Frasers Group
Consumer PR Executive
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Company Description
At Frasers Group we’re rethinking retail. Through digital innovation and unique store experiences, we’re serving our consumers with the world’s best sports, premium and luxury brands globally. As a leader in the industry, we’re elevating the retail experience for our consumers through our collection of established brands, including Sports Direct, FLANNELS, USC, Frasers, and GAME.
Why join us?
Our vision - we are building the planet’s most admired and compelling brand ecosystem
Our purpose - we are elevating the lives of the many with access to the world’s best brands and experiences
At Frasers Group, we fear less and do more. Our people are forward thinkers who are driven to operate outside of their comfort zone to change the future of retail, embracing challenges along the way. The potential to elevate your career is massive, the experience unrivalled. To be able to make the most of it you need to live and breathe our principles:
- Own it and back yourself - Own the basics, own your role and own the result
- Think without limits - Think, think fast, think fearlessly
- Be relevant - Relevant to our people, our partners and the planet
Are you ready to join the Fearless?
Job Description
The Role:
As Consumer PR Executive, you'll play a key role in shaping how our brands are seen, working closely with agency partners, media contacts and internal stakeholders to deliver impactful campaigns, standout launches and meaningful brand exposure. This is a fast-paced, hands-on role for someone who thrives on building relationships, driving results and bringing ideas to life, while helping to ensure our PR activity supports wider business objectives and brand growth.
Key Responsibilities:
- Act as the primary day-to-day contact between PR agencies and internal stakeholders.
- Translate business objectives into clear, actionable briefs for agency partners.
- Manage and oversee agency outputs to ensure alignment with brand strategy, tone of voice, and campaign goals.
- Drive consistent communication and alignment between agencies and internal teams (marketing, digital, social, talent etc).
- Monitor agency performance against KPIs, providing regular feedback to optimise delivery and results.
- Review and approve all key agency deliverables, including press materials, media strategies, and campaign plans.
- Ensure campaigns are delivered on time, within budget, and to a high standard.
- Learn and support PR and SEO alignment strategies, ensuring content outputs are optimised to enhance GEO performance, search visibility, and LLM discoverability.
- Oversee reporting outputs, ensuring accurate measurement of coverage, impact, and ROI.
- Manage PR budgets and agency scopes of work, ensuring efficiency and value.
- Support agencies in navigating internal processes, approvals, and stakeholder expectations to drive effective execution.
- Manage sample orders, movement, returns and tracking.
- Lead on press releases, day-to-day copy, tone of voice, and written communications, ensuring consistency and alignment across all content.
- Working on key events and launch activations.
- Maintaining an established network of journalists, editors and stylists.
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Qualifications:
- A hardworking, motivated, and friendly individual who will play a pivotal supportive role to the PR & Talent Lead at Frasers Group across the PR & SEO department.
- Interest and ability to work within a fast paced PR environment.
- A team player, who is attentive, punctual and hardworking.
- A true Frasers Group ambassador, championing the businesses values.
- 3+ years experience working within the PR industry, either agency or in-house.
- Confidence in liaising with key internal and external stakeholders to ensure consistent communication is maintained across the board.
- Excellent use of written English and attention to detail.
- Excellent analytical, communication, coordination and planning skills.
- A strong knowledge and understanding of PR channels.
- Strong organisational skills, time management, the ability to prioritise, be flexible and multitask.
Additional Information
Along with your benefits package we also offer a wide range of perks for our colleagues:
- Frasers Champion - Our employees are at the heart of our business and we ensure individuals are recognised every single month for their hard work. Frasers Champion is a peer nominated scheme where 8 winners will receive double their pay for a month where they have lived the Frasers Group values.
- Retail Reconnect - In order to build the planets most admired and compelling brand ecosystem, all employees must understand our business, product and customers. Each financial year, head office employees will gain insights by spending one to two days in one of our stores or the warehouse. The goal is to learn how the work you do impacts our teams on the frontline, and to bring ideas back to the office which will improve how we work.
- Fearless 1200 - Fearless 1200 is our way of recognising our growth. It’s bold, ambitious, and designed to reward colleagues across the business for living our values and delivering impact. Fearless 1200 links how we perform to how we're rewarded – check out the video link to find out more - https://www.youtube.com/watch?v=O0qmvJofMew
- Employee Welfare
- Frasers Fit - Our Everlast Gyms Team are on a mission to make our workforce the best, and fittest on the planet! We run free gym classes for employees as well as discounted memberships to our clubs. Frasers Fit is our wellbeing programme which aims to support and improve colleagues Physical, Financial & Mental wellbeing. The app is accessible for every employee and includes training, nutrition and lifestyle advice- all completely free.
- Retail Trust - We know that its not just about physical health, mental wellness is equally important which is why all of our employees get free access and support from the Retail Trust charity. This includes a 24 hour wellbeing helpline, wellness hub, counselling and financial/legal support.
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What’s next?
Our Recruitment Team will be reviewing applications and all candidates will receive a response, whether you are successful or unsuccessful. Shortlisted applicants may be asked to confirm a few key details before being booked in for a first stage interview with the Recruiter - this will be behaviourally focussed and centred around how you align with our Culture and Values. If successful we anticipate one or two further interview stages with the Hiring Manager/wider team which will be more technically focussed and could include a presentation/task so we can see your skills in action.
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