📌 Core Information
🔹 Job Title: PR Manager (m/w/d)
🔹 Company: Picnic
🔹 Location: Düsseldorf, North Rhine-Westphalia, Germany
🔹 Job Type: Full-time, On-site
🔹 Category: Retail, Public Relations
🔹 Date Posted: July 10, 2025
🔹 Experience Level: 2-5 years
🔹 Remote Status: On-site
🚀 Job Overview
Key aspects of this role include:
- Developing and executing PR strategies for Picnic in Germany
- Creating compelling stories for national and local media
- Building and maintaining relationships with key media contacts and local politicians
- Traveling throughout Germany to speak with local journalists
- Enhancing Picnic's public image through press releases and media kits
- Monitoring and analyzing PR activities and media coverage
ASSUMPTION: This role requires a proactive approach to identifying PR opportunities and a strong network within the German media landscape.
📋 Key Responsibilities
✅ Develop and implement PR strategies for Picnic in Germany
✅ Create engaging stories for national and local media outlets
✅ Establish and maintain relationships with key media contacts and local politicians
✅ Travel throughout Germany to engage with local journalists
✅ Enhance Picnic's public image through press releases and media kits
✅ Monitor and analyze PR activities and media coverage
ASSUMPTION: Successful candidates will have a strong understanding of the German media landscape and be able to adapt their communication strategies to different regions and audiences.
🎯 Required Qualifications
Education: Master's degree in Communication, Marketing, Business, or a related field
Experience:
- At least 2 years of PR or media experience, preferably in a consumer-facing environment
- Proven track record in developing and executing successful PR campaigns
Required Skills:
- Excellent communication and writing skills in German and English
- Strong project management skills with a detail-oriented approach
- Ability to build and maintain relationships with key stakeholders
- Experience working with media databases and monitoring tools
Preferred Skills:
- Experience working in the retail or e-commerce industry
- Familiarity with the German grocery market
ASSUMPTION: Candidates with experience in fast-paced, innovative environments will likely find this role particularly appealing.
💰 Compensation & Benefits
Salary Range: €45,000 - €60,000 per year (based on experience and industry standards for PR managers in Germany)
Benefits:
- Free lunch, snacks, and drinks at all Picnic locations
- 30 vacation days per year
- Laptop and smartphone provided
- Travel subsidy for Germany-wide travel
Working Hours: 40 hours per week, with flexible working hours and the possibility of remote work for specific tasks
ASSUMPTION: Picnic offers competitive compensation and benefits packages to attract top talent in the German market.
📌 Applicant Insights
🔍 Company Context
Industry: Picnic operates in the competitive retail industry, focusing on affordable and sustainable grocery delivery services.
Company Size: Picnic is a mid-sized company with 5,001-10,000 employees, offering a dynamic and innovative work environment.
Founded: Picnic was founded in 2015 and has since expanded its services across the Netherlands, Germany, and France.
Company Description:
- Picnic is revolutionizing the way people buy groceries through its affordable and sustainable service
- The company handles almost everything in-house, from forecasting and application development to automated warehouses and electric vehicles
- Picnic fosters a diverse and inclusive work environment, with over 80 nationalities represented among its employees
Company Specialties:
- E-commerce and automation technologies
- Supermarket assortment and application development
- People operations and supply chain management
Company Website:
trypicnic.com
ASSUMPTION: Picnic's unique business model and commitment to sustainability make it an attractive employer for environmentally conscious professionals.
📊 Role Analysis
Career Level: This role is suitable for mid-career professionals with 2-5 years of experience in PR or media.
Reporting Structure: The PR Manager will report directly to the Head of Communications and work closely with the marketing and operations teams.
Work Arrangement: This role is primarily on-site, with the possibility of remote work for specific tasks. The PR Manager will be expected to travel throughout Germany to engage with local journalists and stakeholders.
Growth Opportunities:
- Opportunities to work on high-impact projects and campaigns that shape Picnic's public image
- Exposure to a diverse range of stakeholders, including media, customers, and partners
- Access to professional development opportunities, such as meetups, language classes, and tailored training programs
ASSUMPTION: Successful candidates will have the opportunity to grow within the company as Picnic continues to expand its services and enter new markets.
🌍 Location & Work Environment
Office Type: Picnic's offices are modern and collaborative spaces that foster innovation and creativity.
Office Location(s): Düsseldorf, North Rhine-Westphalia, Germany
Geographic Context:
- Düsseldorf is the capital city of North Rhine-Westphalia, Germany's most populous state
- The city is known for its vibrant arts scene, historic architecture, and bustling business district
- Düsseldorf is home to several major retailers and e-commerce companies, providing ample networking opportunities for PR professionals
Work Schedule: The PR Manager will be expected to work standard business hours, with some flexibility for evening and weekend events.
ASSUMPTION: Candidates should be comfortable working in a fast-paced, dynamic environment and be able to adapt their work schedule to accommodate PR events and deadlines.
💼 Interview & Application Insights
Typical Process:
1. Online application and resume screening
2. Phone or video screening with the HR team
3. In-depth interview with the Head of Communications and relevant team members
4. Final interview with the CEO or another senior leader
Key Assessment Areas:
- Communication and storytelling skills
- Understanding of the German media landscape
- Ability to develop and execute PR strategies
- Cultural fit with Picnic's values and work environment
Application Tips:
- Tailor your resume and cover letter to highlight your relevant PR experience and skills
- Prepare examples of successful PR campaigns you've worked on and the results they achieved
- Research Picnic's unique business model and be prepared to discuss how your skills and experience align with the company's mission and values
ATS Keywords: Public Relations, Storytelling, Media Relations, Project Management, Communication, Writing, Networking, Media Analysis, German Media Landscape, Retail PR, Consumer PR
ASSUMPTION: Picnic uses an Applicant Tracking System (ATS) to screen resumes, so it's essential to include relevant keywords from the job description to increase your chances of being selected for an interview.
🛠️ Tools & Technologies
- Media databases (e.g., Cision, Agility PR Solutions)
- Monitoring tools (e.g., Mention, Brand24)
- Microsoft Office Suite (Word, Excel, PowerPoint)
- Google Workspace (Gmail, Google Drive, Google Docs)
- Project management tools (e.g., Asana, Trello)
ASSUMPTION: Familiarity with relevant PR tools and technologies is essential for success in this role, as they enable efficient communication with stakeholders and effective monitoring of media coverage.
👔 Cultural Fit Considerations
Company Values:
- Innovation: Picnic values creativity and continuous improvement in all aspects of its business
- Sustainability: The company is committed to minimizing its environmental impact and promoting sustainable practices
- Collaboration: Picnic fosters a collaborative work environment where employees support and learn from one another
- Customer-centricity: The company prioritizes the needs and preferences of its customers in all decision-making processes
Work Style:
- Fast-paced and dynamic environment
- Strong focus on collaboration and teamwork
- Results-driven and data-informed approach to decision-making
- Flexible and adaptable work schedule
Self-Assessment Questions:
- How do you align with Picnic's values, particularly innovation and sustainability?
- How comfortable are you working in a fast-paced, dynamic environment with a flexible work schedule?
- How well do your communication and project management skills fit with Picnic's collaborative work style?
ASSUMPTION: Candidates who demonstrate a strong fit with Picnic's values and work style will be more likely to succeed in this role and contribute to the company's continued growth and success.
⚠️ Potential Challenges
- Balancing multiple priorities and deadlines in a fast-paced environment
- Adapting communication strategies to different regions and audiences within Germany
- Building and maintaining relationships with key stakeholders in a rapidly growing company
- Managing travel and time zone differences when working with international teams
ASSUMPTION: Successful candidates will be able to navigate these challenges effectively and contribute to Picnic's continued growth and success.
📈 Similar Roles Comparison
- PR Manager (m/w/d) - Picnic vs. PR Manager - [Competitor Company]
- Picnic offers a more dynamic and innovative work environment, with a focus on sustainability and continuous improvement
- Picnic's unique business model and commitment to affordable and sustainable grocery delivery services set it apart from competitors
- The PR Manager role at Picnic offers more opportunities for international collaboration and travel, as the company expands its services across Europe
ASSUMPTION: Candidates should research Picnic's competitors and consider how the company's unique business model and values set it apart from other employers in the retail industry.
📝 Sample Projects
- Developing and executing a national PR campaign to launch Picnic's services in a new German city
- Coordinating a press event to announce Picnic's partnership with a major retailer or supplier
- Creating a media kit and press release to announce Picnic's expansion into France
- Monitoring and analyzing media coverage of Picnic's services and competitors in the German market
ASSUMPTION: Successful candidates will have experience working on high-impact PR projects and campaigns that have generated positive media coverage and enhanced the public image of their previous employers.
❓ Key Questions to Ask During Interview
- How does Picnic differentiate itself from other grocery retailers and delivery services in the German market?
- What are the most significant PR challenges and opportunities facing Picnic in the next 12-24 months?
- How does Picnic support the professional development and growth of its employees, particularly in the PR and communications team?
- What is the company's approach to work-life balance, and how does it support employees with flexible work arrangements?
- How does Picnic engage with and support its local communities, particularly in the cities where it operates?
ASSUMPTION: Asking thoughtful and insightful questions during the interview process demonstrates your interest in and understanding of the role and the company, increasing your chances of being selected for the position.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link:
https://jobs.picnic.app/nl/vacancies?gh_jid=7061401
- Tailor your resume and cover letter to highlight your relevant PR experience and skills
- Prepare examples of successful PR campaigns you've worked on and the results they achieved
- Research Picnic's unique business model and be prepared to discuss how your skills and experience align with the company's mission and values
- Follow up with the HR team one week after submitting your application to confirm receipt and express your interest in the role
⚠️ Disclaimer
This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
