PR & Events Coordinator - Cape Union Mart at Cape Union Mart

Role Purpose

• The PR & Events Officer is the brand custodian for Cape Union Mart, responsible for shaping, protecting, and enhancing the brand’s public image. This role leads the development and execution of an integrated PR and events strategy aligned to the brand’s strategic marketing objectives.
• Working closely with internal teams, agencies, media, and partners, the role drives positive brand perception, strengthens stakeholder relationships, and delivers meaningful brand experiences that attract, inform, and retain customers.

KEY RESPONSIBILITIES

PR & Strategy

• Develop and execute the annual PR and events strategy aligned to brand and marketing objectives, including timelines and budget management.
• Support and enhance quarterly brand and product strategies through targeted PR initiatives.
• Educate consumers, media, and influencers on seasonal launches, new products, key campaigns, and brand initiatives.
• Write, coordinate, and distribute press releases and brand communications.
• Define KPIs and success metrics per PR project and track performance.
• Compile and manage monthly and annual PR reporting, leveraging tools such as Meltwater for coverage and sentiment analysis.

Media, Influencer & Stakeholder Relations

• Build, manage, and maintain strong relationships with media, content creators, influencers, and key stakeholders.
• Develop and implement a brand friend and influencer marketing strategy across the portfolio.
• Manage media, influencer, and content creator event strategy, planning, and execution.
• Oversee strategic gifting and press drop initiatives.
• Handle and source trade exchange opportunities and evaluate value-adding sponsorships.

Events & Activations

• Conceptualise, plan, and deliver brand-led events and consumer activations in-store and at external venues.
• Lead event concepts and end-to-end execution, including logistics, suppliers, and partners.
• Support new store openings with PR, media engagement, and activation elements.

Digital PR & Content

• Drive digital PR content creation across social media, website, and email channels in collaboration with content creators and influencers.
• Plan and manage content days, including concept development, briefing, and execution.
• Source and implement strategic digital PR opportunities such as giveaways, Instagram Lives, takeovers, and collaborations.

Collaboration & Governance

• Liaise with and manage external PR agencies and suppliers to ensure alignment with brand standards and objectives.
• Partner closely with internal stakeholders including Marketing, Creative, Merchandising, Operations, and General Managers to manage expectations and ensure cohesive delivery.
• Compile and manage the PR annual and monthly calendars.
• Compile and manage the PR monthly, quarterly / campaign and annual reporting.
• Manage monthly PR budgets and track spend against deliverables.

Key Outcomes

• Strong, consistent brand presence across earned, owned, and experiential channels
• Positive media coverage and sentiment aligned to brand objectives
• High-impact brand events and activations that enhance customer experience
• Effective influencer and partner collaborations that drive relevance and reach

Requirements:

• Minimum of 2 years’ experience in a combined PR and Events role, with exposure to both public relations and event coordination responsibilities.
• A relevant undergraduate diploma or degree in Marketing, Digital Marketing, or a related field.