Role Purpose
The PR & Events Officer is the brand custodian for Cape Union Mart, responsible for shaping, protecting, and enhancing the brand's public image. This role leads the development and execution of an integrated PR and events strategy aligned to the brand's strategic marketing and commercial objectives.
Working closely with internal teams, agencies, media, influencers, and partners, the role drives positive brand perception, strengthens stakeholder relationships, proactively manages brand reputation, and delivers meaningful brand experiences that attract, inform, and retain customers.
KEY RESPONSIBILITIES
PR & Strategy
-
Develop and execute the annual PR and events strategy aligned to brand, business, and marketing objectives, including timelines and budget management.
-
Develop and implement integrated PR and communications strategies that support broader organisational, commercial, and brand objectives.
-
Support and enhance quarterly brand and product strategies through targeted PR initiatives.
-
Educate consumers, media, influencers, and key stakeholders on seasonal launches, new products, campaigns, and brand initiatives.
-
Write, coordinate, and distribute press releases, brand communications, and media materials.
-
Drive earned media strategies across traditional, digital, and social media channels to maximise brand visibility and credibility.
-
Develop and Lead:
-
Reputation management strategies that protect and enhance the brand's reputation across all stakeholder groups.
-
crisis communication plans, frameworks, and response protocols to ensure timely and effective stakeholder engagement.
-
the management of reputational risks and provide communication support during crisis or high-risk situations.
-
Monitor emerging issues, media sentiment, and industry conversations, providing proactive recommendations to mitigate potential reputational risks.
-
Define KPIs and success metrics for all PR initiatives and measure performance against strategic objectives.
Media, Influencer & Stakeholder Relations
-
Build, manage, and maintain strong relationships with media, journalists, content creators, influencers, industry stakeholders, and strategic partners.
-
Develop and implement a brand friendly and influencer marketing strategy across the portfolio.
-
Manage media engagement, including press releases, media briefings, interview opportunities, and reactive media enquiries.
-
Identify opportunities to increase positive brand exposure through strategic media placements and thought leadership initiatives.
-
Manage media, influencer, and content creator, event strategy, planning, and execution.
-
Oversee strategic gifting and press drop initiatives.
-
Handle and source trade exchange opportunities and evaluate value-adding sponsorships.
-
Act as a trusted communications advisor to internal stakeholders on PR-related matters.
-
Partner closely with Marketing, Brand, Commercial, Merchandising, Operations, Creative, and General Managers to ensure PR initiatives support wider business objectives.
Events & Activations
-
Conceptualise, plan, and deliver brand-led events and consumer activations in-store and at external venues.
-
Lead event concepts and end-to-end execution, including logistics, suppliers, agencies, and partners.
-
Support new store openings with PR, media engagement, influencer participation, and activation elements.
-
Ensure all events strengthen brand reputation, generate earned media opportunities, and create meaningful customer experiences.
Digital PR & Content
-
Drive digital PR content creation across social media, website, and email channels in collaboration with content creators and influencers.
-
Plan and manage content days, including concept development, briefing, and execution.
-
Source and implement strategic digital PR opportunities including giveaways, Instagram Lives, creator collaborations, takeovers, partnerships, and digital campaigns.
-
Support the amplification of earned media coverage across owned digital channels.
Collaboration & Governance
-
Liaise with and manage external PR agencies and suppliers to ensure alignment with brand standards, messaging, and business objectives.
-
Partner closely with internal stakeholders including Marketing, Creative, Merchandising, Operations, Commercial teams, and General Managers to manage expectations and ensure cohesive delivery.
-
Compile and manage the annual and monthly PR and events calendars.
-
Establish, track, and report on PR KPIs to measure the effectiveness and impact of PR activities.
-
Compile and manage monthly, campaign, quarterly, and annual PR reporting.
-
Monitor and analyse media quality, share of voice, reach, engagement, sentiment, earned versus paid media performance, and commercial impact.
-
Use reporting, insights, and data to continuously optimise PR strategies and demonstrate return on investment.
-
Manage monthly PR budgets and track spend against deliverables.
Requirements
-
A relevant undergraduate diploma or degree in Marketing, Public Relations, Communications, or a related field.
-
Minimum of 2 years' experience in a combined PR and Events role
-
Demonstrated experience in reputation management, crisis communications, and issues management.
-
Strong understanding of traditional media, media relations, earned media strategy, and digital communications.
-
Experience developing and implementing strategic PR plans that support brand and business objectives.
-
Proven ability to measure, analyse, and report on PR performance and campaign effectiveness.
-
Strong stakeholder management, communication, and influencing skills, with experience engaging across both brand and corporate/group environments.
Please note: The Cape Union Mart Group is committed to transformation. Appointments and promotions will be made based on candidates who best meet the requirements for the position. Preference will be given to candidates who will enhance the diversity of the team, aligned to our Employment Equity plan.
