Digital Rewards Group Ltd
Digital PR & Outreach Executive
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Digital PR & Outreach Executive
Full-time, permanent
Hybrid
£30,000 – £38,000 DOE
Reporting to: Head of Marketing
Kids Pass is one of the UK’s leading family subscription platforms. We give members access to thousands of discounts on attractions, cinema, and days out across the UK. We’re growing fast and we’re looking for talented people to help us become the go-to destination for UK families planning their next adventure.
About the Role
This role exists to build Kids Pass’s authority in Google, in AI systems, and in the wider UK family media landscape. You will run content outreach and digital PR campaigns to:
- Acquire backlinks from high-quality sources
- Develop relationships with parenting press and regional media
- Produce the kind of original research that gets cited, shared, and linked to
You’ll have creative freedom to design campaigns, commission data studies, and build the kind of earned media presence that puts Kids Pass on the map as the authoritative voice on family days out in the UK.
What You’ll Do
- Increase Kids Pass's visibility through both backlinks and unlinked brand mentions across relevant media, communities, and industry publications.
- Design and run digital PR campaigns that generate press coverage and high-quality backlinks from national and regional media.
- Develop campaign ideas, own the campaign from ideation and research through to execution.
- Publish proprietary research and data pitched to press for coverage and citations.
- Build backlinks from local council and public sector pages by positioning Kids Pass as a specialist resource for budget-conscious and accessibility-focused families.
- Outreach to parenting bloggers, regional travel writers, and family lifestyle publications with linkable tools and content assets.
- Work with the partnerships team to develop an attraction linkback programme.
- Manage media relationships and build a contact list of family, lifestyle, and regional journalists.
- Develop a genuine presence in parenting communities, forums, social groups, and online communities as a helpful, trusted resource.
- Identify opportunities to increase visibility within AI search experiences by promoting content assets, research, and expert commentary likely to be referenced by AI systems.
- Track and report on referring domains, domain authority growth, AI citation scores, and PR placements monthly.
- Work with the SEO Content Executive to create linkable assets including research reports, rankings, tools, guides, and data studies designed to attract coverage and backlinks.
- Monitor competitor backlink profiles and media coverage to identify opportunities for outreach, partnerships, and content promotion.
- Identify and secure link opportunities from existing attraction partners, suppliers, affiliates, and industry relationships.
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What We’re Looking For
Essential
- 2+ years in a digital PR, link building, outreach, or communications role, ideally within a consumer or lifestyle brand.
- Understanding of how AI search platforms discover, evaluate, and surface authoritative sources.
- Proven track record of acquiring coverage and backlinks from credible, relevant sources.
- Demonstrable experience in a previous role on SEO and GEO performance, as a result of a proactive content outreach and digital PR strategy.
- Good understanding of SEO fundamentals and how backlinks, mentions, and authority signals contribute to organic visibility.
- Ability to identify stories within datasets and translate research into compelling media narratives.
- Experience pitching data-led stories or research to journalists and securing coverage.
- Strong written communication for compelling press releases, concise outreach emails, and clear reporting.
- Solid understanding of domain authority, referring domains, and link quality.
- A self-starter who can manage outreach pipelines and media relationships independently.
- Experience with Ahrefs, Semrush, or similar tools for backlink analysis and competitor research.
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Desirable
- Experience planning and running awards campaigns or community-driven PR programmes.
- Understanding of how AI systems cite and surface content from external sources.
- Experience in the family, travel, parenting, or leisure sector.
- Existing relationships with UK parenting or family lifestyle media.
- Experience working with or outreaching to councils, education bodies, or public sector organisations.
Salary & Package
£30,000 – £38,000 depending on experience. Kids Pass family membership included. Hybrid working arrangement. 25 days annual leave plus bank holidays.
About Kids Pass
Kids Pass is one of the UK’s most-loved family subscription services. For a low monthly fee, members get access to thousands of discounts and offers on attractions, theme parks, cinema, soft play, zoos, farms, and days out across the country. We’re on a mission to help UK families do more together for less — and we’re building the team to match that ambition.
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