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Fashion Communications Officer

Fashion Comms Officer

Purpose of role:
To communicate and strengthen our growing fashion message ensuring alignment of our brand as part of a close-knit global PR function


Responsible for dealing daily with key fashion and consumer press and influencers, being instrumental in ensuring maximum relevant coverage is achieved for the brand


To work collaboratively to amplify brand opportunities and positive customer engagement through social and multi-channel platform


To lead the local team in Fashion Comms strategy execution


Location: Dublin – working on international markets

Duration: Permanent
Key Responsibilities:
  • Support the senior PR management team in the development and execution of the global brand PR strategy on a local level
  • Be the day-to-day press contact for press and influencers in assigned markets
  • Overseeing the execution of the Primark Collective in assigned markets
  • Manage PR and influencer agencies in assigned markets
  • Develop and maintain close relationships with all relevant external and internal stakeholders
  • Monitoring media on a day to day basis and oversee PR brand reports with the junior PR team, as required
  • With cultural insight, drive interest and passion for the brand through the development of bespoke innovative communications initiatives that drive consumer engagement for both product and the brand
  • Work closely with the global PR, creative and digital teams and communities, ensuring brand campaigns are executed and maximised in a 360-degree manner
  • Support the senior Fashion Communications management team on global projects
  • Work with and develop the PR skills of the junior PR team, ensuring the smooth running of the press office and showroom
  • Complete management of relevant local PR projects and events, including; strategic planning, budget management and execution, e.g. events and photo shoots
  • Local execution of product collaborations, as required – celebrity/influencer, etc
Key Interactions and engagement as part of role:
  • Reporting into Fashion Communication Manager – Ireland
  • Manage local team in day to day activities
  • Collaborate with the wider fashion comms team across UK, Ireland and Spain
Essential knowledge, education, skills and experience:
  • Fashion PR experience in fashion / retailing
  • In depth knowledge of local press and influencer landscape with excellent contacts and reputation
  • Understanding of influencer analytics and talent cost scales
  • Experience in managing influencer product collaborations
Personal Attributes:
  • Highly organised, detail-oriented, possessing the ability to effectively prioritise projects and deliverables whilst meeting deadlines set by management
  • Excellent planning and organisation skills, ability to multi-task, plan and prioritise work schedule for self and team and work within agreed timescales
  • Excellent attention to detail and an ability to analyse and interrogate high volumes of data as well as demonstrating an ability to focus on higher level overview
  • Proven ability in managing sensitive matters whilst ensuring all Primark information remains confidential to the business
  • Be a collaborative team player with excellent interpersonal/communication skills, while demonstrating high levels of emotional intelligence and possess the ability to push back with professionalism. Proven ability in developing effective working relationships across all levels of the organisation
  • Operates with a high level of integrity, diplomacy, tact and professionalism
  • Effective and persuasive presentation skills, including the ability to present complex information in an understandable manner to all areas of the business.
  • Ability to lead, influence and coach others
  • Sound judgement, unquestionable ethics and integrity with high degree of transparency and trust


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  • Communications and PR, Dublin, Leinster, IrelandRemove