Associate Director of Public Relations

About the role

The Associate Director of Media & Public Relations and Issues sits within Zilch’s Corporate Communications function and reports to the SVP Corporate Communications, bridging functional strategy and tactical execution across media and public relations, and issues management in a highly regulated fintech environment.

The Associate Director leads the organisation’s efforts in shaping and communicating the Zilch narrative with a range of stakeholders through owned, earned and shared channels, building long-term credibility and trust. The role partners closely with the SVP of Communications and senior leadership, including the C-suite, to shape and deliver proactive and reactive media and public relations activity that builds brand credibility and trust, protects reputation and supports business priorities. The role also serves as a trusted deputy for the SVP of Communications helping to direct and align a small in-house team and agency support.

The role is primarily responsible for understanding strategic vision and translating it into high-impact and creative PR tactical execution in a highly visible, fast-moving fintech environment. While strategic in scope, this is a hands-on role requiring strong judgement and the ability to operate calmly and decisively under pressure.

Key responsibilities

Public and Media Relations

• Own and lead day-to-day media relations strategy, including building and maintaining relationships with key journalists across fintech, financial services, consumer, tech, and business media
• Lead media pitching, briefings, and ongoing relationship-building to secure high-quality, on-message coverage aligned to business and reputation objectives
• Working closely with external PR agency, manage the press office function, including handling inbound enquiries, coordinating interviews, and ensuring timely, accurate responses
• Personally draft and sign off press materials, including press releases, media statements, briefing notes, and comment responses

Executive & spokesperson support

• Partner with senior leaders and subject matter experts to develop media-ready messaging, preparing them for interviews, panels, and commentary opportunities
• Create briefing documents that distil complex issues, data, and regulatory context into clear and accurate talking points
• Identify and drive opportunities to elevate executive profiles through thought leadership, opinion pieces, and commentary on relevant industry, regulatory, and policy developments

Issues and reputation management

• Lead the preparation of reactive media statements in response to regulatory developments, policy moments, or sensitive external issues
• Monitor the media and industry landscape to anticipate and identify emerging risks, sensitive topics, or narrative shifts that could impact Zilch’s reputation.
• Play a key role in issues and crisis communications, including drafting holding statements, media lines, and internal briefings under tight timelines
• Ensure all external messaging reflects the standards and expectations of operating in a regulated financial environment and comply with internal policies and external regulatory requirements

Cross-functional collaboration

• Work closely with Product, Marketing and other teams to strategise and align media activity with launches, campaigns, and strategic initiatives
• Ensure earned media activity supports wider brand positioning and customer trust objectives, not just short-term visibility
• Act as a bridge between internal teams and agency partners, ensuring strong information flow, clarity, and alignment
• Confidently articulate recommendations, trade-offs, and rationale to senior stakeholders, influencing decision-making in complex or ambiguous situations

Measurement & optimisation

• Define success metrics for media and PR activity and,working with the Comms Operations Executive and agency partners, track, analyse, and report on media coverage, sentiment, and share of voice to assess impact against business and reputation objectives
• Use insights to refine media strategy, messaging, and targeting over time.
• Maintain media lists, spokesperson materials, and press resources so they remain current and effective
• Incorporate industry best practices and expertise to elevate performance across the Communications team

Skills, qualifications & experience

• Demonstrable advanced experience in media relations and public relations, with senior in-house experience in fintech, financial services, or another regulated environment.
• Deep understanding of the UK media landscape across business, financial services, tech, and consumer finance.
• Proven track record of securing high-quality, on-message coverage and building credible, long-term journalist relationships.
• Strong ability to translate complex financial products, data, and regulatory topics into clear, accurate, and compelling external narratives.
• Demonstrated ability to handle sensitive issues or reputational challenges with calm judgment and clear communication under pressure.
• Exceptional writing and verbal communication skills, including press materials, statements, briefings, and executive talking points.
• Highly credible stakeholder manager, comfortable advising, influencing, and constructively challenging senior leaders and subject matter experts.
• Highly organised and collaborative, able to manage multiple priorities while working cross-functionally with legal, risk, product, marketing, and commercial teams, as well as PR agencies.
• Commercially aware, proactive, and discreet, with strong news sense and a genuine interest in fintech, regulation, and evolving industry narratives.