PR & Earned Media Manager

About the role:

Creative Fabrica is building a new generation of AI products in one of the fastest-moving and most competitive technology markets. We want to become a company that journalists, creators, newsletters and industry voices consistently talk about. That means going beyond traditional press releases - we want to create stories, launches, data, opinions and moments that are genuinely worth covering.

As our PR & Earned Media Manager, you will own Creative Fabrica's earned-media presence and be responsible for increasing how often and how widely the company and our AI products are covered. You'll build relationships with journalists, newsletters, podcasts, creators and other influential voices across AI, technology and the creator ecosystem.

This is not a traditional corporate communications role. You won't spend most of your time writing press releases or managing lengthy approval processes. Your job is to find compelling stories and get them in front of the right people. Sometimes the story is a major product launch; other times it comes from company data, an experiment, an industry trend, a strong opinion or an unusual campaign we create because we believe the internet will talk about it. You'll work directly with Product Marketing, our channel owners, the creative team and company leadership - with significant freedom to experiment with how we earn attention.

This is a full-time, in-office role at our Amsterdam HQ, with an annual allowance of 30 work-from-anywhere days.

What you will do:

• Own the earned-media strategy - take charge of Creative Fabrica's PR and earned-media strategy and be accountable for increasing meaningful coverage and reach
• Build a media network - develop and maintain relationships with journalists, editors, newsletter writers, podcasters, creators and other influential voices across AI, technology and creative industries
• Pitch proactively - develop strong story angles around our products, launches, company developments and the wider AI industry, and get them in front of the right people rather than waiting to be approached
• Create newsworthy moments - continuously find ways to earn attention even when there is no major announcement, using internal data, product usage, experiments and trends to create original stories and insights
• Turn launches into stories - work closely with Product Marketing on upcoming launches and shape narratives that give journalists a genuine reason to cover them
• Ride the news cycle - spot fast-moving stories where Creative Fabrica can contribute a relevant perspective, story or expert comment
• Prepare our spokespeople - create pitches, media materials and talking points, coordinate interviews, brief spokespeople and develop thought-leadership opportunities for company leadership
• Experiment boldly - test unconventional PR ideas, stunts, research, campaigns and collaborations with the potential to generate significant earned attention
• Track, learn and systematize - monitor what earns competitors attention, measure coverage, reach, backlinks and mentions, and build a repeatable PR engine rather than treating every opportunity as a one-off

What you will need:

• 2+ years in PR or media - professional experience in PR, earned media, communications, journalism or a similar role, with demonstrable earned-media coverage to show for it
• Media savvy - a strong understanding of how journalists and modern media organizations operate, and of what makes something genuinely newsworthy
• Pitching and storytelling skill - experience developing and pitching compelling story angles, and turning complex products or technology into simple, compelling narratives
• Excellent writing - sharp written and spoken English, particularly concise pitches and media communications
• Relationship-building energy - you genuinely enjoy talking to journalists, creators and industry people, you're comfortable reaching out cold, and you can work with executives and prepare them for media conversations
• Relentless proactivity - you don't wait for a press release or launch, you're persistent when you hear no, and you move fast enough to capitalize on opportunities while they're still relevant
• Curiosity and judgment - a strong interest in AI, technology and the creator ecosystem, paired with sound judgment around reputation, sensitive topics and public communication

Nice to have:

• An existing network - relationships with journalists covering AI, technology or startups, or across AI creators, newsletters and independent media
• Major coverage wins - experience securing coverage in major international technology or business publications, or across podcasts, newsletters and creator media
• Creative PR experience - data-driven PR stories, original research, reactive/newsjacking PR, or unconventional campaigns and stunts
• Startup context - experience in AI, SaaS or consumer technology, in a startup or scale-up, or agency experience combined with a desire to move in-house and own outcomes directly

We would also like to offer you:

• Lunch: On days you work in the office a warm fresh lunch will be provided for you.
• 30 days Work From Anywhere Benefit per year.
• 24 days of paid vacation per year + public holidays.
• Travel Allowance, if you live more than 10 KM from the office (in the form of an NS card).
• Company pension plan.
• Company events and overseas trips!