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Digital PR Lead
2 weeks ago
**About the role**
At Black & White Zebra our publications are the cornerstone of our company. Through engaging videos, award-winning podcasts, smart thought leadership, and helpful educational content, we help professionals win at work and build thriving communities along the way.
We're now looking for someone to take our online coverage and domain authorities to the next level. In this strategic, hands-on role, you’ll build and scale a digital PR engine that earns high-value backlinks, top-tier media coverage, and enduring brand authority. You’ll turn content, commentary, and insight into earned influence—cementing BWZ as a trusted voice in the future of work.
As our Digital PR Lead, you will work across teams to brainstorm and execute large, flagship digital PR campaigns, as well as smaller, data-driven content pieces and timely, newsworthy stories. Everything you do will strengthen domain authority, boost E-E-A-T, and build our brands.
**Who you are**:
- A** relationship-driven networker**with a proven ability to secure placements by leveraging a strong network of top-tier and niche news/media companies and by building relationships across internal teams to turn expert voices into media placements.
- A **strategic planner** who develops and executes annual, quarterly, and rapid-response digital PR roadmaps, backed by competitive and industry research to fulfill a unique value for our readers and in support of SEO and brand authority goals.
- A **creative strategist** who consistently earns coverage through creative brainstorming, smart storytelling, and to tune into cultural relevance and find fresh angles. You have a sharp sense of what's valuable to both readers and journalists, and you have an ability to pivot when necessary and refine pitches—and it shows in your results.
- A **self-sufficient campaign driver** who brings proactive ideas and acts on them—keeping an eye towards growth and turning insights into action without waiting to be told what to do.
- A **trend-savvy media strategist** who spots cultural moments early, monitors platforms like Quora, Reddit, TikTok, and LinkedIn, and knows how to insert brands into timely conversations with a clear, authentic angle.
- A **performance-minded leader** who measures success by the coverage, reputation, traffic and backlinks they generate—and who’s eager to raise the bar.
**What you'll be doing (responsibilities)**:
- ** Own digital PR communications** across all BWZ publications and brands, acting as the main point of contact between our content/digital PR team and external media.
- Own **digital PR strategy** in the short-term and long-term, from ideation to execution with the goals to generate high-value backlinks, top-tier media coverage, and brand mentions across mediums.
- Create and maintain** outreach calendars** and campaign roadmaps for each publication, aligning with cross-functional teams on assets needed for campaigns.
- ** Craft compelling, personalized pitches** tailored to target journalists and outlets across tech, business, lifestyle, and industry-specific verticals.
- ** Build and manage media/outreach lists** of journalists, editors, influencers, and podcast producers across relevant beats.
- ** Train and coach** editors, contributors, and SMEs to recognize and act on PR opportunities—making digital PR a team-wide advantage.
- ** Monitor and report on campaign success** using a mix of SEO and PR metrics to optimize and scale what works.
**How your success will be measured**:
- ** High-quality backlinks earned**: # of backlinks earned per campaign and quarter and average DA of backlinks
- **Top-tier media coverage and brand mentions**: # of BWZ brand mentions in top-tier/niche publications/month (80+ DA for top-tier media/referral traffic for niche publications)
- ** Pitch success rate**: % of pitches that receive engagement/responses
- ** Domain Authority growth**: Semrush DA/Ahrefs DR increase per site / month
- ** Referral traffic**: Traffic driven to BWZ sites from media placements and backlinks
- ** Output & velocity**: # of campaigns launched per quarter, # of timely journalist opportunities responded to / month, # of quote placements / month
**Your skillset includes**:
- Experience in Digital PR, Media Relations, or SEO Content Marketing
- A **digital portfolio** with a proven track record of earning backlinks and media placements through both proactive and reactive digital PR
- Strong writing skills—you can distill complex stories into **punchy, persuasive, media-ready pitches**:
- A **deep understanding of how PR supports SEO**, including experience with link tracking, domain authority, and referral metrics
- Proficiency in tools like **BuzzStream, Muck Rack, Ahrefs, Google Analytics, and media request platforms**:
- Comfortable running multiple outreach campaigns simultaneously, managing priorities and measuring what works
- Experience working with or in **media-focused content brands**, ideally in **B2B or p
