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PR and Mischief Lead (UK & Football) - 2821


PR and Mischief Lead (UK & Football)

  • Primary Location:
    Hammersmith Office, Remote
  • Contract Type:
  • Employment Basis:

Flexible Working

(when applicable)

Shares Plan

Careers Progression

Global Mobility

Ongoing Learning

Pension Scheme

Health Insurance

Pizza and Drinks Fridays

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The Role...

Have you demonstrable experience of producing, writing and distributing press releases or new stories within a fast-paced environment?

Do you have PR experience? 

You would be accountable for the generation of original, sharp-witted ideas that land coverage for Paddy Power. These should always ladder up to our brand drivers: being sharp witted, on the ball, daring and one of your mates.

Your key focus is to generate coverage for Paddy Power action that is already strategically mapped out in the brand team building on our Play Away proposition. For example, priorities for this team are Football in the UK and Ireland, the Premier League, Champions League and all major Tournaments like the Euros and World Cup.

Central to your role is building a coverage plan for these key events, how they can be amplified through PP channels and mainstream media, and of course thinking outside the box to make the brand news worthy. It's about scale and impact.

Now embedded in the brand there is a refined focus for this role on what's important to Paddy Power: to guide on landing PR and mischief ideas aligned to these strategic brand goals rather than solo mischief missions.

This will, of course be done with a familiar took kit: from punchy press release to big ideas, but now working as a tighter unit with the support of the brand team and agencies and briefing as one. Your job is not to be a press release monkey (for which you will have agency support).

What you'll be doing...

  • Be Mischievous: In 2021 we want to get back to landing some big, memorable stunts in order to stand outside our category. You'll be the guide on brief right through to execution, as we create talkability in a way only PP can. We also need you to be all over the smaller tactical opportunities and decide what's truly important.
  • Hijacking the news: You will guide our UK PR agency (and Irish agency where applicable for football) to craft compelling press releases but only when it matters to land coverage. Your job is not to churn out the releases but to guide our agencies on what's important. The bigger picture is landing our campaigns through the line and getting coverage for original ideas that spin off our brand priorities.
  • Talk like Paddy: Communicate – both in written and verbal form – in the brand tone. Whether that's when you're overseeing PP columns, a press release quote attributable to Paddy Power, or off-the-cuff while appearing on television or radio.
  • Make friends and influence people: Because, let's face it, that's what PR is. You'll be expected to have – or quickly generate – a contacts book of who's who in journalism. Whether that's through a full-on hospitality day at Cheltenham or Wembley or simply proving a responsive and reliable contact, you'll be responsible for keeping tabs on who we need to know, and who we need to blow our entertainment budget on.
  • Generate ideas: Because a contacts book isn't always enough to land coverage. This will primarily consist of sharp-witted activations, whether that be major mischief before the Euros, or more regular ‘mini-Mischief' pieces. But you could also serve up: a smart and reactive press ad, a brilliant editorial piece for Paddy Power News, a funny social video, or an activation in our retail estate.
  • And take the best from elsewhere: You'll need to be friends with agencies – that's inevitable. Your contacts here should be bringing you their finest ideas and first.
  • Measure performance: It is essential that you can communicate with the rest of the business on all PR actions.

What you'll need...

Have you demonstrable experience of producing, writing and distributing press releases or new stories within a fast-paced environment?

Do you have PR experience? 

Do you understand journalists, knowing ideas, and knowing our customers. We'd expect you to be able to demonstrate how you've acquired said knowledge and experience.

Do you have numerous examples that show case their creativity and idea generation?

  • Reactive worker: Given how madcap the news agenda is in 2021, you'll need to be nimble in reacting to breaking news stories – having demonstrable experience in this respect would be beneficial.






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Betfair, Winslow Road, London, Greater London, United Kingdom, SW11 1TN

This is who we are

Paddy Power Betfair is an international sports betting and gaming operator, with a market-leading presence in the UK and Ireland, as well as a range of operations across Europe including Romania, Portugal and Malta.

We are online-led, mobile-led and sports-led: and our proprietary technology, unique products and innovative marketing all combine to offer a superb experience to our five million customers worldwide.

Our spirit, talent and ambition has taken us into the FTSE 100 index of the London Stock Exchange and we now employ over 7,000 people in sixteen locations across the globe; from Dublin to Los Angeles, and London to Melbourne. Our culture rewards innovation, teamwork and we like to stay fast-moving in a dynamic industry.

On a larger scale

We are part of Flutter Entertainment, a global sports betting, gaming and entertainment provider for over thirteen million customers worldwide.

Established in 2019, Flutter merged with The Stars Group in 2020. As the parent company Flutter Entertainment now has a host of brands that sit under it including Paddy Power and Betfair (PPB), Sky Betting and Gaming, PokerStars, Full Tilt Timeform, oddchecker, Sporting Life, SportsBet, Bet Easy in Australia, FOX Bet, TVG and FanDuel in the US.

Across the globe, Flutter employs over 14,000 people across more than 40 offices and over 600 retail sites. We pride ourselves on being a responsible operator, committed to making a positive contribution to the communities we operate within.

This is your Challenge

  • Delivering product at scale for over 5 million customers, 99,9% of transactions in less than a second
  • Our systems process more than 7 million transactions every day (more than all the European stock exchanges combined)
  • Deliver high transitional products, serving more than 2.5Bn calls a day
  • Diverse and up to date technical landscape to explore, leverage and innovate
  • The products you’ll develop will comply with ambitious uptime targets: less than 50 minutes downtime expected per year
  • Continuous Integration, Deployment and Testing