Head of Content and PR

Castore

  • Manchester
  • Permanent
  • Full-time
  • 1 month ago
Castore exists for one single reason – to make athletes better. Our ethos is built upon the philosophy of BETTER NEVER STOPS, an ideal deeply infused in our DNA and something we strive to live every single day. We utilise advanced engineering and unique technical fabrics to create the highest quality sportswear in the world for athletes who demand the very best. Designed with a passion for innovation with specialist features to help to optimise athletic performance in all conditions.The founders’ vision is to build Castore into a brand respected across the globe for a deep and unrelenting commitment to engineering the highest quality sportswear in the world, with no stone left unturned in its search for innovation and performance enhancement.The sportswear market has been dominated by a small clique of mass-market brands and the vision is for Castore to be a premium alternative to these, the natural brand of choice for discerning athletes who demand the very best.The RoleAs a dynamic leader and a ‘creative do-er’, you will relish the opportunity to get your hands on some of sports most iconic partnerships and a fast-growing sports brand.This role is accountable for creating Castore’s ‘always-on’ content creation, from strategy to execution. You’ll take a channel agnostic view to content ideation, and a multi-channel approach to tailoring your execution for a broad set of owned, earned & paid channels.With a wealth of content opportunities through our sponsorship contractual rights, you will identify and capture rich content which does our brand partnerships justice.You will create and own the implementation of a content calendar, delivering output that aligns to our brand narratives, and use performance data to iteratively shape improvements.You are a natural teammate, working hand-in-glove with your peers in brand management, sports marketing, CRM, performance marketing, product creative & production. You know how to collaborate, how to pitch ideas, how to set the bar and above all how do deliver brilliant content output.You are an obsessed sports fan, and most likely the one person in the team who knows the seasonal fixture list better than anyone. As our chief storyteller, this is an essential trait – you are our finger on the pulse of sports culture.From social feeds and PR headlines to brand & product campaigns, you will implement and manage a unified, insight-driven content strategy that reaches, engages, converts, and inspires advocacy. You’ll lead the delivery of PR, Social and Influencer strategies while collaborating closely with other marketing, product, and community stakeholders to scale what works.Critically, you will deliver compelling content across the full customer journey ensuring synergy across all channels and grows the current Castore social base at speed.It’s important to note that Castore is a fast-paced company, and sports marketing content creation & posting regularly spans weekends (as is the nature of sport). In return for your commitment at weekends, we will always endeavour to help you get time back to balance work & personal life during the week.Responsibilities
  • Support the Marketing Director to lead in the development of a rich content strategy that drives brand visibility, engagement, and supports conversion.
  • Define what great content looks like for our brand, ultimately cracking the formula for content that performs and earns advocacy
  • Experiment across formats and mediums (video, social, editorial) to find what resonates with different audiences, across different channels.
  • Champion storytelling excellence across all touchpoints, including social, PR, emails, journal and more.
  • Demonstrate and measure the business impact of content, with a clear link to commercial objectives.
  • Support the Marketing Director to set the Castore Social strategy - Maintain an active and engaging “Always-on“ social strategy
  • Develop and manage the Castore Influencer & Seeding programme
  • Content production – Always on proactive, reactive, planned social content
  • Manage the Social and Influencer budget
  • Manage our PR agencies – reputation and crisis comms & consumer PR; set KPI’s; analyse impact; report back to key stake holders; drive product place and contextual PR; activate with impact
  • Support Internal PR & comms
  • Community management
  • Set the Castore TOV and associated copy guide
Multi-Channel Campaigns, Content Planning, and Distribution
  • Supporting the Marketing Director, plan and deliver high-impact content, multi-channel content that drive awareness, consideration, and growth.
  • Build a content framework that maps the right messages to the right moments, formats, and surfaces across the customer journey.
  • Ensure high-performing content is repurposed and distributed effectively across all relevant owned, earned, and paid channels.
  • Maximise the utilisation of content from Castore’s partners
  • Oversee the reactivity across channels to key sporting moments
UGC, Talent & Advocacy
  • Lead our influencer & gifting strategy – building a passionate community through UGC, testimonials, and ambassador-led storytelling.
  • Build and scale a structured talent/ambassador programme that empowers members to become brand champions and content creators.
  • Design systems and incentives that make it easy and rewarding for members to share their stories.
Leadership & Team Management
  • Line-manage the Content and PR manager & Content & PR Executive – develop, inspire and motivate the team
  • Set high standards for content craft and creative ambition, while supporting team development and growth.
  • Foster a culture of collaboration and excellence within the Brand & Content function.
Brand Strategy, Partnerships & Cultural Relevance
  • Identify and lead content-forward brand partnerships that enhance reach, relevance, and impact
  • Stay attuned to culture and trends, ensuring our content is resonant, timely, and differentiated
  • Work with internal teams and external partners to execute high-impact, narrative-led creative campaigns celebrating our Pro Sport partnership and mainline offer
Cross-Functional Collaboration & Agency management
  • Management of our PR agencies – Consumer, Business and Crisis PR
  • Management of the Copy agency to ensure content strategy is executed in line with brand tone of voice and messaging
  • Collaborate fiercely with the creative & paid team to bring content to life visually across paid and owned channels
  • Partner with the Product Design Director to ensure a consistent experience between brand content and product design & to tell rich story telling about our product design and technologies
  • Work with the CRM team to ensure content strategy is aligned across campaigns, onboarding journeys, and always-on email comms
  • Collaborate with key sporting partners to seek content opportunities and material is acquired and created
Skills & Experience·Proven experience leading content teams in high-growth consumer environments·Deep expertise in content strategy and storytelling, with a clear understanding of what drives engagement, conversion, and loyalty·Experience executing full-funnel campaigns across a mix of media, including ATL and digital channels·Excellent editorial and creative instincts, with fluency in multichannel planning·Experience running talent, UGC, or ambassador programs - and turning members into influential advocates·Comfortable using performance insights to inform and evolve content strategy·Track record of producing content that cuts through and builds emotional resonance·Excellent creative judgement, leadership, collaboration, and communication skills·Flexibility to work evenings and weekends·Capability to work independently·A passion for sport·Excellent interpersonal, written and verbal communication skills·Ability to develop and build effective relationships – team player·Positive can – do attitude with initiative·Thrive in a fast pace environment·Proactive and can capitalise on commercial opportunities·Excellent organisational and analytical skills·Understanding of key Marketing functions·Availability to travel occasionally, nationally and in EuropeWhat We Offer
  • Competitive salary
  • Discretionary bonus scheme
  • 25 days annual leave (plus bank holidays)
  • Modern city centre offices in Manchester
  • An opportunity to work with global sporting partners
  • Office breakout space with pool tables, dart board and TV’s
  • A chance to build a career with a fast paced, high growth brand
  • Employee assistance programme
  • Generous staff discount
Castore exists for one single reason – to make athletes better. Our ethos is built upon the philosophy of BETTER NEVER STOPS, an ideal deeply infused in our DNA and something we strive to live every single day. We utilise advanced engineering and unique technical fabrics to create the highest quality sportswear in the world for athletes who demand the very best. Designed with a passion for innovation with specialist features to help to optimise athletic performance in all conditions.The founders’ vision is to build Castore into a brand respected across the globe for a deep and unrelenting commitment to engineering the highest quality sportswear in the world, with no stone left unturned in its search for innovation and performance enhancement.The sportswear market has been dominated by a small clique of mass-market brands and the vision is for Castore to be a premium alternative to these, the natural brand of choice for discerning athletes who demand the very best.

Castore