Summary of the Head of Social, Influencer & Consumer PR job at Frasers Group

Company Description

At Frasers Group we’re rethinking retail. Through digital innovation and unique store experiences, we’re serving our consumers with the world’s best sports, premium and luxury brands globally. As a leader in the industry, we’re elevating the retail experience for our consumers through our collection of established brands, including Sports Direct, FLANNELS, USC, Frasers, and GAME. 

Why join us? 

Our vision - we are building the planet’s most admired and compelling brand ecosystem 

Our purpose - we are elevating the lives of the many with access to the world’s best brands and experiences 

At Frasers Group, we fear less and do more. Our people are forward thinkers who are driven to operate outside of their comfort zone to change the future of retail, embracing challenges along the way. The potential to elevate your career is massive, the experience unrivalled. To be able to make the most of it you need to live and breathe our principles: 

• Own it and back yourself - Own the basics, own your role and own the result 

• Think without limits - Think, think fast, think fearlessly 

• Be relevant - Relevant to our people, our partners and the planet 

Are you ready to join the Fearless? 

Job Description

The Role: As Head Social, Influencer & Consumer PR, you will lead the Group’s consumer PR, social media and influencer strategy, shaping how Frasers Group and its portfolio of brands show up in culture and conversations around the world. 

This is a high-impact leadership role responsible for building awareness, relevance and desire across our brands, translating the Group’s ambitious vision into culturally powerful communications and experiences that consumers want to engage with and share. 

You will define and deliver an integrated earned, owned and influencer strategy across the Group and its portfolio of brands, working closely with Performance Marketing, Content Marketing, Brand Marketing, Trade, Corporate PR and Partner Marketing to create connected campaigns and maximise the impact of every consumer touchpoint. 

You will lead a high-performing team and agency partners, build meaningful relationships with media, creators, talent and cultural partners, and identify opportunities to make Frasers Group and its brands impossible to ignore. 

The successful candidate will be an exceptional communicator and natural leader who understands how culture moves, what makes people talk and how brands can earn attention rather than simply buy it. You will be commercially minded, creatively ambitious and comfortable operating at pace in a constantly changing media and social landscape. 

The Responsibilities:

• Develop and own the Group-wide consumer PR, social and influencer strategy, aligned to business objectives, brand positioning and the wider Frasers Group vision. 
• Build a clear communications framework across the Group’s portfolio of brands, ensuring each brand has a distinctive voice, cultural relevance and compelling point of view. 
• Lead the development and execution of integrated PR, social and influencer campaigns that drive awareness, consideration, engagement and commercial impact. 
• Own the Group’s earned media strategy, building strong relationships with national, regional, trade, fashion, sports, lifestyle, business and digital media. 
• Develop and manage a strategic influencer and creator ecosystem, identifying the talent, communities and cultural voices that can authentically amplify our brands. 
• Build long-term relationships with creators, talent, celebrities, athletes and cultural partners, ensuring partnerships deliver both brand impact and measurable commercial value. 
• Set the strategic direction for social media, ensuring our channels are culturally relevant, platform-native and consistently aligned with brand objectives. 
• Drive innovation across social platforms, identifying emerging formats, communities, creators and trends that can give our brands a competitive advantage. 
• Develop a clear approach to social storytelling and content, working closely with the Content Marketing and Brand Marketing teams to ensure ideas translate into content that earns attention. 
• Work closely with Performance Marketing to connect earned, social and influencer activity with paid amplification, audience growth and measurable commercial outcomes. 
• Partner with Trade to ensure PR, social and influencer activity supports key trading moments, product launches, seasonal campaigns and commercial priorities. 
• Collaborate with Partner Marketing to develop compelling opportunities for brand partners, leveraging PR, social, creators and cultural moments to deliver additional value and visibility. 
• Work closely with Brand Marketing to ensure PR, social and influencer activity strengthens brand positioning, consistency and long-term brand equity. 
• Identify and capitalise on moments in culture, sport, fashion, entertainment and retail that can create opportunities for Frasers Group and its brands. 
• Develop and manage relationships with external PR, agency, ensuring they are strategically aligned and delivering against clear objectives. 
• Own budgets across PR, social and influencer activity, ensuring investment is effectively allocated and delivering measurable return. 
• Establish clear KPIs, measurement frameworks and reporting, demonstrating the impact of earned media, social and influencer activity on brand health, audience growth and commercial performance. 
• Use data, insight and cultural intelligence to continually optimise activity and identify opportunities for growth. 
• Lead, mentor and develop a high-performing team, creating a culture of ambition, creativity, accountability and continuous improvement. 
• Stay ahead of developments across media, social platforms, creator culture, technology and consumer behaviour, ensuring Frasers Group remains at the forefront of the industry. 

Qualifications

• Significant experience in a senior PR, communications, social media, influencer or integrated marketing leadership role, ideally within retail, fashion, sports, lifestyle, luxury or another consumer-facing environment. 
• Proven track record of developing and delivering high-impact PR, social and influencer strategies for major brands or complex brand portfolios. 
• Strong understanding of the modern media landscape, including earned media, social platforms, creator culture and the changing relationship between brands and audiences. 
• Demonstrable experience building successful relationships with media, creators, talent, agencies and cultural partners. 
• A strong understanding of how to turn cultural insight into compelling, relevant and commercially impactful brand activity. 
• Experience leading and developing high-performing teams, with the ability to inspire, challenge and empower people to deliver exceptional work. 
• Strong commercial acumen, with experience managing significant budgets and demonstrating the business impact of communications and social investment. 
• Excellent stakeholder management skills, with the confidence to influence and advise senior leadership and operate effectively across a complex organisation. 
• Exceptional written and verbal communication skills, with the ability to simplify complex issues and communicate a clear point of view. 
• Comfortable operating in a fast-paced, entrepreneurial environment where priorities can change quickly and opportunities need to be acted on decisively. 
• Naturally curious and culturally connected, with an instinct for what will resonate with consumers and the confidence to challenge conventional thinking. 

Additional Information

Along with your benefits package we also offer a wide range of perks for our colleagues:

Frasers Champion- Our employees are at the heart of our business and we ensure individuals are recognised every single month for their hard work. Frasers Champion is a peer nominated scheme where 8 winners will receive double their pay for a month where they have lived the Frasers Group values.

Retail Reconnect – In order to build the planets most admired and compelling brand ecosystem, all employees must understand our business, product and customers. Each financial year, head office employees will gain insights by spending one to two days in one of our stores or the warehouse. The goal is to learn how the work you do impacts our teams on the frontline, and to bring ideas back to the office which will improve how we work.

Fearless 1200 – Fearless 1200 is our way of recognising our growth. It’s bold, ambitious, and designed to reward colleagues across the business for living our values and delivering impact. Fearless 1200 links how we perform to how we're rewarded – check out the video link to find out more - https://www.youtube.com/watch?v=O0qmvJofMew

Employee Welfare

Frasers Fit – Our Everlast Gyms Team are on a mission to make our workforce the best, and fittest on the planet! We run free gym classes for employees as well as discounted memberships to our clubs. Frasers Fit is our wellbeing programme which aims to support and improve colleagues Physical, Financial & Mental wellbeing. The app is accessible for every employee and includes training, nutrition and lifestyle advice- all completely free.

Retail Trust – We know that its not just about physical health, mental wellness is equally important which is why all of our employees get free access and support from the Retail Trust charity. This includes a 24 hour wellbeing helpline, wellness hub, counselling and financial/legal support.

What’s next?

Our Recruitment Team will be reviewing applications and all candidates will receive a response, whether you are successful or unsuccessful. Shortlisted applicants may be asked to confirm a few key details before being booked in for a first stage interview with the Recruiter - this will be behaviourally focussed and centred around how you align with our Culture and Values. If successful we anticipate one or two further interview stages with the Hiring Manager/wider team which will be more technically focussed and could include a presentation/task so we can see your skills in action.