Public Relations & Brand Communications Manager

Role Summary

Urban Outfitters is looking for a Manager of Public Relations & Brand Communications! This role will lead consumer-facing communications that elevate product storytelling, cultural relevance, and earned media visibility for the brand. This role will focus on translating Urban Outfitters’ campaigns, new product collections, collaborations, and cultural moments into compelling stories that resonate with media and consumers alike. Working closely with the Associate Director of Brand Comms & Social Impact, the Manager will drive communications for product launches, brand collaborations, and key marketing campaigns, ensuring Urban Outfitters continues to show up at the intersection of fashion, lifestyle, and youth culture.

A key responsibility of this role will be building a distinctive editorial platform that highlights product trends, cultural insights, and brand storytelling. Through strong writing and a deep understanding of consumer behavior, this role will help position Urban Outfitters as both a retail destination and a cultural voice for the next generation.

The ideal candidate is a strong writer, cultural observer, and media strategist who understands how to translate product and trends into stories that drive earned media, search visibility, and affiliate performance. This role will have strong media relationships and also work closely with PR agency partners and cross-functional teams to amplify brand campaigns, product narratives, and cultural moments across fashion, lifestyle, and commerce media.

This position will be based out of Philadelphia, PA and operate on a hybrid schedule of 3 days in office each week.

Role Responsibilities

Consumer PR & Product StorytellingLead communications for product launches, seasonal assortments, and brand collaborations, translating product into compelling narratives that resonate across fashion, lifestyle, beauty, and home media. Develop press releases, media pitches, and storytelling frameworks that elevate Urban Outfitters’ authority as a destination for trend-driven style and lifestyle products. Identify opportunities to position the brand’s assortments within emerging trends and cultural conversations to drive meaningful editorial coverage.

Editorial DevelopmentLead the launch, strategy, and establishing a new editorial platform for the brand. Write and edit recurring features highlighting product trends, cultural insights, and brand storytelling. Develop a distinct editorial voice that reflects Urban Outfitters’ role at the intersection of product, creativity, and youth culture, while incorporating consumer insights, social trends, and cultural signals into compelling editorial content.

Brand Campaign & Collaboration SupportSupport communications strategy and execution for Urban Outfitters’ tentpole campaigns, collaborations, and key marketing initiatives. Translate campaign concepts into product-driven storylines and culturally relevant media angles that amplify brand moments across consumer and lifestyle media. Partner with internal teams to ensure PR is integrated into campaign planning and activation.

Commerce & Affiliate Media EngagementDevelop relationships with commerce editors and affiliate media partners to drive product placement across shopping guides, trend features, and seasonal roundups. Lead proactive pitching strategies that support affiliate visibility, product demand, and editorial coverage aligned with key retail moments.

Newsroom & Digital StorytellingContribute to the Urban Outfitters newsroom by developing product-rich editorial content designed to improve search visibility and generative engine optimization (GEO). Ensure brand storytelling is optimized for discoverability across digital media, search platforms, and emerging AI-driven content ecosystems.

Cultural Insight & Trend IntegrationMaintain a strong pulse on Gen Z culture, social media trends, and emerging consumer behaviors. Translate insights from platforms such as TikTok, Pinterest, and Instagram into proactive PR story angles, editorial features, and media outreach opportunities.

Agency & Cross-Functional CollaborationCo-manage day-to-day relationships with PR agency partners, guiding pitching priorities, storytelling opportunities, and campaign support. Collaborate closely with merchandising, marketing, creative, social, and insights teams to identify opportunities to elevate product narratives and brand storytelling through earned media.

Role Qualifications

Writing and Editing Excellence Demonstrates strong writing and editing skills, with the ability to craft compelling narratives that translate product and trends into culturally relevant stories.

Media and Commerce Expertise Possesses a deep understanding of and relationships with consumer media, commerce editorial, and affiliate ecosystems within the fashion, lifestyle, and retail landscape.

Cultural Intelligence Translates cultural trends into brand and partnership strategies that resonate with youth audiences.

Agency Management Collaborating with cross-functional teams in a fast-paced environment.

Project Management Ability to balance strategic thinking with strong execution, managing multiple projects and priorities, timelines, budgets, and deliverables effectively and simultaneously.

Brand Stewardship The ability to internalize, represent, and consistently apply brand values, voice and visual identity across all marketing efforts to build brand equity and trust.

Problem Solving Applies analytical thinking to resolve challenges and improve marketing outcomes.

Competitive Awareness Monitors market and competitor activity to inform strategy and maintain relevance.

Creative Collaboration Ability to work with creative teams and partners to develop culturally resonant content.

Inclusivity Commitment to fostering diversity and inclusion within the workplace.

Minimum of 5 years of relevant experience in the PR and media landscape; candidate must possess deep-rooted media relationships and a sophisticated understanding of brand positioning.

Success Metrics:

• Growth in earned media coverage across fashion, lifestyle, culture, and commerce publications, with a focus on product visibility and trend-driven storytelling. 
• Successful launch and ongoing engagement of the Urban Outfitters editorial hub, including consistent content production and audience growth. 
• Increased affiliate media placements and product inclusion within commerce-driven editorial coverage.
• Strong integration of PR across tentpole campaigns, collaborations, and brand activations. 
• Improved GEO visibility and discoverability through newsroom and editorial content. 
• Effective collaboration with internal teams and agency partners to deliver integrated communications programs that drive brand visibility and cultural relevance.

Key Attributes: Models behaviors that align with URBN’s values: 

Unite in communicating and collaborating with integrity.

Respect our planet, our world, and each other. 

Build lifestyle brands through creative entrepreneurship. 

Nurture meaningful connections with customers and employees.

#UrbanOutfitters #LI-EC1

The Perks

URBN offers comprehensive Perks & Benefits to employees. Availability and eligibility to specific benefits may be subject to your location and employment status. Benefits include medical, dental, vision, PTO, generous employee discounts, retirement savings and much more! For additional information visit www.urbn.com/work-with-us/benefits

EEO Statement

URBN celebrates diversity and is committed to creating an inclusive environment for all employees. We are proud to provide equal employment opportunities (EEO) to all employees and applicants for employment without regard to race, color, sex (including gender, pregnancy, sexual orientation, and gender identity or expression), religion, creed, age, physical or mental disability, national origin or ancestry, ethnicity, citizenship, service in the uniformed services, genetic information, or any other protected characteristic as established by law. We believe strongly in fostering a safe, fair and respectful work environment. To ensure compliance with our non-discrimination and anti-harassment policies, we offer anti-harassment training to managers and employees.