PR & Influencer Manager

THE ROLE

At Debenhams Group, we are on a journey of transformation, revitalising our brand, culture, and connection with colleagues and customers alike. In a fast-changing retail environment, effective and authentic communication is vital to building trust, aligning our teams, and amplifying the impact of our work across internal and external audiences.

As the PR & Influencer Manager at Debenhams, you will lead the strategy and delivery of influencer marketing and PR to build brand awareness, cultural relevance and commercial impact.

Reporting to the Head of Partnerships, you will oversee the development of integrated influencer campaigns that bring the Debenhams brand to life across fashion, beauty and home. Working closely with internal stakeholders, agencies and creators, you'll ensure all activity aligns with wider brand objectives while driving measurable engagement and commercial performance.

This role will be based out of our central Manchester office and is a 12 month FTC.

• Own and develop Debenhams' influencer strategy, ensuring it supports both brand and commercial objectives across all key categories.
• Build and execute integrated influencer campaigns around seasonal moments, product launches and brand initiatives.
• Identify emerging creators, established talent and culturally relevant voices that align with the Debenhams brand and customer.
• Develop long-term ambassador programmes and creator partnerships to build advocacy and brand affinity.
• Lead the talent selection process across paid partnerships, ambassador programmes and earned influencer activity.
• Oversee the PR & Influencer team campaign execution, briefing, contracting, gifting, content approvals and reporting.
• Work closely with Social, Brand, Trade and Creative teams to ensure influencer content is fully integrated into wider campaign activity.
• Manage influencer budgets, negotiate commercial partnerships and ensure campaigns deliver against agreed KPIs and ROI.
• Monitor industry trends, platform developments and creator behaviour to keep Debenhams at the forefront of influencer marketing.
• Build strong relationships with talent agencies, management companies and creators to unlock new partnership opportunities.
• Develop robust measurement frameworks, analysing campaign performance, engagement, reach, conversions and brand impact to inform future strategy.
• Support the Head of Partnerships in the delivery of strategic sponsor ships and brand partnerships, managing contracts, stakeholder relationships and campaign activation from briefing through to execution and reporting.
• Act as the day-to-day lead for partnership stakeholders, ensuring contractual obligations, campaign deliverables and commercial objectives are met while maintaining strong external relationships.

• Define and oversee the PR strategy, ensuring an always-on approach that supports brand and commercial priorities.
• Provide strategic direction to the PR & Influencer Manager and PR agency on media relations, press office activity and campaign launches.
• Build and maintain strong relationships with key media contacts to secure high-quality editorial coverage.
• Identify proactive PR opportunities that enhance Debenhams' cultural relevance and support wider brand campaigns.
• Oversee press events, product launches and media engagement alongside the wider Brand team.
• Monitor PR performance, share of voice and campaign results, providing regular reporting and strategic recommendations.

• Lead, coach and develop the PR & Influencer Team, fostering a collaborative and high-performing team culture.
• Set clear objectives, manage performance and support ongoing professional development.
• Oversee agency relationships, budgets and resource planning.
• Encourage innovation, creativity and a test-and-learn approach while maintaining excellence in execution.

• Manage the influencer and PR budgets, ensuring investment delivers measurable value and supports wider business objectives.
• Track and report on KPIs across influencer marketing and PR activity.
• Present campaign performance, insights and recommendations to senior stakeholders.
• Use data, customer insight and market trends to optimise future campaigns and identify new opportunities.

• Previous experience in influencer marketing, PR or brand partnerships, ideally within fashion, beauty or retail.
• Proven experience developing and delivering high-performing influencer strategies that drive both brand awareness and commercial performance.
• Strong network of influencer, talent management and media contacts.
• Experience managing influencer agencies, PR agencies and external partners.
• Commercially minded with experience managing campaign budgets and measuring ROI.
• Excellent negotiation and relationship management skills.
• Strong understanding of social media platforms, creator economy trends and influencer measurement tools.
• Experience leading and developing high-performing teams.
• Highly…