PR & Content Activation Specialist

PR & Content Activation Specialist

The role runs the day-to-day press office, maintains proactive relationships with journalists and editors, manages media enquiries, product seeding, launches and press moments, and leads a flexible network of local PR freelancers and agencies. Success means high-quality, consistent earned coverage, stronger media relationships and well-executed activations that build cultural relevance, protect Hunkemöller’s reputation and strengthen authority around the topics the brand wants to own.

 

Main responsibilities: 

• Own the global PR strategy and press-office rhythm for priority brand, product and corporate stories, aligned with the Content Engine and annual marketing calendar.
• Develop clear PR plans, press releases, media pitches, Q&As, briefing documents and spokesperson materials that translate Hunkemöller’s message hierarchy into compelling earned-media stories.
• Build and maintain relationships with relevant journalists, editors, stylists and producers across fashion, lifestyle, business and trade media, with a clear focus on priority markets and titles.
• Manage the day-to-day press office, including media enquiries, interview requests, product information, image and sample requests, product seeding and follow-up.
• Plan and deliver traditional PR moments such as collection and campaign launches, press previews, desk visits, interviews, events and expert briefings, ensuring strong preparation and measurable follow-through.
• Join Content Engine planning from the start, working with the local agencies to identify which stories have earned potential and shaping them to be newsworthy, locally relevant, searchable and useful beyond social media.
• Collaborate on high-impact integrated activations, including cultural moments, expert platforms, editorial concepts, events and partnerships that can generate both credible coverage and reusable content.
• Build and manage a flexible market model using PR agencies and freelancers for local press-office support and media relationships.
• Create clear scopes, KPIs, budgets and ways of working for freelancers, agencies and external partners, while maintaining one consistent global narrative and professional press-office standards.
• Develop and manage selected publication partnerships that combine editorially credible storytelling, PR visibility, content creation, talent, events and agreed amplification, while protecting editorial integrity.
• Partner with Organic Social, Influencer Marketing, CRM, Web, Brand, SEO and Media teams to extend earned stories across the organic ecosystem without duplicating channel ownership.
• Support search and AI discoverability by securing clear, authoritative third-party coverage with consistent brand attribution, expert proof points and accurate information.
• Monitor coverage, journalist feedback, brand sentiment and emerging conversations; support issues and crisis communications with fast, consistent and evidence-based responses.
• Measure performance and turn results into clear recommendations, moving beyond reach and clipping volume towards media quality, message pull-through, authority, discoverability and business relevance.
• Guide and support an intern or junior resource where relevant.

 

Required skills & experience: 

• 2-3 years of hands-on experience in PR, press office, earned media or brand communications; fashion, lifestyle, retail or consumer-brand experience is preferred.
• Proven experience in media relations, journalist pitching, press releases, media lists, press materials, interview coordination, product seeding and press events.
• Earned-first strategy, brand and corporate storytelling, reputation and issues management, publication partnerships and integrated content distribution.
• Able to identify what is genuinely newsworthy, create a strong angle and adapt a global narrative for different media, markets and audiences.
• Excellent English copywriting and editing, with the ability to produce clear press materials, Q&As, briefing notes and spokesperson messaging; an additional priority-market language is an advantage.
• Experience delivering launches, previews, events, partnerships or culturally relevant brand moments from concept through evaluation.
• Confident in scoping and negotiating publication deals, agency and freelancer contracts, deliverables, usage rights and budgets.
• Working knowledge of media monitoring, social listening, analytics, SEO and how authoritative editorial coverage influences search and AI visibility.
• A confident relationship builder who can work effectively with journalists, spokespeople, internal specialists and external partners without formal authority.
• Structured, responsive and hands-on, able to maintain high press-office standards while prioritising fewer, higher-impact initiatives across multiple markets.
• Able to brief, challenge and support freelancers, agencies, interns and junior resources.

 

Hunkemöller strives to be a much loved, social & inclusive brand. A place where people love to work, are proud of the brand, and where we create true brand ambassadors. Working in a passionate, energetic, design-led and performance-driven environment where our key customer persona 'Shero' sits at the heart of everything we do. Hunkemöller is certified TOP EMPLOYER of the Netherlands 2024, which underlines our people initiatives and achievements. 

 

Together Tomorrow – Join a Retailer that's on the move to be better for our planet, better for people, better together! From diversity & inclusion, reducing waste, to product care and how we work with our suppliers, our Together Tomorrow initiative reflects what we do and helps drive change across our business. Ready to help us achieving our ambitious goals? Where ever you'll start working with us, if in Stores or our HQs, you can contribute! 

 

If you want to join our growing Hunkemöller headquarters team, apply with your CV or LinkedIn profile details (in English). In case of any questions, please contact our Recruitment team via [email protected]. 

The PR & Content Activation Specialist builds Hunkemöller’s reputation and visibility through a combination of strong traditional PR, earned-media relations and content activation. The role turns brand, product and corporate priorities into newsworthy stories, press materials and channel-ready angles, and coordinates their distribution across editorial media, relevant owned channels and strategic publication partnerships.

The PR & Content Activation Specialist builds Hunkemöller’s reputation and visibility through a combination of strong traditional PR, earned-media relations and content activation. The role turns brand, product and corporate priorities into newsworthy stories, press materials and channel-ready angles, and coordinates their distribution across editorial media, relevant owned channels and strategic publication partnerships.

The role runs the day-to-day press office, maintains proactive relationships with journalists and editors, manages media enquiries, product seeding, launches and press moments, and leads a flexible network of local PR freelancers and agencies. Success means high-quality, consistent earned coverage, stronger media relationships and well-executed activations that build cultural relevance, protect Hunkemöller’s reputation and strengthen authority around the topics the brand wants to own.

 

Main responsibilities: 

• Own the global PR strategy and press-office rhythm for priority brand, product and corporate stories, aligned with the Content Engine and annual marketing calendar.
• Develop clear PR plans, press releases, media pitches, Q&As, briefing documents and spokesperson materials that translate Hunkemöller’s message hierarchy into compelling earned-media stories.
• Build and maintain relationships with relevant journalists, editors, stylists and producers across fashion, lifestyle, business and trade media, with a clear focus on priority markets and titles.
• Manage the day-to-day press office, including media enquiries, interview requests, product information, image and sample requests, product seeding and follow-up.
• Plan and deliver traditional PR moments such as collection and campaign launches, press previews, desk visits, interviews, events and expert briefings, ensuring strong preparation and measurable follow-through.
• Join Content Engine planning from the start, working with the local agencies to identify which stories have earned potential and shaping them to be newsworthy, locally relevant, searchable and useful beyond social media.
• Collaborate on high-impact integrated activations, including cultural moments, expert platforms, editorial concepts, events and partnerships that can generate both credible coverage and reusable content.
• Build and manage a flexible market model using PR agencies and freelancers for local press-office support and media relationships.
• Create clear scopes, KPIs, budgets and ways of working for freelancers, agencies and external partners, while maintaining one consistent global narrative and professional press-office standards.
• Develop and manage selected publication partnerships that combine editorially credible storytelling, PR visibility, content creation, talent, events and agreed amplification, while protecting editorial integrity.
• Partner with Organic Social, Influencer Marketing, CRM, Web, Brand, SEO and Media teams to extend earned stories across the organic ecosystem without duplicating channel ownership.
• Support search and AI discoverability by securing clear, authoritative third-party coverage with consistent brand attribution, expert proof points and accurate information.
• Monitor coverage, journalist feedback, brand sentiment and emerging conversations; support issues and crisis communications with fast, consistent and evidence-based responses.
• Measure performance and turn results into clear recommendations, moving beyond reach and clipping volume towards media quality, message pull-through, authority, discoverability and business relevance.
• Guide and support an intern or junior resource where relevant.

 

Required skills & experience: 

• 2-3 years of hands-on experience in PR, press office, earned media or brand communications; fashion, lifestyle, retail or consumer-brand experience is preferred.
• Proven experience in media relations, journalist pitching, press releases, media lists, press materials, interview coordination, product seeding and press events.
• Earned-first strategy, brand and corporate storytelling, reputation and issues management, publication partnerships and integrated content distribution.
• Able to identify what is genuinely newsworthy, create a strong angle and adapt a global narrative for different media, markets and audiences.
• Excellent English copywriting and editing, with the ability to produce clear press materials, Q&As, briefing notes and spokesperson messaging; an additional priority-market language is an advantage.
• Experience delivering launches, previews, events, partnerships or culturally relevant brand moments from concept through evaluation.
• Confident in scoping and negotiating publication deals, agency and freelancer contracts, deliverables, usage rights and budgets.
• Working knowledge of media monitoring, social listening, analytics, SEO and how authoritative editorial coverage influences search and AI visibility.
• A confident relationship builder who can work effectively with journalists, spokespeople, internal specialists and external partners without formal authority.
• Structured, responsive and hands-on, able to maintain high press-office standards while prioritising fewer, higher-impact initiatives across multiple markets.
• Able to brief, challenge and support freelancers, agencies, interns and junior resources.

 

Hunkemöller strives to be a much loved, social & inclusive brand. A place where people love to work, are proud of the brand, and where we create true brand ambassadors. Working in a passionate, energetic, design-led and performance-driven environment where our key customer persona 'Shero' sits at the heart of everything we do. Hunkemöller is certified TOP EMPLOYER of the Netherlands 2024, which underlines our people initiatives and achievements. 

 

Together Tomorrow – Join a Retailer that's on the move to be better for our planet, better for people, better together! From diversity & inclusion, reducing waste, to product care and how we work with our suppliers, our Together Tomorrow initiative reflects what we do and helps drive change across our business. Ready to help us achieving our ambitious goals? Where ever you'll start working with us, if in Stores or our HQs, you can contribute! 

 

If you want to join our growing Hunkemöller headquarters team, apply with your CV or LinkedIn profile details (in English). In case of any questions, please contact our Recruitment team via [email protected].