Manchester - Digital PR and Content Lead

Digital PR and Content Lead

Purpose

This role is the discipline lead for digital PR and content at AIP: the senior craft authority both teams look to for what good looks like. It sets the standard the work is produced to, does the best work itself, and brings the team up to that bar. Digital PR and content meet in the same place: data-led, creative ideas that earn links and coverage online, built to perform in search.

This role carries that standard across the whole client base, works directly with clients, and carries AIP's point of view on digital PR and content at events and internally. A strong writer with real taste, hands-on and opinionated, with a genuine instinct for what earns coverage.

Reports to Executive Director, Search, Content & PR.

Responsibilities.

• Set and hold the quality bar across all digital PR and content output, editing and elevating what the team and the tools produce. Lead digital PR strategy across the client base: data-led campaigns, reactive newsjacking, and creative ideas built to earn coverage and links, not just plan for them.
• Lead content strategy alongside it, so content and digital PR work as one connected discipline rather than two separate outputs.
• Shape how AI is used in digital PR and content production: define the quality standards built into the tools and push what they can do.
• Apply SEO principles to structure, intent, and optimisation so content and campaigns perform in search. Spot where digital PR and content can do more for clients and the agency, and proactively push to grow the services rather than waiting to be briefed.
• Coach and train the team on craft, on outreach and pitching, and on getting high-quality output from the tools. Represent AIP's view on digital PR and content at events, internally, and with clients.

IPAR+E in this role

IPAR+E is the operating standards, the common language for how we work at AIP. It holds across every role and holds whatever changes around it, a shared standard that connects how we add value as an organisation all the way down to every role. Every role carries responsibility for applying it.

• Intelligence: Keeps a live view of what's earning links and coverage right now, tracks competitor share of voice, and knows which journalists and publications are worth targeting for each client.
• Prediction: Spots the story or angle before it's obvious, gets ahead of news cycles clients can be part of, and flags where a client's digital PR or content programme is thinning out before it shows up in performance.
• Action: Turns campaign ideas into pitched, published, linked content, briefing the team and the tools to the same standard every time.
• Review: Tracks what actually landed, links earned, coverage secured, rankings moved, and feeds that back into what gets pitched next. Client Engagement: Brings clients a clear point of view on what will earn coverage rather than just executing briefs, and is the person clients trust to tell them what good looks like.

Essential

Skills and experience

• A strong writer with real taste, who knows great content when they see it and can produce it themselves.
• A genuine track record in digital PR, securing links and coverage through data-led and creative campaigns, not just planning for them.
• Experience across both digital PR and content, with a clear sense of how they work together.
• A high bar and the confidence to hold it, with a genuine point of view on what makes digital PR and content great.
• Sharp editing skills and an eye for tone, craft, and quality.
• Genuinely into AI and excited by what it can do for digital PR and content, fluent with the tools and always pushing them further.
• A solid working understanding of SEO and how digital PR and content drive search performance.
• Comfortable with the tools of the trade (e.g. Ahrefs or similar) for tracking links, coverage, and competitor share of voice.
• Experience working in an agency, enjoying the pace of it and comfortable holding multiple priorities at once.
• Comfortable presenting, carrying AIP's view on digital PR and content at events, internally, and with clients.
• Able to train and coach, bringing the team up to standard.

Success looks like

• Digital PR and content consistently meet the quality bar, across the whole client base, not just the flagship accounts.
• Nothing leaves the agency that we wouldn't be proud to put our name to.
• AI is used effectively across digital PR and content, producing high-quality work with the standard always held.
• The team produces sharper work, with this role's craft and coaching lifting what they do.
• Content and campaigns perform in search, and digital PR earns real links and coverage, not just output.
• Digital PR and content are growing as services, with opportunities spotted and acted on.
• AIP is known for a clear, credible point of view on digital PR and content, carried by this person.