Digital PR Lead - Mobile - FTC

Tesco Mobile
• Welwyn Garden City or Slough
• Permanent
• Apply by 03-Jul-2026

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.

We're all about the little helps. That's why we make sure our Tesco colleague benefits package takes care of you - both in and out of work.  to find out more!

• Annual bonus scheme of up to 20% of base salary
• Holiday starting at 25 days plus a personal day (plus Bank holidays)
• Private medical insurance
• 26 weeks maternity and adoption leave (12 months service required at the qualifying date) at full pay, followed by 13 weeks of Statutory Maternity Pay or Statutory Adoption Pay, we also offer 6 weeks fully paid paternity leave
• Free 24/7 virtual GP service, Employee Assistance Programme (EAP) for you and your family, free access to a range of experts to support your mental wellbeing

The above information is a shortened summary, refer to our policies for full details

• 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.

• 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).

A 50-50 joint venture between Tesco and…