Digital PR Lead - FTC

As customer search behaviour rapidly shifts towards AI‑generated and LLM‑powered environments, this role exists to ensure Tesco Mobile is accurately, positively, and credibly represented across these platforms, today and in the future.

Sitting within the Comms Chapter, the Digital PR Expert co‑owns and drives Tesco Mobile’s enterprise‑wide AI visibility, authority, and discoverability across emerging AI search and LLM ecosystems. The role is accountable for translating authority signals into measurable commercial impact, including brand consideration, traffic, and engagement.

Acting as a trusted specialist, the role provides expert counsel on best practice, opportunities, and reputational risk, while leading the PR‑driven execution of LLM activity. This includes press office strategy, media relations, owned channels, and social platforms, building authority, correcting misrepresentation, and strengthening reputation across the sources most relied upon by AI models.

This is a highly specialist PR role, combining strong editorial judgement with deep curiosity about evolving AI‑driven search behaviour. It plays a critical role in helping Tesco Mobile stay ahead of reputational risk while building trust, authority, and consideration in an increasingly AI‑shaped search landscape.

Increasing Tesco Mobile’s visibility and accuracy across AI search environments.

Co‑owning the LLM optimisation roadmap and define clear KPIs linked to commercial impact.

Managing brand presence across key LLM‑influencing sources (e.g. Wikipedia, Reddit).

Identifying and correcting inaccuracies or misrepresentation in AI outputs.

Partnering with Digital to align and optimise owned content for LLM visibility.

Embedding LLM priorities across the wider business and act as a senior advisor on emerging risks and opportunities.

Ensuring propositions are accurately reflected across comparison and third‑party platforms.

Monitoring AI search trends and evolving consumer behaviour.

Turning insight into clear actions to inform planning and reputation management.

Supporting PR activity during peak periods, ensuring consistency and quality.

Providing press office cover with strong judgement.

Ensuring all activity aligns with LLM visibility and comms strategy.

• 8 years plus strong background in PR, communications or media relations, ideally in a large or complex organisation.
• Technical Understanding:
  Solid understanding of how LLMs crawl, interpret, and use third‑party coverage for synthesis (e.g., embeddings, entity recognition, semantic search).
• Press office expertise with the ability to identify reputational risk and act calmly and proactively.
• Experience shaping content for owned, earned and social channels, with a digital first mindset.
• Strong stakeholder management skills and confidence working across PR, social, digital and commercial teams.
• Relationship Management:
  Proven track record of building relationships with key journalists, editors, and niche influencers.
• Strategic thinker with hands on delivery capability.

Desirable

• Experience working on digital PR or reputation building campaigns.
• Familiarity with AI generated search, LLMs or evolving search behaviour (or strong curiosity and ability to learn quickly).

We’re proud to have an inclusive culture at Tesco where everyone truly feels able to be themselves. At Tesco, we not only celebrate diversity, but recognise the value and opportunity it brings. We're committed to creating a workplace where differences are valued, and make sure that all colleagues are given the same opportunities. We’re proud to have been accredited Disability Confident Leader and we’re committed to providing a fully inclusive and accessible recruitment process.

For further information on the accessibility support we can offer, please .

We’re a big business and we can offer a range of diverse full-time & part-time working patterns across our many business areas, which means that we can find something that works for you. We work in a more blended pattern
-combining office and remote working. Our offices will continue to be where we connect, collaborate and innovate.