Digital PR Lead

Digital PR Lead (EMEA) - AdidasLocation: London (Hybrid - 3 days per week) Duration: Until end of calendar year Reporting: EU PR Director (based in Germany)Role Purpose and Overall RelevanceAs consumer discovery rapidly shifts toward AI-driven search experiences (LLMs such as ChatGPT, Gemini, Perplexity, and Claude), the way Adidas appears in earned/third-party sources is increasingly shaping brand preference and product consideration.This role develops and implements a Europe-wide Digital PR approach that improves Adidas''s Generative Engine Optimisation (GEO) performance through earned and supported owned media, as well as maintaining and growing SEO visibility through local PR efforts. The role bridges a capability gap created by reduced local PR capacity in markets and ensures that Adidas product and brand information is surfaced accurately and prominently in AI-driven results and more traditional publishers.Top Day-to-Day TasksStrategic Prioritisation: Working with the SEO team on Adidas calendar priorities.Market Support: Maintaining up-to-date publisher lists per market and category for Adidas market teams.Link Building: Finding linking opportunities within BAU PR.Stakeholder Management: Reporting to senior Adidas stakeholders on the impact of PR-GEO/SEO.Local Coordination: Supporting local country teams in Europe on getting links and earned media coverage from priority publishers.Toolkit Development: Working with Global Adidas category teams (e.g. Running, Football, ..... full job details .....