Head of PR in Fitzroy, Victoria at Amplify Activate Pty Ltd

About Amplify
Amplify is a global digital entertainment and creator agency operating at the dynamic intersection of talent, content, and culture. Founded and headquartered in Australia and now spanning the Asia Pacific, United States, and beyond, we set out to redefine entertainment for the modern world. We collaborate with the world’s biggest brands and top digital talent to craft original campaigns, live events, social commerce, and high-impact digital production that truly connect with audiences everywhere.

At our core, we give brands the ultimate advantage on social feeds by doing something simple yet transformative: we help them create like a creator. We’ve traded bland brand-speak for pure, platform-native authenticity, combining sharp global perspective with a down-to-earth, genuine spirit. Because we think like creators, we are creators, ensuring we stay endlessly curious, act boldly, and move at the speed of culture. Welcome to your creator era. Welcome to Amplify.

About the role

The Head of PR is responsible for leading Amplify's newly established PR and Communications capability, defining PR strategy across three key value streams: our managed talent, our brand clients, and Amplify’s own B2B agency profile, while serving in a pivotal role to convert our creative campaigns, talent roster, and B2B marketing into earned visibility and cultural relevance. This position works closely with creative and B2B marketing teams to ensure we turn creator-led branded content into broader media relevance, proving that our strategic and results-driven ideas travel beyond paid distribution.

Key Responsibilities

• Strategic Leadership & B2B Growth
• • Develop and execute the overarching PR and earned media strategy for Amplify’s brand (B2B), creator roster, and client accounts.
  • Manage Amplify’s trade profile, including interviews, leadership profiling, and agency awareness to drive new business pipeline.
  • Oversee the submission of creative and social work for industry awards, such as Cannes Lions, to prove creative effectiveness.

• Media Relations & Earned Reach

• • Maintain and leverage senior media relationships to secure high-impact earned coverage.
  • Lead proactive media pitching and response strategies for creators and brand campaigns.
  • Act as the primary point of contact for PR-led amplification for retained brand clients, turning creative ideas into cultural moments.

• Client and Talent Management

• • Directly manage PR retainers for major accounts and other brand communications clients.
  • Implement tiered PR services for Amplify’s managed creators and external talent to support their media and revenue growth.
  • Provide media training, reputation management, and strategic advice to talent and key brand stakeholders.

• Operational Oversight

• • Manage and mentor a PR Coordinator, overseeing their delivery of media lists, tracking, and reporting.
  • Ensure quality control across all PR outputs, including newsletters, press releases, and VIP event submissions.
  • Coordinate with the Creative and Talent teams to ensure PR is integrated as a core amplification capability within all social-led creative campaigns.

Skills & Experience

• Bachelor’s degree in Communications, Public Relations, Marketing, or equivalent practical experience.
• Proven track record in a senior PR or Earned Media role, ideally within a creative or social-first agency environment.
• Understanding and genuine interest of the creator economy and how creators function as modern-day publishers.
• A strong network of senior media contacts across trade, consumer, and lifestyle sectors.
• Strategic mindset with an understanding that earned reach is the ultimate proof of creative effectiveness.
• Demonstrated experience in managing and mentoring PR team members (e.g., PR Coordinators), fostering a culture of high performance and professional growth.
• Expertise in delivering complex PR retainers for major accounts, providing high-level media training, reputation management, and strategic communications counsel to key stakeholders.
• High attention to detail with a commitment to maintaining rigorous quality control across all PR outputs, including newsletters, press releases, media lists, tracking, and award-winning campaign submissions.

Life at Amplify

We move fast, back big ideas, and hold ourselves to high standards, all while keeping things down-to-earth, kind, and genuinely collaborative. Amplify is an energetic home for curious minds and bold thinkers who want true ownership over their work. We give sharp, ambitious people the freedom, clarity, and backing to craft a standout career and see the direct impact of their work on a global scale.

What You’ll Enjoy

• Big Impact: Work directly with premier creators and iconic global powerhouse brands on campaigns that define modern culture.
• Uncapped Trajectory: Build your career with total ownership, backed by clear, structured progression pathways to help you grow rapidly.
• Flexible Rhythm: Strike the right balance with a hybrid model, including one day a week to work from home.
• Time to Celebrate: Take a fully paid day off on your birthday to reset and celebrate you.
• Family Backing: Access up to 12 weeks of Paid Parental Leave to support you and your growing family.
• Holistic Support: Prioritise your well-being with dedicated, confidential EAP services designed to keep you feeling supported inside and outside of work.
• Social & Connection: We celebrate everyone’s contributions and reward the team with regular events, lunches, and overseas company offsites to keep us connected.