Brand Manager - Earned (PR & Partnerships)

Why we are here

Together, we can fight exploitation in cocoa. Full stop. Tony’s is an impact company that makes chocolate, not a chocolate company that makes an impact. With incredibly tasty chocolate, we lead by example, demonstrating that ethical practices and success can go hand in hand. Through Tony's Open Chain (TOC), mission allies like Waitrose, Ben & Jerry's, Huel, and Aldi have embraced a fairer, more transparent supply chain for their chocolate too.  

What you will do

How do you get more people talking about Tony’s, discovering our mission and taking their first bite? Through stories worth sharing, partnerships that make sense and campaigns that turn attention into action.

Earning attention for our brand and mission is in Tony’s DNA. As our Brand Manager - Earned (PR & Partnerships), you will shape and deliver our UK earned media strategy across PR, partnerships and sampling and influencer gifting. You will also help grow awareness of Tony’s in Ireland and Sweden, two emerging markets for Tony’s, adapting activity to local audiences and market priorities.

You will combine an earned media specialism with broader brand and campaign management: spotting opportunities, building plans, bringing partners together and making sure the details deliver. This is a hands-on role for someone who pairs strategic and creative thinking with practical execution and knows that a great idea is only as strong as what happens next.

All wrapped up 

• Deliver partnership campaigns worth talking about: Identify, negotiate and deliver brand partnerships that introduce Tony’s to new audiences, strengthen our brand and bring our global brand platform to life. Our brand partnerships are largely contra and all about value exchange vs monetary exchange.

• Make headlines with purpose: Lead the UK earned media strategy, working with agency partners on creative PR campaigns and ongoing press activity that build awareness and positive brand associations.

• Connect the plan across markets: Lead earned media planning for Ireland and collaborate with the wider brand team on activity in Sweden, balancing a consistent brand story with local relevance.

• Turn ideas into well-run campaigns: Own clear project plans, timelines, responsibilities and stakeholder updates. Keep agencies, partners and internal teams aligned from the first conversation through to evaluation.

• Get chocolate into the right hands: Build and deliver a strategic UK sampling plan that gives our target audiences their first taste of Tony’s, connecting the right products with relevant occasions, seasonal moments and new launches.

• Create moments people want to share: Deliver gifting activity that inspires relevant creators and chocolate fans to share Tony’s with their communities.

• Make every investment count: Own a budget of around £300k across agency partners, campaigns and production, plus our sampling stock. Negotiate strong value, evaluate activity against clear objectives, and share what worked, what didn't and how we can raise the bar next time..

Our new flavour

• You bring 5+ years of hands-on experience delivering earned media and partnership campaigns with ownership from planning through execution and evaluation.

• You are experienced at managing external PR agencies to deliver consistent coverage that builds awareness and brand equity. You know how to make a press release or interview response cut through for a journalist. 

• You understand how earned activity supports wider brand goals. You can turn a marketing priority into a story, partnership or experience that resonates with the right audience.

• You are a strong campaign and project manager. You create clear plans, balance competing deadlines and keep the details moving without losing sight of the bigger picture.

• You build strong, productive relationships with agencies, external partners and colleagues. You can bring people together, challenge constructively and keep everyone clear on what needs to happen.

• You negotiate confidently, balancing a partner's priorities with Tony's objectives to land a value exchange that works for both. You'd rather outsmart than outspend, and see a small budget as fuel for creativity, not a limit.

• You're plugged into culture and full of ideas that earn attention, and you have the practical instinct to know which ones are relevant, achievable and will actually make an impact. You use results to improve your work, looking beyond coverage alone to understand who an activity reached and how it supported the brand objectives

• You are resourceful when plans change, comfortable taking ownership and ready to roll up your sleeves to make things happen.

• You believe wholeheartedly in Tony’s purpose and recognise yourself in our values: outspoken, in it together, entrepreneurial, raise the bar and makes you smile.

Our benefits (the icing on the cake)

At Tony's you will get the opportunity to be part of something extraordinary; first and foremost, by making real impact in the world but also enjoying the nice benefits we provide as you help us succeed. We are dedicated to enabling all Tonys to grow and develop their careers and therefore we offer training programs, regular feedback cycles, coaching and a generous learning & development budget. We also offer a wide range of additional benefits, including health insurance, unlimited holidays, free healthy lunch at the office, company bonus and a shares participation plan, and of course unlimited chocolate. But we also know chocolate will not cover the bills, so we have made sure your salary is just as rewarding, for this role that means a salary between £46k and £60k on a yearly basis. 

Sounds like you?

Are you passionate about making a difference in the world? Look no further! If you're ready to take the chocolate industry to new heights with us, we'd love to hear from you! Please send your direct application, no agencies. We can't wait to hear from you!  

At Tony's we are convinced that diversity of thought, background and perspectives will make us stronger (...just like the different flavours of our chocolate assortment). Our mission is founded on principles of equity and justice, and we are actively seeking candidates who bring new perspectives and life experiences, especially from underrepresented groups. We look forward to your application! 

A note on AI 🤖 - AI is great at many things. But capturing what makes you you? Not so much. So when you're applying, we'd love to hear your voice. The things that excite you, the way you think, and a glimpse of your personality help us understand who you are far better than a perfectly crafted AI answer. We love people who use AI smartly in their work, just not to write their application.