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Reputation Manager

Reputation Manager

To support, and help others to support, the protection and strengthening of the Primark reputation to enable the effective execution of strategic, commercial and operational plans, while building positive stakeholder understanding and advocacy. This role will support the Group ambition, purpose and business strategy and work in partnership with local markets to implement public affairs engagement plans with key stakeholders that enhance and maintain the reputation of the Primark brand amongst key audiences. This role supports effective reputation programmes, public affairs and stakeholder engagement, risk assessment, issues and crisis communications at Primark.

Reports to: Reputation & Stakeholder Management Partner. The role sits within the Corporate Affairs function at Primark HQ in Dublin.

Key accountabilities:
Protect and strengthen the Primark reputation
  • Work with the Reputation & Stakeholder Management Partner to build and maintain brand reputation and manage stakeholder engagement, relationships and advocacy across relevant markets while strengthening Primark’s ability to anticipate, evaluate, mitigate and manage business risk..
  • Risk Assessment and Issues Management
  • Advise on the stakeholder and reputation landscape, agendas and networks
  • Anticipate, identify, map, scope and prioritise risk where the function has accountability or has responsibility to support others (i.e. Ethical Trading, Sustainability, Product Quality, ABF Group Corporate Affairs)
  • Support the development of reputational issue monitoring database and systems centrally and in the markets including policies and positions
  • Advise on and develop engagement plans, stakeholder narrative, proof points, active or passive risk management/ mitigation strategies on priority policy issues in collaboration with Public Affairs/Government Affairs
  • Work with the business to support and deliver issue management reporting and review
  • Manage the execution of crisis and issues management communications plans
  • Work in collaboration with the Insights team to provide trend, stakeholder, issue anticipation and monitoring support for the wider business including Public Affairs/Government Affairs and ABF Corporate Affairs priorities and activities – ensuing alignment and coordination with the Primark Corporate Affairs strategy and activities.
  • Support the Reputation & Stakeholder Management Partner and the Head of International Corporate Affairs on reputation risk, issues and crisis communications management.
Reputation Strategy
  • Work with the CA Strategy, Insight & Operations team to align policies, positions and plans with the trust and reputation strategy and other relevant programmes
  • Develop strategic issue/risk management and stakeholder engagement activities in alignment with business priorities
  • Support development of Primark’s strategic narrative, testing narrative and messaging to enhance effectiveness
  • Develop and execute communications strategies to include issues and crisis plans, issues/crisis management, and outreach strategies
  • Provide strategic advice on messaging, ensuring our narrative is relevant across markets
  • Deliver corporate reputation projects while working closely with the wider Corporate Affairs team, relevant internal functions, local management team and agencies
  • Act as a brand ambassador for Primark at all times.
  • Develop and maintain critical stakeholder relationships
  • Support the delivery of the Corporate Affairs external communications strategy, including developing stakeholder handling and engagement to support strategic developments as well as reputation risks
  • Map, track and prioritise stakeholders working with research, intelligence and insights
  • Develop stakeholder communications and briefing materials – narrative, proof points, messaging and Q&As
  • Work with the International Corporate Affairs team to build effective and proactive relationships with key organisations, businesses, employers, NGOs and commentators to enhance Primark’s visibility and reputation, in all relevant markets
  • Act as Trusted Advisor to the business providing insight and expertise
  • Work in collaboration with local markets to develop, maintain or support critical stakeholder relationships and advocacy
  • Ensure accurate audit trail maintained of all stakeholder engagement and all contact/activities are recorded on stakeholder database
  • Gather intelligence and analyse the effectiveness of external engagement to help inform current and future engagement strategies
  • Maintain a functional network of collaborators, advisors and partners
  • Responsible for representing the business and/or supporting Primark leadership team to represent the business on government or industry bodies where appropriate.
Crisis Communications
  • Manage the development of enhanced Crisis Communications at Primark.
  • Ensure effective crisis communication policies, processes, resources, training and capabilities are in place and regularly tested across all markets
  • Maintenance of the crisis communications management policy and practices, with ABF Group Corporate Affairs, and in partnership with Business Continuity, Security (physical and cyber) and Crisis Management teams across the business
  • Work with the Reputation & Stakeholder Management Partner to develop and embed a programme of crisis training and scenario testing across Primark.
Key internal relationships
  • Brand & Marketing, Social, Fashion PR, Retail, Legal, BMDQS, Retail Stores (all markets), Sustainability, Business Intelligence, ABF Group Corporate Affairs, Finance and Ethical Trading, People & Culture.
Essential Knowledge, Skills and Experience:
  • Significant experience, 8 years plus, within a Corporate Affairs or external affairs function as a Reputation, Public Affairs Brand management practitioner.
  • Experience of reputation issue and risk/issues management within an international, multi-stakeholder, multi-country environment.
  • Understanding of the key external industry and non-industry stakeholders in the relevant markets which relate to and impact on the retail sector (governmental, regulatory, political, NGOs, communities, agencies, industry bodies).
  • Strong track record of reputation and crisis management, development of tracking and monitoring systems
  • Experience of working in a Corporate Affairs function, managing public affairs programmes and stakeholder relationships and developing approaches to understanding stakeholder perceptions.
  • A deep understanding of the relationship between business, reputation and Corporate Affairs strategy, in particular managing large and diverse groups of stakeholders.
  • Results orientated, able to manage timely delivery in a challenging environment, and able to deal with rapid change, complexity and ambiguity. Able to deliver results through others.
  • Strategic thinker with ability to contribute to key communications and policy decisions by interpreting internal and external trends and changes.
  • Understanding of the key external industry and non-industry stakeholders which relate to and impact on the retail sector (governmental, regulatory, NGOs, communities, agencies, industry bodies).
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