Job description
About us:
At Black & White Zebra our publications are the cornerstone of our company. On a daily basis they help people win at work through educational, advisory, thought leadership and relevant content.
Using a combination of written content, engaging video series, award winning podcasts and by highlighting industry leaders, we have built (and are building) communities of like minded people across a variety of industries.
About the role
We’re looking for a Digital PR Lead to shape and scale the way our brands show up in the media and across the digital landscape by taking ownership of our Digital PR campaigns moving forward.
As our Digital PR Lead, you will work on all aspects of the online coverage of our brands in digital media. You will grow the SEO team’s efforts in earning backlinks, mentions and press coverage in top tier and niche relevant media, helping us develop our domain authority and backlink growth as well as our personal branding and EEAT efforts.
As a company with team members spread around the world, we’re comfortable with supporting remote workers. In this role you can expect to be able to work in your local timezone or preferred working hours, with the majority of your meetings and work with other UK team members. Though please note, occasional flexibility will be needed to accommodate meetings with editorial and SEO team members in North America.
Who you are:
- Collaborative - able to generate strong working relationships with colleagues across a number of departments including Marketing, SEO, Editorial etc
- Able to think outside of the box, finding angles relevant to quality publications or journalists to increase coverage of our content
- A continuous learner - you strive to learn and improve your day to day work, keeping up to date with industry best practices and digital marketing trends
- Self-sufficient - you come with your own ideas based on previous results or experience, providing “solutions” instead of “problems”
- You have existing relationships with journalists at top tier media publications that we can leverage for our future campaigns
- You’re plugged into digital and cultural trends, with your finger on the pulse of what matters for audiences and publishers alike. You use a variety of platforms and tools to keep up to date with the digital zeitgeist
What you’ll be doing (responsibilities):
- Devise small scale, data-driven outreach campaigns that are relevant to our publications and have pre-considered angles that can earn coverage
- Create bespoke 3-6 month campaign plans across different niches relevant to our brands
- Build lists and leverage your network to perform targeted outreach to get the coverage secured
- Reaching out to our in-house publication Editors to get expert commentary on the opportunities you’ve surfaced
- Scour relevant tools, the internet and social media to find relevant journalist requests to bring to our Editors
- Be the go-between and PR point of contact at BWZ for journalists and our Editorial team
- Collaborating with our Editors to generate ideas for campaigns and outreach
How your success will be measured:
- Number of links achieved
- Number of brand mentions achieved
- Number of campaigns published per month
Your skillset includes:
- You’ve earned links and coverage conducting ongoing reactive PR activity maintaining relationships with journalists and bloggers across the tech space
- Able to generate both reactive and proactive PR opportunities, finding what works best and driving improvements
- You craft compelling pitches that are tailored to relevant pubs through targeted, persuasive messaging that is personalised to the individual you’re outreaching to
- Experienced in using a number of Digital PR tactics, utilising various tools and techniques that connect you with potential opportunities in an efficient manner
- You’ve earned links and coverage conducting ongoing reactive PR activity
- Experience ideating and running content campaigns that have earned links through outreach
- Building outreach lists of relevant journalists/sites and securing coverage
- You live and breathe on the platforms where journalist place requests for expert commentary
- You’re a planner. You know the right times, places and significant moments in the year to conduct outreach and you’ve already got campaigns ready to outreach
- Follow up on coverage to convert mentions to links
- You’ve outreached for brands focused on professional services and the world of work
- You can analyse and report on the success of a campaign
Nice to haves:
- Experience with SaaS or B2B brands
- Experience with managing and training junior team members within Digital PR
£30,000 - £45,000 a year
This full time position is available as a remote role, with an annual salary in the range of £30,000 to £45,000 GBP. The range is a guide for the expected skills, knowledge and experience for new hires based in the UK only. Seniority level and salary ranges are determined through interviews and a review of education, experience, knowledge, skills, abilities of the applicant, equity with other team members, and alignment with market data. This means ranges will vary for candidates based outside of the UK and/or at different seniority levels. In addition to annual salary, full time employees are eligible for a discretionary bonus and a comprehensive benefits package.
About Us:
Black and White Zebra is a rapidly growing, independent media tech company headquartered in Vancouver, B.C. Canada. Since 2012, our portfolio of influential digital publications has been helping millions of people succeed at work.
Our brands cover project management, product management, people management, customer experience, quality assurance and others, with the goal of connecting people with the knowledge, skills and tools they need to succeed professionally.
We got our start in 2011 as The Digital Project Manager blog, founded by our CEO Ben Aston. Since then, we’ve grown into an international team of 70+ creators, strategists, and innovators with a portfolio of more than 14 online publications. We enjoy an impact-driven environment that combines the agility of a startup with the creativity of an agency and the diversity of a global company.
We’ve recently ranked #30 in The Globe and Mail’s Fastest Growing Company list and received a CMI award for Best Digital Publication for The Digital Project Manager—and we’re listed in both Canada’s Top Small & Medium Employers, and Best Employers in BC.
All of this growth is driven by our commitment to our mission: In a world of evolving skills, practices, and technology, we’re creating a playbook for the future of work and empowering communities to create it with us.
Want to learn more? Watch this video to learn why the team love working at BWZ!
Diversity Equity and Inclusion:
Black and White Zebra is an equal opportunity employer and considers all candidates for employment regardless of race, color, religion, sex, national origin, citizenship, age, disability, marital status, military or veteran’s status (including protected veterans, as may be required by federal law), sexual orientation or any other category protected by law. We celebrate all backgrounds and attributes that continue to help make our team impactful, iterative, adaptable, and fun!
