The Royal Kennel Club
Brand PR Manager - Crufts
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Brand PR Manager - Crufts
Job Title: Senior Brand PR & Comms Manager - Crufts 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 not 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.
- 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 and influencer and celebrity strategies
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- 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
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- 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
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