Digital PR Lead

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Salary

£48,000 - £55,000

Hours and location

This is a full-time role based in Leeds, UK. We offer hybrid working and flexible hours to everyone in the team, but this is not a fully remote opportunity, and we require you to be in the office at least 3 days a week.

Benefits package

As part of our commitment to making Engage a great place to work, we’ve built a comprehensive benefits package that fuels our thriving culture and delivers an exceptional, well-rounded employee experience. Some of our most popular perks are:

• We're employee owned
• 25 days holiday + bank holidays (rising after 5 years)
• Company performance linked bonus scheme (this is depending on the business’ performance and is not a contractual benefit)
• Comprehensive private health insurance
• 5% company pension scheme
• Access to financial coaching
• A company culture that promotes work-life balance
• Access to mental health support
• Free on-site gym
• Hybrid working
• An award-winning office
• Your birthday off
• Regular socials, epic Summer parties and more…

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What we're looking for

Reporting to the Head of SEO, we're seeking a strategic, commercially minded and results-driven Digital PR Lead to establish and scale a Digital PR function at Engage.

This pivotal role will focus on building the foundations of our Digital PR capability, integrating closely with SEO and Social to deliver authority building campaigns that drive measurable performance outcomes for our clients.

As Digital PR Lead, you will be responsible for creating and implementing Digital PR strategies that align with organic growth objectives, delivering high-quality media coverage, authoritative backlinks and brand visibility that directly contributes to SEO performance, brand equity and commercial growth.

Vision for the role 

• The Digital PR Lead will work across a wide range of clients, collaborating closely with SEO, Social, Content and Accounts teams to position Digital PR as a core pillar within Engage’s organic growth proposition.
• The role will focus on:
• Establishing Digital PR processes, frameworks and quality benchmarks
• Creating integrated campaigns that align with SEO and Social strategies
• Demonstrating the commercial value of Digital PR through measurable impact.
• Supporting new business and elevating Engage’s authority as an integrated performance agency
• This is a unique opportunity to build a function from the ground up and shape how Digital PR integrates into a performance-first agency model.

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Duties and responsibilities 

Leadership

• Establish and lead the Digital PR function within Engage.
• Support on building the Digital PR roadmap, processes and best practice frameworks.
• Collaborate closely with SEO and Social leads to create fully integrated organic strategies, benefitting all channels.
• Act as the senior point of contact for Digital PR across client accounts.
• Support the recruitment, onboarding and development of future Digital PR team members.
• Champion creativity, innovation and performance-led thinking across campaigns.

Strategic requirements

• Develop Digital PR strategies aligned to SEO objectives including authority growth, keyword targeting and link acquisition.
• Create data-led, creative campaign concepts designed to earn high-quality media coverage.
• Build reactive PR campaigns to capitalise on trends, cultural moments and industry developments.
• Align campaign messaging with brand tone, positioning and commercial objectives.
• Work closely with other teams to produce press assets, reports, surveys and interactive content.
• Ensure campaigns are designed with measurable performance outcomes in mind.

Outreach and media relations

• Develop and maintain strong relationships with journalists, editors and media contacts.
• Manage proactive outreach strategies to secure national, regional and industry coverage.
• Oversee press list creation and refinement.
• Ensure coverage quality aligns with SEO and brand authority goals.
• Monitor competitor activity and identify media opportunities.

Organic relations

• Work with SEO teams to align Digital PR campaigns with keyword and authority strategies.
• Ensure link acquisition supports technical and on-page SEO priorities.
• Collaborate with Social teams to amplify campaign coverage and maximise reach.
• Identify opportunities for social-first PR campaigns and influencer collaboration.
• Provide insight into how media coverage can be repurposed across organic and paid channels.

Measuring performance

• Define KPIs for Digital PR campaigns aligned with client objectives, working closely with the SEO team and data and reporting analyst.
• Measure performance including:
  • Authority growth
  • Link quality and relevance
  • Coverage reach and engagement
  • Organic traffic uplift
  • Brand search growth
    • Provide clear, commercially focused reporting that demonstrates value.
    • Ensure accurate attribution and reporting by working closely with Data & Reporting.

New business

• Work closely with New Business to pitch for Digital PR work and grow the offering for Engage.
• Identify opportunities to introduce Digital PR into existing clients, existing SEO or Social specific clients.
• Support case study creation and thought leadership initiatives.
• Help position Engage as an integrated performance marketing agency through PR-driven authority building.

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Skills and qualifications 

Essential skills

• 5+ years’ experience in Digital PR, ideally within an agency environment.
• Proven experience delivering campaigns that earn high-authority, relevant backlinks.
• Strong understanding of SEO principles and how Digital PR impacts organic performance.
• Strong understanding of the direct link between Digital PR, LLM visibility, and the digital entity of a brand.
• Demonstrable success securing national and industry media coverage.
• Strong campaign ideation skills with a data-led approach.
• Experience working collaboratively with SEO and content teams.
• Strong commercial understanding and ability to link activity to business outcomes.
• Excellent written communication and storytelling ability.

Desirable skills

• Experience using SEO tools such as Ahrefs, or SEMrush.
• Experience working with reactive PR and newsjacking strategies.
• Knowledge of influencer marketing and social amplification strategies.
• Experience contributing to integrated content marketing campaigns.
• Experience working within performance-focused marketing agencies.

Authority

Within this role you will be responsible for shaping and defining Digital PR as a core service offering within Engage.

You will have ownership over:

• Digital PR strategy and frameworks.
• Campaign quality and output standards.
• Outreach strategy and media relationship management.
• Demonstrating the commercial impact of PR activity.

You will be expected to operate with strategic autonomy while aligning closely with the Head of SEO, Head of Social and wider leadership team.

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Person Specification

Skills and abilities

• Excellent verbal and written communication skills, with the ability to pitch ideas persuasively. 
• Strong creative thinking combined with analytical thinking.
• Ability to manage multiple campaigns simultaneously. 
• Confident presenting strategies and results to clients. 
• Highly organised with strong attention to detail. 

Experience and Knowledge

• Over 5 years experience in Digital PR. 
• Strong understanding of SEO and link building strategy. 
• Experience delivering campaigns and measurable authority growth. 
• Proven media relationship network. 
• Experience working within cross-functional marketing teams. 

Education and Training

• Able to provide training and guidance internally on Digital PR best practices. 
• Proactively seeks continued professional development and industry knowledge. 

Attitudes

• Highly motivated individual 
• Performance driven and commercially aware. 
• Collaborative and supportive across teams. 
• Open to feedback and continuous improvement. 
• Takes ownership and accountability. 
• Positive and proactive contributor to agency culture.

What does success look like in this role?

The Digital PR Lead OKRs and performance will be measured against the following criteria:

• Successful establishment of a scalable Digital PR function.
• Demonstrable growth in client authority and high-quality link acquisition.
• Clear measurable contribution to SEO performance and organic growth.
• Quality, creativity and effectiveness of campaign output.
• Successful collaboration with SEO, Social and wider teams.
• Contribution to new business growth and agency positioning.
• Achieving at or above the agreed annual benchmark score in review.