As Digital PR Lead, you will strategize and execute digital PR campaigns, securing media placements, managing outreach, and boosting brand authority.
About the role
At Black & White Zebra our publications are the cornerstone of our company. Through engaging videos, award-winning podcasts, smart thought leadership, and helpful educational content, we help professionals win at work and build thriving communities along the way.
We're now looking for someone to take our online coverage and domain authorities to the next level. In this strategic, hands-on role, you’ll build and scale a digital PR engine that earns high-value backlinks, top-tier media coverage, and enduring brand authority. You’ll turn content, commentary, and insight into earned influence—cementing BWZ as a trusted voice in the future of work.
As our Digital PR Lead, you will work across teams to brainstorm and execute large, flagship digital PR campaigns, as well as smaller, data-driven content pieces and timely, newsworthy stories. Everything you do will strengthen domain authority, boost E-E-A-T, and build our brands.
Who you are:
- A relationship-driven networker with a proven ability to secure placements by leveraging a strong network of top-tier and niche news/media companies and by building relationships across internal teams to turn expert voices into media placements.
- A strategic planner who develops and executes annual, quarterly, and rapid-response digital PR roadmaps, backed by competitive and industry research to fulfill a unique value for our readers and in support of SEO and brand authority goals.
- A creative strategist who consistently earns coverage through creative brainstorming, smart storytelling, and to tune into cultural relevance and find fresh angles. You have a sharp sense of what's valuable to both readers and journalists, and you have an ability to pivot when necessary and refine pitches—and it shows in your results.
- A self-sufficient campaign driver who brings proactive ideas and acts on them—keeping an eye towards growth and turning insights into action without waiting to be told what to do.
- A curious, data-informed professional who actively evolves their approach by applying new trends, tools, and best practices in digital PR and marketing to drive stronger results.
- A trend-savvy media strategist who spots cultural moments early, monitors platforms like Quora, Reddit, TikTok, and LinkedIn, and knows how to insert brands into timely conversations with a clear, authentic angle.
- A performance-minded leader who measures success by the coverage, reputation, traffic and backlinks they generate—and who’s eager to raise the bar.
What you'll be doing (responsibilities):
- Own digital PR communications across all BWZ publications and brands, acting as the main point of contact between our content/digital PR team and external media.
- Own digital PR strategy in the short-term and long-term, from ideation to execution with the goals to generate high-value backlinks, top-tier media coverage, and brand mentions across mediums.
- Create and maintain outreach calendars and campaign roadmaps for each publication, aligning with cross-functional teams on assets needed for campaigns.
- Craft compelling, personalized pitches tailored to target journalists and outlets across tech, business, lifestyle, and industry-specific verticals.
- Build and manage media/outreach lists of journalists, editors, influencers, and podcast producers across relevant beats.
- Secure interviews, bylines, and commentary placements for BWZ editors and subject matter experts.
- Train and coach editors, contributors, and SMEs to recognize and act on PR opportunities—making digital PR a team-wide advantage.
- Monitor and report on campaign success using a mix of SEO and PR metrics to optimize and scale what works.
How your success will be measured:
- High-quality backlinks earned: # of backlinks earned per campaign and quarter and average DA of backlinks
- Top-tier media coverage and brand mentions: # of BWZ brand mentions in top-tier/niche publications/month (80+ DA for top-tier media/referral traffic for niche publications)
- Pitch success rate: % of pitches that receive engagement/responses
- Domain Authority growth: Semrush DA/Ahrefs DR increase per site / month
- Referral traffic: Traffic driven to BWZ sites from media placements and backlinks
- Output & velocity: # of campaigns launched per quarter, # of timely journalist opportunities responded to / month, # of quote placements / month
Your skillset includes:
- Experience in Digital PR, Media Relations, or SEO Content Marketing
- A digital portfolio with a proven track record of earning backlinks and media placements through both proactive and reactive digital PR
- Strong writing skills—you can distill complex stories into punchy, persuasive, media-ready pitches
- A deep understanding of how PR supports SEO, including experience with link tracking, domain authority, and referral metrics
- Proficiency in tools like BuzzStream, Muck Rack, Ahrefs, Google Analytics, and media request platforms
- Comfortable running multiple outreach campaigns simultaneously, managing priorities and measuring what works
- Experience working with or in media-focused content brands, ideally in B2B or professional services
Nice to haves:
- Familiarity with professional services, B2B SaaS, or workplace-focused content
- Experience managing junior team members or freelancers
- Familiarity with SEO dashboard software
Salary Statement:
This full-time position is available as a remote role that offers an annual base salary in the range of $70,000 to $100,000 USD. The range is a guide for the expected skills, knowledge, and experience for new hires based in the USA only. Seniority level and salary ranges are determined through interviews and a review of education, experience, knowledge, skills, abilities of the applicant, equity with other team members, and alignment with market data. This means ranges will vary for candidates based outside of the USA and/or at different seniority levels. In addition to annual salary, full-time employees are eligible for a discretionary bonus and a comprehensive benefits package.
About Us:
Black and White Zebra is a rapidly growing, independent media tech company headquartered in Vancouver, B.C. Canada. Since 2012, our portfolio of influential digital publications has been helping millions of people succeed at work.
Our brands cover project management, product management, people management, customer experience, quality assurance and others, with the goal of connecting people with the knowledge, skills and tools they need to succeed professionally.
We got our start in 2011 as The Digital Project Manager blog, founded by our CEO Ben Aston. Since then, we’ve grown into an international team of 70+ creators, strategists, and innovators with a portfolio of more than 14 online publications. We enjoy an impact-driven environment that combines the agility of a startup with the creativity of an agency and the diversity of a global company.
We’ve recently ranked #30 in The Globe and Mail’s Fastest Growing Company list and received a CMI award for Best Digital Publication for The Digital Project Manager—and we’re listed in both Canada's Top Small & Medium Employers, and Best Employers in BC.
All of this growth is driven by our commitment to our mission: In a world of evolving skills, practices, and technology, we’re creating a playbook for the future of work and empowering communities to create it with us.
Want to learn more? Watch this video to learn why the team love working at BWZ!
Diversity Equity and Inclusion:
Black and White Zebra is an equal opportunity employer and considers all candidates for employment regardless of race, color, religion, sex, national origin, citizenship, age, disability, marital status, military or veteran’s status (including protected veterans, as may be required by federal law), sexual orientation or any other category protected by law. We celebrate all backgrounds and attributes that continue to help make our team impactful, iterative, adaptable, and fun!
Top Skills
Ahrefs
Buzzstream
Google Analytics
Muck Rack
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