Target Darts
Head of PR, Social & Influencer
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The Global Head of Social, PR & Influencer
The Global Head of Social, PR & Influencer will report to the Global Brand Marketing Director and is responsible for Target Darts' PR, social and influencer strategy across every market, including leading our UK, DE and US PR and influencer agencies as one coordinated global effort
Role purpose and contribution
Darts is having a cultural moment, and Target Darts' profile is growing with it, from player partnerships to brand collaborations. This is a newly scoped role bringing PR, social and influencer together under one owner for the first time, leading our UK, German and US agencies as one coordinated global effort rather than markets working in isolation. It covers proactive and reactive PR, a platform-specific social content strategy, and an influencer programme that spans our core darts community and the broader audiences we need to reach all tied directly into our new experience and digital proposition.
Key Accountabilities
- Own the global PR, social and influencer strategy, and the brand narrative it carries into earned, social and influencer channels.
- Lead the Social & Community Lead and the UK, DE and US PR and influencer agencies, ensuring one coordinated, aligned strategy across every market rather than agencies working in isolation.
- Drive Target's proactive and reactive PR programme press releases, media announcements, executive profiling and company statements and build lasting relationships with journalists, media contacts and industry stakeholders.
- Develop a platform-specific social content calendar with the Social & Community Lead, tailoring content mix, tone and cadence to each channel and monitoring trends and competitor activity to keep it current.
- Build a two-strand influencer strategy, core darts influencers driving noise and co-creation with our existing audience, and broader influencers driving new audiences via gifting/seeding, paid partnerships and commission-based affiliate arrangements tied to Target Live.
- Manage agency performance and budget across all three markets, holding them to a consistent standard of coverage and quality.
- Support talent and executive media readiness, briefing documents, media training and appearance logistics for players, ambassadors and senior leadership and coordinate product review and seeding programmes with media and content creators.
- Protect Target's reputation monitoring media coverage and industry developments for risk, and supporting crisis communications planning alongside senior leadership where needed.
- Undertake other reasonable responsibilities consistent with the purpose and level of the role.
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People Leadership Responsibilities
- Set clear objectives and regularly review progress and performance.
- Provide timely feedback, coaching and development support.
- Conduct quarterly objective reviews and annual performance reviews in accordance with Company processes.
- Manage attendance, wellbeing and employee matters fairly and consistently.
- Build an inclusive, accountable and high-performing team.
Measures of Success
- Unaided brand awareness and the quality/volume of earned media coverage growing year on year
- Social share of voice, reach and engagement outpacing our key competitors
- A coordinated, consistent standard of PR, social and influencer delivery across UK, DE and US agencies
- A platform-specific social content calendar consistently delivered, with influencer-driven traffic and commission/affiliate activity through Target Live growing as a channel
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Person Specification
- Strong track record across PR, social and influencer, ideally within an agency or consumer brand
- Experience managing external agencies across multiple markets to a consistent standard
- Hands-on knowledge of platform-specific social strategy and content calendar management, plus experience running influencer programmes across gifting/seeding, paid and commission/affiliate models
- Confident building and pitching brand narrative to press and talent, including media training and briefing senior spokespeople
- Relevant professional qualification or equivalent practical experience
- Experience in sport, entertainment or another culturally-driven category is a strong plus, as is experience with crisis communications or reputation management
Mindset and behaviours
The Global Head of Social, PR & Influencer must be resourceful, self-motivated and able to build trusted relationships. They will communicate clearly, take a practical approach and demonstrate the judgement, flexibility and determination required to succeed in a fast-changing environment.
The Global Head of Social, PR & Influencer must be approachable and open, build confidence in the function across the Company and act in line with Target values. They will conduct themselves professionally and work effectively in a fast-paced, evolving and customer-driven environment. As an ambassador for our values, they will demonstrate commitment, accountability and a consistent focus on improvement.
This job description summarises the role's principal responsibilities. It is not exhaustive and may be reviewed as business requirements develop, following appropriate discussion with the role holder.
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