Digital PR & Content Specialist

Location: Edinburgh – Hybrid (50% office-based)

Contract: Full-time

Company:

is a leading online tyre retailer and automotive service platform, proudly part of the Michelin Group. We combine the scale and stability of a global enterprise with the innovation and agility of a digital-first business, helping customers find tyres and book fitting appointments easily online.

With over 2,300 partner garages across the UK, our network makes it convenient for drivers to get their tyres fitted close to home. Our mission is to make tyre and automotive services simple, transparent and accessible for customers across the UK — backed by trusted brands, expert guidance and industry-leading digital experiences.

We’re looking for a Digital PR & Content Specialist to join our Marketing team in Edinburgh.

This is a PR-led role, approximately 70% Digital PR and 30% Content
, for someone who can spot a story, develop a strong angle and turn it into high-quality coverage and content.

You’ll deliver proactive and reactive PR, data-led campaigns, media outreach and expert commentary to grow ’s visibility, authority and authoritative links.

Working across Marketing, SEO, Content and our external PR agency, you’ll connect PR activity with our data, expertise and wider digital strategy.

This isn’t a traditional press-office role. We’re looking for someone who can think across PR, content, SEO and AI and understands how they work together to build brand and digital visibility.

• Work closely with our external PR agency to develop and deliver proactive and reactive PR campaigns that build awareness and authority for
• Identify newsworthy opportunities across motoring, tyres, road safety, consumer behaviour and industry trends, including stories from Blackcircles' own customer, search and sales data.
• Develop creative and data-led campaigns, research and surveys designed to earn high-quality media coverage, backlinks and brand mentions.
• Write and pitch compelling press releases, stories, expert commentary and thought leadership to automotive, consumer, lifestyle, personal finance, regional and national media.
• Build strong relationships with journalists and media contacts, identifying reactive PR and newsjacking opportunities.
• Monitor coverage, backlinks and campaign performance to understand impact and inform future activity.

• Turn PR campaigns, industry developments and emerging trends into engaging news articles, guides, features and other content for UK motorists.
• Work with internal experts to create useful, authoritative content that supports Blackcircles' brand, E-E-A-T and wider content strategy.
• Identify new editorial opportunities and repurpose strong stories and research across onsite content and other marketing channels.
• Use AI and optimisation tools responsibly to support research, ideation, content creation and editing.

• Work closely with the SEO team to ensure PR and content activity supports organic search objectives and earns relevant, authoritative links and brand mentions.
• Understand how PR, content, links and brand authority contribute to visibility across traditional search, AI Overviews and emerging AI discovery platforms.
• Use SEO, PR and performance data to identify opportunities and understand which stories, topics and formats deliver the strongest results.

• Work closely with the SEO, Content & PR Manager, wider Marketing team and external PR agency on strategy, campaigns and messaging.
• Partner with Commercial teams and subject matter experts across Blackcircles and Michelin to uncover data, insights and credible commentary.
• Connect PR, content and SEO opportunities to maximise the impact of our activity.

• Around 3–5 years' experience in PR or digital PR, either agency-side or in-house, with demonstrable experience securing earned media coverage.
• A strong understanding of what makes a story newsworthy, with experience developing proactive and reactive PR opportunities and tailoring stories for different media and audiences.
• An excellent writer and communicator, confident…