Fashion Communications and Influencer Manager

Fashion Communications and Influencer Manager 

Because the people always make the place. This is retail our way.

Primark is an international fashion retailer employing more than 80,000 colleagues across 17 countries in Europe and the US. Founded in Ireland in 1969 under the Penneys brand, Primark aims to provide affordable choices for everyone, from great quality everyday essentials to stand-out style across women’s, men’s and kids, as well as beauty, homeware and accessories. With a focus on creating great retail experiences, Primark has 460 stores globally and continues to expand.

What You’ll Do

We are looking for an innovative, dynamic, and strategic leader to serve as the Fashion Communications and Influencer Manager for the US. This role is essential in developing and executing strategic, high-impact communications and influencer programming that drives brand awareness, credibility, and engagement in the U.S. market. This role focuses on authentically building direct partnerships with fashion media, influencers, potential partners, content creators, and celebrities. This role will lead fashion communications, influencer marketing, brand partnerships, and high-profile events to enhance our brand’s presence in fashion, media, and pop culture. The Fashion Communications and Influencer Manager will be responsible for building and scaling a US specific strategy that aligns with the global vision of Primark. 

As a core member of our Marketing & Communications team, you will work cross-functionally with internal leaders and stakeholders and external partners to build long-term fashion media and influencer strategies, foster media and brand-partner relationships, and drive influencer-led campaigns that generate measurable results.

In your role, you’ll collaborate with different people across a range of skillsets. Here’s a flavour of your day-to-day:

Fashion Communications & Media:

• Develop and execute a fashion communications and influencer strategy that builds brand awareness, increases brand heat, and strengthens the Primark proposition in the U.S. market.
• Partner with country business leaders, global functional leaders and agency partners to build long-term processes and plans for US Fashion Communications and Influencer. 
• Build and maintain strong relationships with fashion, lifestyle, and consumer media to secure earned media coverage, paid media coverage, editorials, and interviews.
• Develop compelling brand narratives and oversee the creation of press events, press releases, media kits, talking points, and editorial content. 
• Monitor and report on industry and competitor activity.  Stay ahead of and identify trends to actively refine fashion communications objectives. 
• Actively pursue and manage opportunities to elevate Primark during key moments for fashion and culture.

Influencer Marketing & Talent Partnerships:

• Lead the development and execution of influencer marketing strategies to amplify brand awareness and drive engagement.
• Identify, recruit, and manage relationships with fashion influencers, content creators, stylists, and celebrities that align with brand values and objectives.
• Oversee paid and organic influencer collaborations, ensuring high-quality content that resonates with target audiences.
• Develop and implement influencer gifting, seeding, and campaign activations to generate authentic brand advocacy.
• Track, analyse, and report on influencer partnerships’ performance, optimizing future collaborations for maximum impact.
• Serve as a thought leader on influencer/ creator trends, with a lens for how those trends can inform our broader social and content strategy.

Brand Partnerships & Collaborations:

• Build and drive the pipeline of cultural and fashion moments that connect the Primark brand to consumers.
• Identify and establish strategic brand partnerships that align with business objectives and enhance brand positioning.
• Manage partnerships with fashion, beauty, lifestyle, and cultural brands and other entities to drive awareness through co-branded content and activations.
• Work with internal cross-functional partners to identify and develop exclusive collaborations that drive brand heat, brand awareness and sales.
• Oversee partnership execution, including, creative compliance, content strategy, and KPI measurement.

Event Planning & Brand Activations:

• Plan and execute fashion events, product launches, and experiential brand activations that drive media coverage and consumer engagement.
• Manage event logistics with external partners and agencies and collaborate with internal teams to ensure brand consistency and maximize event impact.
• Support upfront event strategic planning, including driving the briefing process.  Track approvals and stakeholder alignment to move forward with activations. 
• Lead and manage multiple agency partners in program development, activation planning, channel tactics and KPI measurement definition.
• Develop innovative event concepts that reflect fashion trends, cultural moments, and industry movements.
• Oversee fashion communications and influencer activations at store openings, brand pop-ups, and other events.

Budget & Performance Management:

• Manage and optimize budgets for fashions communications, influencer marketing, partnerships, and events, ensuring cost-effective and high-ROI initiatives.
• Track KPIs, media impressions, and engagement metrics to measure the success of all campaigns and activations.
• Provide regular reports and insights to senior leadership, making data-driven recommendations for continuous improvement.

What You’ll Bring

Here at Primark, we want everyone to feel valued – so please bring your authentic self to work. To be successful in this role, you bring 7+ years of experience in fashion communications, influencer marketing, or brand marketing and partnerships within the fashion, retail, or lifestyle industry.

• Strong working knowledge of fashion media and influencer landscape.  Established relationships with U.S. fashion press, influencers, stylists, and key industry agencies and players.
• Proven track record of securing media placements, managing influencer campaigns, and executing high-profile events.
• Experience developing brand collaborations and strategic partnerships.
• Deep understanding of fashion trends, pop culture, digital content, and social media platforms.
• Strong written and verbal communication skills, with experience in crafting compelling press materials, creative briefs, and brand recaps and campaign reports.
• Strong project management skills with the ability to handle multiple projects, deadlines, and stakeholders simultaneously.
• Willingness to travel domestically and internationally as needed for events, meetings, press opportunities, and store openings.
• Prior experience working with a global fashion or retail brand focusing on the U.S. market.
• Familiarity with influencer marketing trends, and experiential brand activations.
• Passionate and driven to achieve results and sharp focus on standards and executional excellence
• Ability to travel 30 – 50 percent of the time

Ready? Good - because we can’t wait to see what you can offer. You’ll be joining a team of diverse, passionate, and talented individuals where you’ll truly belong, collaborating on projects that will shape the future of our industry.

This is an exciting opportunity for a fashion-savvy, culture-obsessed, creative, and results-driven professional to shape and elevate our brand presence in the U.S. market.  If you’re passionate about storytelling, cultural relevance, and creating impactful consumer and brand moments, we’d love to hear from you!

The pay range for this role is: 117000 to 150,000

This is a good faith estimate of the minimum and maximum we would pay for this role at the time of this posting.  The base pay rate offered will account for internal equity and may vary depending on the candidate’s geographic region of work, job-related knowledge, skills, and experience, among other factors.

Our fashion isn’t one-size-fits-all and neither is our culture. Primark promotes equal employment opportunity, we strive to create an inclusive workplace where people can be themselves, access opportunities and thrive together. Excited? Good. There’s real accountability and ownership here as you shape your store, team’s futures, and steer sales. It’s energizing to put your skills to work, in a growing local and global business committed to helping people express themselves- and feel a sense of belonging. Because you thrive outside your comfort zone. Apply today to start your Primark journey!

Primark is an equal opportunity employer. Primark does not discriminate against applicants or employees on the basis of race, color, religion, sex, disability, age, sexual orientation, gender identity, national origin, veteran status, genetic information, or any other characteristic protected by law. Primark is committed to providing access, equal opportunity, and reasonable accommodation for individuals with disabilities in employment. To request reasonable accommodation to participate in the job application or interview process, please email [email protected] with your request. This email is not for general employment inquiries or correspondence. We will only respond to those requests that are related to accessibility of the online application system due to a disability.