Earned Media & UK PR Lead - Growth & Impact

HAYPP GROUP

We address one of the world's biggest problems - how to end smoking. There are 1.1 billion smokers in the world, and around 8 million people die every year from smoking-related diseases. Our goal is to significantly reduce these numbers, save lives and inspire people to choose smoke-free alternatives. How? By offering alternative nicotine products online.

Haypp Group is one of the Nordics' leading e-commerce groups with eleven store brands, present in seven countries, serving more than 1 million active consumers. Through brands such as Snusbolaget.se , and , we sell nicotine pouches, Swedish-style snus and disposable vapes online. With our headquarters in Stockholm, we are around 300 team members - mainly, but not exclusively, based in Sweden.

We are an innovative and fast-moving company on an exciting expansion journey, with the US and UK as key priority markets as we continue converting smokers to smoke-free alternatives globally.

THE ROLE

We are now looking for a Senior Manager - Earned Media / PR UK to take ownership of our earned media strategy in one of our most important markets. This is a key role where you will shape how Haypp Group is perceived in the UK - from driving media relations and public conversation to strengthening brand visibility and supporting commercial growth. You will be part of our UK business unit while also collaborating closely with a group of experienced PR specialists across all Haypp markets.

As Senior Manager Earned Media UK, you will be responsible for defining and executing our earned media strategy in the UK. You will work hands-on with PR, media relations and digital PR, while also ensuring alignment with our overall business and brand strategy. You will play a central role in managing our public image, strengthening our brands and driving conversations on topics that impact our business and consumers.

We love collaborating in person, so we will gather in the office Tuesday to Thursday in Vauxhall, London, where the team thrives together.

Key responsibilities:

• Define and execute the earned media strategy in the UK

• Drive brand visibility and manage Haypp Group's public image

• Lead media relations and build strong relationships with key UK media

• Manage earned media activities across our UK brands, ensuring alignment with strategy and messaging

• Support marketing initiatives across multiple channels through PR and communications

• Drive opinion and public debate on relevant societal and industry topics

• Work hands-on with and direct external PR agencies to ensure delivery against objectives

• Leverage the connection between paid and earned media (e.g. sponsorships) to maximise impact

• Analyse media performance and optimise activities based on insights
  

WHAT WE'RE LOOKING FOR

We believe you are a strategic and hands-on PR professional with a strong interest in digital PR, public affairs and brand communication. You enjoy working in a fast-paced environment, are curious about new technologies such as AI, and have a genuine interest in societal topics and making a positive impact.

You likely have:

• 5+ years of experience in PR and earned media, preferably within e-commerce or regulated industries

• Proven experience in PR strategy and execution in the UK market

• Strong experience managing media relations and external PR agencies

• Solid understanding of digital PR, link building and how PR connects to SEO

• Excellent writing and content creation skills

• Strong project management skills and ability to handle multiple priorities

• Analytical mindset with experience working with media metrics and insights

• Good understanding of the UK market and media landscape

• Fluency in English (written and spoken)

• A relevant academic degree (e.g. Communications, Economics, Law or Social Sciences)

Bonus if you have:

• Experience within opinion forming, public affairs, politics or policy

• Experience from nicotine or other regulated industries

• Additional language skills

• Advanced reporting and analytics capabilities
  

WHY JOIN HAYPP GROUP?

• A key role with real impact on how we position ourselves in the UK

• Opportunity to shape and drive earned media in a growing international company

• Work closely with experienced PR professionals across multiple markets

• Be part of a company contributing to a positive societal change

WHAT WE OFFER

We are a value driven company with our values We team up, Innovation Drives Us, Inclusion and Non-Hierarchy and Going the Extra Mile at the heartbeat of everything that we do. With us you can always expect to get help from people who want to achieve things together and to be able to speak your mind in every social constellation you are part of. We highly value all ideas no matter where they come from, and we are not afraid to try new things out. We are also welcoming, inclusive and everyone at Haypp Group has a voice. In addition, we seize opportunities by putting in hands-on, hard work and celebrating when we reach our goals. With us, you should always feel safe, appreciated and valued but at the same time challenged and excited.

SEND US YOUR APPLICATION TODAY!

If this sounds like a place where you would like to contribute and grow, we would love to hear from you. Haypp Group is committed to equality and diversity. We welcome applications from all qualified individuals regardless of background. If you have any questions about the role, feel free to reach out to our recruiter Anna Persson at .