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Brighton or Manchester - Content & PR Lead
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Content & PR Lead
Purpose
This role is the discipline lead for content and PR at AIP: the senior craft authority both teams look to for what good looks like. It sets the standard for the work produced, does the best work itself, and brings the team up to that bar.
Content and PR meet in the same place: creative ideas that earn both coverage and links.
This role carries that standard across the whole client base. It owns the craft and quality within the function, spots where content and PR can grow across the client base, works directly with clients, and carries AIP’s point of view on content and PR at events, internally, and externally. A strong writer with real taste, hands-on and opinionated.
Reports to: Executive Director, Search, Content & PR
Accountable for
- The quality of every piece of content and earned media that leaves the agency: Nothing goes out that we wouldn’t put our name to.
- How AI is used in content and PR: The quality and evaluation standards built into the tools, and pushing what they can do.
- Content and PR that performs: Rankings, coverage, links, and audience attention.
- The growth of content and PR as services: Spotting opportunities and acting on them.
- The team’s craft: Their ability to produce to the bar, with and without tools.
- AIP’s point of view on content and PR: At events, internally, and with clients.
Responsibilities
- Set and hold the quality bar across all content and earned media, editing and elevating what the team and the tools produce.
- Lead content strategy across the client base, bringing real PR and earned-media thinking to it — creative ideas that earn both coverage and links, not just briefs filled.
- Shape how AI is used in content production: Define the quality standards built into the tools and push what they can do.
- Apply SEO principles to structure, intent, and optimisation so content performs in search.
- Spot where content and PR can drive more value for clients and the agency, and proactively push to grow the services rather than waiting for briefs.
- Coach and train the team on craft, quality, and how to consistently achieve high-quality output from both tools and manual work.
- Represent AIP’s standpoint on content and PR at events, internally, and with clients.
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Essential Skills & Experience
- AStrong writer with real taste—knows great content when they see it and can produce it themselves.
- Experience across both content and PR—not specialising in one or the other—with a track record of generating work that earns coverage, links, and attention.
- A strong instinct for earned media, consistently securing coverage and links—not just planning for them.
- Clearcraftsmanship ethos and the confidence to uphold high standards, with genuine expertise in what makes content and PR effective. Sharp editing ability and an eye for tone, quality, and creative execution.
- Adesire to deeply engage with AI, excitement about its potential for content and PR, and expert fluency in navigating its tools— continuously striving to push boundaries.
- A solid working SEO understanding and the ability to optimise content for performance in search results.
- Experience working in an agency— enjoying its pace and able to effectively balance multiple priorities at once.
- Accessibility and delivery style for presenting, embodying AIP’s viewpoint on content and PR during:
- Events
- Internally
- With clients*
- Ability to mentor and coach, with the ability to equip and elevate the team to a consistently high standard.
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Strong "Plus" Qualities
- Hands-on PR experience securing national or sector-specific coverage.
Success Looks Like
- Content and earned media consistently exceed the quality bar across the entire client base—not just flagship-program-driven exceptions. Nothing leaves the agency we wouldn’t proudly associate our name with.
- AI is successfully deployed for content and PR, producing outputs that adhere to the set standard.
- The team produces sharper, sharper work: With this role’s combined craft, coaching, and guidance lifting their overall output.
- SEO-optimised content reliably ranks well, and PR consistently generates authentic coverage and audience attention, not just churn.
- Content and PR services are growing within the agency: Proactive capture of fresh opportunities and their implementation.
- AIP has established a distinctive and credible point of view on content and PR upheld through the leadership of this role.
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Jessica, London
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