Head of US Corporate Affairs
Primark USA is growing: A decade after it opened its first store, the international retailer now has 34 stores in 13 states and 17 further leases already signed. The Head of Corporate Affairs, US, will lead Primark's reputation and communications strategy in the US, spanning external and internal communications, public affairs, stakeholder engagement and strategic advisory. As Primark continues its expansion across the US, this role will be central to building brand awareness, affinity, and trust with external audiences and stakeholders while engaging consumers and colleagues across our stores, distribution centers, and offices.
What You'll Do
Communications strategy
* Develop and own clear and compelling internal and external narrative for Primark US based on US strategic priorities aligned to the overall Primark company narrative to build brand awareness and affinity with colleagues and consumers.
* Operate as trusted adviser to the head of market and US leadership team, providing support and strategic counsel on all issues directly impacting the trust and reputation of the Primark business and stakeholders.
* Identify key areas of risk and opportunity for Primark across key stakeholders in its operating environment and build these into a proactive strategic communications plan for Primark, with the objective of building awareness of the Primark business, brand and strategy for growth.
External communications
* Partner with Marketing US team to build and deliver one integrated US brand strategy combining marketing and comms with shared objectives.
* Develop and deliver Primark US's external communications strategy to support overarching US brand strategy.
* Identification, training and oversight of US spokespeople across all business areas and channel, aligned with US and global narratives. Day to this, this includes training and preparation of all Primark colleagues speaking to any media on behalf of Primark, and accountability to Primark global media policy on external media engagement.
* Develop and deliver Primark's US stakeholder strategy across policy makers, industry bodies, corporate and consumer media.
* Own and deliver external communications activity to build awareness of Primark, uncover stories that build brand affinity, crisis and issues, reputation and risk management.
* Run a best-in-class 24/7 press office function, proactive and reactive, mapping and building trusted relationships with key regional and national media, managing and influencing them to build awareness of Primark with US shoppers and enhance the reputation of the business in market.
* Work with marketing team on brand campaigns and brand activations to drive storytelling, build reputation, and increase awareness through earned media. To include external press and comms environment to identify business and consumer news story opportunities within the US market, to feed into building one aligned media strategy that maximizes opportunities to build Primark's brand, profile and reputation.
* Deliver external corporate and consumer regional press activity and press releases in market for new stores, as defined by NSO playbook, including handling all on-site press visits and interviews for spokespeople.
* Work with Fashion Communications team with product and fashion PR earned media opportunities and paid broadcast opportunities to draft and review messaging to ensure consistent narrative and messaging across the brand.
* Provide strategic counsel on reputational issues and crisis situations, 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.
* Co-lead in-market PR agency relationship to agree key accountabilities in market and identify any potential areas of overlap.
* Work closely with central CA function to ensure alignment across key issues and topics that impact the overall Corporate growth and equity narrative
Internal Comms and Engagement
* Lead internal communications strategy for the US, ensuring colleagues across all locations are informed, engaged, and inspired by Primark's purpose, strategy, and values.
* Partner with leadership to design and deliver communications that support business priorities, store openings, change management, and culture-building.
* Create and manage channels, content, and campaigns that celebrate colleagues, strengthen engagement, and ensure a two-way dialogue between leadership and teams across office and retail.
* Align US internal communications with global corporate communications, ensuring consistency while reflecting the needs of US colleagues.
* Elevate US stories to global colleague community
* Lead all inclusion and community impact campaigns for the US market
* Employer brand - support content creation for storytelling internally and externally
* Crisis and emergency communications channel ownership
Public Affairs, Policy and Stakeholders
* 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 to drive advocacy and build Primark's reputation
* Shape and implement Primark's US public affairs and policy strategy, monitoring federal, state, and local developments that affect retail, trade, labor, and sustainability.
* Build and maintain trusted relationships with policymakers, regulators, trade associations, NGOs, and advocacy groups.
* Represent Primark in external forums and coalitions on issues such as supply chain transparency, sustainability, and responsible retail.
* Collaborate with internal teams (legal, sustainability, sourcing, operations) to ensure policy positions are aligned with both US market priorities and global commitments.
* Develop and lead US stakeholder engagement programs, fostering relationships with community partners, NGOs, industry associations, and advocacy groups.
* Amplify Primark's community investment and sustainability programs, ensuring external stakeholders understand and recognize Primark's contributions.
* Provide regular insights to US leadership and the Global Corporate Affairs team on stakeholder sentiment, reputational risks, and emerging issues.
What You'll Get
We're committed to your success and will provide you with an onboarding period in Primark's other U.S. trading areas. Here, you'll be empowered to succeed. As we rapidly expand across the globe, we'll give you the tools that you need to excel. We'll also offer you competitive benefits and work life balance - we know your life outside of the store is important.
What You'll Bring
* Experienced corporate affairs professional with minimum 12 years' experience
A track record of operating within complex, very fast‐moving consumer goods or retail businesses
* Experience in working within a decentralised group structure.
Strong appreciation of business fundamentals and business strategy and development
* Strong influencing skills with proven ability to develop trusting advisory relationships at most senior level of the organisation
* Sound judgement and strong analytical skills with a proven ability to cut through complexity and identify the critical issues
* Excellent all-round communications skills
* Fluency in English
* 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
* Proven experience of crisis communications and acute, fast-moving issues management
* 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
* Open and approachable with a positive can-do, no bullshit attitude
* Team player who builds rapport and is unafraid of getting their hands dirty
Excited? Good. Because it's energising to put your skills to work, in a growing global business committed to helping people express themselves - and feel a sense of belonging.
We encourage all our people to grow, learn, and develop, and we can't wait to see how you'll positively impact colleagues in this role. Apply to join as a People & Culture Advisor and be welcomed to the world of Primark.
The pay range for this role is: $150,000 - $230,000
This is a good faith estimate of the minimum and maximum we would pay for this role at the time of this posting. The base pay rate offered will account for internal equity and may vary depending on the candidate's geographic region of work, job-related knowledge, skills, and experience, among other factors.
Our fashion isn't one-size-fits-all and neither is our culture. Primark promotes equal employment opportunity, we strive to create an inclusive workplace where people can be themselves, access opportunities and thrive together. Excited? Good. There's real accountability and ownership here as you shape your store, team's futures, and steer sales. It's energizing to put your skills to work, in a growing local and global business committed to helping people express themselves- and feel a sense of belonging. Because you thrive outside your comfort zone. Apply today to start your Primark journey!
Primark is an equal opportunity employer. Primark does not discriminate against applicants or employees on the basis of race, color, religion, sex, disability, age, sexual orientation, gender identity, national origin, veteran status, genetic information, or any other characteristic protected by law. Primark is committed to providing access, equal opportunity, and reasonable accommodation for individuals with disabilities in employment. To request reasonable accommodation to participate in the job application or interview process, please email USACareers@primark.com with your request. This email is not for general employment inquiries or correspondence. We will only respond to those requests that are related to accessibility of the online application system due to a disability.
REQ ID: JR-4761
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