Joe Public is a plain-speaking, retail-savvy PR agency helping FMCG brands win on shelf, online and in the basket. We blend earned, social and shopper communications to get brands talked about and bought. Our ambition is to set the standard for retail and shopper PR: influence that moves product, builds trust and delivers commercial return.
Role Overview
As Account Director, you will own the strategic, relationship and commercial success of a portfolio of Joe Public clients. Reporting to the Client Service Director (CSD), you will provide senior counsel, lead integrated programmes, develop your team and grow accounts profitably. You will be accountable for the bigger picture: client retention, strategic direction, commercial performance and senior stakeholder confidence.
Key Responsibilities
- Own senior client relationships, satisfaction and retention; act as a confident, commercially grounded adviser.
- Lead communications strategies and annual account plans aligned to clients’ commercial objectives; anticipate opportunities, issues and reputational risks.
- Challenge briefs constructively, guide senior stakeholders and deputise for the CSD where appropriate.
- Understand on-trade routes to market and decision-makers: operators, buyers, distributors, wholesalers, chefs, bartenders and venue teams.
- Advise brands on communications that build operator credibility, distribution opportunities, menu presence, trial, advocacy and consumer pull.
- Maintain strong knowledge of hospitality trends, pressures and media; develop relevant industry relationships and credible trade narratives.
- Set the strategic direction for integrated trade, B2B, corporate and consumer PR campaigns; select channels based on audience and business need.
- Provide senior creative, editorial and media counsel, including thought leadership, executive profiling and sensitive issues.
- Oversee campaign quality and evaluation, ensuring KPIs measure meaningful changes in awareness, reputation, engagement or behaviour.
- Own portfolio scopes, budgets, resource planning and profitability with the CSD; manage scope creep and lead commercial discussions.
- Identify and convert organic opportunities, expand senior stakeholder relationships and support renewals and forecasting.
- Contribute to new business pitches, proposals and strategic partnerships, including opportunities across Zeal Group.
- Lead, coach and develop account teams, delegating day-to-day activation while retaining accountability for results.
- Champion efficient processes and responsible use of AI for research, planning and reporting, protecting accuracy and client confidentiality.
Skills, Experience & Attributes
- Substantial agency PR experience at Account Director level, or as an established SAM ready to step up, with strong strategic and senior client leadership.
- Experience in hospitality, on-trade, food and drink or FMCG, with an understanding of commercial routes to market.
- Proven ability to integrate trade/B2B and consumer communications; excellent media judgement, storytelling and writing.
- Confident ownership of account budgets, profitability, organic growth and client negotiations.
- Experience leading teams, coaching colleagues and contributing to new business.
- Direct experience helping brands enter or expand in the on-trade; hospitality operator, distributor or specialist media relationships.
- Experience of integrated social, influencer, experiential or shopper campaigns, and multi-agency collaboration.
No recruiters, please. We will reach out directly if we’re looking for support.
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