PR & Influencer Lead

About the Role:

The PR & Influencer Lead will execute and manage day-to-day public relations and influencer marketing programs, developing and executing strategies that grow brand awareness, strengthen media and creator relationships, and drive measurable business impact across earned media, influencer, and affiliate channels.

Reporting to the Director of PR & Brand Marketing, this role will serve as the day-to-day owner of both functions, translating business priorities into compelling editorial opportunities, creator partnerships, and campaigns. You'll work closely with cross-functional Creative, Marketing, Product, eCommerce, and Partnerships teams to bring these initiatives to life, from strategy and planning through execution and measurement.

The ideal candidate is a strategic thinker and confident doer with strong storytelling instincts, established industry relationships, and experience building successful PR and influencer programs. You're equally comfortable pitching an editor, developing a creator campaign, managing partnerships, and evaluating results. Above all, you bring initiative, sound judgment, and an appreciation for what makes Rifle Paper Co. distinct.

You’ll help create a steady drumbeat of meaningful stories, secure high-quality earned media, cultivate relationships with editors and creators, and identify new ways for people to discover and fall in love with Rifle Paper Co. Most importantly, you’ll ensure that every touchpoint—from a major editorial feature to an influencer partnership—feels distinctly and authentically Rifle Paper Co.

We are open to candidates that are located near either our Winter Park, Florida or New York, New York office as the ideal candidate will be expected to be onsite a few times a week. Additional in-office days or travel may be required from time to time to support project needs, team collaboration, and key business priorities.

The anticipated salary range for this role is $80,000 to $100,000 annually. Final compensation offered will be determined based on factors such as relevant experience, qualifications, skills, and geographic location.

What You Will Do:

This role will focus on public relations and influencer marketing, managing and executing strategies that build awareness, generate earned attention, drive affiliate sales, and strengthen Rifle Paper Co.’s relationships with media, creators, and cultural tastemakers.

Integrated Strategy:

• Translate the brand and marketing calendar into proactive editorial opportunities, creator campaigns, gifting initiatives, and cultural moments.
• Identify opportunities to amplify key stories across earned media and creator channels while recognizing the distinct audiences, relationships, and strategies each requires.
• Establish campaign goals, manage timelines and resources, and report on performance with actionable recommendations.
• Partner with Creative, Marketing, eCommerce, Product, and Licensing & Collaborations teams as the cross-functional contact for PR and influencer initiatives.

Public Relations:

• Develop and own PR strategies aligned with broader brand and business priorities.
• Lead day-to-day media pitching and outreach, building strong relationships with journalists, editors, stylists, and other relevant media contacts on a local and national level.
• Identify proactive editorial opportunities and develop compelling story angles around products, launches, collaborations, seasonal moments, and the broader Rifle Paper Co. brand.
• Develop media pitches, press releases, briefing documents, talking points, and other press materials.
• Coordinate media requests, interviews, product samples, press previews, and other editorial opportunities.
• Maintain targeted media lists and stay closely connected to the evolving media landscape.
• Partner with the Licensing & Collaborations team to develop and execute PR strategies for key partner launches.
• Measure PR performance, earned coverage, message penetration, and campaign outcomes; provide regular insights and recommendations.
• Support brand activations and media, customer, and influencer facing events and moments.

Influencer Marketing:

• Own Rifle Paper Co.'s influencer strategy across organic gifting, paid creator partnerships, and affiliate programs.
• Develop and manage influencer and affiliate programs across platforms including ShopMy, LTK, and other relevant channels, with a focus on brand awareness, engagement, and revenue growth.
• Build and maintain meaningful relationships with influencers, creators, tastemakers, and brand advocates who authentically align with Rifle Paper Co.
• Lead creator campaigns from concept through completion, including outreach, negotiation, briefs, gifting, content approvals, usage rights, and performance reporting.
• Develop and execute strategic gifting programs aligned with product launches, seasonal moments, collaborations, and ongoing brand initiatives.
• Manage influencer budgets, evaluate partnership investments, and identify opportunities to scale successful programs.
• Manage day-to-day creator communications across email, ShopMy, social, and other relevant platforms.
• Partner with creative and marketing teams to ensure influencer content and campaigns feel cohesive with broader brand storytelling.
• Track influencer performance, earned social coverage, UGC, affiliate revenue, and campaign results, translating performance into actionable insights.
• Stay current on emerging creators, platforms, cultural trends, and shifts within the influencer landscape.

What We Are Looking For:

• Bachelor’s degree in PR, advertising, marketing, communications, or a related field.
• 5–7+ years of relevant experience in public relations, influencer marketing, or integrated brand communications, preferably within consumer, lifestyle, fashion, beauty, home, design, or retail.
• Established relationships with relevant media, editors, influencers, creators, and tastemakers.
• Demonstrated success securing meaningful earned media coverage and developing influencer campaigns across both organic and paid partnerships.
• Experience managing paid and organic creator partnerships, gifting programs, affiliate platforms, and campaign budgets.
• Excellent written and verbal communication skills, with the ability to tell a compelling brand story.
• Strong understanding of earned media and influencer measurement, with the ability to connect brand-building initiatives to meaningful business outcomes.
• Experience with affiliate and creator platforms such as ShopMy and LTK is strongly preferred.
• A strategic thinker and confident operator who can independently move initiatives from concept through execution, measurement, and optimization.
• Genuine enthusiasm for Rifle Paper Co. and an appreciation for beautiful, thoughtful design.