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Head of Communications

Role: Head of Communications

Purpose of role: To lead on the development and delivery of Primark’s group corporate affairs strategy in UA, operating as a key adviser to the US, to help Primark, and in turn ABF, earn and keep the trust and reputation it needs with internal and external stakeholders in order to support the business’s strategy for growth in the market.
Reports to: Director of Corporate Affairs
Location: US

Communications strategy
  • Operate as key adviser to the MD, providing support and strategic counsel on all issues directly impacting the trust and reputation of the Primark business.
  • Develop a clear and compelling narrative for Primark, based on the strategic priorities of the Group Corporate Affairs function, amending and adapting for the local market where appropriate
  • Work with insights to identify key areas of risk and opportunity for Primark in market, use those insights to inform all in-market communications and track progress, adjusting approach as appropriate
  • Develop and deliver a proactive strategic communications plan for Primark, with the objective of building awareness of the Primark business, its products and strategy for growth and, its approach to making more sustainable and fair fashion affordable for all.

External communications
  • Create a best-in-class 24/7 press office function, proactive and reactive, working closely with the Director of External Communications, building trusted relationships with key regional and national media, managing and influencing them to build awareness of Primark and enhance the reputation of the business
  • Lead development of relationships with the key stakeholders, pressure groups, industry bodies, influencers (to include political, industry, ethics and sustainability) and businesses in the market in order to drive advocacy and build Primark’s reputation
  • Own and deliver external communications activity in market including strategy, campaigns to build the reputation of Primark
  • Identify news story opportunities within the market, tapping into key regional issues and debates to maximise opportunities to build Primark’s reputation.
  • Anticipate, report and mitigate reputation risk across media, key stakeholders and digital channels
  • Build a highly effective reactive communications function, designing an issues and crisis management plan in market, in order to anticipate, mitigate and manage reputational risk, setting up clear process with fashion comms and brand to ensure we respond in a timely manner on all reputationally critical issues, with a consistent tone of voice and messaging across all channels.
  • Review in-market PR agency relationship, coordinating with fashion comms and brand marketing to agree key accountabilities in market and identify any potential areas of overlap.
  • Provide insight on the market to group Corporate affairs team, ensuring the story is brought to life and represented through all group channels and communication materials, including ABF investor and financial materials

Internal communications
  • Work hand-in-hand with Director of Internal Communications and Employee engagement to deliver Group internal communications strategy in market
  • Build strong working relationships with P&C lead in to build fresh communications plans to engage colleagues in key local initiatives
  • Develop and deliver effective communications plans around high-impact change programmes in market, taking insight and evidence to shape the story and deliver the key messages in order to drive the changes in behaviour needed to support the strategy
  • Create and deliver personalised colleague communications plans for the local MD which bring to life key strategic priorities in authentic and engaging way in market

Essential Knowledge, Skills and Experience:
  • Experienced corporate affairs professional with minimum 12 years’ experience
  • A track record of operating within complex, very fastmoving consumer goods or retail businesses
  • Strong appreciation of business fundamentals and business strategy
  • Strong influencing skills with proven ability to develop trusting advisory relationships at most senior level
  • Sound judgement and strong analytical skills with a proven ability to cut through complexity and identify the critical issues
  • Proven media handler with established network of media relationships,a comprehensive understanding of the evolving multi-channel media landscape and experience of operating in leading spokesperson role
  • Sound judgment and strong analytical skills with ability to cut through complexity
  • Credibility and confidence to act as an effective ambassador for the business in a range of different high-profile situations
  • The ability to maintain composure and operate effectively under pressure
  • Familiarity with data and insight-led approach to campaign building

Employment
  • Full-time
    • Customer Focus
    • Teamwork
    • Communication & Influence
    • Quality Focus
    • Commercial Acumen
    • Analytical Thinking & Problem-Solving Skills
    • Planning & Organisation
    • Focus & Drive
    • Leadership & Motivation
    • Developing Self & Others
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  • Communications and PR, Boston, Massachusetts, United StatesRemove