Digital PR Lead

📌 Core Information

🔹 Job Title: Digital PR Lead

🔹 Company: Legend

🔹 Location: London, England, United Kingdom

🔹 Job Type: Full-time

🔹 Category: Marketing & PR

🔹 Date Posted: July 28, 2025

🔹 Experience Level: Mid-level (2-5 years)

🔹 Remote Status: On-site (London office)

🚀 Job Overview

Key aspects of this role include:

• Developing and executing innovative Digital PR campaigns to drive high-authority backlinks and organic visibility.
• Collaborating with cross-functional teams (SEO, content, marketing) to align campaign activity with broader brand and business goals.
• Building and maintaining relationships with key media contacts across the US and Canada.
• Contributing to the creative and strategic direction of a newly formed Digital PR sub-team.

ASSUMPTION: This role requires a strategic mindset, excellent writing skills, and the ability to work independently while collaborating effectively with teams.

📋 Key Responsibilities

✅ Deliver high-authority backlinks from top-tier media through innovative, search-informed campaigns that support organic visibility and help the brand outperform competitors.

✅ Contribute to the creative and strategic direction of a newly formed Digital PR sub-team by helping to refine campaign ideation, execution processes, and best practices.

✅ Drive consistent, high-impact media coverage that positions the brand as a trusted, authoritative voice in its category — boosting relevance, visibility, and trust.

✅ Build and nurture relationships with key media contacts across the US and Canada to generate repeat coverage and long-term link-building opportunities.

✅ Work closely with SEO, content, and marketing stakeholders to align campaign activity with keyword targets, user needs, and broader brand and business goals.

✅ Support the development of repeatable, scalable campaign strategies by building on early success and helping to identify patterns, learnings, and areas for optimisation.

ASSUMPTION: This role involves a mix of strategic planning, creative execution, and data-driven optimisation to deliver successful Digital PR campaigns.

🎯 Required Qualifications

Education: Bachelor's degree in Marketing, Communications, Journalism, or a related field.

Experience: Proven Digital PR experience (2-5 years) with a focus on delivering high-quality coverage and backlinks across US and Canadian media. Experience in iGaming, sports, or entertainment sectors is a strong plus.

Required Skills:

• Proven track record of delivering high-quality media coverage and backlinks.
• Excellent writing and storytelling skills with the ability to craft compelling narratives and uncover media-friendly angles.
• Strong strategic campaign thinking, with the ability to align campaigns with broader brand, SEO, and commercial goals.
• Confident, media-savvy communicator comfortable pitching to top-tier journalists and building lasting media relationships.
• Insight-driven approach, able to analyse performance data and media trends to inform campaign development and optimisation.
• Self-sufficient but collaborative, able to lead campaign delivery independently while contributing positively to a fast-paced, cross-functional team.

Preferred Skills:

• Experience working with SEO teams to integrate Digital PR into broader organic growth strategies.
• Fluency in multiple languages (English is required).
• Experience working with remote teams across different time zones.

ASSUMPTION: Candidates should have a strong background in Digital PR, with a proven track record of delivering high-quality media coverage and backlinks. Relevant industry experience is a plus but not required.

💰 Compensation & Benefits

Salary Range: £45,000 - £60,000 per annum (based on industry standards for mid-level Digital PR roles in London).

Benefits:

• Annual discretionary bonus
• Paid annual leave, plus a well-deserved break during the festive season
• Long-term incentive plan

Working Hours: Full-time (37.5 hours per week), with flexibility for remote work when needed.

ASSUMPTION: The salary range is estimated based on industry standards for mid-level Digital PR roles in London. Final compensation will be determined based on the candidate's experience and qualifications.

📌 Applicant Insights

🔍 Company Context

Industry: Legend is a global online media and technology company specialising in iGaming, Sports Betting, and Personal Finance. They operate over 150 brands and engage with over 105 million people worldwide.

Company Size: Legend has over 550 employees, providing a diverse and dynamic work environment.

Founded: 2004, with a strong track record of growth and success in the competitive online media landscape.

Company Description:

• Pioneering online media and technology company creating communities and products that engage and empower users.
• Diverse powerhouse of creative minds, cutting-edge technologists, and industry experts responsible for developing one of the world’s leading portfolios.
• Committed to putting users first, with a heavy focus on innovation and forward-thinking to ensure the best possible experience for visitors.

Company Specialties:

• Online Media
• Online Marketing
• Tech
• Digital
• Affiliate Marketing
• Web Development
• SEO
• Conversion
• Digital Content
• Agile
• Engineering
• PHP
• Content
• Content Marketing
• Delivery
• Product
• and UX & Design

Company Website: http://www.L1.com

ASSUMPTION: Legend's diverse portfolio and global presence offer unique opportunities for growth and learning within the online media and technology industry.

📊 Role Analysis

Career Level: Mid-level (2-5 years of experience). This role offers opportunities for growth and progression within the Digital PR team and the wider organisation.

Reporting Structure: The Digital PR Lead will report directly to the Digital PR Manager and work closely with cross-functional teams, including SEO, content, and marketing.

Work Arrangement: This role is based in London, with flexibility for remote work when needed. The team operates in a hybrid environment, with a mix of on-site and remote collaboration.

Growth Opportunities:

• Progression within the Digital PR team, such as taking on a management role or specialising in a specific area.
• Expansion into other areas of the business, such as content, SEO, or marketing.
• International opportunities, as Legend has a global presence with offices in Europe and North America.

ASSUMPTION: This role offers a clear path for career progression, with opportunities to grow within the Digital PR team and the wider organisation.

🌍 Location & Work Environment

Office Type: Legend's London office is a modern, collaborative workspace designed to foster creativity and innovation.

Office Location(s): London, England, United Kingdom

Geographic Context:

• London is a vibrant, multicultural city with a thriving digital and tech industry.
• The city offers a wide range of cultural attractions, entertainment options, and networking opportunities.
• London is well-connected by public transportation, making it easy to commute to the office from various locations within the city.

Work Schedule: The standard workweek is Monday to Friday, with flexibility for remote work when needed. The team operates in a hybrid environment, with a mix of on-site and remote collaboration.

ASSUMPTION: Legend's London office provides a dynamic and engaging work environment, with opportunities for collaboration and professional growth.

💼 Interview & Application Insights

Typical Process:

• Initial chat with a Talent Partner (30 minutes via Zoom)
• Interview with the Digital PR team, Head of Digital PR, and Digital PR Manager (1 hour via Zoom)
• Take-home task (5 days to complete)
• Final interview with the Digital PR team, General Manager - Marketing, and Head of Digital PR (1 hour via Zoom)

Key Assessment Areas:

• Candidates' understanding of Digital PR strategies and their ability to develop innovative campaign ideas.
• Writing and storytelling skills, as well as the ability to craft compelling narratives and uncover media-friendly angles.
• Strategic thinking and the ability to align campaigns with broader brand, SEO, and commercial goals.
• Confidence and media-savvy communication skills, with the ability to build lasting relationships with key media contacts.
• Data-driven approach and the ability to analyse performance data and media trends to inform campaign development and optimisation.

Application Tips:

• Tailor your resume and cover letter to highlight your relevant Digital PR experience and skills.
• Prepare examples of successful Digital PR campaigns you've worked on, demonstrating your ability to deliver high-quality media coverage and backlinks.
• Be ready to discuss your understanding of the iGaming, sports, or entertainment sectors and how your experience aligns with Legend's portfolio.

ATS Keywords: Digital PR, campaign strategy, writing, storytelling, media relations, SEO, data analysis, collaboration, creativity, communication, link building, strategic thinking, proactive, innovation, expert commentary, newsjacking

ASSUMPTION: Legend's interview process is designed to assess candidates' skills and cultural fit, with a focus on their ability to develop and execute successful Digital PR campaigns.

🛠️ Tools & Technologies

• Google Workspace (Gmail, Google Drive, Google Docs, etc.)
• Project management tools (e.g., Asana, Trello, or Jira)
• SEO tools (e.g., SEMrush, Ahrefs, or Moz)
• Media monitoring and outreach tools (e.g., Muck Rack, Agility PR Solutions, or Cision)

ASSUMPTION: Legend uses a range of tools and technologies to support its Digital PR efforts, with a focus on collaboration, project management, and data-driven insights.

👔 Cultural Fit Considerations

Company Values:

• Competitive spirit
• Pioneering mindset
• User-centric approach
• Collaboration and teamwork
• Continuous learning and improvement

Work Style:

• Fast-paced and dynamic, with a focus on delivering results and driving growth.
• Collaborative and supportive, with a strong emphasis on teamwork and knowledge-sharing.
• Data-driven and strategic, with a focus on using insights to inform decision-making and optimisation.

Self-Assessment Questions:

• Do you thrive in a fast-paced, dynamic environment, and are you comfortable working on multiple projects simultaneously?
• Are you a strong communicator with excellent writing and storytelling skills?
• Do you have a proven track record of delivering high-quality media coverage and backlinks, and are you confident building relationships with key media contacts?
• Are you comfortable working with data and using insights to inform campaign development and optimisation?

ASSUMPTION: Legend's company culture is fast-paced, collaborative, and data-driven, with a strong emphasis on continuous learning and improvement. Candidates should be comfortable working in a dynamic environment and be able to thrive in a competitive, results-driven culture.

⚠️ Potential Challenges

• The role requires a strong understanding of the iGaming, sports, or entertainment sectors and the ability to develop innovative, sector-specific Digital PR campaigns.
• Candidates may face competition from other experienced Digital PR professionals looking to join Legend's growing team.
• The role involves working with remote teams across different time zones, which may require flexibility and adaptability.
• London's competitive job market may present challenges in attracting and retaining top talent.

ASSUMPTION: These challenges are inherent to the role and the competitive nature of the online media and technology industry. Successful candidates will be able to navigate these challenges and thrive in Legend's dynamic work environment.

📈 Similar Roles Comparison

• Compared to other Digital PR roles, this position offers a unique opportunity to shape the creative and strategic direction of a newly formed sub-team and drive standout work in a competitive space.
• Legend's global presence and diverse portfolio provide opportunities for growth and learning that may not be available in more niche or specialised roles.
• Candidates with experience in iGaming, sports, or entertainment sectors may find this role particularly appealing, as it offers the chance to apply their sector-specific knowledge and expertise to drive meaningful results.

ASSUMPTION: This role offers a unique blend of creative control, strategic autonomy, and the opportunity to work on high-impact campaigns in a competitive and dynamic industry.

📝 Sample Projects

• Developing and executing a Digital PR campaign to launch a new iGaming product, securing high-authority backlinks and media coverage from top-tier publications.
• Conducting a comprehensive media analysis to identify trends, gaps, and opportunities in the sports betting sector, and using these insights to inform campaign strategy and optimisation.
• Creating and distributing expert commentary pieces on personal finance topics, positioning Legend's brands as thought leaders in the space and driving organic traffic and engagement.

ASSUMPTION: These sample projects demonstrate the range of Digital PR activities the successful candidate will be expected to undertake, from campaign development and execution to data analysis and strategic optimisation.

❓ Key Questions to Ask During Interview

• Can you describe the team structure and dynamics within the Digital PR sub-team and the wider Digital PR function?
• How does Legend support the professional development and growth of its Digital PR team members?
• What are the key priorities for this role in the first 30, 60, and 90 days?
• How does Legend measure the success of its Digital PR campaigns, and what key performance indicators (KPIs) are used to track progress and inform optimisation?
• What opportunities are there for collaboration and knowledge-sharing with other teams, such as SEO, content, and marketing?

ASSUMPTION: These questions are designed to help candidates better understand the role, the team, and the company culture, ensuring a strong fit and a successful transition into the organisation.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through this link.
• Tailor your resume and cover letter to highlight your relevant Digital PR experience and skills, using the ATS keywords provided.
• Prepare examples of successful Digital PR campaigns you've worked on, demonstrating your ability to deliver high-quality media coverage and backlinks.
• Be ready to discuss your understanding of the iGaming, sports, or entertainment sectors and how your experience aligns with Legend's portfolio.
• Follow up with Legend's Talent Partner one week after submitting your application to check the status of your application and express your continued interest in the role.

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.