Monitor KPIs for influencer and PR activities, delivering performance reports and insights to senior management.
• Leverage data, customer insights, and market trends to optimize current and future campaigns.

Candidate Profile

• Proven background in influencer marketing, PR, or brand partnerships within fashion, beauty, or retail sectors.
• Successful record of creating and executing influencer strategies that boost brand awareness and drive commercial results.
• Established network of influencer, talent management, and media contacts.
• Experienced in managing influencer and PR agencies and other external collaborators.
• Business-savvy with the ability to manage campaign budgets and assess ROI effectively.
• Strong negotiation and relationship management capabilities.
• Deep understanding of social media platforms, trends in the creator economy, and influencer analytics tools.
• Proven leadership skills with experience in developing high-performing teams.
• Excellent organizational skills with the ability to juggle multiple priorities in a fast-moving setting.
• Creative, collaborative, and culturally aware, with a passion for fashion, beauty, and digital culture.

What It's Like to Work Here

Debenhams Group embraces change, innovation, and fast-paced environments, viewing challenges as opportunities to push boundaries. The culture encourages forward thinkers and energetic doers eager to influence the retail future.

The Company is committed to fostering an inclusive workplace where diversity is celebrated and individuals feel free to be their authentic selves.

Benefits

• Competitive bonus program, company pension, share schemes, private medical insurance, and life assurance.
• Access to on-site gym facilities and complimentary weekly Pilates, yoga, and fitness classes.
• Discounts across all company brands.
• Comprehensive wellbeing programs.
• Dog-friendly office spaces at selected locations.
• Continuous learning and personal development opportunities with strong internal advancement paths.
• On-site canteen offering breakfast, lunch, snacks, and hot beverages.
• Interest-free season ticket loan.