Press Relations Manager (EMEA)

Press Relations Manager (EMEA)

London, United Kingdom (On-site)

Our Company

Pixi Beauty is one of the fastest-growing independent beauty brands, recognised globally for its skincare-led makeup, glow philosophy and founder-driven storytelling. Available in over 60 countries across key European retailers including Boots, Douglas and Sephora, Pixi continues to build long-term brand equity through earned media, credible press relationships and culturally relevant narratives.

We are seeking an experienced Press Relations Manager to lead Pixi’s earned media strategy across Europe, with direct market ownership in priority territories and oversight of European agency partners. This is a senior, relationship-led role focused on impact, consistency and measurable results across markets.

The Role

The Press Relations Manager is responsible for directly managing earned media across Pixi’s core European markets while ensuring strong performance, alignment and accountability across additional European agency-led territories.

This role sits at the intersection of brand storytelling, founder visibility and product credibility, ensuring that press coverage is strategic, consistent and KPI-driven. The focus is on earned editorial and broadcast opportunities, not paid partnerships with publishers, with a clear emphasis on building long-term media relationships and delivering measurable outcomes by market.

Key Responsibilities

European Press Relations (Direct Market Management)

• Directly manage earned press activity across UK, France, Germany, Netherlands and Spain

• Lead press strategy, outreach and relationship development within each priority market

• Secure high-quality editorial coverage across print, digital, online and broadcast media

• Own pitching for product launches, seasonal moments, brand storytelling and founder-led narratives

• Maintain senior-level relationships with editors, journalists, producers and media decision-makers

• Identify and develop new opportunities across evolving media landscapes, including broadcast formats

• Manage and coordinate press sample send-outs across priority European markets in line with launch calendars and press strategy

Broadcast and Media Opportunities

• Proactively identify and secure broadcast opportunities across European TV, radio, podcasts and digital video platforms

• Position Pixi’s brand story, founder voice and product innovation for European broadcast audiences

• Prepare briefing materials and talking points to support founder and spokesperson appearances

• Ensure broadcast activity aligns with wider press strategy and market priorities

Earned Media Strategy and KPI Ownership

• Define and own earned media KPIs by European market, aligned with global PR objectives

• Track performance across coverage volume, quality, reach and strategic impact

• Ensure each market delivers against agreed targets and priorities

• Use performance insights to refine strategy and inform future planning

• Maintain clear visibility of results for senior stakeholders

Brand and Founder Storytelling

• Ensure brand and founder features are central to press strategy across European markets

• Balance product mentions with broader brand narratives and long-term storytelling

• Identify opportunities that elevate Pixi beyond product-led coverage

• Partner with internal teams to align messaging and timing

European Agency Management

• Oversee PR agencies across additional European territories

• Set clear objectives, briefs and KPIs for each agency market

• Ensure consistency in messaging, coverage quality and strategic alignment

• Review performance regularly and provide clear direction and feedback

• Act as the central point of coordination between internal teams and agencies

Cross-Functional Collaboration

• Work closely with marketing, influencer, education, retail and digital teams • Align press activity with European launch calendars and key brand moments • Support press events, editor briefings and brand activations where relevant • Act as a senior brand ambassador for Pixi

KPIs and Success Metrics

Success in this role will be measured against clearly defined earned media KPIs, tracked monthly, quarterly and seasonally by market. The Press Relations Manager is accountable for delivering the following targets across priority European markets.

Product and Editorial Coverage (Monthly Targets)

• 12 digital product placements per month

• 4 print product placements per month

• 1 dedicated product feature per month

• 2 listicle inclusions per month 

• 5 organic social media editorial placements per month

New Product Launches

• 20 earned editorial pieces per SKU within the first 90 days of launch Coverage may include digital, print or listicle formats

Brand and Founder Coverage

• 2 brand features per quarter focused on Pixi’s identity, values or positioning

• 2 founder features per quarter spotlighting Petra Strand through interviews or editorial coverage

• 1 expert commentary placement per month featuring Pixi spokespeople

Broadcast and High-Impact Media

• Ongoing delivery of broadcast coverage across European TV, radio, podcasts and digital video platforms in line with monthly earned media output

Seasonal Earned Media

• Gift guide inclusion delivered during key seasonal periods, primarily October to December

• Seasonal KPIs apply only during relevant trading windows

Agency and Market Performance

• Agency-managed European markets are expected to deliver against the same KPI framework, with performance reviewed regularly

Experience and Qualifications

• 5+ years of PR experience within the beauty industry, brand or agency side

• Proven experience directly managing earned media across multiple European markets

• Strong understanding of the European beauty and lifestyle media landscape

• Demonstrated success securing editorial and broadcast coverage

• Experience managing European PR agencies

• Comfortable owning KPIs, targets and market-level accountability

• Excellent written and verbal communication skills

• Highly organised and strategic

• Experience working with founder-led brands preferred