Apply now Job no: 592689 Brand: Primark Site / Location: Dubai Head Office
Role Brief:
To contribute to added customer value, a strong brand, and increased sales by ensuring a strong strategic foundation for the Region’s PR & Communications activities. The role works cross-functionally to drive omni-channel performance and collaborates closely with the Customer Activation Team to maximize the effect of earned communication. It plays a key role in proactively engaging customers and stakeholders through insightful, trustworthy, and innovative communication.
Key Areas of Focus:
Based on insights from each individual market and with Primark’s customer in focus set goals, priorities and strategies on a yearly basis to meet the regional overall objectives, both short and long term.
Ensure input in Regional Customer Activation meetings, making sure that we optimize the possibility to leverage on earned media
Ensure input, challenge and support PR & communication activities on Sales Market level when relevant
Proactive responsibility in ensuring that communications activities and organizational set up covers current and future regional needs, including continuous risk assessment.
Build, strengthen and protect Primark brand by trustworthy communication
Focus on proactive Media Relations strategies to support regional objectives
Crisis Management, support, guide and coordinate when needed. Work closely with legal and leadership teams to mitigate risk and protect brand reputation
Manage and build strong relationships with fashion editors, journalists, stylists and media outlets within the region
Write and distribute press releases and media kits with regional media
Secure media coverage in relevant print, digital and broadcast channels
Ensure a strong regional communication plan that can work effectively on sales market level with few adaptations
Give high level input on strategic approaches in regional customer activation planning for optimized results within the region
Identify and collaborate with fashion influencers, celebrities and content creators
Negotiate and manage partnerships and gifting strategies
Monitor and report on influencer ROI and campaign performance
Coordinating campaigns that align with the brand’s identity and marketing goals
Plan and execute PR events such as product launches, media previews, fashion shows
Oversee guestlists, media attendance and post-event coverage
Follow up and report on KPIs and objectives connected to project responsibility, showing the connection to added customer value and the business when possible
What we're looking for:
At least 5 years’ experience from similar positions and/or within PR/Communications
Proven track record in creating movement in brand perception through PR & communications activities.
Knowledge and experience of working with local media (fashion & corporate). Having a good network with journalists, stylists and influencers is an advantage.
Meriting if experience in working with strategic communication toward multiple countries.
Previous experience from managing teams including leading other leaders in a retail environment is a given.
Experience in being a part of senior management team, ensuring strong collaboration and integration of communication
Experienced buyer of media and creative services.
Meriting with competence within digital/tech and omni ways of working
Advertised: 14 Jul 2025 Arabian Standard Time Applications close:
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